Washington Post – As reports surface regarding how the online advertising giant tracks consumers, some try to reclaim their online footsteps. “…Kelly is one of a hearty few who are taking the ultimate step to keep their files and online life safe from prying eyes: turning off Google entirely. That means eschewing some of the most popular services on the Web, including Gmail, Google search, Google Maps, the Chrome browser, Android mobile operating software and even YouTube. Such never-Googlers are pushing friends and family to give up the search and advertising titan, while others are taking to social media to get word out. Online guides have sprouted up to help consumers untangle themselves from Google. These intrepid Web users say they’d rather deal with daily inconveniences than give up more of their data. That means setting up permanent vacation responders on Gmail and telling friends to resend files or video links that don’t require Google software. More than that, it takes a lot of discipline.

People like Kelly are trying to build barriers to Google and other tech giants largely due to increasing concerns about the massive data collection. A series of privacy scandals showing how these companies collect and use consumer data has raised alarm bells for many people about how much they’ve traded for customization and targeted ads. For example, a Washington Post investigation last month found more than 11,000 requests for tracking cookies in just one week of Web use on Google’s Chrome browser…”