Google ties Gmail and Photos data to ad targeting in policy shift

Google revised its privacy terms on October 16 to permit the use of content from Gmail, Drive, and Photos in ad targeting. The change links the company's Personal Intelligence feature to its advertising infrastructure, allowing data from these storage services to influence what users see in Search and the Gemini apps.

The policy language now includes an exception to previous rules that stated personalized ads were not based on user content from these specific services. The new text clarifies that this exclusion applies only unless users explicitly choose to make data from these services available to other Google platforms that support personalized ads.

Android Authority first identified the update, noting that the wording is broad but functionally tied to the activation of Personal Intelligence. This beta feature began rolling out in early 2026 and allows Gemini to draw on shared data across Gmail, Photos, Search, and Drive. By turning on this setting, users effectively authorize Search and Gemini to process that connected content to refine ad selection.

The policy provides a concrete example of this mechanism in action. It states that Search may process data a user permits it to access in order to personalize content, including ads. This means that while Google has not stated it is selling the raw contents of an inbox to advertisers, it has established a pathway for that content to guide targeting algorithms within its own ecosystem.

Google maintains its existing stance on personally identifying information. The revised policy still asserts that advertisers will not see details such as a user's name or email address without explicit permission. This language remains identical to earlier versions of the privacy terms, suggesting the change focuses on the relevance of the ads rather than the transparency of the user's identity.

Personal Intelligence remains an opt-in setting for most accounts. Users who wish to review or adjust their preferences can navigate to the Data and privacy section of the My Account page. From there, they can select Personalization settings and then choose Manage Personalized Recommendations in Search services to see which data sources are connected.

That settings page includes a Turn off button that disables personalized recommendations entirely. This control allows users to opt out of the new data-sharing pathway without closing their Google account or deleting their stored files.