Google will soon know far more about who you are and what you do on the Web.
The Web giant announced that it plans to follow the activities of users across nearly all of its ubiquitous sites, including YouTube, Gmail and its leading search engine.
Google has already been collecting some of this information. But for the first time, it is combining data across its Web sites to stitch together a fuller portrait of users.
Consumers won’t be able to opt out of the changes, which take effect March 1. And experts say the policy shift will invite greater scrutiny from federal regulators of the company’s privacy and competitive practices.
The move will help Google better tailor its ads to people’s tastes. If someone watches an NBA clip online and lives in Washington, the firm could advertise Washington Wizards tickets in that person’s Gmail account.
Consumers could also benefit, the company said. When someone is searching for the word ‘jaguar’, Google would have a better idea of whether the person was interested in the animal or the car. Or the firm might suggest e-mailing contacts in New York when it learns you are planning a trip there.
But consumer advocates say the new policy might upset people who never expected their information would be shared across so many different Web sites.
A user signing up for Gmail, for instance, might never have imagined that the content of his or her messages could affect the experience on seemingly unrelated Web sites such as YouTube.
‘Google’s new privacy announcement is frustrating and a little frightening’, said Common Sense Media chief executive James Steyer.
‘Even if the company believes that tracking users across all platforms improves their services, consumers should still have the option to opt out — especially the kids and teens who are avid users of YouTube, Gmail and Google Search’.
Google can collect information about users when they activate an Android mobile phone, sign into their accounts online or enter search terms. It can also store cookies on people’s computers to see which Web sites they visit or use its popular maps program to estimate their location.
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