Protected Computing is to be rolled out to users this year, as announced by Google on Thursday. Protected Computing ensures data privacy and the safety of the user’s data. It is a developing toolkit of innovation and technology that transforms when, where and how data is processed. This colossal step taken by the tech giant in data privacy will give its users a strong command over their data. As marketers are moving towards a cookie-less world, Google, maintaining pace with them, has launched privacy tools like “results about you in search” and “my ad center”.

“Results about you in Search” grants users access to updated removal policies, as stated by Google. Customers can now effortlessly request the removal of Google Search results comprising their contact details, such as phone numbers, email addresses, home addresses, etc. These attributes will be accessible in the coming months in the Google App. This feature can be accessed by clicking on the three dots next to the individual Google Search results. Third-party data tools like Lusha and others would not be able to access a user’s confidential data.

Similarly, ‘My Ad Center’ provides authority to the users regarding the advertisements an individual sees. This feature will be released by 2022, and it enables the customers to personalise their ads by choosing which brands’ advertisements they want to watch. My Ad Center provides the users with even more control as it allows them to determine which ads they want to see on YouTube, search and discover, while they can still block and report ads. The Tech Giant claims that its users will be informed about the information used by Google to serve those ads.

Google rolled out three tools through protected Computing that minimise users’ data footprint, de-identifying data, and restrict access. Through technologies like end-to-end encryption and secure enclaves, Google claims to make it technically impossible for anybody to access a user’s sensitive data.

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                                                                                                                                    Written by: Sonali Das

Edited by: Adv. Sabrina Bath

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