Google revealed a new ads experience at its consumer keynote where users will have complete control of what ad content they want to see more of.

While last month’s update to the tech giant’s Ad Settings allowed users to control the volume on all ad content, now users can indicate which specific brands they want to see more of through My Ad Centre. For instance, if a user is shopping for a specific car brand, they can go into their ad settings and alter their experience to see more ads from that brand.

“We’ve heard from consumers that they want more control over their ad experience, as well as better transparency on how and why ads are being served to them,” said Google ads privacy and trust director of product management, David Temkin.

According to Google, My Ad Centre will allow users direct control of what data sources are used for personalised ads where the data won’t interject with other Google experiences, like YouTube, Search and Discovery. In other words, if a user wanted to use the personal data for particular ads only on YouTube, those ad settings wouldn’t be the same across Search and Discovery.

The company also said it’s making the setting controls more accessible, where they can alter them right when an ad pops up. Where users have already been able to block or report ads as soon as they appear, transparency on who paid for the ad and what categories were used to show them will also appear via Advertiser Identity Verification (AIV)—a new ad detail feature replacing its long-standing About this Ad. Users can also fix the brands or ad topics they want to see upon appearance.

Temkin told Adweek this will be an advantage to advertisers where ads will see more engagement and reach because it’s from people who genuinely want the ads. “We believe this new experience can serve as a model for transparency across the industry,” he said.

Google says users will still have the same ability, following its announcement last month, to opt-out of certain categories sensitive to users like gambling, alcohol, dating, weight loss, pregnancy and parenting or limit those ads.

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