Adriana Norena, Google’s vice president for Latin American affairs, spoke with Infobae about the most important pillars that all users should consider to keep their personal data safe online.

The Colombian reports that people’s concerns about the privacy of their information and their behavior online have increased in recent years. He uses the example of children, pointing out how as children they are very open with their parents, but as they enter adolescence they begin to set their own boundaries in terms of privacy, such as when they don’t want their family to follow them. Social networks or bedroom doors are closed.

So, this is how consumers evolve over time and show different platforms and websites how careful they are now with their personal data compared to previous years.

Similarly, Google is making several changes to enhance privacy, such as redesigning the Security Center to make it easier.

but also The company also plans to disable third-party cookiesAdriana Norena points out that “thereby Many advertising platforms will no longer be relevant to advertisers because they will no longer be able to track user navigation and behavior on the web. Google has made it clear and strong that it does not do any tracking on its or third-party platforms, all in order to build trust among users so that they continue to use the platforms on the Internet.

So, Adriana emphasizes that Google does not own or process users’ personal information because the company’s processes operate in an encrypted manner in their respective data centers.

On top of the above, the executive adds that less and less information will be needed as more machine learning and artificial intelligence algorithms are implemented, forcing Google to use data powered by these technologies rather than user data.

Similarly, he says Google is trying to teach users how to manage their privacy online, “You have a control panel where you know what information you provide to each Google product, you can manage that data, the information is yours not from Google.”

Despite this, It is also important to know what will happen to advertising systems in a scenario in which cookies do not exist. “Here we try to make a very important effort in educating advertising companies so that they can implement their strategies from primary data to use it in a consensual way with consumers and their customers,” says Norena.

Similarly, Adriana suggests that artificial intelligence and machine learning will help make advertising more effective. In addition, it describes some of the tools that users have at their disposal to manage their privacy:

My account: is the main section of Google account settings. It can be accessed from https://myaccount.google.com or by clicking the avatar photo in Gmail, Search, Maps and other products. There you can manage all data and information related to your account, both in terms of security and privacy.

In the Data and Personalization section, you can access, manage, activate, deactivate, and delete stored data and personalize the following experiences:

– Activity on the web and apps.

– Sound and audio activity.

– YouTube views and searches.

– Devices logged in with an account.

Additionally, by accessing the Privacy Checkout, users can choose appropriate privacy settings for each product they use.

Set location privacy: From the Data & Personalization section, you can also view, edit, customize, and delete your location history, as well as turn it off entirely if the user prefers. There you can see the sites you’ve been to, if you’ve turned this option on, and delete them from your file.

Advertising: From “My Account” you can customize the configuration of the ads so that they are relevant, but if the user wants to turn off this personalization and their data will not be used to show the ads.

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