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
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."