Google to stop scanning personal Gmail accounts for ad targeting

Search and email giant says move brings consumer product in line with its business G Suite offering

Google will stop scanning personal Gmail accounts in order to deliver targeted advertising from later this year.

In a statement released on 23 June, the search and email giant said it will stop scanning the emails of consumer accounts for inputs, and instead only rely on a user’s settings in order to personalise advertising.

In the statement, Google senior vice-president, Diane Greene, said the move was designed to align the company’s consumer offering with its other products, including its business offering, G Suite. Google has not been scanning the business emails of its 3 million paying customers for inputs into ad targeting, and Greene confirmed there were no long-term plans to.

“G Suite’s Gmail is already not used as input for ads personalisation, and Google has decided to follow suit later this year in our free consumer Gmail service,” Greene’s statement read. “Consumer Gmail content will not be used or scanned for any ads personalisation after this change.

“The value of Gmail is tremendous, both for G Suite users and for users of our free consumer Gmail service.”

Greene also emphasised Google’s focus on transparency and security. She also highlighted further advancements to Gmail were on the cards, including add-ons for payments and invoicing directly within Gmail. Google now has more than 1.2 billion Gmail users globally.

“G Suite customers and free consumer Gmail users can remain confident that Google will keep privacy and security paramount as we continue to innovate,” Greene stated.

But according to one article at least, Google will keep scanning emails for other reasons. In its report on Google’s decision, Variety reporter, Janko Roettgers, pointed out Google’s Smart reply feature uses machine learning to figure out the main intent of an email, then suggest short and adequate responses. This uses email body text, response and subject line to algorithmically generate responses.

The company also allegedly scans email for other reasons, such as for links to potentially fraudulent sites, filter out spam, or to add events to schedules based on the emails an individual is getting.

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Whom It May Concern!We pray for God's blessings and happiness in all our lives & business. Welcome To Kenneth Abrighten Financial Hom...

Anita K.Gold

Live webinar from CMO: Creating memorable customer experiences: The who, what and how

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in