Those who have had a problem with Google’s privacy policy in the past won’t appreciate the company’s latest revision to those policies, which, according to a new report from CNET, gives the internet giant more liberty than ever to implement user data and social media interactions for advertising purposes. Google’s goal, of course, is not simply to gaze into the internet lives of its users, but to use internet activity to better draw demographics and sell advertisements. In other words, Google is about to ramp up its targeted advertising campaign, and you, among millions of other people who use Google’s services on a day to day basis, are the target.

Users will notice the recent “terms of service” change – which Google unveiled on Friday – in the advertisements that appear along the sidebars of Google searches, Google + profiles, and other Google brand services. In an effort to get more intimate with customers, Google will not only be using customer data to determine which advertisements should be targeted toward which users, but it will also begin presenting the ads with user profile names and photographs.

It’s all tied to Google’s 2011 release of the social media network, Google +. The social networking service introduced something called the “+1,” which was and is essentially the Facebook “like” feature, only applied to the entire internet. These +1’s – also called “Shared Endorsements” – allow Google + users to give their virtual approval to articles, websites, businesses, products, and virtually anything else that might have an internet landing page.

Until now, the +1 thing has seemed like little more than a way to share content on Google +. However, now that Google is shifting its terms of service, those Shared Endorsements are going to start figuring in heavily to the company’s targeted marketing efforts. In other words, those who have steered clear of Google + over the years will have nothing to worry about. However, someone who has gone to town with the +1 function over the past two years may soon have to deal with their photo, name, and endorsement  popping up in Google search advertisements for all to see.

With that said, Google cannot simply share a customer’s photo and name without permission – they would get sued – so users who don’t want to be used in the company’s ad campaign should edit their privacy settings under “+1 Personalization.”

However, Google’s latest advertising plan still seems a bit warped as far as privacy is concerned, and will likely be another blow to the user base of Google +, an already-struggling social network. Not even Google’s people like the site: in 2011, a senior engineer at the company blasted Google + as a failure and a “kneejerk reaction” to Facebook, and the site’s relative ghost town of a userbase – it has a fraction of the traffic that Facebook does – has done little to promote further success.