Google Settles Location-Tracking Case For $391.5 Million

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Google accepts pay $391.5 million in a settlement with 40 states over a suit including the search engine company’s tracking of users’ locations. The outcome of work by a union of state attorney generals of the United States, this is the largest-ever attorney general-led customer privacy settlement.

A 2018 story by the Associated Press started the suit. It alleged that Google continued gathering personal and behavioral area data and selling it to marketers, even after users had opted out of area history in their settings.

Oregon Attorney General Of The United States Ellen Rosenblum states in a news release:

“For years Google has prioritized revenue over their users’ privacy. They have been crafty and misleading. Consumers thought they had shut off their location tracking features on Google, however the business continued to secretly record their motions and use that information for advertisers.”

Under the terms of today’s settlement, Google will offer an in-depth rundown of the information it consistently gathers and present this information on a web page that the general public can gain access to.

Google Commits To Changing Location Data Policies

In an article, the Mountain View, California-based tech business describes several modifications it will implement in reaction to the settlement.

The changes consist of:

  • Combining user info hubs into a single, comprehensive repository
  • Extra disclosures
  • Streamlining the removal of place information
  • Providing new accounts with a more in-depth description of Web & App Activity, including what details it includes and how Google utilizes it

Google’s article states:

“Today’s settlement is another step along the path of giving more meaningful choices and reducing information collection while supplying more practical services.”

The blog post likewise highlights the advantages that place details offers users, consisting of factoring traffic conditions into Google Maps’ driving instructions, restaurant organization, and connected experience throughout Google residential or commercial properties.

With these updates, Google is enhancing its commitment to creating more transparency around user privacy and information collection policies. This consists of auto-delete controls, Incognito mode for Google Maps and increased transparency about how the search engine uses place data.

Area Data Is A Fundamental Part of Google’s Ad Service

Google’s digital marketing relies heavily on location data to gather individual and behavioral data marketers use to create comprehensive consumer profiles. In turn, marketers use the information to produce targeted campaigns talking to a specific demographic.

Personalized marketing produced more than $209 billion in advertisement earnings in 2021 for Aphabet, Inc., Google’s moms and dad business.

Featured Image: Burdun Iliya/Best SMM Panel