Google to stop scanning emails to target ads

28 June, 2017, 02:12 | Author: Lorena Waters
  • Google to Stop Using Information in Gmail to Target Personalized Ads

Google has decide not to scan people's Gmail accounts for targeted advertising, a move which is looked to end the practice which has caused concerns regarding privacy of their email accounts. The system is used to offset the cost of providing Gmail users with free cloud storage on Google Drive.

Google has decided it will no longer scan your email's contents to provide personalised adverts. Google announced Friday that, starting later this year, it will no longer scan the contents of users' emails, a longstanding practice that the company used to target personalized ads to Gmail users.

As Green put it in her blog post, Google now bases ads on user settings, which allow users to disable personalized ads entirely. However, instead of scanning email content, the company says it will use other signals to find out what ads will appeal to its users.

Google's G Suite business is gaining enormous traction among enterprise users.

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In the statement, Google senior vice-president, Diane Greene, said the move was created to align the company's consumer offering with its other products, including its business offering, G Suite. "What we're going to do is make it unambiguous", said V Greene. Consumer users will continue to see ads displayed on their Gmail accounts. Ads will continue to appear as promoted messages, but they will now be targeted with other personal information Google already pulls from sources such as search and YouTube. The practice has always been the center of controversy and Google has finally made a decision to do away with it. The change in advertising policies on Gmail shows the growing degree to which Google values its enterprise customers. That would seem to indicate that the cloud unit considered email scanning, which has always been controversial, to be a significant barrier to its business. That proposal was part of a settlement negotiation that was still ongoing as of March, when a federal judge rejected the proposed settlement in a case involving California privacy law, Matera v. Google.

Alongside the announcement, Greene outlined the importance of the G Suite.

They have faced an uphill battle with both Microsoft and Amazon emerging as market leaders in providing cloud-based services.

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