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Google marketers like me are closing the gap between your offline and online worlds—and crushing your soul in the process. Photo: Omar Marques/SOPA Images/LightRocket via Getty Images
When lazy journalists are pessimistic about Amazon’s Alexa or Google Home, they say stuff like: “Even Orwell couldn’t have predicted that we’d willingly bring Big Brother into our own homes.”
What they fail to mention is our willingness to exchange privacy for convenience didn’t start with the advent of virtual assistants. It started in the early 2000s, when people—in return for having access to Google products and seeing more relevant ads—allowed Google to have all their data.
Today, Google provides marketers like me with so much of your personal data that we can infer more about you from it than from any camera or microphone.
There have never been more opportunities for marketers like me to exploit your data. Today, 40,000 Google search queries are conducted every second. That’s 3.5 billion searches per day, 1.2 trillion searches per year.
When you search on Google, your query travels to a data center, where up to 1,000 computers work together to retrieve the results and send them back to you. This whole process usually happens in less than one-fifth of a second.
Most people don’t realize that while this is going on, an even faster and more mysterious process is happening behind the scenes: An auction is taking place.
For as long as you’ve been using Google, Google has been building a “citizen profile” on you.
Every internet search contains keywords, and the keywords you just entered into Google are fought over by advertisers. Each advertiser who offers a product related to your keywords wants its ad to be seen and clicked.
Then, like cartoon toys scrambling to get back in the right order before their owner throws on the light, the ads finalize their positions before your customized results page loads on your screen.
Generally, your first four search results—what you see before having to scroll down—are all paid advertisements. If you didn’t know this, you’re not alone. More than 50 percent of people between the ages of 18–34 can’t differentiatebetween an ad and an organic result on Google. For those over 35, that percentage grows proportionally higher. (To maximize this percentage, Google is always testing to find ad visuals that blend in best with organic results.)
Once you click on an ad, your information passes through to search engine marketers, where it’s forever stored in an AdWords account, never to be erased.
In case you were starting to feel a semblance of happiness, what with the holidays around the corner, here is a complete checklist of everything Google knows about you—thereby all the ways you’re tracked—as of December 2018:
Your age
Your income
Your gender
Your parental status
Your relationship status
Your browsing history (long-term and short-term)
Your device (phone, tablet, desktop, TV)
Your physical location
The age of your child (toddler, infant, etc.)
How well you did in high school
The degree you hold
The time (of day) of your Google usage
The language you speak
Whether you’ve just had a major life event
Your home ownership status
Your mobile carrier
The exact words you enter into Google search
The context and topics of the websites you visit
The products you buy
The products you have almost bought
Your Wi-Fi type
Your proximity to a cell tower
Your app installation history
The amount of time you spend on certain apps
Your operating system
The contents of your email
The time you spend on certain websites
Whether you’re moving (e.g., into a new home)
Whether you’re moving (e.g., walking or on a train)
* The above targeting methods are made available to search engine marketers by Google within marketers’ Ads UI. Info is also freely available here.
For as long as you’ve been using Google, Google has been building a “citizen profile” on you. This profile contains:
In2019, we will be coming close to realizing the Holy Grail of search engine marketing: multidevice attribution. When this tech is realized, ads will follow searchers seamlessly—not only across channels (e.g., social, organic, and email) but across devices (e.g., from mobile to tablet to laptop to TV to desktop).
Depending on your brand loyalty, for example, your TV will emit a hyper-frequency during certain commercials. Undetectable by your obsolete human ear, this signal can only be picked up by a nearby cell phone. If a Nike commercial plays on your TV, and then you pick up your phone and Google “Nike shoes,” your conversion path has been linked from TV to phone. Nice.
Despite the surveillance bleeding into nearly every aspect of our lives, there’s little information available to the public about what’s really going on.
Marketers alreadyknowif you’re a daily commuter. And they show you ads for products that daily commuters would be interested in buying, like headphones, pre-worn leather laptop bags, and handkerchiefs to hoarsely sob into. How do marketers know you’re a commuter? Easy: The frequency your cell phone pings passing cell towers. If the pings occur close together, a marketer can conclude that you’re standing in an object moving at a great rate of speed, with infrequent interruptions—also known as a train. (If it’s the Long Island Rail Road you’re riding, interruptions might be frequent. Heh.)
Search for a product on your phone and then physically walk into a store. Do that, in that order, and chances are Google used your phone’s GPS data to connect your ad click and your in-store purchase.
In order to provide marketers with further detail about your in-store (offline) purchases, Google has acquired (paid millions for) Mastercard credit card data. The company has acknowledged it has access to about 70 percent of U.S. credit and debit card sales through “third-party partnerships.” We will look back on this number and consider it quaint.
Back in December 2008, Hal Roberts, a fellow at the Berkman Klein Center for Internet & Society at Harvard, spoke about Google Ads as a form of “gray surveillance.” Roberts described Google as “a system of collective intelligence” that, along with marketers, hoarded and exploited your data.
But unlike other forms of surveillance, Google couldn’t kill you with it or throw you in jail.
Google Ads was gray surveillance because the exploitation, Roberts said, was hard to detect on the individual level. But, he said, it was already playing “a central role in the creation of social discourse online.” And 10 years later, the exploitation on Google Ads is even harder to detect. Despite the surveillance bleeding into nearly every aspect of our lives, there’s little information available to the public about what’s really going on.
In 2019, I’d like to change that.
People tell Google things they confess nowhere else — not to their spouses, doctors, or shrinks.
Through this series, I will reveal everything I know about the dark side of search engine marketing. I will explain, in everyday language, how Google and Google Ads work “under the hood” to track your data.
Then I will expose, from an insider’s perspective, what the vast majority of the public doesn’t know: how Google Ads is abused by search engine marketers and how people are essentially bought and sold through this platform. I will cover what Google has tried to do to fix Google Ads. Finally, I will provide readers with all the steps they need to protect themselves from exploitation on Google—including how to take back control of their data from insidious advertisers and those search engine marketers who rig the game.
Today, people tell Google things they confess nowhere else—not to their spouses, doctors, or shrinks. But Google users would not be so forthright with the search engine if they understood how far down this rabbit hole goes. With the insider information I will provide, I hope readers can return to a place where Google is not the only option available to tell their fears, regrets, hopes, and dreams.
By the end of this series, readers will be equipped with the knowledge to rethink their relationship with Google. And if some readers decide that Google is still their search engine of choice, they’ll be able to usethe system, instead of the other way around.
Founder of a NY digital marketing agency (like we need another). Finding humor in marketing tech’s depravity. Send vitriol: patrickberlinsem[at]gmail[dot]com
How to stop Google from tracking you and delete your personal data
Take back control of all the data Google stores about you with our easy-to-follow security tips
Google/WIRED
It's no secret that Google knows a lot about you. The Silicon Valley giant's business model is largely reliant on advertising and data collection. This information is garnered from all of your interactions with the company: through search, the use of maps, and a lot more.
The company doesn't make a huge song and dance about its in-depth knowledge of its users, but at the same time it doesn't keep it a secret either. With the right know-how you can see what Google knows about you and limit what it uses for advertising purposes. Here's how to find out what Google knows and take control of your data.
Google saves all your searches
Probably the least surprising of the lot, but Google has all of your search history stored up.
How to delete it: You can get rid of your weird search history by heading to Google's My Activity page. Here you can see you Google Activity from today. Click on Delete Activity By in the left hand column and then select Search from the dropdown menu.
If you want to stop Google tracking your searches for good, head to the activity controls page and toggle tracking for Web & App Activity off. This includes Chrome history and activity for sites that use Google services.
Google saves every voice search
Google records what you say every time you speak to it Google's voice search-saving habits have been reported on many times.
Anyone who use Google's voice search, the voice-activated Google Assistant, has their searches stored. This helps serve more relevant ads and search features are steadily improved – in the same way you'd expect from regular Google search.
A lot of people don't realise that many of these searches are actually recorded. This means users are able to listen back to exactly what they searched for by listening to what they said and how they said it. You can find all your recordings here.
How to delete it: If you've used any of Google's opt-in voice features for yourself, then head to Google's Voice & Audio Activity page to turn-off the features. Click manage activity to delete.
Google tracks and records your location
Use Google's location services? Then your every move is being tracked and mapped
As well as recording your searches and your voice, Google has also been keeping tabs on your location.
Google's location history, or timeline page, serves up a Google Map and allows you to select specific dates and times and see where you were. Its accuracy depends on whether you were signed into your Google account and carrying a phone or tablet at the time and is a little creepy.
How to delete it: From the settings page you are able to access location activity controls. Here you can turn off location history.
When you visit the timeline page you can hit the settings cog in the bottom right-hand corner of the screen and select delete all from there. There's also the option to pause location history. For more details on how Google tracks your location – and how to stop it – check out our in-depth guide.
Control advertising data
One of the more interesting places to check out what Google really knows about you is to head over to its ad settings page where (if you're signed into your Google account) you'll see a profile Google has built for you based on your search history, YouTubehistory and interests. So, for example, it might know that you're female, aged 18-24 and interested in banking, consumer electronics, mobile phones, shooter games, rap and hip hop and toys.
From this page it's possible to turn ad personalisation on (or off). If you opt out of personalisation then the adverts that follow you around the web – trainers, when you searched for them once – will stop appearing. Google's ad network operates on more than two million websites around the world and limiting its knowledge about you will make everything seem that little less creepy.
Delete your Google account
If you've had enough of Google and want to completely delete your account, it's completely possible. Google's Dashboard shows you all the information and servic. connected to your account, the download data page lets you take it all away and finally you can delete your account here.
