About privacy and personalized ads (formerly known as interest-based ads)

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place. Click the Campaigns icon Campaigns Icon and open the “Audiences, keywords and content” tab and click Audiences. You can also easily manage your Audiences from this report page. Learn more About Audience reporting.
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases.

A cornerstone of personalized advertising throughout the online advertising industry is to convey to users how their online browsing activities are used to improve the ads they see online, and to give people meaningful choices over how that information is used. Google offers users several ways to control the information that's gathered through personalized advertising (formerly known as interest-based advertising).

Here at Google, we strive to give users easy access to and control over the information that's gathered through personalized advertising. Here's what Google offers:

  • Visibility and control: Through Ads Settings, signed-in users can view, add, and remove the topics that are used to show them personalized ads across the Google Display Network. When showing users personalized ads, we will not associate an identifier from cookies or similar technologies with sensitive categories, such as those based on race, religion, sexual orientation, or health. See our Personalized advertising policy.
  • Opt-out options: With Ads Settings, users can opt out of personalized ads, including your data segment comprised of your website visitors and app users. This means, however, that they'll probably see advertising that's less relevant across the Google Display Network.
  • Education within ads: Users can learn more by clicking the "Ads by Google," "Ad Choices," or similar links they see on ads throughout sites included in the Google Display Network.

As the industry continues to evolve, several groups, including the Interactive Advertising Bureau (IAB), Network Advertising Initiative (NAI), and the Internet Advertising Bureau United Kingdom (IAB-UK), have developed guidelines for advertisers, publishers, ad networks, and other groups involved in online advertising.

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