How Does Google Use My Data?
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.
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?