With online advertising becoming increasingly prevalent, many internet users are looking for ways to control the ads they see while browsing. Ad preferences allow you to customize the types of ads displayed on websites and apps. Managing these settings can create a better web experience by reducing irrelevant ads. This guide will explain how ad preferences work and how to update them on major platforms.
What are ad preferences?
Ad preferences, also called ad settings, refer to options that influence the advertising you encounter online. Sites and services build profiles about their users based on factors like age, location, browsing history, purchases, and more. They use this data to select ads that seem relevant to each individual.
Here are some common ways ad preferences can be adjusted:
- Opting out of interest-based ads – This stops ads from being tailored to your inferred interests and demographics.
- Adding interests – You can directly select topics and products you’re interested in to receive related ads.
- Removing interests – Similarly, you can remove any disinteresting or irrelevant selections.
- Muting certain advertisers – Choose to block ads from specific brands and companies.
- Opting out of targeted categories – Some platforms let you decline ads based on sensitive factors like ethnicity, health conditions, political affiliation, and more.
Modifying these settings helps deliver ads that feel more applicable rather than inappropriate. It also reduces the sense of being “tracked” online. Furthermore, sites with less relevant ads tend to perform worse, so improving ad relevance benefits platforms too.
Where are ad preferences located?
While each website and app handles ad preferences slightly differently, they can usually be found under account settings or privacy options. Here are some common locations:
- Google Account: Go to adssettings.google.com or find Ads Settings under account management
- YouTube: Account > Settings > Privacy > Ads Settings
- Chrome Browser: Settings > Privacy and Security > Ads
- Android Devices: Settings > Google > Ads
- Facebook: Settings & Privacy > Settings > Ads
- Instagram: Profile > Menu > Settings > Privacy & Security > Ads
- Messenger: Profile > Menu > Privacy & Safety > Advertisers
Amazon
- Amazon Website: Account > Manage Your Advertising Preferences
- Fire TV: Settings > Preferences > Privacy Settings > Interest-based Ads
- Kindle E-Reader: Menu > Settings > Device Options > Personalize Your Kindle > Advanced Options > Advertising
Microsoft
- Bing: Account Profile > Advertising Interests
- LinkedIn: Profile > Privacy > Ad Preferences
- Windows 10: Start > Settings > Privacy > General > Change privacy options > Ads
- Xbox One: Settings > Account > Privacy & Online Safety > Advertising Preferences
- Settings & Privacy > Privacy & Safety > Audience and advertising data
These platforms make it relatively straightforward to locate and edit ad preferences, though settings may be named slightly differently in each place. The help centers for each website and app also provide official instructions.
How to manage ad preferences
Once you’ve accessed the ad preference options in your accounts, here are some recommended ways to take control:
Reset advertising ID
Many devices and browsers use an advertising ID or tracking ID to build a profile for ad targeting. Resetting this ID clears your history and data, essentially starting your profile from scratch.
Opt out of interest-based advertising
Completely declining interest-based ads will disable personalized ad targeting and return you to more generic advertising.
Remove inappropriate interests
Look through the list of interests that have been added to your ad profile. Removing ones that seem unsuitable or irrelevant will improve ad matching.
Add relevant interests
Proactively selecting interests makes ads more enjoyable. Sports fans could add teams, music lovers can add genres, prospective parents can check family & parenting, etc.
Mute certain advertisers
You may find certain brands repetitive or annoying. Muting them specifically reduces the chances of seeing their ads.
Limit ad tracking
iOS and Android devices have options to limit ad tracking which prevents sharing your activity across apps for targeting.
Platform | Ad Preference Settings |
---|---|
Ads Settings, Ad Personalization | |
Ad Preferences | |
Amazon | Advertising Preferences |
Microsoft | Ads Settings, Advertising ID |
Privacy and Safety, Audience and Advertising Data |
This table summarizes where the key ad preference controls are found on major platforms. The terminology varies slightly, but the options are generally available through account settings or privacy menus.
Should I personalize ads or opt out?
Whether you embrace interest-based advertising or avoid it is an individual choice based on your priorities.
Potential benefits of personalizing ads include:
- Seeing products and services you may genuinely want
- Feeling known and understood by brands you interact with
- Providing revenue to platforms and publishers you appreciate
Reasons some prefer generic ads include:
- Disliking the feeling of being monitored and profiled
- Finding tailored ads creepy and intrusive
- Preferring not to share private data for targeting
You can tweak your ad settings until you find a comfortable balance for your needs.
Other ways to control advertising
Along with ad preferences, there are some additional options for managing the advertising you experience online:
- Browse privately: Use private browsing, incognito tabs, or guest mode when you want to prevent ads from utilizing your behavior.
- Use an ad blocker: Browser extensions like uBlock Origin can hide many display ads, but bear in mind this also blocks revenue for site owners.
- Avoid clicking ads: Be cautious about clicking on sponsored posts and links, as this signals relevance and leads to more similar promotions.
- Monitor tracking cookies: Delete browser cookies regularly to clear out those used for ad targeting purposes.
- Be aware of purchases: Shopping sites can target you based on purchase history, so use guest checkouts or clear cookies after buying.
Conclusion
Managing ad preferences is a simple yet powerful way to improve your browsing experience. Take the time to explore the available settings on your devices and accounts. Consider enabling personalized ads if you don’t mind relevant targeting, or disabling interest-based ads if you prefer privacy over tailored suggestions.
Keep in mind you can change these options at any time. Adjust them whenever your feelings about online advertising evolve. With the right ad preferences in place, you can reduce frustration and increase useful promotions during everyday internet use.