Google limits advertisers' access to user data | economy

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Data is the new oil in the digital economy and information is the key in specific advertising campaigns to reach users. Google, the most powerful company on the Internet, now announces that it will introduce a change in advertising management that aims to limit access to context data in order to answer the questions posed by regulators.

The change was announced by Chetna Bindra, responsible for the privacy of company users. The new restrictions will begin to apply within three months, in February 2020. Now the Alphabet subsidiary allows advertising companies to learn about the categories of portals or applications that users can access, such as health, news, weather and music. This information is used to personalize the advertisements and prevent advertising from being shown on portals or applications that do not conform to the brand. That is, the advertiser can identify the type of content in which he wishes to present the product.

The change, Brinda says, will help "avoid the risk" that any advertiser can "associate individual identifiers with the contextual content categories of Google". At the same time, it will update the user's consent policy to adapt it to the new European privacy regulations.

The advertising that appears in the Google search engine is the main source of income for Alphabet. The company guarantees that its platform already includes "solid measures" to protect user privacy, such as requiring advertisers to obtain their prior consent to receive personalized advertisements. This change, he says, "is a further step"

Google announced the change after the British newspaper Financial times A survey was published showing that some of the most popular health portals in the UK shared sensitive data, such as patients' symptoms and medical diagnoses. DobleClick, its online advertising subsidiary, was the main recipient of this information, which was subsequently used in the offer processes.

"Trust is the foundation of a healthy and sustainable advertising ecosystem," Google's privacy officer concludes, "which is why we work to ensure that our policies and practices evolve to reflect the changing expectations of how data is processed collected and used ". Advertisers, however, believe that this change could give Alphabet an even greater power.

"Trust is the foundation of a healthy and sustainable advertising ecosystem," Google's privacy officer concludes, "which is why we work to ensure that our policies and practices evolve to reflect the changing expectations of how data is processed collected and used ". Advertisers, however, believe that this change could give Alphabet even more power.

Regulators in the United States and Europe are studying how Google uses users' personal information to preserve their dominance in the electronic advertising market, which is essentially distributed through Facebook. The amendment, therefore, would aim to show that it is taking steps to minimize the use of personal data and thus reduce regulatory risk.

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