Google amends terms to clarify that data is analyzed for ads

In an attempt at clarity, Google has amended its terms of service to say that it analyzes private data, including e-mails, for purposes including the delivery of ads and customized search results.

The changes to its terms of service come as Internet users continue to grapple with how and why companies handle their data. For Google, the issue concerns its automated scanning of emails and other data.

"Our automated systems analyze your content (including emails) to provide you with personally relevant product features, such as customized search results, tailored advertising, and spam and malware detection," a new statement in the terms reads. The analysis occurs, Google said, as content is sent, received and stored.

The changes were made for clarity purposes, based on feedback the company received over the last few months, said Google spokesman Matt Kallman. "We want our policies to be simple and easy for users to understand," he said.