Google is soon going to give more control over ads users see in its apps with the launch of the My Ads Center tool. This will replace the current Ad Settings. While users won’t be able to choose to see fewer ads, they will have control to see ads that are more relevant to them and their interests. They will be able to indicate interests and choose to limit certain categories they’d like to see less of.

Additionally, users will be able to choose the types of data Google can or can’t use in targeting with ads. This new option is following in the footsteps of the other data privacy updates we’ve seen from IOS and Facebook. This will impact advertisers, but on the bright side, because users are able to select what is interesting to them, ads may be seen by a more relevant and interested audience. There is also the chance that few people will actually take the time to change their settings so advertising may remain largely the same.