How Gmail Ads work
Ads that appear in Gmail are similar to the ads that appear next to Google search results and on content pages throughout the web. In Gmail, ads are related to the content of your messages. Our goal is to provide Gmail users with ads that are useful and relevant to their interests.
With features like Priority Inbox, we’ve been working hard to help sort through the ‘bacn’ in your messages -- the unimportant messages that get in your way. We use a similar approach with ads by using some of the same signals that help predict which messages are likely to be important to you, Gmail will better predict which ads may be useful to you. For example, if you’ve recently received a lot of messages about photography or cameras, a deal from a local camera store might be interesting. On the other hand if you’ve reported these messages as spam, you probably don’t want to see that deal.
Ad targeting in Gmail is fully automated, and no humans read your email in order to target advertisements or related information. This type of automated scanning is how many email services, not just Gmail, provide features like spam filtering and spell checking. Ads are selected for relevance and served by Google computers using the same contextual advertising technology that powers Google's AdSense program.
Privacy, Transparency and User Choice
Google does not and will never rent, sell or share information that personally identifies you for marketing purposes without your express permission. No email content or other personally identifiable information will be provided to advertisers. We provide advertisers only aggregated non-personal information such as the number of times one of their ads was clicked.
Only ads classified as Family-Safe are distributed through our content network and to your Gmail inbox. Also, we are careful about the types of content we serve ads against. For example, Google may block certain ads from running next to an email about catastrophic news. In addition, we will not target ads based on sensitive information, such as race, religion, sexual orientation, health, or sensitive financial categories.
You can control the use of these signals from the Gmail Settings page. If you don't want to see ads in Gmail you have the option of using the HTML interface, or POP1 or IMAP. We're also committed to data liberation: if you decide to switch to a new email provider, it's easy to set up automatic forwarding for all new messages that arrive in your Gmail account.
If you'd like to know more about how Google handles your information, please check out the Google Privacy Center.
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