Gmail and Photos Data Now Shape Search Ads

Google has activated a privacy policy revision that permits search ads to be targeted using data from Gmail and Photos. The change took effect on October 16, one week before this report. The update links ad serving to the company's Personal Intelligence feature.

Earlier versions of the policy stated that personalized ads were not based on user content from Drive, Gmail, or Photos. The text now includes an exception. It applies unless users choose to make data from these services available to other Google services that support personalized ads. Android Authority first spotted the change, and The Verge subsequently covered the shift.

The feature in question began rolling out in beta at the start of this year. It allows Gemini to draw on data shared across Google apps, including Gmail, Photos, Search, and Drive. The policy explains that users may allow services like Search or Gemini to access data from other services. In return, Google provides a more personalized experience. Search may process some of this data to personalize content, including ads.

Google has not stated that it is handing over the specific contents of inboxes, cloud storage, or photo libraries to advertisers. However, the revised language makes it possible for ads to be targeted using that connected content. The company's position on identifying details remains unchanged. The policy still says advertisers will not see personally identifying information, such as a user's name and email address, without the user's permission. This language matches earlier versions of the policy.

Personal Intelligence remains opt-in for now. Users who wish to review their settings should open the Data & privacy section of the My Account page. They should then choose Personalization settings and select Manage Personalized Recommendations in Search services. That page includes a Turn off button, which disables personalized recommendations entirely.