Google Ads: New Terms Allow Gmail, Photos Data for Targeting

Google has updated the fine print on its privacy policy, and it could change what you see in your inbox and on your photo feed.

On October 16, Google added a caveat to its longstanding promise not to use Drive, Gmail, or Google Photos for personalized ads. The previous policy stated plainly that it would not. The new line reads: 'unless you choose to make data from these services available to other Google services that support personalized ads.' This change was first noticed by Android Authority.

This update directly impacts the company's Personal Intelligence feature. That tool connects Search and other AI capabilities, including AI Mode, to your personal files. It allows these tools to offer better answers by learning more about you. If you have linked your Drive, Gmail, or Photos to this system, you may now see ads based on the information found there. This is because sharing your data for better AI recommendations also means opening it up for more personalized ads.

The policy text outlines the specific mechanics of this data sharing. It states that users may allow services like Search or Gemini to access data from other apps like Gmail and Drive. This access is meant to provide a more personalized experience. Google explains that if you search for 'mountain bikes,' you might then see ads for sports equipment on YouTube. The policy confirms that personalized ads can be shown based on your interests, activity, or personalized content from Google services.

Google is placing some limits on how this information is used. Advertisers do not receive direct access to your files or your personal identity. They will not see your name or email address. Furthermore, Google states it will not target ads based on sensitive categories. These include race, sexual orientation, religion, or health status.

There are ways for users to opt out of this arrangement. You can choose which apps to disconnect from Search's Personal Intelligence features. Alternatively, you can disable Personalized Recommendations completely. These controls are located on the Search Services Personalization settings page.

This policy shift comes at a time of intense focus on how AI features handle user data. The company is expanding its AI tools across its suite of products. This update connects those AI functions to the company's advertising business. It links the two for anyone who enables the Personal Intelligence feature.

For now, the new terms are in effect. Users who have connected their personal services to AI features may see changes in their ad experience. The company provides tools to manage these settings for those who prefer to limit data use for advertising.