Opt out of user-based advertising

You can opt out of showing ads that are based on users’ interests, demographics, and Google Account information.

What happens when you opt out

• Advertising platforms that are eligible for the AdSense auction (Authorized Buyers, Display & Video 360, and Google Ads) won’t use visitation information from your site to help infer interests and demographics
• Google Ads and Display & Video 360 won’t add visitation information from your site to users' Google Accounts.
• Ads you've blocked by category, by advertiser URL, or using the Ad review center won’t appear to users through user-based advertising.
• The opt out only applies to AdSense for Content (AFC).
• You might decrease the number of ads competing to appear on your site, which may decrease your potential earnings.
• When you allow data collection, advertising platforms can build user profiles when one of the following considerations are met:
  • For end users outside of the European Economic Area, the UK, and Switzerland: the Buyer must have submitted a bid that was not pre-filtered prior to the auction. Learn more about Google-filtered and Publisher-filtered bids in this Bid filtering guide.
  • For end users within the European Economic Area, the UK, and Switzerland: the Buyer must win the impression.

Can’t opt out based on previous interactions

You can’t opt out of showing ads to users based on their previous interactions with the advertiser, such as visits to an advertiser's website, known as remarketing.

Opt out of showing user-based ads

To opt out of showing user-based ads, follow these steps:

1. Sign in to your AdSense account..
2. Click Brand safety.
3. Click Content, then Blocking controls.
4. Click Manage Ad serving.
5. Under "Personalized ads", use the control to opt out of user-based ads.