Google links Gmail and Photos data to ad targeting via Personal Intelligence

Google changed its privacy terms on Oct. 16 to allow email and photo data to influence advertising.

The revision ties ad targeting to the company's Personal Intelligence feature, which began a beta rollout earlier this year. Android Authority first identified the change, and The Verge subsequently reported on the shift in policy language. Prior versions of the document stated that personalized ads did not rely on user content from Drive, Gmail, or Photos. The text now includes an exception clause. It reads that the rule applies unless a user chooses to make data from these services available to other Google services that support personalized ads. Enabling Personal Intelligence appears to be the mechanism for granting that access. The feature allows the Gemini model to draw on data shared across Google apps, including Search, Gmail, Photos, and Drive.

The updated policy provides specific examples of how this data exchange functions in practice. Users can permit services like Search or Gemini apps to access data from other platforms, such as Workspace applications. In return, Google offers a more personalized experience. The document notes that Search may process specific data points a user allows it to access. This processing includes personalizing content and ads. Google did not announce that advertisers will receive direct copies of inbox contents or photo libraries. However, the new language creates a pathway for ads to be targeted using connected content within the Search environment.

Google maintains its previous stance on personally identifying details. The policy continues to state that advertisers will not see a user's name or email address without explicit permission. This specific language remains unchanged from earlier iterations. Personal Intelligence is currently an opt-in feature, meaning users must actively select the setting to enable the data sharing. Those who prefer to limit this connection can adjust their settings through the My Account page. Users should navigate to the Data and privacy section, then select Personalization settings. From there, they can choose Manage Personalized Recommendations in Search services. A Turn off button on that page disables personalized recommendations entirely. The change took effect one week before this report was filed.