Ad targeting

How ads are targeted to your site

Google automatically delivers ads that are targeted to your content or audience. We do this in several ways:

  • Contextual targeting
    Our technology uses such factors as keyword analysis, word frequency, font size, and the overall link structure of the web, in order to determine what a webpage is about and precisely match Google ads to each page.
  • Placement targeting
    With placement targeting, advertisers choose specific ad placements, or subsections of publisher websites, on which to run their ads. Ads that are placement-targeted may not be precisely related to the content of a page, but are hand-picked by advertisers who've determined a match between what your users are interested in and what they have to offer.
  • Personalized targeting
    Personalized advertising enables advertisers to reach users based on their interests, demographics (e.g., "sports enthusiasts") and other criteria. To opt out of personalized advertising, users can change their controls in Ads Settings.
    Personalized targeting type reports may include contextual targeting when user data, such as cookie ID, isn’t available. If you’ve selected “Non-personalized ads” in your EU user consent settings, you might still see ads under the "Personalized" targeting type even though user data isn’t being used.
  • Run of Network targeting
    Run of Network lets advertisers target all sites in the AdSense network, except explicitly excluded sites, according to available inventory.
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