Mute ads on sites that partner with Google

The "Mute This Ad" feature provides users with the ability to close or to stop seeing ads and signal which ads aren't interesting to them. The feature has benefits for everyone:

• Users: Greater control over their ad experiences
• Advertisers: No longer pay to show ads to people who aren't interested
• Publishers: More relevant ads for users, higher site satisfaction, and greater user engagement

How "Mute This Ad" works

"Mute This Ad" is a small overlay that appears in the top right corner of a creative. It allows a user to specify they no longer want to see an ad, and tries not show the user the same ad, or a similar ad, again. Visual features, advertiser, and ad landing page are all contributors to ad similarity.

To mute an ad, users:

1. Click or tap on the ad the user wants to mute.
2. Click or tap Stop seeing this ad.

3. Optionally indicate a reason for no longer wanting to see the ad. Options include:

   • Seen this ad multiple times (focused on ad frequency/remarketing)
   • Ad covered content (focused on page layout / ad rendering behavior)
   • Ad was inappropriate (focused on potentially inappropriate content)
   • Not interested in this ad (focused on targeting mismatch and ads personalization) 
   • Already bought this (remarketing)

If Google can't provide a "Stop seeing this ad" option, an option to "Report this ad" is shown instead.

After a user mutes an ad, that same ad may be shown to the user again. This can happen under any of the following circumstances, among others:

• A user clears cookies
• A user visits a website outside the Google Display Network
• The advertiser is using another company to show the same ad
• Google's advertising systems don't recognize the user's device as being signed in
• The user selected "Ad blocked view" to report a problem with the ad's position, rather than its content

"Mute This Ad" for Google Ads and Display & Video 360

The "Mute This Ad" feature is available for certain creatives served by Google Ads and Display & Video 360.

If a user is signed in to their Google account and have Ad personalization turned on, ads that have been muted by the user will be muted across all of their signed-in devices. Muted ads may still serve to users that have Ad personalization turned off.

"Mute This Ad" for Ad Manager

As of July 2024, "Mute This Ad" will no longer be supported for Ad Manager reservation ads. Ads from Google demand will continue to support "Mute This Ad".