So, 1st March 2012 saw Google implement
its single privacy policy across all of its services. And, you can
understand why they did it. They go from over 60 separate policies
to a single one that enables them to track user data and web activity
gathered on one Google service and use it across a number (but not
all) of their other services. So, the stuff that I search for on Google
will affect the advertising that I’m shown on YouTube.
In an obvious response to this, Google’s countered with the following statement – “We are confident that our new simple, clear and transparent privacy policy respects all European data protection laws and principles.” It’s up to you to decide who to believe…
The only way to opt-out is to not use Google services. But this is not realistic for most people given the pervasiveness of Google – Search, YouTube, Maps, Gmail, Blogger, etc. Even harder if you have an Android phone – as signing-up and agreeing to Google’s policies are a requirement to switching the phone on.
You can delete your browsing history on Google or viewing history on YouTube. But, in reality, how many people are going to do this and remember to keep doing it? Given we are talking about over 60 separate services, I would wager, the majority of the population would never bother.
An eye-opening exercise is to check out your profile on Google Dashboard. If you add your online history to this data, Google have an increasingly powerful proposition to us marketers. For example, YouTube seems to be the only Google service that knows my age and gender. Now all of their services know this and can market to me accordingly.
Interestingly, there are some specific Google products that aren’t shown on the Google Dashboard. And, while I care little about the defunct Google Wave, I’d like to know what level of detail they hold in Google AdWords and Google Places.
IMHO — Let’s keep things in perspective. Yes, Google is richer than Croesus, but this type of activity pays for the services we all love to use for free. And, I frankly don’t see the real problem. We are always going to be exposed to advertising, why not have them relevant to my perceived interests. We’ve also been doing it for years with the likes of the Tesco Clubcard, where all of our shopping activities are used to profile offers and promotions. I guarantee Tesco use this data to cross-sell other products like insurance, mobile phones and internet access.
And, yes, the science isn’t perfect yet, but it will get there (especially now that Google can use the information across multiple services). A case in point, I was recently looking at Saga holidays for my parents. Now Google is convinced I’m over 60, planning for my retirement and in need of incontinence pants. Had they used my age and gender from data held at YouTube, this would not have happened.
If we look a little into the future, there’s some good things that could come out of this single policy. For example, based on your current location and the current traffic conditions, Google will let you know that you might be late for that meeting you’ve arranged via Google Calendar and suggest an appropriate alert to send to your client via Gmail. Nice
Being a marketer, this is the type of activity that has lead to a resurgence in display advertising. We’ve been working extensively with our partners at The MIG and the their Zap Trader platform to effectively target web users based on their behaviour and preferences. This means we can achieve greater efficiency and improved performance for our clients, at the same time as providing relevant promotions to their customers. It will now get even better with Google’s single privacy policy.
But, if you’re still worried about Google’s sinister intentions, check out the Electronic Frontier Foundation’s complete guide to protecting your privacy.