"Online ads shouldn't confuse or frustrate people online," Jerry Dischler, vice president of advertising, said in a statement.
The new tool called "My advertising preferences" is supposed to make it easy to change your preferences, on the search engine and on YouTube in particular.
Internet users should be able to "choose the themes and brands to show and hide", and "manage (their) advertising preferences without interrupting (their) online activities", assures Jerry Dischler.
The Californian group thus intends to rally its billions of users with more relevant advertisements, which blend into their digital decor, while it faces increased competition from platforms like TikTok, where ads mix with original content.
Google faces many headwinds in its favorite playground, from accusations of abuse of dominance to consumer complaints about personal data privacy.
And like Meta (Facebook, Instagram), the number two in the sector, Google had to comply, on iPhones, with Apple's recent rules which force applications to ask for user consent before they can be tracked.
The new feature also makes it easier to deactivate the personalization of advertisements, sometimes experienced as oppressive by consumers.
And to exclude ads on sensitive topics, such as alcohol, dating, weight loss or pregnancy.
Internet users will also be able to deactivate certain targeting criteria, such as their history of videos viewed on YouTube, their relationship status or their professional sector.
Google and Facebook have already had to change their advertising targeting practices on several occasions, in particular to give more control over "cookies", these computer programs that track online browsing for advertising targeting purposes.
The sale of personalized advertisements on a very large scale brings in tens of billions of dollars each year to the two neighbors of Silicon Valley.
"Google is on track to generate $174.81 billion in ad revenue in 2022, up 17.3% year-on-year," Insider Intelligence said.
© 2022 AFP