Google Privacy Director: “There Is A View That A Lot Of Personal Data Is Collected For Advertising, But It Is Not The Case.”

2021-05-23   |   by CusiGO

Internet users pay more and more attention to privacy issues in digital life. Aware of this, Google has taken several measures in recent years to better explain how they deal with the personal information they collect. ” We’ve been thinking about what we can do to let users know how we manage their data, what types of information our applications access, and why, “Stephan micklitz explained in a video call, Director of Google Security Engineering Center (gsec) in Munich, responsible for data privacy standards of Google global products.

The company this week launched several security and privacy related ads on Google I / O 2021, an annual event organized by developers to showcase the latest developments in its operating system Android and applications. One of them is a quick button to delete the browsing history of the past 15 minutes, or a reminder on Google maps to remind us that location history is enabled. It will also remind us that if we want to, Apple’s IOS can already do that when a camera or microphone is used.

These new features add to the big bets on privacy technologies in recent years: account managers, panels that can delete active data from browsers and Google Apps. This includes Google Maps location history (if the location is activated) and YouTube Search. ” In the past few years, we have done a lot of work to improve our control of user historical data collection. After 18 months, unless you say otherwise, everything will disappear. You don’t have to do anything to make it disappear, “the manager said.

What Google is not thinking about at the moment is taking steps similar to Apple’s: users must explicitly agree so that every app on a mobile phone or tablet can collect data about its activities. ” We have several options that agree with Google Apps. We try to be as transparent as possible in our license model, “micklitz said. He believes that Google or other companies tracking users’ fingerprints is not bad in itself. ” The data collected from yourself can be used to help everyone. Google maps is a good example: route information followed by others is used to tell you which route you like best, “he explains. In this case, the distribution of personal information helps the community. ” If you agree, the rest of the data can be used to give you better publicity, “he added.

In the German view, the amount of data about users collected by Google and its competitors is often exaggerated. ” There is a view that a large amount of personal data is collected for personalized advertising, but this is not the case, “he said of ads that are only displayed to users browsing personal data, who think they will react positively to ads. Most of the ads we see in search are context based, that is, they are based on the same search or the first two or three searches. That’s all the context needed to provide good advertising, “he stressed.

“It’s personalized, but it’s not that you’ll use a lot of personal data to provide you with high-quality advertising. It’s not necessary. ” Micklitz recommends that you test with a regular browser and another browser that is completely certain that you have not opened an account or have not been active before. ” You’ll be surprised at what you see: the search itself is actually the main source of information. ”

The advertising engineer’s defense of targeted advertising is over. There is no doubt that Google, together with Facebook, controls the global market for this business. ” At the end of the day, we all see ads, and I think it’s best to show something that you might be interested in products that have nothing to do with you. Having said that, I fully understand that many people don’t want to be tracked, “he said, referring to the options offered by the latest IOS update.

Google plans to order cookies from third parties next year, which will change the rules of the online advertising market. The company’s suggestion is to remove these code fragments, which we left on all the websites we passed, and then the company analyzes the code to study our taste. Firefox and safari have done it; The real change will be when you join this chrome trend: Google browser is by far the most used browser in the world (with a market share of more than 70%). “Advertising is essential to keep pages open to all, but the web ecosystem is at risk if privacy practices don’t meet changing expectations,” Google explained in a statement earlier this year.

Rather than cookies, the company wants to work with what it calls floc, a system that groups users based on their preferences and interests from last week’s browsing history. The key, their creators say, is that it will be done anonymously, without knowing the identity of the individual.

The model is still in the testing phase. Micklitz said the technology needed for this work is not ready. However, he did not hide his enthusiasm for the project I think this method has an important improvement in tracking: floc’s data remains in your browser, and the size of the queue of thousands of like-minded people brings anonymity.

Some people think that this new method of extracting information from users will not actually change anything about privacy, and browsing history will continue to be tracked. This is a more complex decryption method, which will punish companies that don’t have enough computing power to take advantage of it. Michaelis doesn’t think so Everyone can access floc like Google. We are all at the same level

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