Google’s updated privacy policy and terms of service will take effect on March 1, 2012. The new policy, designed to cover an array of Google’s products and features, will simplify the user experience across the entire network. Without jeopardizing current privacy principles, Google maintains the claim to never sell or share any personal information to a third party without user consent. Once the changes take effect, the new policy will give the search engine flexibility to sync certain products and services into a more integrated user platform.
How Does Google Use My Data?
In order to provide a better online experience, Google uses data to determine anything from what language a user speaks, to what ads are most beneficial. Basic information is gathered in two ways: the sign-up process and the user’s interaction with various services. Personal information such as the user’s name, email address, phone number and credit card information is collected when an account is first created. Details on how services are used, such as a search query and IP address, are gathered by Google and stored into server logs. If a location-enabled service is used, Google absorbs the information about the specific area. Finally, information is then stored and saved through the use of cookies and pixel tags when a user interacts with a Google service.
Through the process of capturing information, Google is able to deliver customized content to a specific user. For consistency purposes, Google may use the name provided from a user’s profile across all services and replace past names associated with the account. Other users who already have access to another user’s email and contact information can access their name and photo as long as it’s publicly displayed on their Google profile.
Users Maintain Control
Despite the fact that users are unable to opt out of the new policy without closing their account(s), products such as Google Dashboard and Ads Preference Manager will continue to provide control and transparency of personal settings. These settings are applied to services including: Gmail, Docs, Web History and YouTube. Curious to see who Google thinks you are? The Ads Preference Manager allows the user to view ads that are the most relevant to them and their personal interests, essentially allowing them to target themselves. The user’s interests are connected with an advertising cookie stored in their browser, allowing the specific user the choice to opt in or out. After the user logs into their account, they can select “Ads on the Web” to see data Google has gathered from their activity. Another option for users is creating multiple logins in order to keep data separate. It’s worth noting that when a user shares information publicly, it can be processed by other search engines.
The Controversy
Google claims their new policy will simplify the privacy terms for many users, however, the underlying issue of data sharing raises many red flags. With growing concerns about the power to opt out of data sharing activities, Google has been forced to shed light on their new approach to handling personal information, subjecting itself to harsh criticism. While Google defends their position on the latest policy, users may not agree so easily when data in separate services is compiled into one main database for Google eyes. Concisely, Google can deliver aggregated information from one Google product to another, which provides an improved targeted search for users.
What Does This Mean For Advertisers?
The updated privacy policy applies to every single Google product except for Google Wallet, Google Books, and Chrome. The major impact of the policy change on marketers and advertisers is that more relevant search results will be delivered to consumers. The fact that Google can create a profile of a single user through their interaction with various products allows for this collection of data to be invaluable for advertisers in the near future.
Summary
The shift in Google’s privacy policy doesn’t change how the search engine collects and applies a person’s information; however, consumers must remain alert. While some users might embrace the policy change, others might find it intrusive and distracting. While updates to privacy policies may not be the most entertaining items to read, consider this a wakeup call to review the terms and conditions of all websites.
Recommended Reading
Google seeks to clarify new privacy policy
Lawmakers press Google on privacy policy changes
Google Changes Again, Launches One Privacy Policy to Rule Them All
