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We will stop scanning Gmail inboxes for ad personalization - Google

July 18
04:14:38 2017
Until now, Google routinely scans inboxes of its free users to better target ads for them. It then combined that information with everything else it knows about its users to build its advertising profiles for them.
Diane Greene, Google’s senior VP for Google Cloud, says the company made this decision because it “brings Gmail ads in line with how we personalize ads for other Google products.”

Google won’t stop showing ads in Gmail, though, and it’s worth noting that given how much the company already knows about all of its users, it just might not need these additional signals from Gmail. And maybe they even turned out to be relatively useless or even detrimental for ad performance.

Experts says, as much as they will like to believe that Google is doing this out of the goodness of its heart, chances are the only reason the company would make any changes to its advertising products is because it has data that shows it doesn’t need this additional information about its users. So far, the inbox scanning doesn’t seem to have hampered Gmail’s growth; it now has 1.2 billion users.
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