Google is hoping to make more money in advertising with a new ad exchange it rolled out on Friday. It’s a step-up from the classic text-only Google ads and a direct shot at a market dominated by competitor Yahoo. If that sounds cutthroat, Google wants you to know that earlier in the week, the company also rolled out a new initiative called the Data Liberation Front. Google says it will allow Web users to take back control of personal data on the Internet. Eight Forty-Eight contributor David Greising says it happens to come out of Google’s office in Chicago.

Music Button: Ancient Astronauts, “Everybody”, from the CD We Are To Answer, (ESL records)