Google Inc quietly dropped its original motto “Don’t Be Evil” some time ago, then it dropped its corporate name, became the new holding company Alphabet Inc and a new weak and watery motto surfaced - “Do The Right Thing”.
Now Alphabet Inc has just as quietly announced another change. One that allows this Internet giant to build a complete portrait of a user by name, based on everything they write in email, every website they visit and the searches they conduct without the informed consent of said users.
Pro Publica, 21 October 2016:
When Google bought the advertising network DoubleClick in 2007, Google founder Sergey Brin said that privacy would be the company’s “number one priority when we contemplate new kinds of advertising products.”
And, for nearly a decade, Google did in fact keep DoubleClick’s massive database of web-browsing records separate by default from the names and other personally identifiable information Google has collected from Gmail and its other login accounts.
But this summer, Google quietly erased that last privacy line in the sand – literally crossing out the lines in its privacy policy that promised to keep the two pots of data separate by default. In its place, Google substituted new language that says browsing habits “may be” combined with what the company learns from the use Gmail and other tools.
The change is enabled by default for new Google accounts. Existing users were prompted to opt-in to the change this summer.
The practical result of the change is that the DoubleClick ads that follow people around on the web may now be customized to them based on your name and other information Google knows about you. It also means that Google could now, if it wished to, build a complete portrait of a user by name, based on everything they write in email, every website they visit and the searches they conduct.
The move is a sea change for Google and a further blow to the online ad industry’s longstanding contention that web tracking is mostly anonymous. In recent years, Facebook, offline data brokers and others have increasingly sought to combine their troves of web tracking data with people’s real names. But until this summer, Google held the line.
“The fact that DoubleClick data wasn’t being regularly connected to personally identifiable information was a really significant last stand,” said Paul Ohm, faculty director of the Center on Privacy and Technology at Georgetown Law.
“It was a border wall between being watched everywhere and maintaining a tiny semblance of privacy,” he said. “That wall has just fallen.”…..
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