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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 web page 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.
  • Personalised advertising
    Personalised advertising enables advertisers to reach users based on their interests, demographics (e.g. "sports enthusiasts") and other criteria. To opt out of personalised advertising, users can change their controls in Ads Settings.
  • Language targeting
    Our technology can also determine the primary language of a page. If your content is in a language supported by our programme, AdSense will target ads in the appropriate language to your content. We may look at the language of the pages that a user is currently viewing, or has recently viewed, to determine which ads to show. In this case, AdSense may target ads in the user's detected language rather than in the language of your content. Find out more about ad targeting by language.
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