Google will stop one of its more controversial practices, scanning its users emails to serve addressable advertising.
The decision wasn't made by Google's advertising department, but comes as Google looks to sell more Google Cloud packages, known as 'G Suite', to corporate clients.
G Suite has more than 3 million paying customers and has more than doubled its user base in the past year. Cloud services is a lucrative area that tech companies, including Amazon are battling for a piece of the pie.
In a blog, Google Cloud SVP Diane Greene said: “G Suite’s Gmail is already not used as input for ads personalisation, and Google has decided to follow suit later this year in our free consumer Gmail service.
“Consumer Gmail content will not be used or scanned for any ads personalisation after this change. This decision brings Gmail ads in line with how we personalise ads for other Google products.”
It's a little known fact that Google has been scanning the emails of free Gmail accounts to help marketers better target advertising shown within the service.
Ads based on scanned email messages drew criticism and even lawsuits about breaches of privacy in Gmail's earlier years.
More than 1.2 billion people use Gmail and soon users of the free account will have the option to switch off ads personalisation.
This doesn't mean that Google will stop scanning emails altogether and some critics point out that it wasn't until large corporates have pushed back that the practice has been curtailed.
“Google couldn't give a flying shit about the privacy of its regular customers but when the corporate fat cats start to howl they suddenly get religion. Cloud services are a huge business for people like Amazon and Google wants its share,” argues the Ad Contrarian Bob Hoffman in a recent blog.
"Like the saying goes, if you're not paying for the product, you are the product."
A Bloomberg report says that Google will still target Gmail usrs by using behavioural data from its other sources, such as search and YouTube.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.