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Relevant Ads, Quality Advertisers
Google measures the performance of the advertising it delivers. By providing a tool to more accurately measure the performance of the ads we deliver, Google (and advertisers) will be able to improve the quality and relevance of the ads that you see.
To measure performance, Google uses small strings of text (known as cookies) that are placed on your computer when you click on ads. Cookies typically remain active on your computer for about 30 days. If you visit certain pages of the advertiser's website during that period, Google and the advertiser will be able to tell that you saw the ad delivered by Google.