One week after new Google policy, Gmail data can now shape ads

Google updated its privacy policy on October 16, allowing ad targeting to draw from Gmail, Drive, and Photos data. The change took effect one week before this report and is linked to the company's Personal Intelligence feature. Previously, policy text stated that personalized ads were not based on content from these specific services. The new language includes an exception that applies when users allow data from these services to flow to other Google products that support personalized advertising.

The Personal Intelligence feature began rolling out in beta earlier this year. It allows Gemini to access information shared across Google apps, including Gmail, Photos, Search, and Drive. The revised policy clarifies that users can permit services like Search or Gemini to access data from other apps. In return, users may receive a more tailored experience. Google provides an example in the text, noting that Search might process accessible data to customize content, which includes ads.

The update does not mean advertisers receive full copies of user files. Google maintains that personally identifying information, such as names and email addresses, remains hidden from advertisers unless a user gives explicit permission. This rule regarding identifying details matches the language in earlier versions of the policy. The shift lies in how non-identifying content from connected apps can influence which ads appear.

Personal Intelligence remains an opt-in feature for all accounts. Users who wish to verify their settings can navigate to the Data and privacy section of their My Account page. From there, they should select Personalization settings and then choose Manage Personalized Recommendations in Search services. This page contains a Turn off button that disables personalized recommendations entirely.

The policy change was first identified by Android Authority and subsequently covered by The Verge. The wording change creates a pathway for content-based ad targeting that was previously restricted. Users must actively choose to make their data available for this cross-service processing to occur. The option remains available within the account management dashboard for those who want to review or alter their preferences.