Mute ads on websites that partner with Google

The "Mute This Ad" feature provides users with the ability to control the ads they see and signal which ads aren’t interesting to them. The feature has benefits for everyone:

  • Users: Greater control over their ad experiences
    Advertisers: No longer pay to show ads to people who aren’t interested
    Publishers: More relevant ads for users, higher user satisfaction with their site experience, and greater user engagement

How Mute This Ad works

Mute This Ad is a small overlay that appears in the top right corner of a creative. The Mute This Ad overlay allows a user to specify when an ad is annoying, uninteresting, or irrelevant to them and tries not show the user the same ad, or a similar ad, again. Visual features, advertiser, and ad landing page are all contributors to ad similarity.


To mute an ad, users:

  1. Click or tap x on the ad the user wants to mute.
  2. Click or tap Stop seeing this ad. This may be in a drop-down menu or on a button.

A user can optionally indicate a reason for no longer wanting to see the ad. Options include:

  • Seen this ad multiple times (focused on ad frequency/remarketing)
  • Ad covered content (focused on page layout / ad rendering behavior)
  • Ad was inappropriate (focused on potentially inappropriate content)
  • Not interested in this ad (focused on targeting mismatch and ads personalization) 
  • Already bought this (remarketing)

Note: Sometimes, Google will not be able to provide a "Stop seeing this ad" option, and will provide an option to "Report this ad" instead.

After a user mutes an ad, that same ad may be shown to the user again. This can happen under any of the following circumstances, among others:

  • A user clears cookies
  • A user visits a website outside the Google Display Network
  • The advertiser is using another company to show the same ad
  • Google’s advertising systems don’t recognize the user’s device as being signed in
  • The user selected "Ad blocked view" to report a problem with the ad's position, rather than its content

Mute This Ad for Adwords and DoubleClick Bid Manager

Mute This Ad is also available for certain creatives served by Adwords and Bid Manager. While you can opt out of Mute This Ad for creatives served though DFP, an opt out is not available for creatives served through Adwords and Bid Manager.

If users are signed in to their Google Account and have Ads Personalization on, Google will try to apply muting across all of a given user’s signed-in devices when we recognizes that user as being signed in. The user must have Ads Personalization on to take full advantage of this feature, although some mutes may still work if the user opts out of Ads Personalization.

Mute This Ad for DoubleClick for Publishers

Good to know about Mute This Ad for DFP

Mute This Ad is:

  • Applied by default to line items from which muted image creatives served through DFP. 
  • Only available for image creatives and not other creatives types served though DFP.
  • Not applied to any creatives served via 100% Sponsorship campaigns through DFP.

To opt out of having Mute This Ad applied to image creatives served through DFP:

  1. Sign in to DoubleClick for Publishers.
  2. Click Admin and then Global settings and then Network settings.
  3. Deselect the Enable Mute this Ad checkbox.

Reporting on Mute this Ad for DFP

Mute This Ad reporting is available through the DFP Query Tool under the historical report. Publishers can report on: 

  • Total mute eligible impressions: The number of impressions that had the Mute This Ad overlay applied
  • Total muted impressions: The number of impressions where the user chose to mute the ad

Reporting for Mute This Ad extends across Adwords, Bid Manager, and DFP.

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