Review: 5 ways to control your privacy on Google

March 15, 2012 By ANICK JESDANUN , AP Technology Writer
In this Oct. 28, 2009, file photo, a sign on a building is shown at Google Inc. campus in Kirkland, Wash. In March 2012, Google expanded its ability to combine data from various services to create a super profile on you. The company says it's doing that to simplify privacy policies and improve your experience on sites such as Gmail, Picasa, Google Plus and YouTube. (AP Photo/Ted S. Warren, File)

Like it or not, your relationship with Google is becoming a lot more intimate. The company recently expanded its ability to combine data from its various services to create a highly detailed profile on you.

Google says it's doing that to simplify its privacy policy and improve your experience on sites such as , , Plus and YouTube. But there's a business reason, too. Google gets a chance to use the data it collects to tailor ads that align more precisely with your interests, and those personalized ads are among the most lucrative for the company.

Many complain that Google is forcing you to accept these changes. The is investigating whether the new approach violates its data-protection rules.

Before getting too worked up, it's important to understand what's happening.

Google has long monitored its users in order to target advertisements. If you've been reading a lot of news articles on golf, don't be surprised to see golf products pitched in graphical, display ads as you move across the Web. Google identifies you not by name, but by a string of characters attached to your . Google also promises not to target ads based on sensitive attributes such as , religion and serious health conditions.

Google also keeps of your searches and other activities, partly as feedback to improve services, the company says. Those logs don't have your name, but rather a numeric associated with your computer and the same browser-based characters used for ads. That Internet address also gives Google your approximate location, so a search may return local plumbers and not those 500 miles away.

Things change when you sign into a Google account - the kind you have for Gmail. When you do that, Google will have personal attributes such as your name, address and a list of friends. The new policy gives Google more ability to combine such data from email, YouTube, search and other services, beyond the limited rights it had in the past.

Keep in mind that as much as Google makes promises to guard data about you, it's legally bound to respond to subpoenas and other government requests. That's no different from policies at Facebook, Yahoo and other websites. This was the case with Google's old policy as well.

I find no reason to be paranoid online, but it's best to know what's happening so you can take appropriate precautions if you feel the need. I really don't care if Google's ad system mistakenly thinks I'm a teenage girl because I search for the latest on ABC Family's "Pretty Little Liars." But I'd care if ads popped up on my work computer based on a job search I might have done at home the night before.

Here are five things you can do to guard your privacy:


Remember, the new policy affects what happens when you sign in. You can avoid a deeper level of tracking and personalization simply by not signing in.

Of course, some services such as email and photo sharing on Picasa do require signing in. You can get around that by using different browsers to keep your identities separate. You could, for instance, use Google's Chrome to sign in for email and Firefox to sign in under a different account for YouTube. You could then use Microsoft's Internet Explorer to search the Web without signing in. That way, Google will see you as three different people and not link your activities.

If you want to stick with one browser, one approach is to use other providers such as Microsoft's Bing for search and Yahoo's Flickr for photos.

Keep in mind that Google still collects data about your use when you're not signed in, but it won't have as much information on you.


Google makes it easier than many other services to see what it knows about you.

Start with the Dashboard at . You'll have to sign in to use it. Go through each service to make sure it's up to date. On the right columns are links for managing your settings and profiles.

If you've enabled a feature called Web History, check the lists of past searches and delete any you don't want Google to remember. You can suspend recording by visiting .

Part of what's changing is that Google will now be allowed to use your Web history to suggest videos you might like to see on YouTube. So if I've visited a lot of sites on "Pretty Little Liars," YouTube might recommend video clips featuring some of its stars.

Next, check out Google's Ads Preferences manager at . That page reflects what Google thinks it knows about you when you're not signed in. You can remove or edit categories of interests.

If you don't like targeted ads, you can throw Google off by adding a bunch of fake interests. Or simply turn it off by hitting the "Opt out" link and button. You'll still get ads, just not targeted ones. The page might give you a few chuckles, as Google's guess of your age and gender is often wrong.

The Dashboard is tied to your Google account, while the ad manager is specific to your browser, so you'll have to do this with each browser on each computer or mobile device you use.


Major browsers offer a stealth mode. Typically, that means things you do aren't recorded in your browser's history files, and any data files added by a website for tracking get deleted after you're done.

On Chrome, look for "new incognito window" under the picture of the wrench. Microsoft's Internet Explorer calls it "InPrivate Browsing" under "Safety." The feature is called "Private Browsing" in Firefox and Apple's Safari.

While you're at it, you can delete data already recorded by the browser. Look for a menu item that says "delete," "clear" or "reset."

Keep in mind that some services won't function properly in stealth mode. Netflix's streaming service won't operate, and Gmail won't store password information to automatically sign in next time.

Also, Google will still have your numeric Internet address. Stealth mode will curtail tracking but won't make you completely anonymous.


Several services are available to help you mask your Internet address. Requests to retrieve email or get search results will get bounced through multiple servers to get to a website such as Google. That means Google would have the address of the last computer on that chain, but not yours.

A popular free option is Tor, though it requires a software download and can slow down Web surfing.


Even if you take all of the above steps, it won't guarantee anonymity or track-free browsing. For starters, your Internet service provider has information on you regardless of what Google has and does with it. With a subpoena, it can link your name to nameless IDs in Google's logs.

The products and techniques I've outlined here can help, but the only way to completely protect your privacy is to disconnect.

You may actually like the policy changes. Combining data allows Google to do such things as suggest spelling corrections in Google's online word processing program for contacts you have in Gmail or chat.

Many people complained when Facebook introduced feeds of friends' status updates to save you from having to sift through dozens of profile pages to see what your friends are up to. These days, few people can imagine Facebook without that.

Explore further: Google adds button to endorse search results, ads (Update)

More information: Additional tips from Google:


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not rated yet Mar 15, 2012
That way, Google will see you as three different people and not link your activities.

Nope. Google tracks you by installing a cookie in your browser, but it can and probably does correlate it with your IP, your browsing behaviour, your searches, any Google software you've installed etc. even without you logging in to any Google service.

It's naive to think that Google doesn't know it's you. Search for some page, and then open it in another browser, and you'll just link the two browsers to the same identity profile, as it is very probable that it is you when all the signs except the tracking cookie change. One slip and you've compromized your "anonymity".

Half the websites out there are tracked by Google, and they've either bought, or they sponsor many of the popular websites, software and services. You simply can't avoid Google anymore even if you wanted nothing to do with them, because they keep aquiring the things that you use.

5 / 5 (1) Mar 15, 2012
I've deleted every google associated program I'm aware of. I even cleaned my registry of all google, picasa, etc reference I could find. I have nothing to hide, I just don't like being watched.
I know that to think no one is watching is naive, but I don't have to help them.
not rated yet Mar 15, 2012
I partially am fine with adverts ever more orientated to what im interested in... but whos not to say the data that google will obviously handle with care is for example stolen by some employee that just got fired at google and posts it to some hacking group >.>

In them situations i would rather google didn't look into my personal email for that. But if you ooppose this because you have something to hide, you shouldn't of used google's services in the first place.
5 / 5 (1) Mar 16, 2012
The biggest issue is, that the world is not a stable place. What little peace we have now has a snowball's chance in hell to last an eternity.

It means, that the next time we get a Hitler, he's going to go to Google first.

Heck, you don't even need that much. Strike a nice fat wad of cash on the table, and we'll see how long Google or some who has access to the data "does no evil".

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