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Inside the Black Box: a Glimpse of Google's Internal

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Inside the Black Box: a Glimpse of Google's Internal Inside the black box: a glimpse of Google’s internal data free-for-all. The GDPR “purpose limitation principle” requires that Sources: Note: personal data is “collected for specified, explicit and All quotations in the table are directly from Google’s own This table is not a complete list of Google purposes, or of legitimate purposes and not further processed in a manner documents for business clients, technology partners, the details of each purpose. Some may duplicate others. that is incompatible with those purposes”.1 This is at odds developers, lawmakers, and users. Almost 100 documents Many more are so ill-defined by Google that they conflate with the data free-for-all shown here. are cited. multiple purposes. Category Purported processing purpose Other discoverable processing purposes Data collected Data shared externally Explanation and examples Purported legal basis Accounting “purposes such as accounting...”2 “…such as…”3 is vague language that may conflate “For example, when you purchase apps from the Play Unknown or omit many distinct processing purposes. Store or products from the Google Store.”4 Accounting (related to “purposes such as ... dispute resolution ...”5 “…such as…”6 is vague language that may conflate “For example, when you purchase apps from the Play Unknown dispute resolution) or omit many distinct processing purposes. Store or products from the Google Store.”7 Accounting (related to tax “purposes such as... compliance with tax ...”8 “…such as…”9 is vague language that may conflate “For example, when you purchase apps from the Play Unknown compliance) or omit many distinct processing purposes. Store or products from the Google Store.”10 Accounting (related to “purposes such as ... escheatment ...”11 “…such as…”12 is vague language that may conflate “For example, when you purchase apps from the Play Unknown escheatment) or omit many distinct processing purposes. Store or products from the Google Store.”13 Accounting (related to anti- “purposes such as ... anti-money laundering “…such as…”15 is vague language that may conflate “For example, when you purchase apps from the Play Unknown money laundering) …”14 or omit many distinct processing purposes. Store or products from the Google Store.”16 Accounting (unknown) “purposes such ... other financial “…such as…”18 is vague language that may conflate “For example, when you purchase apps from the Play Unknown regulations.”17 or omit many distinct processing purposes. Store or products from the Google Store.”19 Advertising (related to “To serve ads in services where cookie This vague language may conflate or omit many “Advertising identifiers for mobile apps … We may use Unknown targeting) technology may not be available (for distinct processing purposes. technologies that perform similar functions to cookies”21 example, in mobile applications)”20 Advertising (related to “to coordinate ads across your mobile apps “Advertising identifiers for mobile apps … Sometimes Google Unknown targeting) and mobile browser”22 links the identifier used for advertising on mobile applications to an advertising cookie on the same device”23 Advertising (related to “Google Ad Manager collects data to provide the “Depending on the publisher’s settings, the user’s Unknown targeting) relevant services, including: ... To apply publisher preferences and the device in question, the collected configurations and rules, such as protections, data may include: blocks and minimum prices; …”24 The request itself, such as the browser’s request for an ad to be served on a non-Google website and the ad slot to be filled; System and device information, such as the device, browser version, operating system version, default language and screen size; IP address; Location; The date and time of the request; In the case of web browsers, the full URL of the page being visited together with the referrer URL; In the case of mobile devices, mobile network information; In the case of mobile applications, an identifier for the application and a resettable mobile advertising identifier (such as IDFA for iOS or AdID for Android); In the case of web browsers, any cookie IDs that Google has previously set on the user’s device; and Event data such as impression, click, or conversion data. Google Ad Manager may also collect such data through tags on the publisher’s property or the Google Mobile Ads software development kit (SDK) on the user’s app. It can also collect publisher-provided IDs. In addition, Google Ad Manager allows publishers to integrate audience data, such as audience lists and lists of cookie IDs with inferred interests, from their own data management platform.”25 Advertising (related to “Best times of day to target a campaign”26 Unknown targeting) 1 Category Purported processing purpose Other discoverable processing purposes Data collected Data shared externally Explanation and examples Purported legal basis Advertising (related to “to link your activity across devices if you’ve “We also use cookies named ‘AID,’ ‘DSID,’ and Unknown targeting) previously signed in to your Google Account ‘TAID’”28 on another device. We do this to coordinate the ads you see across devices ...”27 Advertising (related to “Google Ad Manager collects data to provide the “Depending on the publisher’s settings, the user’s Unknown targeting) relevant services, including: ... To forecast preferences and the device in question, the collected available traffic (e.g., the number of potential ad data may include: impressions available to an ad campaign targeted The request itself, such as the browser’s request for an to a specific country or device type); …”29 ad to be served on a non-Google website and the ad slot to be filled; System and device information, such as the device, browser version, operating system version, default language and screen size; IP address; Location; The date and time of the request; In the case of web browsers, the full URL of the page being visited together with the referrer URL; In the case of mobile devices, mobile network information; In the case of mobile applications, an identifier for the application and a resettable mobile advertising identifier (such as IDFA for iOS or AdID for Android); In the case of web browsers, any cookie IDs that Google has previously set on the user’s device; and Event data such as impression, click, or conversion data. Google Ad Manager may also collect such data through tags on the publisher’s property or the Google Mobile Ads software development kit (SDK) on the user’s app. It can also collect publisher-provided IDs. In addition, Google Ad Manager allows publishers to integrate audience data, such as audience lists and lists of cookie IDs with inferred interests, from their own data management platform.”30 Advertising (related to “Google Ad Manager collects data to provide the “Depending on the publisher’s settings, the user’s Unknown targeting) relevant services, including: ... To enable preferences and the device in question, the collected frequency capping (i.e., to ensure that users are data may include: not served the same ad multiple times); ….”31 The request itself, such as the browser’s request for an ad to be served on a non-Google website and the ad slot to be filled; System and device information, such as the device, browser version, operating system version, default language and screen size; IP address; Location; The date and time of the request; In the case of web browsers, the full URL of the page being visited together with the referrer URL; In the case of mobile devices, mobile network information; In the case of mobile applications, an identifier for the application and a resettable mobile advertising identifier (such as IDFA for iOS or AdID for Android); In the case of web browsers, any cookie IDs that Google has previously set on the user’s device; and Event data such as impression, click, or conversion data. Google Ad Manager may also collect such data through tags on the publisher’s property or the Google Mobile Ads software development kit (SDK) on the user’s app. It can also collect publisher-provided IDs. In addition, Google Ad Manager allows publishers to integrate audience data, such as audience lists and lists of cookie IDs with inferred interests, from their own data management platform.”32 Advertising (related to “Google Ad Manager collects data to provide the “Depending on the publisher’s settings, the user’s Unknown targeting) relevant services, including: ... To maximize preferences and the device in question, the collected publisher yield through optimizations …”33 data may include: The request itself, such as the browser’s request for an ad to be served on a non-Google website and the ad slot to be filled; System and device information, such as the device, browser version, operating system 2 Category Purported processing purpose Other discoverable processing purposes Data collected Data shared externally Explanation and examples Purported legal basis version, default language and screen size; IP address; Location; The date and time of the request; In the case of web browsers, the full URL of the page being visited together with the referrer URL; In the case of mobile devices, mobile network information; In the case of mobile applications, an identifier for the application and a resettable mobile advertising identifier (such as IDFA for iOS or AdID for Android); In the case of web browsers, any cookie IDs that Google has previously set on the user’s device; and Event data such as impression, click, or conversion data. Google Ad Manager may also collect such data through tags on the publisher’s property or the Google Mobile Ads software development kit (SDK) on the user’s app. It can also collect publisher-provided IDs. In addition, Google Ad Manager allows publishers to integrate audience data, such as audience lists and lists of cookie IDs with inferred interests, from their own data management platform.” Advertising (related to “Google Ad Manager collects data to provide the “Depending on the publisher’s settings, the user’s Unknown targeting) relevant services, including: ..
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