On March 1st of this year, new data collection methods will be deployed by Google which will essentially link search history and browsing patterns on all of their services. While collection of browsing data & search history are not a new concept for the folks up at Mountain View, this new initiative seeks to put searches in a better context. Google knowing individual search records is useful, but being able to put these searches in the context of all of their other searches, youtube viewing history & other Google usage data is even more valuable for their targeted advertising initiatives. Consumers could also benefit from this. For example, when Google users are searching for “Jaguar”, Google’s new service will help to target results based on your previous history and either bring up results for the auto maker or the animal.
From a privacy perspective, this news is certainly alarming. The general public does not expect content of their personal Gmail messages to have an impact on targeted advertisements on web pages or even Youtube viewing suggestions. Although there is no official “opt-out” option, there are a few things you can do to “depersonalize searches”:
- Sign out of GMail & other Google services while browsing
- Turn off Web History Tracking for your account. Click the Options icon on the top right of a Google page (gear icon). Click “Web History” at the bottom and when that page loads, turn it off.
Via Washington Post