About Google ad personalization

About Google ads

As you browse the internet, use mobile apps, read your email, or shop online, you see ads. Google shows ads on Google products like Search, YouTube, and Play. The data used to personalize ads on these products is primarily based on your activity on these products. Google's ad network is also used by third parties to show ads on non-Google websites and apps. It is one of many ad networks that can personalize ads based on your online activity. The data used to personalize ads on these websites and apps is primarily based on your activity on these non-Google websites and apps.

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Control Google ad personalization

The way Google saves your ad settings has changed. Learn more about how Google uses cookies for ad personalization

Ads that Google shows can be personalized based on many factors, like the types of websites you visit or mobile apps you've installed. 

Where personalization comes from

Google can show you ads based on many factors, including:
  • Types of websites you visit, and mobile apps you have on your device
  • Cookies on your browser and the settings in your Google Account
  • Websites and apps you’ve visited that belong to businesses that advertise with Google
  • Your activity on another device
  • Previous interactions with Google’s ads or advertising services
  • Your Google Account activity and information

If ad personalization is off, ads may still use non-personal data, such as your general location or the topics on the website or app you're looking at.

You can control how Google personalizes Google ads, or turn off personalization of Google ads, at Ad Settings.

Important

When showing you personalized ads, Google will not associate an identifier from cookies or similar technologies with sensitive categories, such as those based on race, religion, sexual orientation, or health.

Google never sells your personal information to anyone. Learn more about privacy 

Mobile controls

Ads can be personalized based on the device or app you're using. You can turn on or off this personalization though your device’s or app’s settings. These settings apply to apps that use your mobile device’s advertising identifier or in-app controls.

Ads you see on your device may be personalized based on its Advertising ID. On Android devices, you can:

  • Reset your device’s advertising ID, which replaces the current ID with a new one. Apps can still show you personalized ads, but for a while they may not be as relevant or interesting to you.
  • Delete your device’s advertising ID, which deletes the advertising ID and doesn't assign a new one. Apps can still show you ads, but they may not be as relevant or interesting to you. You won't see ads based on this advertising ID, but you may still see ads based on other factors, like the information you’ve shared with apps.

Reset your device’s advertising ID

To reset your device’s advertising ID:

  1. On your Android device, go to Settings.
  2. Tap Privacy and then Ads.
  3. Tap Reset advertising ID and confirm your changes.

Delete your device’s advertising ID

To delete your device’s advertising ID:

  1. On your Android device, go to Settings.
  2. Tap Privacy and then Ads.
  3. Tap Delete advertising ID and confirm your changes.

Tip: Your advertising ID will be deleted, but apps may have their own settings, which can also affect the types of ads you see.

On some older versions of Android

If your Android device’s version is 4.4 or older:
  1. Open Settings.
  2. Tap Privacy and then Advanced and then Ads.
  3. Turn on Opt out of Ads Personalization and confirm your changes.

Google and advertising standards

Google's ad network is one of over 100 online ad networks that show you ads on sites and apps. Google participates in industry groups, like the Digital Advertising Alliance and the Network Advertising Initiative, that develop and follow standards in online advertising. Where required (for example, the DAA and the NAI) Google adheres to those groups' codes of conduct and/or self-regulatory principles.

You may have noticed the AdChoices icon AdChoices icon, which appears on ads shown by any ad network participating in the Digital Advertising Alliance. Industry groups vary by location.

Group Location
Australian Digital Advertising Alliance Australia
Digital Advertising Alliance (DAA) United States
Digital Advertising Alliance of Canada Canada
European Digital Advertising Alliance Europe
Network Advertising Initiative United States

 

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