The ad purchase is a pivot in Google’s recent “Good to Know” marketing campaign for which it is reportedly spending tens of millions on newspaper and billboard ads. The campaign is increasingly important at a time when critics are piling on with claims that Google’s new policy is sinister and intrusvie.
Google’s task is difficult because its explanation is a complicated one. The reason for the changes are rooted in Google acquisitions of companies like YouTube that have legacy privacy policies of their own — meaning that Google needed a new set of permissions to combine information across its suite of products.
The move is in many ways a housekeeping measure and will not, as some have claimed, require people to sign-in when they use search or YouTube. Google is also being transparent about what it is doing and, unlike most companies, it allows users to take their data with them if they choose to stop using its services.
On top of everything else, Congress and EU regulators are also circling the company. Google is clearly in the midst of its biggest ever public relations challenge and only time will tell if it can emerge with its once-golden reputation in tact.