Google says it will keep less browser history and location data by default

There will be no automatic change for existing accounts and people who already have location history turned on in their Google settings, but the company plans to inform existing users of the option to set up auto-delete after three to 18 months, he said. People also have the option to turn the setting off.

The change comes after growing scrutiny of the amount of data that tech companies such as Google collect and retain. Personal data helps to fuel Google’s lucrative advertising business by allowing marketers to better target their ads.