The company is going to use the punchline Putting People First.
The campaign would highlight the privacy related aspects of the Google’s updated policy which is aimed to delivery more personalized ads based on the user’s activity on all Google services.
Microsoft would highlight their alternatives to various Google products like: Bing, Hotmail, Office 365 and Internet Explorer.
Google on their part have already clarified several times that the changes are nothing new. It is just a simplification of the massive number of individual policies that were governing their services.