While Google services are often very practical, they are also especially voracious when it comes to personal data. Using multiple services allows Google to collect personal data that you have provided directly. But Google can also infer a lot of additional information about you, thanks to its machine learning algorithms, which allows it to:
- Offer you an even more addictive service (see YouTube recommendations)
- Influence you more effectively (and therefore sell its service to advertisers at a higher price; you are the product)
This article is necessarily very incomplete, because it is difficult to keep up with all of Google's initiatives. Its aim is to list the Google services that are most voracious in terms of personal data, explain how they suck up your data, and suggest alternatives.
Online services for the general public
If Google started by offering its search engine, it quickly expanded its offering to create an impressive range of online services for the general public.
Google Search
The search engine. It is Google's cash cow, collecting your personal data by storing the history of the searches you type and associating them with your account. Privacy-friendly alternatives such as the American DuckDuckGo or the French Qwant are not at Google's level for all searches, but should meet your expectations for most of them.
YouTube
The world's leading video platform, by far. Google collects all your searches and video views here and associates them with your account. You can deactivate this association; you will then stop receiving personalized recommendations (which is not necessarily a bad thing if you want to avoid information bubbles as well as extremist videos).
If you are looking for a video, if you want to relax or if you want to subscribe to a channel, YouTube unfortunately has no real competitor. You can watch YouTube videos on the web without going to the YouTube site by going to Invidio.us. If you want to host videos online and then distribute them on your site, you can put them on PeerTube.
Gmail
The email service. All your emails are stored at Google, so Google has access to your personal exchanges, your purchases, your subscriptions, and so on. As an alternative, look at Protonmail, a Swiss service developed by scientists from CERN and MIT, which encrypts your emails end to end. In practice, this means that Protonmail cannot read your emails; it only has access to the encrypted version.
Google Calendar
The calendar. Here, Google has access to your appointments. If you use Apple, you can use its calendar (coupled with an iCloud account), but the service is not end-to-end encrypted: Apple has the decryption key and can therefore access your calendar. Protonmail is currently developing ProtonCalendar, but the service is not yet available.
Google Photos
The photo storage service. Here too, Google stands out by not setting a storage limit. The counterpart is that you let Google access your memory, at very personal moments, which allows it to know you even better. It is not easy to find equally effective privacy-friendly alternatives.
If you use Apple, you can opt for the iCloud (paid subscription) & Apple Photos combo. The subscriptions are interesting, but the service is not as effective (frequent bugs when synchronizing photos from your Mac). Also, your photos are not end-to-end encrypted: Apple has the decryption key and can therefore access your photos. As an encrypted option, you can choose Crypt.ee.
Google Maps
Google's mapping service. Without question the best mapping app, including superb innovations such as Google Earth and Street View, but it is also very greedy with personal data, associating all your trips with your Google account. You can turn off Location History, which will unlink your movements from your account. If you use Waze for car trips, note that the app also belongs to Google, which bought it in 2013.
The alternatives vary depending on your needs: Apple Maps if you are in the Apple ecosystem (privacy-friendly, each request is made with a different identifier), apps based on the open-source solution OpenStreetMap such as Maps.me, CityMapper or Moovit for getting around town, or Mapstr for sharing good addresses.
Google Chrome
Google's browser. Here, you give Google your web history, namely all the pages you view. This browser is based on the open-source software Chromium, but Google adds a proprietary layer to it. As alternatives, you can use Firefox, Safari or Brave.
Google Drive
Google's online storage service. Here, Google collects all your documents. Competitors exist, such as Apple iCloud, but also privacy-friendly alternatives like Sync.com, which encrypts your data end to end. One of Google Drive's advantages is its app suite, with Google Docs, Google Sheets and Google Slides, mimicking Microsoft's Office suite.
Alternative
If you are a geek and interested in open-source solutions, you can look at Nextcloud. This software suite includes equivalents of Google Drive, Google Calendar, Google Photos, Gmail, and more (accessible on desktop but also via apps). The usability of Nextcloud solutions has nothing to envy in Google's services, but they need to be configured. You then have 2 options:
- Host your Nextcloud server yourself (buy a NAS and install Nextcloud on it). This solution is the most complicated but also the most rewarding: you will have your own cloud at home!
- Choose an online host; this solution is easier but requires a monthly subscription.
Please note that you will also have to configure the encryption of your data on Nextcloud yourself.
Operating systems
Android
Google's mobile operating system. Pre-installed by most manufacturers with Google Play, Google's app store, as well as many Google apps (Search, Gmail, Drive, Photos, Maps, Chrome, etc.), it allows Google to consolidate its domination by making its various apps the default choices.
Android is open source, but Google has added a significant layer of proprietary APIs as well as Google Play. Smartphone manufacturers have no choice but to install the best-known Google apps by default, otherwise they cannot access Google Play. Developing an alternative system based on Android is also complicated because most apps in the Play Store use proprietary Google APIs ("Google Play Services" APIs).
The most obvious alternative is Apple's iOS, with the disadvantages of price and Apple's black box, since iOS is not open source. Alternatives based on Android but without Google's proprietary services are developing, such as LineageOS with MicroG, but it is still complicated to make the most popular apps work correctly because Google's proprietary APIs are missing.
ChromeOS
Google's Chrome-based operating system. Here, you let Google manage your computer, a sort of golden prison where you can only install apps if they are available on the web (in the Chrome window). Google has worked on porting Android apps to Chrome OS, but the result is not optimal. As alternatives, opt for a real operating system like macOS, Windows or Linux.
WearOS
The operating system for connected watches, based on Android. This is currently not very popular, but that could change if Google decides to invest more frankly (as its purchase of Fitbit could suggest).
Android TV
The operating system for connected televisions and internet boxes. If you are with Apple, the alternative is to get an Apple TV. Otherwise, you will be dependent on the proprietary OS of the televisions and boxes.
Chromecast
The minimalist operating system, installed on the Google key of the same name, to broadcast your videos on your television. If you are at Apple, you can use AirPlay. No equivalent to my knowledge, the keys Miracast not performing exactly the same function.
Android Auto
The operating system embedded in automobiles. The Apple equivalent is CarPlay.
The hardware
Google is now investing in hardware. Its strategy is to extend the collection of your personal data by going further in personalizing the user experience. The “virtuous” circle: your personal data and Google's machine learning make it possible to offer a better user experience, so Google sells its gadgets better, which allows it to collect even more personal data.
Pixel smartphones
It is the continuation of Nexus, but Google now wants to manage the smartphone end-to-end (it bought part of HTC for this). After the failed experience of buying Motorola (later sold to Lenovo), we can wonder if Google has a chance of making it a commercial success, but it is interesting to observe the new features that are first introduced on the Pixel (cf. Google Duplex). Lots of alternatives here, but we will avoid Android phones with the Google suite.
The Nest suite
Acquired by Google in 2014, Nest produces thermostats, smoke detectors and connected cameras. Here, Google is bringing surveillance capitalism into the home. Connected alternatives exist, but it is difficult to find ones that do not collect your personal data (no end-to-end encryption).
Google Home products
Rebranded Google Nest and now included in the Nest suite, they all incorporate Google Assistant, Google's listening device, competitor to Amazon Alexa, which listens to your home 24/7 with its ultra-efficient microphones. And assistants mean listening devices among competitors too, Amazon Alexa and even Apple Siri. Your most intimate conversations can be listened to by contractors because assistants often start by mistake: the privacy-friendly assistant does not exist.
Fitbit
Google's latest purchase, which is interested in your health and therefore now tracks your physical exercises. Here, bet on Apple if you need a gadget but want to protect your personal data.
Advertising services
The online advertising sector is dominated by Google:
- On the media side (with Facebook, Google takes in the majority of advertising revenue on the internet, in particular thanks to its search engine, but also thanks to YouTube and its advertising network AdSense).
- On advertising tools (since the acquisition of DoubleClick in 2008), the essential black boxes of internet advertising (publishers and advertisers mostly use Google tools to sell and buy advertising, which allows Google to collect its "tax" on each ad served).
Google Ads
Formerly AdWords, Google's ad network. It serves ads mainly on Google search results, but also on other Google properties such as YouTube and Gmail, and on partner site networks via AdSense, AdX and AdMob. It is Google's cash cow, catering to both the largest advertisers and small businesses.
Google Analytics
Google's audience measurement solution, used on the majority of websites (Google offers a free version). It is not easy to read between the lines of the terms of use and Google's online help center, but Google Analytics may also be used to enrich your profile at Google (which is not very acceptable, since Google Analytics is a service intended for businesses, with which you do not have a direct relationship).
Google Tag Manager
Google's solution for managing the different JavaScript tags on a website (analytics, advertising, etc.). No direct tracking here ("only" your IP address), but this "conductor" solution allows Google to consolidate its domination over analytics and advertising tools.
Google AdSense
Allows a website to benefit from Google Ads (Google's ad network). Here, Google does collect your browsing and associates it with your profile, to better target you.
Google AdMob
The equivalent of Google AdSense but on a mobile application, also used to better target you.
Google Ad Manager
Combines DFP (DoubleClick For Publishers, Google's ad server for large publishers) and Google Authorized Buyers (formerly AdX, Google's SSP). It is the conductor tool, choosing which ads to serve on publishers' sites.
The tool is strategic for Google: it allows it to ensure that its own AdSense ad network is properly distributed among large publishers, while putting it in competition with other sources of demand.
Display & Video 360
Formerly DBM (DoubleClick Bid Manager, Google's DSP), it is the tool that operates on behalf of an advertiser to choose which internet users to target, by selecting the right ad format, the right inventory, and the right purchase price.
The tool is also strategic for Google: while it buys inventory managed by third-party tools, it will also make sure to buy from publishers using AdSense, AdMob and Google Ad Manager.
Campaign Manager
Formerly DCM (DoubleClick Campaign Manager, Google's ad server for large advertisers and advertising agencies), generally coupled with Display & Video 360.
The alternatives
As a user, it is quite simple: install an ad blocker.
- On desktop (Firefox, Chrome...), use uBlock Origin.
- On Android, use the combo Firefox and uBlock Origin.
- On iOS, use Safari and Firefox Focus.
- On mobile apps (Android & iOS), one option to block ads is to use a specialized DNS such as that offered by AdGuard or NextDNS.