New Google Policy Allows Ad Targeting Based on Gmail and Photos Data

The number of users potentially affected by a significant shift in digital advertising practices is effectively every individual who has opted into Google’s personalized AI tools. As of October 16, a revised privacy policy introduced by the technology giant creates a new pathway for advertisers to leverage personal data from Gmail, Google Drive, and Google Photos. This update modifies a previous commitment that explicitly stated these core services would not be used for personalized advertising, marking a notable change in how user information is handled within the ecosystem.

The alteration was first identified by tech outlet Android Authority. The new language inserts a critical exception into the company's promises regarding data usage. Where the prior version simply asserted that Google would not utilize data from Drive, Gmail, or Photos for ad targeting, the current terms now include the phrase: “unless you choose to make data from these services available to other Google services that support personalized ads.” This addition fundamentally changes the default understanding for users who have connected their accounts to newer AI-driven features.

The practical implication of this policy change is that enabling features like AI Mode or Search tools through the Personal Intelligence function now carries an additional trade-off. By allowing these tools to access personal files and emails to provide more accurate responses or recommendations, users are simultaneously opening that data up for more precise ad targeting. The policy explicitly states that Search may process allowed data to personalize content, including the advertisements users see across various platforms.

To clarify the scope of this data sharing, Google has outlined specific limitations. Advertisers do not receive direct access to the contents of a user’s Drive, Gmail, or Photos, nor do they see personally identifying details such as names or email addresses. Furthermore, the company asserts that it will not display ads based on sensitive categories, including race, sexual orientation, religion, or health information. The policy illustrates this with an example: if a user searches for mountain bikes, they may see ads for sports equipment on YouTube, demonstrating how cross-service data influences ad selection.

The full text of the policy explains that users may allow services like Search or Gemini Apps to access data from other Google services to enhance their personalized experience. It notes that, depending on settings, Google may show personalized ads based on interests, activity, or personalized content from other services. This creates a direct link between the utility of AI features and the commercialization of the data that powers them.

Users who wish to retain control over their data have options. They can navigate to the Search Services Personalization settings page to decide which apps to disconnect from Personal Intelligence features. Alternatively, they can disable Personalized Recommendations entirely. For those who prioritize the enhanced capabilities of AI tools, the new policy signals that a more targeted advertising experience is the expected cost of that personalization.