Google’s business model depends on ads. A vast majority of Google’s revenue is derived from contextual advertising delivered on search. That type of advertising virtually requires no personal information. It is contextual information, i.e. if you run a search for a particular product, they can show you ads for related products or some other products that will be of interest to you simply based on the most recent query that you ran. They do not need to know who you are or your past behaviour on other websites to run these ads.

They do run interest-based advertising, and in the context of that, there is personal information that is processed.

While doing so, the model provides the strongest privacy protection for users around the world.

As the underlying technology is so dynamic, it is very difficult to envisage a legislation to anticipate the future problems and address them now. There should be data minimisation — the ability to do with less data. There has to be a balance between the interest of users and third-party developers.