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Google’s Latest Privacy Tools for Users

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Google’s new privacy tools allows developers to train Artificial Intelligence models without user data leaving the device. Read on to know more…

Google has announced that it will introduce new features across its products such as search and maps over the next few months to provide millions of its users greater control over their data. Google at its annual Google I/O conference for developers, revealed that it will make easier for the users to manage data in Maps, the Assistant and YouTube. Google has introduced a control feature that lets users choose a time limit to save location history, web and app activity data for either 3 months or 18 months.

Privacy Tools & Features
On user’s privacym. Google revealed that it will soon allow users to review and delete their location activity data directly in Google Maps.

Google’s new privacy tools allows developers to train Artificial Intelligence (AI) models without user data leaving the device, while allowing it to do more with less data. Google also promised to block cross-site cookies and fingerprinting in Chrome, announces ads transparency extension.

In fact, Google is building the incognito mode into Maps and is bringing one-tap access to privacy and security settings across Search, Maps, YouTube, Chrome, the Assistant and News later this month.

“We think privacy is for everyone, not just for the few…We want to do more to stay ahead of constantly evolving user expectations,” Google chief executive Sundar Pichai said at the event in San Francisco. In a blogpost, Google said: “We strongly believe that privacy and security are for everyone.

“We’ll continue to ensure our products are safe, invest in technologies that allow us to do more for users with less data, and empower everyone with clear, meaningful choices around their data.”

On the privacy aspect on its mobile operating system, Google announced that Android Q, the upcoming version would bring privacy to the forefront and offer more transparency and control to users. Mobile handset makers like OPPO, Asus and Nokia have already announced joining the Android Q Beta programme.

Google disclosed that advances in Machine Learning (ML) are making its privacy protections stronger.

Chrome Privacy
Recently, Google also announced that Chrome will soon protect users from cross-site cookies and fingerprinting. Google plans to launch an open source ads transparency browser extension.

Google is changing how Chrome handles cookies, which are used to keep you logged into web services and save relevant information about you at corresponding websites. Cookies can also, however, be used to track your browsing activity across the web. That can be to serve personalized content and ads or for more nefarious purposes.

Google claims that because some browsers block cookies outright, some user-tracking efforts have moved “underground.” These harder-to-detect methods that subvert cookie controls are known as fingerprinting. This is a catch-all term for various techniques that try to examine what makes a given user’s browser unique. Fingerprinting naturally does not respect user’s choice. Google said that it plans to “aggressively” restrict fingerprinting in Chrome.

Lastly, Google wants to “give users more visibility into the data used to personalize ads and the companies involved in the process.”

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