Programmatic Lunch

Google Opens Up Data History with My Activity

Alex Spencer

Google HQGoogle has launched My Activity, a hub collecting together all of the data it has for each user's account.

Among the data ranges from the usual – web browsing history across devices, plus YouTube and search terms – to the more specific – music identified via Sound Search, and history. It also includes any devices the account is paired with and, for Android, a list of apps used and information cards served via Google Now.

Most importantly, it allows users to delete any of this data from their account.

It's all part of Google's revamp of ad personalisation rolling out over the next few weeks, which will see users asked to opt into having all this data used for targeting ads on third-party sites and apps – the first time it has been combined and used in this way.