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I definitely agree with "Social media data could fill holes in the data available to credit scoring particularly where there is little other information about a person eg young people who have yet to build up a credit history".

On its own, Social media data is unlikely to be the only source of information for credit asssessment. There are a few reasons for it, but I feel that the most important one is that it is pretty easy to manipulate the data.

However, if social media data is combined with another powerful source, like a banking data of the user, it can certainly be a very useful.

By the way, there are companies that have been using social media data for scoring for a few years already :)

Would be lovely if you could provide a few exmaples of using the data though. Apart from that, great job!

Well, I think it goes a bit further than that. Say the availability of previewing Domain Authority in search results is of a significant importance for me. Luckily there is a plugin available for Google Chrome that allows be to combine my favourite browser with an essential tool. If this plugin wasn't available, perhaps I'd have to use a browser made by MOZ (and probably there would be one)...hence google would get less data, less impressions, less income. That's what the banks don't get.

As for the costs and profits, banks are already losing their sectors. PayPal, TransferWise and many others are offering better and cheaper solutions..and the presence of bank fees is something that would result in lower volumes, hence profits. Is there anyone using a paid personal email account? Why would then anyone pay for having a bank account?

Well, banks could certainly live out of client deposits without charging any unnecessary fees...if only the banks could optimise their processes.

Yes, Ads are the core revenue stream of Google today. Would it still be main contributing over 90% in 10 years from now? I doubt that.

Next to this, Google integrates advertising in its products like gmail. Hence, Google Ads are happening outside of the search engine itself as well.