In reality, these auto-delete tools accomplish little for users, even as they generate positive PR for Google. Experts say that by the time three months rolls around, Google has already extracted nearly all the potential value from users’ data, and from an advertising standpoint, data becomes practically worthless when it’s more than a few months old.
“Anything up to one month is extremely valuable,” says David Dweck, the head of paid search at digital ad firm WPromote. “Anything beyond one month, we probably weren’t going to target you anyway.” […]
“I feel like them auto-scrubbing data every three months is really lip service,” Dweck says. “It’s not some massive change, because the reality is that no one was really buying that data.”