Google links Gmail and Photos data to ad targeting in policy update
The Personal Intelligence feature, launched in beta this year, now explicitly permits cross-service data access for personalized advertising if users opt in.
By Harper Foster ·
Google’s revised privacy policy now explicitly allows data from Gmail, Drive, and Photos to influence the advertisements users see, a shift that removes a previous restriction on personalized ads. The change took effect on October 16, linking advertising capabilities directly to the company’s Personal Intelligence feature.
Earlier versions of the policy stated that personalized ads were not based on content from these specific applications. The updated text modifies this by adding an exception: the restriction applies unless the user chooses to make data from these services available to other Google services that support personalized ads. This wording was first identified by Android Authority and subsequently reported by The Verge.
Personal Intelligence began rolling out in beta at the start of 2026. The feature enables Gemini to draw on information shared across Google’s ecosystem, including Gmail, Photos, Search, and Drive. While the feature remains opt-in, the policy update clarifies the mechanism by which this shared data can be used for commercial purposes.
The policy outlines that users may permit specific services, such as Search or Gemini apps, to access data from other services like Workspace apps. In exchange for this access, users receive a more personalized experience. The document provides a concrete example, noting that Search may process accessible data to personalize content, including ads.
Google has not stated that advertisers will receive direct access to the contents of inboxes, cloud storage, or photo libraries. However, the revised language establishes the technical possibility for ads to be targeted using this connected content within platforms like Search. The company maintains that advertisers will not see personally identifying information, such as names and email addresses, without explicit user permission, a stance consistent with previous policy versions.
For users concerned about the new data flow, Google directs them to the Data & privacy section of the My Account page. From there, users can select Personalization settings and then choose Manage Personalized Recommendations in Search services. This interface allows users to review their current permissions and adjust how their data is used across different Google products.
The same settings page includes a Turn off button, which disables personalized recommendations entirely. This option provides a direct method for users to halt the process described in the updated policy without deleting their data or changing their account structure.
