SEATTLE -- Microsoft is going on the offensive this week, placing three full-page advertisements in national newspapers, criticizing Google's new privacy policy.
The second ad, which appeared Thursday, reads, "Email is important." Microsoft invites Gmail users who are concerned about use of their information to explore Hotmail or Office 365. Microsoft also released its internal "Gmail Man" spoof video, which features a character who reads users' emails, scanning for keywords in order to target ads at those users.
"I think Microsoft sees an opening there, where there's at least a small amount of sentiment turning against Google," said Todd Bishop of GeekWire.
Google has been quick to respond online, pointing out that people do not read users' emails. Rather, computers scan them to find relevant ads and get rid of spam. Google also argues that while its privacy policy is changing -- allowing the company to share user information with all of its services, including YouTube, Google Plus and Gmail -- its privacy controls are not changing. Users will still be able to easily edit their preferences, Google said.
"Ultimately, Google's hope is to improve those services and be able to provide a better advertising product by knowing more about the people who are using its different services," Bishop said.
Many computer users, like Lori Steiner, do not think much about privacy.
"It's just the way it is," she said. "With every advance, you're going to get something you don't like, and it goes with the territory."
Microsoft is clearly trying to get more users to think about privacy. But as Bishop points out, even Microsoft's "Gmail Man" video is posted on YouTube, a product of Google.
"It goes to show you how dominant Google is in the way Microsoft is dominant on PCs," Bishop said.
Microsoft's third full-page ad will appear in national newspapers on Friday.
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