
Cecilia Kang
Google will soon know far more about who you are and what you do on the Web.
The Web giant announced Tuesday 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.”