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

A cornerstone of personalised 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 personalised 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 personalised 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 personalised ads across the Google Display Network. When showing users personalised 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 Personalised advertising policy.
  • Opt out options: With Ads Settings, users can opt out of personalised ads, including remarketing. 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 Internet 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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