Google Policy: Gmail and Photos Data Now Eligible for Ad Targeting
A clause added to the privacy policy on October 16 allows Search to use content from user accounts to personalize ads if specific features are enabled.
By Sarah Montgomery ·
Google's privacy framework has shifted to permit advertising algorithms to consider the content of user files. The change, effective October 16, removes a previous restriction that barred personalized ads from using data stored in Gmail, Drive, or Photos.
The revision ties directly to the rollout of the Personal Intelligence feature. This tool, which entered beta testing in early 2026, allows the Gemini model to analyze information shared across Google's ecosystem. When a user enables this feature, they effectively grant access to their email, cloud storage, and image libraries for cross-service processing.
The policy language now includes a specific exception. Personalized ads are not based on Drive, Gmail, or Photos content unless the user chooses to make that data available to other Google services that support ad personalization. Android Authority first identified the change in the text, which was subsequently analyzed by The Verge.
The mechanism for this data exchange is described in the updated terms. Services such as Search or the Gemini apps may process data from other apps, including Workspace products, to refine the user experience. The policy cites Search as a primary example, noting it may use accessible data to tailor both content and ads.
Google has clarified that this does not mean advertisers see the raw contents of an inbox or photo album. The policy retains its previous stance on personally identifying information. Names and email addresses remain hidden from advertisers unless the user explicitly grants permission. The shift is in how non-identifying content influences targeting logic.
Personal Intelligence remains an opt-in feature for most users. Those who wish to limit this data flow can adjust their settings through the My Account page. Within the Data and privacy section, users can navigate to Personalization settings and select Manage Personalized Recommendations in Search services.
This control panel includes a toggle to disable personalized recommendations entirely. Turning this off stops the cross-service data sharing described in the new policy. The change took effect one week before the current reporting date, meaning the new rules have already been in force for seven days.
