From directly within Search, it's now possible to review and delete recent Search Activity, get quick access to the most relevant privacy controls in your Google Account, and finally, gather more information about how search utilizes your data. For example, to control the ads you see when you search, we give you access to your Ad Settings. To use the new feature from your smartphone, navigate to Google Search, select the three-line button on the top-left of the screen, and then select the new "Your Data in Search" option.
By default, a user's search history will heavily influence both the above options, affecting the kinds of advertisements that target the user as well as refining future searches to better align with their previous searches.More news: Qualcomm Snapdragon 675 launched; offers enhanced gaming experience on mid-end phones
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It's rolling out today on Search for desktop and mobile web, with a Google App launch for iOS and Android happening at some point in the next few weeks. The company said the changes involve highlighting existing privacy controls, not adding new settings.
It's the butt of many jokes, but your search history - as well as your browsing history - can be hugely revealing about you. Ad personalisation can be similarly switched off. Google recently also had announced tighter privacy policies for third party apps on its Play Store. There are alternatives that don't track you - like DuckDuckGo - but if you enjoy using Google search, you can stick with it while periodically deleting your search history.
Google, whose parent company is Alphabet Inc., said it is making changes to some of its core products to make its data collection practices easier for users to understand.