The search engine giant has announced a fresh update that will give users more control over data-sharing.

 

This week, at the I/O keynote conference in California, Google announced its latest commitment to protecting user privacy.

That commitment comes packaged up as a new auto-delete feature on its search engine.

Should they wish,  consumers can request the search engine giant to automatically erase web history and app activity after a minimum period.

The feature allows users to set a time limit for Google to retain certain types of data, either three months or 18 months, after which the information is automatically deleted.

Wired

 

It comes as more and more consumer privacy protections are demanded upon search engine giants. As to why retaining your personal data might be preferable, Google point to better user experience and more relevant query results.

Google says that “what you search, read, and watch can work together to help you get things done faster, discover new content, and pick up where you left off…”

Wired

 

Extending such data controls to users has not been unexpected. Just earlier this week, it was reported that advertisers and marketers alike are anticipating the announcement of a Google toolkit that would limit cookies on its Chrome browser.

Google is set to launch new tools to limit the use of tracking cookies, a move that could strengthen the search giant’s advertising dominance and deal a blow to other digital-marketing companies…

The Wall Street Journal