Google (GOOG) is preparing to launch Mine, a Google+ feature that allows users to create and...

|By:, SA News Editor

Google (GOOG) is preparing to launch Mine, a Google+ feature that allows users to create and share a list of their belongings, as well as create wish lists and allow friends to learn of items available for borrowing. The service could be an effective/sneaky way of getting users to share more about their buying activity/interests (an area where budding ad rival Amazon has an edge), which in turn could improve ad targeting. It could also give Google+, still suffering from low engagement, a way to stand out relative to Facebook (FB) ... provided Facebook doesn't "borrow" the idea.