Prior to now, tech giant Google had always collected user data but never bound their identity to it. Now it accesses all the information collected from user’s searches; Mail, YouTube, Map and all of its subsidiaries and then proceeds to build a comprehensive profile on the user.
Since the inception of DoubleClick advertising network in 2007, Sergy Brin Google founder made privacy the company’s top most priority. This made the company separate DoubleClick’s database browsing records differently from user personal information provided by Google. However users browsing history might be used.
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This implies that the double click ad you see whilst browsing might be custom made based on the user’s name and other personal identities. The downside of this is that Google can create profile on users regarding what they write in an email, websites they visit and every search they conduct.
There is ray of sunshine for this however as users can opt out of this identified tracking by visiting Activity controls on Google’s My account page and un-tick the box next to “include chrome browsing history and activity from websites and apps that use Google Services.”
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