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This is going to require merchants to update their privacy policies, surely. Sharing personally identifiable information with Google (which could be subsequently joined together with data from other merchants to form an even bigger profile about you outside of your control) is entering a whole new (terrible) world.

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For most major ecommerce sites this won't be too different from what they're already doing.

Few third parties have the potential to do with your data what Google can - Facebook perhaps being one exception. I'd say this represents a significant step up in terms of data collection. I've certainly never worked with a supplier that could offer anything like Google could.

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