I have worked in digital strategy and advertising for my entire adult life. I buy advertising based on the data that Google and everyone else is gathering. Like millions of dollars a year. And I can tell you first hand that the tracking data is garbage, and frankly, at least for the foreseeable future, not something you should really be worried about, with one caveat. Advertisers are not the enemy, government and political agents are. ie. cambridge analytica. That is how you use this data to do harm.. We see literally thousands of advertisements a day. Does it *really* matter if my search history led to me seeing a different banner today?
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"If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place. If you really need that kind of privacy, the reality is that search engines—including Google—do retain this information for some time and it's important, for example, that we are all subject in the United States to the Patriot Act and it is possible that all that information could be made available to the authorities." Eric Schmidt.
Absolutely, when you actually look into it Google is the most transparent with our data verses other companies. Other companies uses your data just like Google to know how to better sell you products. With Google at least along with being able to personalize you for relevant ads, they also use the data in ways to make our lives less tedious and even more important they give alot of their services away for free as a result. So yeah I do believe they are sticking by their a motor of " don't be evil". Others are less transparent and they use or data, give us nothing for free and then turn around and sell us things base on our own data. SO with everything considered, Google is perhaps the better one to trust.
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