Google tailors content, recommendations and results to you; Play may use installed apps and YouTube views by settings
Google uses the information it collects to tailor its services for you, including customized and personalized experiences and recommendations such as content and search results. Its examples are Security Checkup, which gives security tips adapted to how you use Google products, and Google Play, which, depending on your available settings, could use information like the apps you have installed and the videos you have watched on YouTube to suggest new apps.
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Provide personalized services, including content and ads
We use the information we collect to tailor our services for you, including providing customized and personalized experiences and recommendations, including things like content, and search results.
depending on your available settings, Google Play could use information like apps you’ve already installed and videos you’ve watched on YouTube to suggest new apps you might like
Qualifications & exceptions
The Google Play example applies depending on your available settings.
Not stated here
The linked Security Checkup page is not supplied.
Inference & Profiling · Company practice
Depending on your settings, Google may show personalized ads from your interests and activity across its services
Depending on your settings, Google may show you personalized ads based on your interests and your activity across Google services. Its example is that searching for mountain bikes may lead to ads for sports equipment on YouTube. You can control what information Google uses to show you ads through your ad settings in My Ad Center, which the policy links twice but does not describe further.
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Depending on your settings, we may also show you personalized ads based on your interests and activity across Google services. For example, if you search for “mountain bikes,” you may see ads for sports equipment on YouTube. You can control what information we use to show you ads by visiting your ad settings in
Go to My Ad Center
Qualifications & exceptions
Personalized ads are shown depending on your settings and are stated as may.
Ad personalization is limited by the sensitive-category, content-source and identity-sharing restrictions in the following cards.
Not stated here
The My Ad Center page and the controls it offers are not supplied.
Inference & Profiling · Restriction or exception
Google does not personalize ads on sensitive categories or on your Drive, Gmail or Photos content
Google states two limits on personalized ads. It does not show personalized ads based on sensitive categories, giving race, religion, sexual orientation and health as examples. And it does not show personalized ads based on your content from Drive, Gmail or Photos. These limits concern ad personalization; they do not say that such content is not collected or used for other purposes described elsewhere, such as abuse detection.
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We don’t show you personalized ads based on sensitive categories, such as race, religion, sexual orientation, or health.
We don’t show you personalized ads based on your content from Drive, Gmail, or Photos.
Qualifications & exceptions
The sensitive categories are examples introduced with such as.
The content limit names Drive, Gmail and Photos; other services are not named.
Google draws inferences from the collected categories, such as your ads interest categories
The final category is inferences drawn from the information above, with your ads interest categories as the example. This records that Google derives new information about you, such as advertising interests, from the data it collects; the controls cards note that interests can be modified in My Ad Center.
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Inferences drawn from the above, like your
ads interest categories
Not stated here
Other kinds of inferences beyond ads interest categories are not named here.
Inference & Profiling · Company practice
Watching baking videos on YouTube may bring baking ads across the web; IP address may localize ads
Illustrating the ads Google considers most useful, the policy says that if you watch videos about baking on YouTube you may see more ads related to baking as you browse the web, and that Google may also use your IP address to determine your approximate location so it can serve ads for a nearby pizza delivery service if you search for pizza. Pages about Google ads and why you see particular ads are linked but not supplied.
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ads you’ll find most useful
For example, if you watch videos about baking on YouTube, you may see more ads that relate to baking as you browse the web. We also may use your IP address to determine your approximate location, so that we can serve you ads for a nearby pizza delivery service if you search for “pizza.”
Qualifications & exceptions
Stated as may; personalized ads remain subject to the settings and limits recorded in the ads cards.
Not stated here
The linked pages about Google ads are not supplied.
Inference & Profiling · Company practice
Google may use your IP address to estimate your approximate location and serve nearby ads
Among the examples of ads it considers most useful, Google says it may use your IP address to determine your approximate location so that it can serve you ads for a nearby pizza delivery service if you search for pizza. Together with the YouTube baking example in the previous card, this shows two inputs to ad selection: interest signals from your activity and approximate location from your connection. Pages about Google ads and why you see particular ads are linked but not supplied.
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We also may use your IP address to determine your approximate location, so that we can serve you ads for a nearby pizza delivery service if you search for “pizza.” Learn more
ads you’ll find most useful
Qualifications & exceptions
Stated as may use; the location derived is approximate.
Not stated here
The linked pages about Google ads and why you see particular ads are not supplied.
Inference & Profiling · Company practice
You may also see personalized ads based on an advertiser's own information, such as your visit to its website
Besides Google's own signals, you may see personalized ads based on information from the advertiser. Google's example is that if you shopped on an advertiser's website, the advertiser can use that visit information to show you ads.
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personalized ads
You may also see personalized ads based on information from the advertiser. If you shopped on an advertiser's website, for example, they can use that visit information to show you ads.
Qualifications & exceptions
The advertiser, not Google, supplies the visit information in this example.
Not stated here
The linked page on why you see particular ads is not supplied.
Inference & Profiling · User right or choice
Personalized Recommendations uses your past activity for results; signed-out customization can be turned off
When you are signed in to your Google Account with the Personalized Recommendations in Search services control enabled, you can get more relevant search results based on your previous searches and activity from other Google services. You may also get customized search results even when signed out; if you do not want that level of customization, you can search and browse privately or turn off signed-out search customization. The linked help and opt-out pages are not supplied.
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search results
For example, when you’re signed in to your Google Account and have the Personalized Recommendations in Search services control enabled, you can get more relevant search results that are based on your previous searches and activity from other Google services.
You may also get customized search results even when you’re signed out. If you don’t want this level of search customization, you can
Qualifications & exceptions
Signed-in personalization depends on the Personalized Recommendations control; signed-out customization has its own opt-out.
Not stated here
The linked pages for Personalized Recommendations, private search and the signed-out opt-out are not supplied.
Inference & Profiling · Restriction or exception
Personalized ads use interest topics from your activity, never sensitive categories; advertisers must do the same
When showing you personalized ads, Google uses topics it thinks might interest you based on your activity, for example Cooking and Recipes or Air Travel. It does not use topics or show personalized ads based on sensitive categories like race, religion, sexual orientation or health, and says it requires the same from advertisers that use its services. The advertiser policy it links is not supplied.
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sensitive categories
When showing you personalized ads, we use topics that we think might be of interest to you based on your activity. For example, you may see ads for things like "Cooking and Recipes" or "Air Travel.” We don’t use topics or show personalized ads based on sensitive categories like race, religion, sexual orientation, or health. And we
Qualifications & exceptions
The sensitive categories are examples introduced with like.
The requirement on advertisers is stated by reference to a linked policy that is not supplied.
Not stated here
The linked advertiser personalization policy is not supplied.
Ad personalization uses interest topics like Cooking and Recipes; advertisers must also avoid sensitive categories
Google personalizes ads using topics it thinks may interest you based on your activity, giving Cooking and Recipes and Air Travel as examples of the kind of topic you might see ads for. The sensitive-category exclusion recorded in the previous card is extended to advertisers: Google says it requires advertisers that use its services to follow the same rule, by reference to an advertiser policy that is not supplied.
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When showing you personalized ads, we use topics that we think might be of interest to you based on your activity.
that use our services.
sensitive categories
Qualifications & exceptions
The requirement on advertisers is stated by reference to a linked policy; its enforcement is not described here.
Not stated here
The linked advertiser personalization policy is not supplied.
Inference & Profiling · Company practice
Gmail suggests recipients based on the people you contact most frequently
Explaining the people who matter most to you online, Google says that when you type an address in the To, Cc or Bcc field of an email you are composing, Gmail suggests addresses based on the people you contact most frequently. This is an inference drawn from your communication patterns.
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the people who matter most to you online
For example, when you type an address in the To, Cc, or Bcc field of an email you're composing, Gmail will suggest addresses based on the people you