In the summer of 2016, Google quietly dropped its ban on personally identifiable info in its DoubleClick ad service. Google's privacy policy was changed to state it "may" combine web-browsing records obtained through DoubleClick with what the company learns from the use of other Google services.
In June 2016, Google ceased enforcing its ban on personal information in its DoubleClick advertising system. The company altered its privacy policies to suggest it might integrate browsing records collected via DoubleClick with data learned from utilizing other Google products.