Google's new privacy policy will share user data across products

Share this content:

Google's new overarching privacy policy will allow the company to share user data gathered from services including YouTube, Gmail, Picasa and the Google search engine, the company said in a new privacy statement. Google said the information sharing will allow the company to learn more about users and what marketing messages are most likely to appeal to them, better tailoring its advertising on more than 60 of its web services.

The new policy, which goes into effect March 1, allows Google to collect information about individuals when they sign into their Google accounts; enter search terms; or use an Android mobile phone, as users are typically logged into their Google accounts continuously on Android phones. It also stores cookies on users' computers to draw on information about which Web sites they visited and what locations they searched for on Google Maps.

The new policy will exclude Google Books, Google Wallet and Google Chrome. It has come under some criticism from privacy advocates, and eight members of Congress sent an open letter to Google CEO Larry Page asking for more details about the changes.

Google emphasized that the company is not collecting any more information about consumers than it has done in the past, but that it is now able to combine the data to get a more comprehensive picture of the user.

“You can bring in more data from across the different Web experiences so you can build out that user persona more robustly,” said Alex Funk, senior manager of paid media services at Covario, a search engine marketing agency. “As far as marketers go, this is a win.

“Before, you could build a campaign specific to YouTube or to the Google display network, but you were really working within the dataset within that one platform,” Funk said. “Now, if someone is searching for things online — maybe they're looking at pictures [or] having a conversation on Google Plus — you can better understand what types of products or services they're looking for.”

Google offered an example in its statement: When a user searches for a term like “jaguar,” the company will be better able to determine if they were looking for the animal or luxury car.

A Google representative could not be immediately reached for comment.

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above