Google, recently discovered, has a monopoly on web search, making a monopoly on crypto-friendly decisions amid its ongoing legal battles in the United States and the European Union. According to the new update, Google has filled out the integrated mobile of Ethereum Name Service (ENS) into the search completely. This feature has been tested with select users for some time and has not been tested on-site for Google’s global users. Nick Johnson, a former Google engineer, proposed the concept of ENS to the Ethereum Foundation in April 2016, and then in May 2017, the first batch of ENS names were minted.
Now, this development makes it easier for one to represent any name based on the ENS domain based on “.ETH”.
ENS can be interpreted as a decentralized domain name protocol. These Ethereum-based name domains are used by encrypted users who want to simplify complex Ethereum wallet addresses so that they can be read by humans. Otherwise, the addresses of crypto wallets usually include a bunch of random letters and numbers that are not only difficult to remember but also keep these addresses read only by computers.
Nalin Mittal, product manager at Google Web3, was the first to confirm X development and explained its utility.
“You guys all ask for @ensdomains integration and it’s alive. You can search for any .ETH name and get the balance correctly in Google search! Thanks to the search team for fully rolling out this!” Mittal on October 9 release.
Around July 2022, ENS addresses appeared in the most popular current asset transactions in the virtual asset market. Generally, ENS domains such as ‘xyz.eth’ are often more valuable than others like ‘asd1as.eth’.
That same year, Google reportedly introduced this ENS feature first to enable Ethereum wallet holders to track their ether balance directly through search results.
Nike’s Web3 arms are called “RTFKT” and PUMA, and are one of the global brands that have purchased the ENS domain in the past.
