Google's $540 Reward: Your Data for Gift Cards?

Google has launched a "Device Usage Study" that offers consumers up to $540 in gift cards for sharing their smartphone's web and app activity. The program, which requires an invite code, aims to provide Google with deeper insights into user behavior and internet interaction.

Experts like Joseph Turow highlight that this study represents a long-term strategy for Google to gain visibility into consumer habits in a fragmented media landscape. While Google states the data won't be used for immediate ad targeting or price discrimination, it could inform future marketing strategies and product development, potentially affecting all users.

Florian Schaub advises consumers to carefully read privacy policies and terms and conditions, as the study may collect extensive data, including potentially identifiable information and even input data like passwords. Although participants can delete their data, the effort required might deter many, raising concerns about informed consent and the true value exchange of privacy for rewards.