Digital Marketing News – The new Google privacy policy – how it affects you

 

From March 1st Google will be releasing a new privacy policy which replaces its more than 60 strong current policies relating to each of its products and services.

The new policy aims to provide a single reference point for users and gives Google greater powers to share data more easily across its application.

While users can still edit their privacy preferences, what this essentially means is that Google can tailor your online experience based on the interests you’ve shared in Google+, Gmail and Youtube. So you might start seeing ads popping up that relate to a subject you’ve emailed someone about.

This doesn’t mean that Google has sold your information to advertisers; it still insists that your personal data is secure within the Google network, but it gives Google the ability to target ads to exactly what you might be looking for at a particular time.

Google will also be able to suggest search terms for you based on your recent activity and can predict what you might be looking for by monitoring what you look at and comment on and build a profile around this.

Even better than this though, by combining the various Google services, the user experience will become even more intuitive until it begins to act like a virtual PA. The example Google gives in its FAQs is: ‘we can tell you that you’ll be late for a meeting based on your location, your calendar and the local traffic conditions.’ Pretty cool huh?

Of course there is always the usual suspicion when a company changes its privacy policy and Google has been clear that the only way to opt out is to close your account. But at the same time Google isn’t here just to provide us with a wonderful tool completely free of strings, this update will give it an even greater insight which will significantly increase its advertising revenue.

Google is being clear about how the new policy works and what to do if you don’t like the changes, but overall the feedback is pretty positive. For most people though the change seems a natural development and makes managing the different applications a whole lot easier.

Google has outlined the changes in it’s policies pages and has included some FAQs that explain the implications for users.

Written by Felice Ayling

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