The policy authorizes Google to associate activity data collected across its services and across multiple devices with a user's personal information, subject to the user's account settings, for purposes including advertising and service improvement.
This analysis describes what Google's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes the mechanism by which Google links behavioral data from disparate services and devices to individual user accounts, which is the operational foundation for cross-context behavioral advertising and personalized service delivery across Google's ecosystem.
⚠ Cross-service data association will apply as configured by default account settings unless the user actively modifies Web and App Activity and ad personalization controls.
Cross-platform context
See how other platforms handle Cross-Service and Cross-Device Data Association and similar clauses.
Compare across platforms →"We may use the information we collect across our services and across your devices for the purposes described above. For example, depending on your available settings, if you watch videos of guitar players on YouTube, you might see an ad for guitar lessons on a site that uses our ad products. Depending on your account settings, your activity on other sites and apps may be associated with your personal information in order to improve Google's services and the ads delivered by Google.Excerpt from Google's Privacy Policy
REGULATORY LANDSCAPE: This provision implicates GDPR Articles governing purpose limitation, data minimization, and consent for cross-context data processing, as well as CCPA provisions on profiling and targeted advertising.
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This provision establishes the mechanism by which Google links behavioral data from disparate services and devices to individual user accounts, which is the operational foundation for cross-context behavioral advertising and personalized service delivery across Google's ecosystem.
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