Google's new Privacy Settings: Why Can't they Admit its really about more Intense User Profiling & Targeting

Why can't companies like Google merely tell the truth?  That its changes to its privacy policy has more to do with gathering more data for user profiling, targeting and online advertising.  Google needs to boost online ad revenues, help fend off a strong challenge from Facebook, and feed the real-time ad targeting data engine required by its Doubleclick Ad Exchange and related ad buying services.  New Media Age is the leading UK trade publication covering digital marketing.  Here are three excerpts from recent articles addressing Google's new privacy plan [note in last the role of the EU privacy law].

excerpt 1:  "Privacy concerns aside, it will help Google establish individual user behaviour across its service portfolio, including mobile search and display, to build a single user profile."

from: Google’s privacy changes will boost mobile ad spend.  Mon, 30 Jan 2012

excerpt 2:  "Google is adopting a unified privacy policy across its accounts, including Google+ and YouTube, in a bid to boost ad targeting and further personalise search results. By 1 March, the search giant aims to consolidate over 70 different privacy policies into one, so it can collect data from individual users across its whole product portfolio into a single profile."

from:  Google to consolidate privacy data to bolster ad targeting.  25 Jan. 2012.

excerpt 3:  "Aegis-owned iProspect MD Ben Wood agreed that the unified policy could help untangle the “massive challenge” of attribution across devices. “There’s currently no synchronisation of data across devices so if Google can deliver a single profile, it will be of huge benefit to cross-device, cross-channel attribution,” he said...The move comes ahead of the EU’s ePrivacy directive regarding cookie compliance, which comes into full effect in May. From this date onwards, all advertisers will be expected to obtain consent from their customers to allow websites to set cookies.
Consolidating its multiple privacy policies, of which it has over 60, for all its accounts will mean consumers only have to give consent once for it to be effective across all Google products."

Google’s single privacy policy could simplify consumer consent and reduce cross-device attribution issues. 27 Jan, 2012


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