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- Deliver and maintain services, like tracking outages and protecting against spam, fraud and abuse
- Measure audience engagement and site statistics to understand how our services are used
- Improve the quality of our services and develop new ones
- Deliver and measure the effectiveness of ads
- Show personalised content, depending on your settings
- Show personalised or generic ads, depending on your settings, on Google and across the web
For non-personalised content and ads, what you see may be influenced by things like the content that you’re currently viewing and your location (ad serving is based on general location). Personalised content and ads can be based on those things and your activity, like Google searches and videos that you watch on YouTube. Personalised content and ads include things like more relevant results and recommendations, a customised YouTube homepage, and ads that are tailored to your interests.