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Customize your ads

Opt out of new ad formats

We understand that it's important for you to have control over the types of ads that serve on your web pages, so we offer a number of opt outs for new ad formats.

Please keep in mind that when you opt out, it affects all relevant ad units and not just an individual ad unit, which may have an impact on your earnings.

Available opt outs

Currently, we offer the following opt outs:

User-based ads

  • Personalized ads (formerly known as interest-based ads): Choose whether or not you wish to display ads that have been personalized using user interest and demographics (e.g., "sports enthusiasts" or "age: 18-34"), which may be based on the user's Google Account or inferred from other sources, detailed here. Note that you cannot opt out of remarketing.

  • Third party ads: Decide whether or not you want to use advertiser’s audience information to deliver more relevant ads to your sites.

Text ads

  • Enhanced text ads: Choose whether or not you want to display text ads with performance-enhancing features such as product images, advertiser images, or clickable arrow icons, etc.

Display ads

  • Similar-sized display ads: Choose whether or not you want to show similar-sized but higher performing display ads in your ad units. To help increase competition for some ad sizes, we will occasionally modify similar-sized display ads to fit within the ad units. When this happens, the modified ad is served neatly centered at the top of the ad unit. For example, you might see a 468x60 ad in a 320x50 ad unit. Learn more

  • Enhanced display ads: Choose whether or not you want to show display ads with performance-enhancing features such as mouseover highlights, etc.

  • Animated display ads: Choose whether or not you want to show non-static display (e.g., image) ads, such as ad creatives created using Adobe Flash or animated GIF formats.

  • Expandable ads: Choose whether or not you want to display rich media ads that can expand beyond the original size of the ad unit, following a user-initiated action. Examples of expandable ads include, but are not limited to, ads that expand to stream a movie trailer, show video game clips, or display various views of an item for sale.

  • VPAID ads: Choose whether or not you want to display interactive VPAID video ads. VPAID is a standard that allows advertisers to create interactive video ads, e.g., overlays, galleries, etc. Note that this opt out does not apply to non-VPAID interactive video ads, e.g., TrueView video ads.

How to opt out

To opt out of any of the new ad formats:

  1. In the left navigation panel, click Allow & block ads.
  2. Make sure "Content" is selected.
  3. In the horizontal bar across the top of the page, click the Ad serving tab.
  4. Use the controls on the page to block the ad formats that you don’t want to appear on your web pages.
Ad format opt outs are only available for AdSense for content ads.
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