Adriana Noreña, vice president of Google for Latin America, spoke with TechMarkup about the most important pillars that all users must take into account to keep their personal data safe and private on the Internet.
The Colombian reports that people’s concern about the privacy of their information and their behavior on the Internet has been increasing in recent years. She uses the example of children, referring to how as children they are very open with their parents, but with the arrival of adolescence they begin to set their limits in terms of privacy, such as when they do not want their family to follow them on social networks. or they keep their bedroom door closed.
Well, it is in this way that users have been evolving over time, showing the different platforms and websites how careful they are now with their personal data, compared to previous years.
Likewise, Google, in order to strengthen privacy, has been making several changes such as redesigning its security center to make it easier.
But also, the company also plans to phase out third-party cookiesAdriana Noreña, indicates that “with this Many advertising platforms will no longer be relevant to advertisers because they will no longer be able to trace user navigation and follow their behavior on the web. Google has made it clear and firm that it does not do any traceability on its platforms or on that of third parties, all this in order to generate trust in users so that they continue using the platforms on the internet.
So, Adriana is emphatic in pointing out that Google does not have or handle users’ personal information, since the company’s processes work in an encrypted manner in their respective data centers.
To the above, the executive adds that less and less information is going to be needed because many machine learning and artificial intelligence algorithms are being implemented, making Google use the data operated by these technologies and not the data of the users. users.
Likewise, he says that Google is seeking to teach the user how to manage their privacy on the Internet, “you have a control panel where you know what information you are providing to each of Google’s products, you can manage that data, the information is yours not from Google”.
Nevertheless, it is also necessary to know what will happen to the advertising systems in a scenario in which cookies will not exist, “There we are trying to make very important efforts to educate advertising companies so that they carry out their strategies from primary data, so that it can be used in a consensual way with users and their consumers,” says Noreña.
Similarly, Adriana suggests that artificial intelligence and machine learning will help make advertising more efficient. In addition, she describes some of the tools that users have at their fingertips to manage their privacy:
My account: is the main section of Google account settings. It is accessed from https://myaccount.google.com or by clicking on the avatar with the photo in Gmail, Search, Maps and the other products. There you can manage all the data and information associated with the account, both in security and privacy.
In the Data and Personalization section, you can access, manage, activate, deactivate and even delete the data stored and personalize the following experiences:
– Activity on the web and apps.
– Voice and audio activity.
– The views and searches on YouTube.
– The devices that are logged in with the account.
In addition, by accessing the “Privacy Check”, users can choose the appropriate privacy settings for each of the products they use.
Set location privacy: From the “Data and Personalization” section you can also view, edit, configure and delete the location history, as well as deactivate it completely if the user prefers. There you can see the sites you have been to, if you have that option enabled, and delete them from the file.
Advertising: From “My Account”, you can customize the configuration of the ads so that they are relevant, but if the user wants, they can deactivate that customization and their data will not be used to display advertising.
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