Google is the latest tech company to drop the longstanding wall between anonymous online ad tracking and user’s names.
The practical result of the change is that the DoubleClick ads that follow people around on the web may now be customized to them based on the keywords they used in their Gmail. It also means that Google could now, if it wished to, build a complete portrait of a user by name, based on everything they write in email, every website they visit and the searches they conduct.
Source: Google Has Quietly Dropped Ban on Personally Identifiable Web Tracking – ProPublica