Google defends the new policy, stating that utilizing this information will enhance the user’s experience by providing customized service and feedback. Advertisers will be tailored to what they think you might be interested based on your shopping history and even which videos you have watched on YouTube. Google goes on to claim that they do not sell, trade or rent information that can personally identify you and that they simply use it to enhance your experience.
Many individuals are still a little nervous about this change and with good reason. There is tremendous economic value in a web surfer’s activity and it remains up to Google to ensure that information stays in good hands while protecting their users’ privacy.