Google Privacy Update: Your Gmail and Photos Could Now Drive Targeted Ads

Google has quietly shifted the ground rules for how personal data fuels advertising.

The tech giant updated its privacy policy to include a new exception regarding the use of data from Drive, Gmail, and Google Photos for personalized ads. This change, first identified by Android Authority, modifies a previous promise that these specific services would be excluded from ad targeting. As of October 16, the policy now states that Google may use this data unless users explicitly choose to make it available to other Google services that support personalized ads.

The core of the update ties the use of personal data for advertising directly to the activation of personalized AI features. If users connect their Drive, Gmail, or Google Photos to tools like AI Mode and other Search features through the Personal Intelligence option, they are effectively agreeing to a broader exchange. This allows Google to provide more tailored responses and recommendations by analyzing user content. In return, that same content becomes a potential basis for showing targeted advertisements across the ecosystem.

The new terms clarify that sharing data for improved AI performance also opens the door to more personalized ad placements. This means that the very data intended to help AI understand user preferences for better answers can now be used to determine which ads appear on their screens. The linkage is direct: opting into the deeper personalization of AI tools signals consent for that data to be processed for ad personalization as well.

Despite the expanded scope, Google maintains that advertisers do not receive direct access to the raw content of Drive files, Gmail emails, or Photos. Furthermore, personally identifying details such as names and email addresses are not shared with advertisers. The company also states that it will not show ads based on sensitive categories, including race, sexual orientation, religion, or health, preserving certain boundaries around the most private aspects of user data.

The updated policy text explains that users may choose to allow services like Search or Gemini Apps to access data from other Google services, including Photos and Workspace apps. This access is intended to provide a more personalized experience, subject to the specific policies and settings of the accessing service. The policy notes that Search may process some of this data to personalize content, including ads, creating a direct pipeline from private data to public-facing advertisements.

Google also outlines how this personalization works in practice. Depending on user settings, the company may show personalized ads based on interests, activity, or personalized content from other Google services. An example provided in the policy suggests that searching for mountain bikes in Search could lead to seeing ads for sports equipment on YouTube. This illustrates the cross-service nature of the targeting, where activity in one app influences ad delivery in another.

For users who wish to prevent their personal data from being used for targeted ads, Google offers specific controls. Individuals can choose which apps to disconnect from Search’s Personal Intelligence features. Alternatively, they can disable Personalized Recommendations entirely through the Search Services Personalization settings page. These options allow users to revert to a less personalized experience if they prefer to keep their private data separate from their ad profile.

This update marks a significant shift in how Google balances the benefits of AI personalization with the commercial use of user data. By linking the two, the company is creating a more integrated model where the depth of AI assistance is directly tied to the extent of ad personalization. Users must now weigh the convenience of smarter, more context-aware AI tools against the potential for more targeted advertising based on their most private digital footprints.

As the policy takes effect, users who have already enabled Personal Intelligence features may find themselves subject to the new ad targeting rules without additional notification. The change relies on the existing opt-in mechanism for AI features, meaning that those who have already connected their data are likely already included in the new framework. Google’s move suggests a strategic push to leverage the value of personal data more aggressively in its advertising ecosystem, while still providing users with the ability to opt out if they choose.