Google announced they are planning to shut down Google+ over the next 10 months.

 

The decision was made due to a previously undisclosed security flaw that exposed user profile data. However, the security breach isn’t the only reason the internet giant has chosen to shut down the social media platform. According to Google, Google+ has low usage and dismal engagement. 90% of user sessions last less than five seconds compared to the 50 minutes users spend on Facebook daily.

Google will monitor the use of the platform specifically for enterprise customers who are currently using it to facilitate conversation amongst co-workers. New features will be rolled out and the focus will be on providing a secure corporate social network. Along with the new features, new privacy adjustments are also in the works. To ensure the remaining users for the next 10 months’ privacy, API changes will limit developers’ access to data on Android devices and Gmail. Developers will no longer receive call log and SMS permissions.
As Google+ is linked to Gmail user accounts, the company will also be updating its User Data Policy. This will ensure that apps are limited in their access to user data.

What does this mean for digital advertisers?

Any developers who have access or requests more access to user information will have to undergo security assessments and agree to new rules about data handling. New regulations will require developers and third parties to agree to certain stipulations such as they will under no circumstances sell user data for advertising purposes, use it for market research or track email campaigns.

To quell further privacy concerns, Google has previously announced that they would stop the practice of scanning contents of individual Gmail users for advertising purposes.

Do you use Google+? What are your thoughts on the platform shutting down?

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