The advertising network DoubleClick was purchased by Google in 2007. Sergey Brin, the founder of Google told that privacy would be topmost priority of the company while contemplating new types of advertisement products. Google keeps the gigantic database of DoubleClick for a decade. The database consists of browsing records that are separated from other personally identifiable information and the names that are collected by Google from login accounts like Gmail and others.

Now Google has removed the last privacy line by crossing the line literally into the privacy policy. These have remained the two containers of data apart. In lieu of that, new language is provided by Google that includes browsing habits which are mixed with what the company realizes from the use of Gmail and other related tools. This change is applied to the new accounts of Google. Present users are prompted to choose for alteration.

Practical outcome of this modification includes that the DoubleClick ads chase individual on the Internet might be customized depending on your name and other relevant information that is known by Google about you. It indicates that Google can make a portrait of any users through name depending on the information of their email, website they have seen and also their searches. This is an important change for Google and another blow on old contention of the industry that denotes that online traffic is anonymous.

In the recent time, offline data brokers, facebook users and others want to blend the data of online traffic with the real names of people. Google has kept the line till this change. It is a real fact that double clicks data was not link regularly to personally identifiable information. According to Paul Ohm who is faculty director of Center on Privacy and Technology at the Geogetown Lay, it was very important in the last stand.

The spokeswoman of Google Andrea Faville has mailed a statement that illustrates the change in privacy policy of Google like an update for suiting the revolution of smartphone. She told that they have updated the associated user control and ads procedure for matching the technique user work on Google now. According to the Faville, this change is completely optional. So if any user does not desire these changes, their experience on Google will not be changed. Present users on Google were asked to choose the new tracking through information that is some new features for your Google account.