Through programs like Google's AdSense, OpenSocial and their increasing pool of so-called "web gadgets", "social gadgets", and other Google-hosted services many web sites on the Internet are effectively feeding user information about sites visited by the users, and now also their social connections, to Google. Facebook also keep this information, although its acquisition is limited to page views within Facebook. This data is valuable for authorities, advertisers and others interested in profiling users, trends and web site marketing performance. Google, Facebook and others are increasingly becoming more guarded about this data as their reach increases and the data becomes more all inclusive, making it more valuable.