The Verge reports that Google is making it easier to see and delete the data the company holds on you, related to your activity using their service.
The company launched a page at myactivity.google.com/privacyadvisor/search which will let you review your data and easily delete everything or everything for the last hour.
Other privacy controls such as disabling ad personalization will also now be easier to reach.
The improvements will come to the web first, but the new privacy controls will also soon become available in their iOS and Android apps.
See their rather self-serving video, which explains how personalized ads is just one of the minor incidental ways they find information for you, and certainly not the driving force behind their search engine efforts, below.