We do not sell your personal information to anyone.
We use data to serve you relevant ads in Google products, on partner websites and in mobile apps. While these ads help fund our services and make them free for everyone, your personal information is not for sale. And we also provide you powerful ad settings so that you can better control what ads you see.
Understanding how Google ads work
We use data to make ads more relevant and useful to you
We use data to make our services more useful and to show relevant advertising, which helps make our services free for everyone. Without identifying you personally to advertisers or other third parties, we might use data that includes your searches and location, websites and apps that you’ve used, videos and ads that you’ve seen, and basic information that you’ve given us, such as your age range and gender.
Depending on your Ad Settings and if you’re signed in, this data informs the ads that you see across your devices and across sites that partner with us to show ads. So if you visit a travel website on your computer at work, you might see other ads served by Google about airfares to Paris on your phone later that night.
We get paid by advertisers for placing ads
We want to be transparent about how we make money with advertising, both on our services and on sites and apps that partner with us. For some types of ads, advertisers pay us only for the placement of those ads, and for other types, they pay us for how those ads actually perform. That could include each time someone views or taps an ad or takes an action such as downloading an app or filling in a request form.
We show advertisers how well their campaigns worked
We give advertisers data about their ads’ performance, but we do so without revealing any of your personal information. At every point in the process of showing you ads, we keep your personal information protected and private.
Giving you control over your Google ad experience
Control what information Google uses to show you personalised ads
In Ad Settings, we make it easy to control what data we use to personalise ads to you. This includes information that you’ve added to your Google account, what we’ve guessed about your interests thanks to your activity, and interactions with other advertisers that partner with us to show ads.
Your activity influences what we show you, but you’re always in control. For example, we may think that you’re a football fan because you watched highlights from a recent match on YouTube, or looked up 'football fields near me' on Google Search. And if you’ve spent time on a partner advertiser’s site, we may suggest ads based on that visit.
When ad personalisation is on, you can choose any info – age and gender, an inferred interest or a previous interaction with an advertiser – find out more about why it’s being used, turn it off or deactivate personalised ads altogether. You’ll still see ads, but they’ll most likely be less relevant.
See what data we use to show you ads
We want to help you better understand the data that we use to show you ads. 'Why this ad' is a feature that helps you find out why you are seeing a given ad. For example, you might be seeing that ad for a camera because you’ve searched for cameras, visited photography websites or clicked on ads for cameras before. Or if you see an ad for a restaurant, you may discover that it’s because of your location or your mobile app activity. This type of data helps us show you ads about things that you might find useful. But remember, we never share any of this personal information with advertisers.
You can access this feature through an information icon on our services, such as Search, YouTube, Gmail, Play and Shopping. For most ads that you see on partner sites or in apps that use our services, you can access 'Why this ad' through a similar icon.
Remove ads that you do not want to see
You can remove many of the ads that we show through our partner websites and apps when you see them. By selecting the X in the corner of the ad, you can remove ads that you no longer find relevant. For example, car ads might have been helpful while you were interested in buying a new car, but once you are happily cruising in your new vehicle, you probably don't want to see more ads from Google for that car that you just bought.
If you are signed in and depending on your Ad Settings, this control will take effect across your signed-in devices on websites and apps that partner with us. You also have the option to turn off pop-up ads in Chrome and most other browsers.
Turn off ads from specific advertisers
You have control over your ads experience, both on Google products and across the Internet. Sometimes, advertisers show you ads when you’ve visited their sites and they are encouraging you to come back – like when you see an ad for the shoes that you were shopping for earlier. If you no longer want to see them for any reason, you can turn off those ads from a certain advertiser that follow you across our Google properties from Search, YouTube and Gmail. This setting also applies to ads that you see across the Internet on sites and apps that partner with us to show ads.
While signed in and in your Ad Settings, you can also turn off ads from specific advertisers on Google services that show ads.
Using data to make ads more useful to you
Search ads use your activity to be more personally relevant
When you use Google Search, ads may appear along with relevant search results. Most of the time, these ads are prompted by the search that you just did and your location. For example, if you search for 'bikes', you might see ads for bicycles on sale near you.
In other cases, we use additional data like your past searches or sites that you have visited to help deliver more useful ads. Since you have already searched for 'bikes', if you now search for 'holidays' you might see Search ads for places to go cycling while on holiday.
Gmail ads are based on your activity
The ads that you see in Gmail are based on data associated with your Google account. For example, your activity in other Google services such as YouTube or Search could affect the types of ads that you see in Gmail. Google does not use keywords or messages in your inbox to show you ads. Nobody reads your email in order to show you ads.
Google Play ads help you discover apps that you might like
You can find millions of apps from Google and other developers in our Google Play Store. When you browse on an Android device, ads may appear based on your search terms, apps that you’ve installed or used, or an app’s similarity to the app that you’re using. For example, if you search for 'travel apps', you might see an ad for a trip planning app.
YouTube ads use your search and watch activity to be more relevant
When you watch videos on YouTube, you may see ads playing beforehand on the video page or as related videos on the homepage. Ads may be based on data such as the videos that you’ve watched, things or places that you’ve searched for or apps that you use.
For example, if you search for 'home decor' or watch do-it-yourself videos, you might see an ad for a home improvement series. These ads help support the creators of the videos that you watch.
You can skip many of the YouTube ads if you don’t want to watch them or you can subscribe to YouTube Premium to enjoy ad-free YouTube.
Shopping Ads help you find what you’re looking for
When you look for a product on Google Search, sometimes we show Shopping ads along with relevant search results. Businesses that sell products use Shopping ads to make it easy for you to quickly find what you’re looking for and buy it online or in a nearby shop. These ads are based on the product that you just searched for, your location and online retailers that you’ve browsed in the past.
For example, if you search for 'leather sofa', you may see ads with pictures, prices and shop locations for leather sofas on sale at furniture shops near you.
Partner websites and apps use your online activity to create ads that are more useful to you
Many websites and mobile apps partner with us to show ads. When we show ads on these partners’ sites and apps, they are based on what you’re reading or watching, audience 'types' based on personal information that our users have shared with us, and data that we collect about your online activities, for instance, '35- to 44-year-old females who are interested in travel'.
We might also show you ads based on sites that you’ve visited or your Chrome browsing activity when logged into your Google account. For example, you might see an ad for those hiking shoes that you added to your online shopping basket but decided not to buy. However, we do this without revealing any personal information, such as your name, email address or billing information.