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 Gmail. Google's ad network also shows ads on 2+ million non-Google websites and apps. It is one of many ad networks that can personalize ads based on your online activity.

In this article


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. 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.

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

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 you're using. You can turn ad personalization on or off through your device's settings. These settings apply to apps that use your mobile device’s advertising identifier.

To show you personalized ads, apps use your device's advertising identifier, and other factors, to associate data about your activity with your info. Apple’s “Allow Apps to Request to Track,” in iOS 14, and “Limit Ad Tracking,” in iOS 13.7 or older, control your apps’ access to your device’s advertising identifier. 

Learn more about how to reset your advertiser identifier.

iOS 14  

Turn on Allow Apps to Request to Track to allow apps to show you more relevant, personalized ads.

  1. On your iPhone or iPad, open Settings.
  2. Tap Privacy and then Tracking.
  3. Turn on Allow Apps to Request to Track.

When you turn off “Allow Apps to Request to Track,” the YouTube app and other apps that partner with Google to show ads will not use your advertising identifier to personalize ads for you when you’re not signed in.

iOS 13.7 or older

Turn off Limit Ad Tracking to allow apps to show you more relevant, personalized ads.  

  1. On your iPhone or iPad, open Settings.
  2. Tap Privacy and then Advertising.
  3. Turn off Limit Ad Tracking.

When you turn on “Limit Ad Tracking,” the YouTube app and other apps that partner with Google to show ads will not use your advertising identifier to personalize ads for you when you’re not signed in.

Reset your advertiser identifier 

You may want to reset your advertising identifier if the ads you are seeing are no longer relevant to your interests. Resetting the advertising identifier on your iPhone or iPad creates a new identifier, which is distinct from your previous identifier. Resetting your advertiser identifier does not disable or prevent personalized ads.  

iOS 14 

Turning off and then on Apple’s “Allow Apps to Request to Track” feature resets your advertising identifier if no apps have permission to track. 

  1. On your iPhone or iPad, open Settings.
  2. Tap Privacy and then Tracking.
  3. Turn off Allow apps to request to track.
  4. If any apps have permission to track, a notification will appear: tap Ask Apps to Stop Tracking.
  5. If any apps have permission to track, turn off each app.
  6. Turn on Allow apps to request to track.

iOS 13.7 or older

  1. On your iPhone or iPad, open Settings.
  2. Tap Privacy and then Advertising.
  3. Tap Reset Advertising Identifier…
  4. Tap Reset Identifier.

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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