During Google’s I/O 2022 developer conference on 11 May, Google announced new privacy measures that will help users control how their data is used by Google applications and displayed to the world through Google Search.
A new feature introduced at the conference is the My Ad Center interface, a hub that will allow users to customise the types of ads they see by selecting from a range of topics they are interested in or opting to see fewer ads on a given topic.
Google’s most significant privacy announcement was about changing approaches to software engineering. A new set of technologies called “protected computing” will help users anonymise themselves online and have better control in minimising their data footprint. Through end-to-end encryption, protected computing prevents anyone, including Google, from seeing sensitive data. In other words, more data will be processed on devices without being sent to Google’s cloud servers.
These changes can affect big tech companies (e.g., Facebook parent Meta) that rely on tracking their users across apps.