Google expands ad targeting to Gmail and Photos data
In brief
- Google’s privacy policy now allows ad targeting using Gmail, Drive, and Photos data with user consent.
- Personal Intelligence can leverage this data to refine suggestions, but targeting remains optional.
- Personal Intelligence deployment excludes Europe and some countries, limiting immediate impact.
Google updated its privacy policy on October 16 to allow personalized ad targeting based on content from Gmail, Drive, or Google Photos, provided users consent to sharing this data. This change, reported by Android Authority, replaces a previous ban and aligns with Google’s strategy around personalized AI.
The new wording specifies that ads won’t be directly based on data from these services but could use information made accessible via features like Personal Intelligence. Google claims ads will remain relevant without scanning entire inboxes, while emphasizing that linking apps remains optional. The rollout of Personal Intelligence, launched earlier this year, currently excludes Europe and several countries.
This privacy policy update could signal a broader expansion of ad targeting in Europe, though GDPR still requires explicit consent. Users can disable personalized recommendations via their Google account settings.
What it changes for you
- Marketing & AdvertisingAdvertisers may gain more precise targeting through user data integration, but only with explicit consent and GDPR compliance.
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