Google lets users trade Gmail and Photos data for targeted search ads

Google’s privacy policy now allows content from Gmail, Drive, and Photos to influence the ads users see, provided they activate a specific setting. The revision took effect on October 16, one week before this report. The change is linked to the company’s Personal Intelligence feature.

Previous versions of the policy stated that personalized ads would not be based on user content from these services. The current text includes 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 update, and The Verge subsequently covered the development.

The option appears to be tied to enabling Personal Intelligence for an account. This feature began a beta rollout in early 2026. It allows the Gemini model to access data shared across Google apps, including Gmail, Photos, Search, and Drive. The policy outlines a mechanism where services like Search or Gemini apps can access data from other services. In exchange, users receive a more personalized experience.

The document provides a specific example of how this functions. Search may process data a user permits it to access to personalize content, including advertisements. Google did not state that it is giving advertisers direct access to inbox contents or photo libraries. However, the new language permits ad targeting based on this connected content within platforms like Search.

The company’s stance on personally identifying information remains unchanged. The policy still notes that advertisers will not see details such as a user’s name or email address without explicit permission. This language matches earlier versions of the document. Personal Intelligence remains an opt-in feature for users.

Users can review their settings by navigating to the Data and privacy section of their My Account page. They should select Personalization settings and then choose Manage Personalized Recommendations in Search services. That page includes a Turn off button. Selecting it disables personalized recommendations entirely.