Google rolled out the My Ad Center on Search, YouTube and Discover to strengthen the way users control their ad experiences and help businesses in a privacy-first environment.

According to the company, users around the world can choose to see more of the brands and topics that they like and less of the ones they don’t, either directly from the ads or from the center.

Jerry Dischler, VP/GM, Ads at Google says, “Online advertising doesn’t need to be confusing or out of your control. Whether you’re watching tutorials on YouTube or looking up recipes on Search, you should have a say in the ads you see online. That’s why today, My Ad Center will start rolling out to users around the world to help you control the kinds of ads you see across Google on Search, YouTube and Discover.”

Users can also choose to block sensitive ads and learn more about the information used to personalize their ad experience and control it based on preferences.

Users can also turn off ad personalization completely from easy-to-find controls on My Ad Center.

The option to turn off personalized ads in My Ad Center applies to the ads users see on and off Google, and will automatically apply on any device where they are signed in to their Google account.

Dischler says, “We follow a set of core privacy principles that guide what information we do and don’t collect. We never sell your personal information to anyone, and we never use the content you store in apps like Gmail, Photos and Drive for ads purposes. And we never use sensitive information to personalize ads — like health, race, religion or sexual orientation. It’s simply off limits.”