Google Policy Shift Allows Gmail and Photos Data to Shape Ads

Google now allows data from Gmail, Drive, and Photos to influence the advertisements users see on Search. The change took effect on Oct. 16, one week before this report, and links directly to the company's Personal Intelligence feature. This development marks a departure from previous policy language that explicitly excluded these services from ad personalization.

The policy update was initially identified by Android Authority and subsequently reported by The Verge. Earlier versions of the document stated that personalized ads were not based on user content from Drive, Gmail, or Photos. The current text adds a specific exception. It says the exclusion applies "unless you choose to make data from these services available to other Google services that support personalized ads." This new clause creates the pathway for cross-service data usage.

The option described in the policy aligns with enabling Personal Intelligence for an account. This feature launched in beta at the start of 2026. It allows the Gemini model to access data shared across Google apps, including Gmail, Photos, Search, and Drive. The policy details how this mechanism functions in practice. Users can authorize specific services, such as Search or Gemini apps, to access data from other services like Photos and Workspace apps. In exchange, Google offers a more personalized experience.

The document provides a concrete example of this workflow. It states that Search may process data a user permits it to access in order to tailor content, including ads. Google clarifies that it is not handing over the full contents of an inbox, cloud storage, or photo library to advertisers. However, the revised language makes it possible for ad targeting to utilize this connected content within Search results.

Google's stance on personally identifying details remains consistent with prior versions. The policy continues to state that advertisers will not see identifying information, such as a user's name or email address, without explicit permission. This language has not changed from earlier iterations of the document.

Personal Intelligence remains an opt-in feature. Users who wish to review their settings can do so by opening the Data & privacy section of the My Account page. They should then select Personalization settings and choose Manage Personalized Recommendations in Search services. This page includes a Turn off button that disables personalized recommendations entirely.