广告（Advertising）| Google 隐私与条款 原文标题：Advertising – Privacy & Terms – Google
内容概要总结
Google 官方隐私与条款站点中关于「广告」的说明页，讲清了 Google 在广告中如何使用 Cookie、标识符、IP、位置与设备信息，以及用户如何控制。
要点：Google 在广告中使用 Cookie 来提升有效性（避免重复展示、检测点击欺诈、展示更相关的广告），并把投放记录存于服务器日志（含网页请求、IP 地址、浏览器类型/语言、请求日期时间、以及可能唯一标识浏览器或已登录用户的 Cookie），日志数据通过移除部分 IP 地址（9 个月后）和 Cookie 信息（18 个月后）来匿名化。广告 Cookie 可能来自 google.com、doubleclick.net、googlesyndication.com、googleadservices.com 等域。
在移动 App 等无 Cookie 的场景，Google 会使用功能类似的技术，有时会把移动 App 广告标识符与同一设备上的广告 Cookie 关联以协调跨 App 与移动浏览器的广告。在 Android 上，用户可以重置或删除设备的广告标识符（Advertising ID）；旧版本 Android（4.4 或更早）则通过「停用广告个性化」开关。iOS 使用 Apple 的 Advertising Identifier。文章还说明了联网电视（Connected TV/OTT）依赖设备标识符、各设备退出个性化广告的方式，以及「我为什么看到 Google 广告」「为什么会看到我浏览过商品的广告」等机制（基于位置、页面上下文、跨设备活动、再营销等），并指出 Google 禁止广告主基于健康信息、宗教信仰等敏感信息选择受众。
翻译内容
原文内容（English）
隐私与条款
隐私与条款
- Google 如何使用来自使用我们服务的网站或应用的信息
- Google 如何使用位置信息
- Google 如何使用信用卡号进行支付
- Google 产品隐私指南
- Google 如何保留我们收集的数据
广告（Advertising）
广告让 Google 以及你所使用的许多网站和服务得以免费提供。我们努力确保广告是安全、不打扰人、并尽可能相关的。例如，你不会在 Google 上看到弹窗广告，我们每年会终止数十万违反我们政策的发布商和广告主的账号——包括含有恶意软件的广告、假冒商品广告，或试图滥用你个人信息的广告。
Google 如何在广告中使用 Cookie
Cookie 有助于让广告更有效。没有 Cookie，广告主就更难触达其受众，也更难知道广告被展示了多少次、获得了多少次点击。
许多网站（例如新闻网站和博客）与 Google 合作，向它们的访客展示广告。在与我们合作伙伴的协作中，我们可能出于多种目的使用 Cookie，例如阻止你反复看到同一条广告、检测并阻止点击欺诈，以及展示可能更相关的广告（例如基于你访问过的网站投放的广告）。
我们会在日志中保存所投放广告的记录。这些服务器日志通常包含你的网页请求、IP 地址、浏览器类型、浏览器语言、你的请求的日期和时间，以及一个或多个可能唯一标识你的浏览器、或（如果你已登录）可能唯一标识你本人的 Cookie。我们存储这些数据有若干原因，其中最重要的原因是要改进我们的服务并维护我们系统的安全。我们通过对日志数据进行匿名化处理来保护隐私：移除部分 IP 地址（9 个月后）和 Cookie 信息（18 个月后）。
我们的广告 Cookie
为帮助我们的合作伙伴管理其广告和网站，我们提供许多产品，包括 AdSense、Google Ads、Google Analytics 以及一系列 DoubleClick 品牌的服务。当你访问使用这些产品之一的页面或看到使用这些产品之一的广告时——无论是在 Google 服务上，还是在其他网站和 App 上——可能会有各种 Cookie 发送到你的浏览器。
这些 Cookie 可能由若干不同的域设置，包括 google.com、doubleclick.net、googlesyndication.com 或 googleadservices.com，或我们合作伙伴网站的域。我们的一些广告产品使我们的合作伙伴能够结合我们的服务使用其他服务（例如广告衡量与报告服务），而这些服务可能会向你的浏览器发送它们自己的 Cookie。这些 Cookie 将由它们各自的域设置。
有关 Google 及我们合作伙伴所用 Cookie 类型以及我们如何使用它们的更多细节，请参阅相关页面。
你如何控制广告 Cookie 和基于 Cookie 的信息
你可以在网页浏览器中管理 Cookie，也可以通过自律项目下创建的各种在线广告消费者选择工具来管理，包括美国基于的 aboutads.info 选择页面或欧盟基于的 Your Online Choices。
请注意，即使你在浏览器中移除或禁用了 Cookie，除非你更改广告设置以关闭个性化广告，Google 仍可能使用基于 Cookie 的信息或其他广告技术来个性化广告。而当个性化广告被关闭后，你仍可能看到基于你的大致位置（由 IP 地址推断）、浏览器类型和搜索词等因素的广告。
广告中使用的其他技术
Google 的广告系统可能使用其他技术，包括 Flash 和 HTML5，用于展示交互式广告格式等功能。例如，我们可能使用 IP 地址来识别你的大致位置、衡量广告的效果，并根据你的设置来提升你所见广告的相关性。在使用信息衡量广告效果或提升你所见广告的相关性时，我们可能会推断来自不同设备、浏览会话或账号的活动是否相关联。我们还可能基于关于你计算机或设备的信息来选择广告，例如时间日期、你的设备型号、浏览器类型，或你设备中的传感器（如加速度计）。
位置
Google 的广告产品可能从多种来源接收或推断关于你位置的信息。例如，我们可能使用 IP 地址识别你的大致位置；我们可能从你的移动设备接收精确位置；我们可能从你的搜索查询推断你的位置；我们可能使用你声明的家庭或工作地址；你使用的网站或 App 也可能向我们发送关于你位置的信息。Google 在广告产品中使用位置信息来推断人口统计信息、提升你所见广告的相关性、衡量广告效果，并向广告主报告汇总统计数据。
移动 App 的广告标识符
为在 Cookie 技术可能不可用的服务中投放广告（例如在移动应用程序中），我们可能使用执行与 Cookie 类似功能的技术。有时，Google 会把用于移动应用程序广告的标识符与同一设备上的广告 Cookie 关联起来，以便在你的移动 App 与移动浏览器之间协调广告。这种情况可能发生在例如你在某个 App 内看到一条广告、而该广告在你的移动浏览器中打开了一个网页之时。这也有助于我们改进向广告主提供的关于其推广活动效果的报表。
你在设备上看到的广告可能基于其 Advertising ID 而个性化。在 Android 设备上，你可以：
- 重置你设备的广告标识符，即用一个新的 ID 替换当前 ID。App 仍可以向你展示个性化广告，但在一段时间内它们可能不那么相关或有意思。
- 删除你设备的广告标识符，即删除广告标识符且不分配新的。App 仍可以向你展示广告，但可能不那么相关或有意思。你不会看到基于此广告标识符的广告，但仍可能看到基于其他因素的广告，例如你与 App 分享过的信息。
要更改你 Android 设备上的广告标识符，请按以下说明操作。
Android
重置你设备的广告标识符
要重置你设备的广告标识符：
- 在你的 Android 设备上，进入「设置」。
- 点按「重置广告 ID」并确认你的更改。
删除你设备的广告标识符
要删除你设备的广告标识符：
- 在你的 Android 设备上，进入「设置」。
- 点按「删除广告 ID」并确认你的更改。
你的广告标识符将被重置或删除，但 App 可能有其自己的设置，使用其他类型的标识符，这也可能影响你看到的广告类型。
在部分较旧版本的 Android 上
如果你的 Android 设备版本为 4.4 或更旧：
- 点按「隐私」>「高级」>「广告」
- 打开「停用广告个性化」并确认你的更改。
iOS
iOS 设备使用 Apple 的 Advertising Identifier。要了解更多关于你对该标识符使用的选择，请访问你设备上的「设置」App。
联网电视/Over-the-Top
联网电视的广告标识符
联网电视是 Cookie 技术不可用的另一个领域，因此 Google 将改为依赖为广告用途设计的设备标识符来投放广告。许多联网电视设备支持一种在功能上类似于移动设备标识符的广告标识符。这些标识符的设计目的，是让用户能够选择重置它们或完全退出个性化广告。
在支持以下一致措辞的电视上，提供以下「广告」设置：
- 停用广告个性化（开或关）
- Ads by Google（链接到「关于 Google 广告个性化」）
- 你的广告标识符（长字符串）
这些广告设置分别在 Google TV 和 Android TV 上的以下路径中可用。
在 Android TV 上，广告设置会出现在两条常见路径之一，具体取决于电视制造商/型号。在 Android TV 中，合作伙伴可以自由调整设置路径。由合作伙伴决定使用哪条路径以最贴合其定制的电视体验，但以下是广告设置的常见路径。
非 Google 设备
许多联网电视设备支持广告标识符，并提供让用户退出个性化广告的方式。这些设备的完整列表以及用户退出的方式，持续更新于 Network Advertising Initiative 的网站：https://thenai.org/opt-out/connected-tv-choices/。
什么决定了我看到的 Google 广告？
有许多决策决定了你会看到哪条广告。
有时你看到的广告基于你当前或过去的位置。你的 IP 地址通常是判断你大致位置的良好依据。因此，你可能会在 YouTube.com 首页看到一条宣传你所在国家即将上映电影的广告，或者搜索「pizza」可能返回你所在城镇的披萨店结果。
有时你看到的广告基于页面的上下文。如果你正在浏览一个园艺技巧的页面，你可能会看到园艺设备的广告。
有时你还可能在网页上看到基于你的 App 活动或 Google 服务上的活动（包括使用 Google 服务的网站和 App）的广告；基于你的网页活动的 App 内广告；或基于你在另一台设备上活动的广告。
有时你在页面上看到的广告由 Google 投放，但由另一家公司选择。例如，你可能注册过某个报纸网站。根据你提供给该报纸的信息，它可以决定向你展示哪些广告，并可以使用 Google 的广告投放产品来交付这些广告。
你还可能在 Google 产品和服务（包括搜索、Gmail 和 YouTube）上看到广告，这些广告基于你提供给广告主、随后由广告主分享给 Google 的信息，例如你的电子邮件地址。
我为什么会看到 Google 为我浏览过的产品投放的广告？
你可能会看到你之前浏览过的产品的广告。假设你访问了一个销售高尔夫球杆的网站，但你没有在第一次访问时就购买那些球杆。网站主可能想鼓励你回来完成购买。Google 提供让网站运营者把广告定向到访问过其页面的人的服务。
为此，Google 会使用已经存在于你浏览器中的 Cookie 或其他标识符（例如你的 IP 地址或你之前与该网站分享过的信息），或者在你访问该高尔夫网站时在你的浏览器中放置一个 Cookie（前提是你的浏览器允许这样做）。
当你访问另一个与 Google 合作、可能与高尔夫无关的网站时，你可能会看到那些高尔夫球杆的广告。这是因为你的浏览器向 Google 发送了相同的 Cookie 或其他标识符。反过来，我们可能会使用该 Cookie 或其他标识符向你投放一条可能促使你购买那些高尔夫球杆的广告。
你对该高尔夫网站的访问，也可能被 Google 用于在你之后于 Google 上搜索高尔夫球杆时向你展示个性化广告。
我们对这类广告确有约束。例如，我们禁止广告主基于敏感信息（如健康信息或宗教信仰）来选择受众。
了解更多关于 Google 广告的信息。
Privacy & Terms
Privacy & Terms
- How Google uses information from sites or apps that use our services
- How Google uses location information
- How Google uses credit card numbers for payments
- Google Product Privacy Guide
- How Google retains data we collect
Advertising
Advertising keeps Google and many of the websites and services you use free of charge. We work hard to make sure that ads are safe, unobtrusive, and as relevant as possible. For example, you won’t see pop-up ads on Google, and we terminate the accounts of hundreds of thousands of publishers and advertisers that violate our policies each year – including ads containing malware, ads for counterfeit goods, or ads that attempt to misuse your personal information.
How Google uses cookies in advertising
Cookies help to make advertising more effective. Without cookies, it’s harder for an advertiser to reach its audience, or to know how many ads were shown and how many clicks they received.
Many websites, such as news sites and blogs, partner with Google to show ads to their visitors. Working with our partners, we may use cookies for a number of purposes, such as to stop you from seeing the same ad over and over again, to detect and stop click fraud, and to show ads that are likely to be more relevant (such as ads based on websites you have visited).
We store a record of the ads we serve in our logs. These server logs typically include your web request, IP address, browser type, browser language, the date and time of your request, and one or more cookies that may uniquely identify your browser or, if you are signed-in, that may uniquely identify you. We store this data for a number of reasons, the most important of which are to improve our services and to maintain the security of our systems. We anonymize this log data by removing part of the IP address (after 9 months) and cookie information (after 18 months).
Our advertising cookies
To help our partners manage their advertising and websites, we offer many products, including AdSense, Google Ads, Google Analytics, and a range of DoubleClick-branded services. When you visit a page or see an ad that uses one of these products, either on Google services or on other sites and apps, various cookies may be sent to your browser.
These may be set from a few different domains, including google.com, doubleclick.net, googlesyndication.com, or googleadservices.com, or the domain of our partners’ sites. Some of our advertising products enable our partners to use other services in conjunction with ours (like an ad measurement and reporting service), and these services may send their own cookies to your browser. These cookies will be set from their domains.
See more detail about the types of cookies used by Google and our partners and how we use them.
How you can control advertising cookies and cookie-based information
You can manage cookies in your web browser as well as through various online advertising consumer choice tools created under self-regulation programs including the US-based aboutads.info choices page or the EU-based Your Online Choices.
Note that even if cookies are removed or disabled in your browser, Google may use cookie-based information or other advertising technologies to personalize ads unless you change your ads settings to turn off personalized ads. And when personalized ads are turned off, you may still see ads based on factors such as your general location derived from your IP address, your browser type, and your search terms.
Other technologies used in advertising
Google’s advertising systems may use other technologies, including Flash and HTML5, for functions like display of interactive ad formats. We may use the IP address, for example, to identify your general location, to measure the effectiveness of ads, and, depending on your settings, to improve the relevance of the ads you see. When using information to measure the effectiveness of ads or to improve the relevance of ads you see, we may infer whether activity from different devices, browsing sessions, or accounts is associated. We may also select advertising based on information about your computer or device, such as the time and date, your device model, browser type, or sensors in your device like the accelerometer.
Location
Google’s ad products may receive or infer information about your location from a variety of sources. For example, we may use the IP address to identify your general location; we may receive precise location from your mobile device; we may infer your location from your search queries; we may use your declared home or work address; and websites or apps that you use may send information about your location to us. Google uses location information in our ads products to infer demographic information, to improve the relevance of the ads you see, to measure ad performance and to report aggregate statistics to advertisers.
Advertising identifiers for mobile apps
To serve ads in services where cookie technology may not be available (for example, in mobile applications), we may use technologies that perform similar functions to cookies. Sometimes Google links the identifier used for advertising on mobile applications to an advertising cookie on the same device in order to coordinate ads across your mobile apps and mobile browser. This can happen, for example, when you see an ad within an app that launches a web page in your mobile browser. This also helps us improve the reports we give to our advertisers on the effectiveness of their campaigns.
Ads you see on your device may be personalized based on its Advertising ID. On Android devices, you can:
- Reset your device’s advertising ID, which replaces the current ID with a new one. Apps can still show you personalized ads, but for a while they may not be as relevant or interesting to you.
- Delete your device’s advertising ID, which deletes the advertising ID and doesn't assign a new one. Apps can still show you ads, but they may not be as relevant or interesting to you. You won't see ads based on this advertising ID, but you may still see ads based on other factors, like the information you’ve shared with apps.
To make changes to the advertising ID on your Android device, follow the instructions below.
Android
Reset your device’s advertising ID
To reset your device’s advertising ID:
- On your Android device, go to Settings.
- Tap Reset advertising ID and confirm your changes.
Delete your device’s advertising ID
To delete your device’s advertising ID:
- On your Android device, go to Settings.
- Tap Delete advertising ID and confirm your changes.
Your advertising ID will be reset or deleted, but apps may have their own settings using other types of identifiers, which can also affect the types of ads you see.
On some older versions of Android
If your Android device’s version is 4.4 or older:
- Tap Privacy > Advanced > Ads
- Turn on Opt out of Ads Personalization and confirm your changes.
iOS
Devices with iOS use Apple’s Advertising Identifier. To learn more about your choices for use of this identifier, visit the Settings app on your device.
Connected TV/Over-the-Top
Advertising identifiers for connected TV
Connected TVs are another area where cookie technology is not available, and, instead, Google will rely on device identifiers designed for use in advertising to serve ads. Many connected TV devices support an identifier for advertising that is similar in function to mobile device identifiers. These identifiers are built to give users the option to reset them or to opt out of personalized advertising entirely.
The following “Ads” settings are available on TVs with the following consistent language:
- Opt out of Ads Personalization (on or off)
- Ads by Google (links to About Google ad personalization)
- Your advertising ID (long string)
These Ads settings are available in the following paths on Google TV and Android TV respectively.
Ads settings show up in one of two general paths for Android TV depending on the TV manufacturer/model. In Android TV, partners have the freedom to adapt the Settings path. It’s up to the partner which path they use to best fit their custom TV experience but below are the common paths to Ad settings.
Non-Google Devices
Many connected TV devices support identifiers for advertising and offer ways for users to opt out of personalized advertising. A full list of those devices, and ways users can opt out, is kept updated on the Network Advertising Initiative’s website here: https://thenai.org/opt-out/connected-tv-choices/.
What determines the ads by Google that I see?
Many decisions are made to determine which ad you see.
Sometimes the ad you see is based on your current or past location. Your IP address is usually a good indication of your approximate location. So you might see an ad on the homepage of YouTube.com that promotes a forthcoming movie in your country, or a search for ‘pizza’ might return results for pizza places in your town.
Sometimes the ad you see is based on the context of a page. If you’re looking at a page of gardening tips, you might see ads for gardening equipment.
Sometimes you might also see an ad on the web that’s based on your app activity or activity on Google services, including sites and apps that use Google services; an in-app ad that’s based on your web activity; or an ad based on your activity on another device.
Sometimes the ad you see on a page is served by Google but selected by another company. For example, you might have registered with a newspaper website. From information you’ve given the newspaper, it can make decisions about which ads to show you, and it can use Google’s ad serving products to deliver those ads.
You may also see ads on Google products and services, including Search, Gmail, and YouTube, based on information, such as your email address, that you provided to advertisers and the advertisers then shared with Google.
Why am I seeing ads by Google for products I’ve viewed?
You may see ads for products you previously viewed. Let’s suppose you visit a website that sells golf clubs, but you don’t buy those clubs on your first visit. The website owner might want to encourage you to return and complete your purchase. Google offers services that let website operators target their ads to people who visited their pages.
For this to work, Google uses cookies or other identifiers (like your IP address or information you previously shared with the website) that are already in your browser or places a cookie in your browser when you visit the golfing site (assuming your browser lets this happen).
When you visit another site that works with Google, which may have nothing to do with golfing, you might see an ad for those golf clubs. That’s because your browser sends Google the same cookie or other identifiers. In turn, we may use that cookie or other identifiers to serve you an ad that could encourage you to buy those golf clubs.
Your visit to the golfing site may also be used by Google to show you personalized ads when you later search for golf clubs on Google.
We do have restrictions on this type of ad. For example, we prohibit advertisers from selecting an audience based on sensitive information, such as health information or religious beliefs.
Learn more about Google ads.