Last Wednesday, Google posted a draft proposal to change the DNS protocol to enable “authorative DNS servers to see the addresses of their clients” (read more about DNS here). Google proposes to include more information in the user’s IP address data sent to the Internet provider that enables them to get a better idea where their client at.

This way, Internet providers will be able to respond quicker to client request by sending them through the nearest data center geographically:

“… geographically distributed content delivery networks can tailor their answers to a specific client’s network location. So a client from California would talk to a server in California, while a client in the Netherlands would talk to a server in the Netherlands.”

However, while it has the potential to increase the user experience, some parties criticize that Google’s proposal may be intended towards its online marketing advantage:

“It’s not clear that Internet users really want Google to keep control over so much more of their Internet experience than they do already – from Chrome OS at the bottom of the stack to Google Search at the top, it is becoming an end-to-end infrastructure all run by Google, the largest advertising company in the world. I prefer a heterogeneous Internet with lots of parties collaborating to make this thing work as opposed to an Internet run by one big company.”

Read more about this news at this Ars Technica post or the Register article here.