• by Laurie Sullivan , Staff Writer @lauriesullivan, May 17, 2013

Google mines data for future product ideas through connected screens and applications by tapping into everything from geolocation to historic behavior. Maps will become the future of personalized services as the company pieces together information to gain insights. Let Google into your world, and the relationship gives the company the ability to serve insights to needs the user might not have been aware of.

When Facebook first released Search Graph, comments in posts across the Web called it a threat to Google's search dominance -- not only on desktops, but on mobile too. As eMarketer points out, much of Facebook's growth comes from an expansion into real-time bidding. Analysts at the firm believe Facebook is well-positioned to achieve further display growth as it scales its real-time bidding platform, Facebook Exchange (FBX). Real-time bidding continues to grow -- with U.S. advertising estimates hitting more than $3.36 billion on real-time bidding this year, up from just under $2 billion in 2012 and less than $1 billion in 2011.

Although the data creates the dominance, Google's road for search looks much different than Facebook's Graph. The engine made it quite clear at this week's developer's conference -- not only through its own plans, but those of developers on its Android platform. This week during Pitch Night, developers got a chance to present ideas to a distinguished panel of experts and venture capitalists, along with i/o attendees, to gain feedback on utilities and applications in the works.

Most of the apps and utilities focus on mobile services. An app for Google Glass spots the products on store shelves that meet the predetermined criteria and bring organic or genetically modified organism (GMO) products to the wearer's attention.

A couple of presentations were focused on gaming. One was aimed at reducing the ability to cheat, and the other helps students with memorization and study skills for tests like SAT and GRE through a limited free-to-download game. Then there's the app Take Time, which supports service-based industries through geofencing to determine time of day, voice dictation rather than typing, and calculations through Maps to estimate the time it takes to get from one site to another. You can view the video here.