Google’s ad tools enable marketers to target sensitive user data: Report

• An investigation by Wired has discovered that Google enables marketers to target people using sensitive information. The data lists uncovered include people with chronic health conditions and financial issues.
• Some of the lists identify individuals in sensitive government roles.
• A Google spokesperson said they will take action when the company detects “non-compliant” audience data.

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Are online ads hitting a little too close to home? An investigation by Wired into Google’s advertising network has discovered that sensitive data, including health conditions and financial distress, is being made available to the world’s largest brands despite Google’s own policies against it.

Sources confirmed to Wired that one of the marketing platforms offered by the search giant, Display and Video 360, also known as DV360, is giving companies the option of targeting devices in the United States based on lists of internet users believed to have chronic illnesses, including arthritis, diabetes and high cholesterol.

The lists also included several segments targeting households and businesses experiencing financial hardship. For example, they aim to help advertisers identify people in the process of bankruptcy or burdened by long-term debt.

Some of the lists identify individuals in sensitive government roles, from U.S. judges to military service members, potentially exposing them to blackmail or exploitation, also raising concerns about national security.

How is Google responding?

Despite Google’s claim to take action against non-compliant data, the Wired investigation shows the company has not adequately detected or addressed these problematic areas.

Google’s policies on “personalized advertising” state, “Ads shouldn’t target users in ways that exploit their difficulties or struggles.”

A Google spokesperson told Wired that the company will take action when it detects “non-compliant” audience data.

However, when asked why Google had not detected data with specific descriptions like “Individuals likely to have a cardiovascular condition,” Wired said the spokesperson did not respond.

What’s at risk with the data being shared?

Experts warn that this type of exposed data, when combined with other information, could be used to reverse-engineer identities and enable foreign adversaries to exploit U.S. citizens.

Google’s efforts to restrict data sharing with foreign entities, particularly China, have been criticized. Hackers and foreign actors can still access large amounts of personal data through real-time systems. 

Critics argue Google’s platform should be more tightly regulated to protect sensitive information and prevent misuse by foreign adversaries.