Google recently reported that it has stopped using a user's email scanning policy for targeted advertising purposes - a controversial policy that attracts privacy and has raised legal challenges.
Gmail so to say it is one of the most world's widely used e-mail provider with more than billions of users.
Google held its decision to reach the company's decisions. Its G Suite business over the past year has more than doubled, equivalent to 3 million payer corporate customers that are not the subject of the scanning process.
"G Suite Gmail has not been used for ad definition, and Google has decided to comply later in this year with our free consumer service," says Diane Greene, vice president of Google Cloud. "This decision brings Gmail ads together with how we make ads to other Google products."
Ads are based on user preferences and users can disable customization, Greene said.
G Suite will continue advertising, he said.
Legal battle
Policy change is a major step forward in the privacy of online life, said Marc Rotenberg, CEO
An electronic data center that has challenged Google's practice in court.
"EPIC objected to Google by scanning emails from the start and winning several major battles, including the 2014 decision to stop student email scanning,"
"Also remember that Google requested email from non-Gmail users, which caused problems in the federal wiretap and was often the cause of lawsuits."
Rotenberg referred to a special case One thing that is pending appeal to the Massachusetts Supreme Court,
Marquis v. Google, is a class action, Rotenberg stated. It was released by a resident who claimed that the AOL account had been scanned for advertising purposes.
The party argues that the practice of wiretapping is because Massachusetts is twofold state, which requires the consent of both parties before the data is stored.
At the end of last year, a solution was reached in California's class by Daniel Matera and Susan Rashkis and accused Google of violating Federal eavesdropping and state privacy laws by scanning non-Gmail accounts for advertising purposes.
As part of this solution, Google agreed to pay court fees of $ 2.2 million, but the federal judge earlier this year rejected the agreement.
Business concerns
When Google continues its business in cloud computing, it recognizes that customers will be very cautious about everything that threatens their privacy and security compared to established cloud services, said Jeff Kaplan, CEO
ThinkStrategies.
"Google always assumes that its users accept the indirect costs of their free application," he told TechNewsWorld that "they are the marketing mechanisms for your ads and other search engines.
"However, when it attempts to build a business, Google has acknowledged that it must abandon this tactic to remain competitive with other business and collaboration options, such as Microsoft Office 365," Kaplan said.
It's unlikely that Google's new security objective will be able to generate revenue, said Tyrmia Research chief analyst Jim McGregor.
"Google collects tons of data from other sources," he told TechNewsWorld, "and it already has plenty of information on everything, including individuals."
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