Manage your ad privacy in Chrome

Chrome works to keep you safe and protect your privacy while you browse, and new features help Chrome make your ads experience more private. Chrome notes topics of interest based on sites you visit. Sites can also store info with Chrome about your interests. A site you visit later can ask for your ad topics or ads suggested by sites you’ve visited to show you more relevant ads. To measure the performance of ads, limited types of data can be shared among sites and apps.

Trials of these new features will roll out gradually on computers and Android devices. You can opt out of these trial experiences in your Chrome settings.

Turn Trials on or off

This feature can be turned on or off anytime.

  1. On your device, open Chrome.
  2. At the top right, click More "" and then Settings.
  3. Go to Privacy and security and then Privacy Sandbox.
  4. Turn Trials on or off.

Note: When you turn on Trials, your cookie settings don’t change.

Browser-based ad personalization

Chrome notes your interests based on the sites you browse and how frequently you visit them. A site may also assign interests for you and store that info with Chrome. A site you go to later may ask Chrome to share these interests to present more personalized ads.

Chrome can share up to 3 interests at a time with sites. You can remove interests you don’t want shared with sites. When you remove an interest, Chrome won't generate or share that interest again. It doesn’t block all ads related to it, though. You can block sites that want to assign additional interests. When you block a site from assigning interests, it won't be able to store interests with Chrome. You may still get some ads related to that site, though.

To further protect your privacy, Chrome deletes your interests after 4 weeks. To remove an interest or a site:

  1. On your device, open Chrome.
  2. At the top right, click More "" and then Settings.
  3. Go to Privacy and security and then Privacy Sandbox.
  4. Under “Browser-based ad personalization,” select interests or sites to remove.
    • In Chrome on your Android device, check “Ad personalization” to find your interests.
  5. Click or tap OK.

Tip: When on a site, you can check which interests Chrome shared with the site, if any. You can also check if the site is assigning its own interests. In the address bar, click Lock "" and then Ad personalization.

Ad measurement

As you browse, a limited amount of data is shared by sites to measure ad performance, such as the time of day an ad was shown.

If you delete your browsing history, either for a specific site or for all sites, you also delete associated measurement info.

  • On your computer, to check your browsing history, click More "" and then History and then History.
  • On your Android device, to check your browsing history, tap More "" and then History.
Spam & fraud reduction

New Chrome features help sites detect bots and fight spam and fraud. A site you go to can determine that you’re a person and not a bot when you make a purchase, for example. Without identifying you, this site can save this info with Chrome.

As you continue to browse, sites can check with Chrome and receive validation from the previous site that you’re likely a trusted user.

Related resources

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