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How Gmail ads work

Gmail will update the way it personalizes ads later this year. Check out this blog post for details.

With features like Priority Inbox, we automatically process your messages to help you sort through the unimportant messages that get in your way. We use a similar approach with ads. For example, if you’ve recently received a lot of messages about photography or cameras, a deal from a local camera store might be interesting. On the other hand, if you’ve reported these messages as spam, you probably don’t want to see such a deal. This type of automated processing is how many email services provide features like spam filtering and spell checking.

We are always looking for more ways to deliver to you the most useful and relevant ads - for example, we may use your Google search queries and clicks, Google Profile, and other Google Account information to show you more relevant ads in Gmail.

The process by which ads are shown in Gmail is fully automated. Nobody reads your emails in order to show you ads.

Privacy, transparency, and choice

Google does not sell your personal information, which includes your Gmail and Google Account information. For advertising purposes, Gmail information is only used for ads within Gmail. We also do not share your personal information with advertisers, unless you have asked us to.

We are careful about the types of content we serve ads against. For example, Google will not target ads based on sensitive information, such as race, religion, sexual orientation, health, or sensitive financial categories. Ads displayed in Gmail are subject to the Gmail ads policies.

You can opt-out of the use of your email and other personal information for the personalization of Gmail ads from the Ads Settings page, by turning off Ads Personalization. If you do opt-out, you may still see Gmail ads, but they will not be based on your email or other personal data Google has associated with your Google Account. Even if you opt-out, Google will still scan and filter your email with our automated processing. Read more about the ways in which Google processes your data.

To learn more about managing your information, check out Google’s Privacy Policy.

Michelle is a Gmail expert and the author of this help page. Leave her feedback about this help page.

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