Google Ties Gmail and Photos Data to Search Ad Targeting

Google updated its privacy policy to permit content from Gmail, Drive, and Photos to influence the advertisements users see. The revision became active on October 16, one week before this report. The change is directly linked to the company’s Personal Intelligence feature, which began rolling out in beta at the start of 2026.

Previous versions of the policy stated that personalized ads were not based on user content from these specific services. The new text adds an exception. It applies unless a user chooses to make data from these services available to other Google services that support personalized ads. Android Authority first identified the wording change, followed by coverage from The Verge.

The mechanism relies on the opt-in nature of Personal Intelligence. This feature allows Gemini to draw on data shared across Google apps, including Gmail, Photos, Search, and Drive. By enabling this, users allow services like Search or Gemini apps to access data from their Workspace and photo libraries. In exchange, Google promises a more personalized experience.

Google provides a specific example of how this functions. Search may process data a user permits it to access in order to personalize content, including ads. The policy does not state that advertisers receive the raw contents of a user’s inbox, cloud storage, or photo library. However, the revised language creates a pathway for ads to be targeted using that connected content within Search results.

Google’s stance on identifying details remains unchanged from earlier versions of the policy. The document confirms that advertisers will not see personally identifying information, such as a user’s name and email address, without explicit permission. This protection is consistent with the language used before the October 16 update.

Personal Intelligence is currently an opt-in feature. Users can review their settings by navigating to the Data & privacy section of the My Account page. They should then select Personalization settings and choose Manage Personalized Recommendations in Search services. This interface contains a Turn off button that disables personalized recommendations entirely.

The update shifts the burden of choice to the individual user. Those who have enabled Personal Intelligence now have their connected data eligible for ad personalization. Users who have not enabled the feature retain the previous protections where ads were not based on Gmail, Drive, or Photos content. The policy change reflects Google’s effort to integrate its various services into a unified personalization system.