Basically, all the services that you use when you're logged into Google will now be able to use those snippets of data as a comprehensive strategy to target ads even more effectively. For example, say you're driving to your local amusement park. Your kids are using YouTube to pass the time, your husband is checking the traffic reports via Google Maps, and you're checking Gmail. When you log on to the Web later on in the day, it's likely that you will see targeted ads for that amusement park on whatever sites you visit - and your friends on Google+ will probably see them too, since Google can use this relationship to make an intelligent assumption about your friends being influenced by something you enjoy.
If this bothers you - Google using your information to make ads even more targeted to you and your friends/family - there are a couple ways to get around it.
How to avoid all of this Google privacy bother
The easiest way to avoid all this kerfuffle is to simply log out of your Google account. Once you're logged out, Google can't see what you're doing, other than basic geo-targeting (if you're in San Francisco, you're going to see local eateries before NY restaurants). However, you won't be able to use many of Google's services that require a log-in: Gmail, Google Docs, Blogger, etc.
You can also just simply use another search engine that is less invasive. For those of us that are particularly privacy conscious, a good choice is DuckDuckGo, which doesn't track your movements at all. You might also want to try Bing, Wolfram Alpha, or StumbleUpon (more search engines can be found here: The Ultimate Search Engine List).
One more way to make this easier on yourself? Use a little bit here, a little there. For example, if you love Google Maps and want to keep using it, you can, but diversify your Web services to other handlers: for example, use Bing to search, Vimeo to watch videos, Yahoo Mail for your email, etc. There's no rule that says you have to use one Web organization for everything you do online.
How to adjust your Google privacy settings
If you're stuck on Google (and let's face it, most of us are!), then here's how you can protect yourself from any intrusiveness:
- Log into your Google account.
- Look for your Search History page. If your history has been turned on, click "Remove all Web History", then click "OK" when Google tells you that your Web history will be paused.
- Next, you'll want to double-check your YouTube settings. Go to the YouTube History page, found when you're logged in to your Google dashboard.
- Click on "History"/"Clear All Viewing History"/"Clear All Viewing History" (yes, again). Do the same with "Search History", found directly under the "History" button.
What's the bottom line with Google and privacy?
Google's privacy policies have made some pretty far-reaching changes over the last few years, to the point where online privacy advocates such as the Electronic Frontier Foundation are deeply concerned for Web users and the future of Web search in general. If you are not happy about how Google handles user privacy, there are even more steps you can take to insure your anonymity online, including:
- Ten Ways To Keep Your Search History Private: Common sense tips that will help keep what you're looking at online between you, yourself, and I.
- Anonymous Web Browsing 101: How to surf the Web through a proxy that keeps no record of your online travels.
- Search Engines and Your Privacy: Yes, they're boring, but it's a good idea to at least familiarize yourself with the basics of whatever search engine you're using and their privacy policies.