People are still clueless as to why some ads appear while they are searching on the Internet. Google launched a new feature that explains why users see certain ads when they check their Gmail or search Google. Fort Monroe

The move came as Google and other online companies find themselves being investigated by lawmakers and regulators on how they collect and use people’s personal information. The search giant wants to be as transparent as possible with regards to the information it collects. Google wants to show ads that are relevant to the consumers.

Susan Wojcicki, Google’s senior vice president of advertising, said that the new feature is called Why these ads. It would help users learn more about why they see specific ads and gives them the ability to block advertisers. They can also opt out of ads that are displayed for them.

Google search users who click on Why these ads that appear next to ads that show up in search results would show that the ad was based on the current search terms. The users can also opt to block the advertiser or turn off the ad personalization feature.

Users of Gmail can also block advertisers they don’t want to see in the future while reading their emails. Google places ads based on the contents of emails but it maintained that it doesn’t read the emails.