Google revises privacy policy to let connected Gmail, Photos data shape ads
In brief
- Google added an exception to its pledge not to use Gmail, Drive and Photos content for ads.
- Connected data can now help personalize ads through Personal Intelligence AI features.
- Android Authority first spotted the change, which took effect Oct. 16.
- Google says the content isn't used for ad targeting by default.
- Users can opt out by disconnecting apps under Connected Content apps.
What changed in the wording
The revision adds a conditional clause to a pledge Google had made for years. According to Decrypt's report, the updated policy says Google doesn't show personalized ads based on content from Drive, Gmail or Photos unless users choose to make that data available to other Google services that support personalized ads.
"unless you choose to make data from these services available to other Google services that support personalized ads."
That clause is the whole change.
Personal Intelligence is the hinge
The exception hinges on Personal Intelligence, Google's effort to let AI features (AI Mode in Search and Gemini among them) draw on a user's own data. Connecting Gmail, Drive or Photos to those tools gets you more tailored answers, like pulling a hotel reservation out of an inbox. Under the revised wording, that same connected data can now also inform which ads a person sees.
Google's position, as Decrypt relays it, is that content from the three services still isn't used for ad targeting by default. The company says advertisers don't get access to the contents of anyone's Gmail, Drive or Photos. It also says it won't share personally identifying details without permission.
How users can opt out
Users can opt out by disconnecting the apps under Connected Content apps in their Google Account's Data & privacy settings, or by turning off personalized recommendations. There's a wrinkle, though. Android Authority noted that previously collected data may stay in a user's Search history even after disconnecting.
This isn't the first time Google's handling of user data has drawn attention. Decrypt reported in May that Google's Chrome browser began silently installing a multi-gigabyte on-device AI model on users' computers. Google separately removed a privacy claim tied to its Gemini Nano model, and both moves drew scrutiny over how the company handles user data (they're earlier episodes and are only background to the Oct. 16 revision).
Frequently asked questions
Does Google now use Gmail, Drive and Photos content for ads by default?
Google says no. As relayed by Decrypt, content from the three services still isn't used for ad targeting by default. It can only help personalize ads when users connect that data to Google's AI features under Personal Intelligence.
How can users opt out of Google's change to ad personalization?
Users can disconnect the apps under Connected Content apps in their Google Account's Data & privacy settings, or turn off personalized recommendations. Android Authority noted that previously collected data may stay in a user's Search history even after disconnecting.
Do advertisers see the contents of users' Gmail or Photos?
Google says they don't. According to Decrypt, the company says advertisers don't get access to the contents of anyone's Gmail, Drive or Photos, and that it won't share personally identifying details without permission.
