Google recently simplified and merged its privacy policies across all products into a single policy. This allows Google to track users across different services and share data for targeted advertising. While Google claims this provides a better user experience, competitors argue it prioritizes Google's interests over user privacy. The new policy benefits advertisers through more integrated targeting using user data and histories from Google services like Search, YouTube, and Google+. However, it may raise concerns about how extensively Google will track and use personal information.

1. Google Privacy Shehzad Iqbal February 2,
Policy Change 2012
Background
Google recently merged all of its privacy policy into one simplified set of terms covering all its
products. The changes are significant, making it impossible for anyone to ignore. Most notably
users and lawyers are concerned about the absence of an opt-out button. Naturally Google
competitors like Microsoft are exploiting the controversy and doing nothing to diminish the
views that Google is being disingenuous in its claims that the changes are largely for simplicity
and consistency's sake. These competitors essentially assert that Google is putting its own
interests above those of users, and that its real aim is to track what users do across its
portfolio of products and to lure more advertising with better data.
Details
The new policy changes mean new opportunities for users and advertisers. Companies will be
able to run ads across Google’s products based on a consumers’ Web history. Only activity
logged while consumers are signed into their accounts can be used for this cross product
targeting; Google has clearly taken note of Facebook recent run-in with the US Congress over
their always-on tracking approach. The major news here is that it is the first time Google is
offering such cross-product targeting opportunities. To summarize:
 The new policy replaces more than 60 existing product-specific privacy documents
 They have rewritten the main Google Privacy Policy from top to bottom to be simpler and
more readable.
 Google now states more clearly what data they collect and how they use it.
 Clarity that when you’re signed in, Google will use data to “refine and improve your own
personal experience on Google. “
 Google are trying to be more upfront about personal data capture.
Implications
The benefits to advertisers will be abundant. For example, marketers will be able to target
specific searchers with paid keyword ads based on their You Tube browsing history, e.g., only
put Ford paid search ads in front of automotive video viewers. Such an integrated targeting
platform will appeal to agencies and advertisers given the breadth and depth of Google’s data
and asset portfolio. Furthermore, it will be help Google bolster sales on its display network,
which has lagged behind others such as Facebook. The change will also continue to support
their efforts in Google+ as advertisers will have will be able to leverage personalized data for
targeting in the world’s top search and video destinations, something Facebook can’t do at the
moment.
Summary
The new privacy changes may raise concerns amongst Googlers about how the company will
use the tracking information that it collects. Google competitors will be quick to put more fuel
on the fire, although they may end up undermining their own ambitions as they attempt to use
data for similar cross-platform targeting. However, Google will mostly likely remain defiant in
the wake of these new changes both for competitive reasons as well as their belief that its
approach is ethical, clear, and in the end creating a richer more personal experience for its
consumers.