Where ads come from on your phone

Ads on your phone come from two different places, and where they come from determines how you turn them off. The first is in-app ads — advertisements built into free apps like games, news readers, or weather apps. The second is system-level ads — notifications and ads that appear on your lock screen, in your settings, or across multiple apps. Your phone's operating system (Android or iOS) also tracks an advertising ID that app makers use to target you with personalized ads based on your browsing and app use.

Some ads you see are actually part of the app's business model: the app is free because it shows ads. Others are tracking ads that follow you across apps. Understanding which type you're dealing with helps you know what options you actually have.

Key Takeaways

  • Free apps often show ads as their main source of income, and turning off ads usually means paying for the app instead or switching to a different app.
  • You can limit personalized ads by resetting your advertising ID in your phone's settings, which stops apps from building a profile of your interests.
  • Android and iOS both let you opt out of personalized ads, though neither removes ads entirely from free apps.
  • Some apps offer paid versions without ads, and some free apps let you watch a video to remove ads temporarily.
  • Notification ads and lock screen ads can be turned off in your phone's notification settings without affecting the app itself.

Turning off personalized ads on Android

On Android phones, go to Settings, then scroll down and tap Google. Tap Manage your Google Account, then go to the Data & Privacy tab. Scroll down to Ad settings and tap it. You'll see a toggle for Personalized ads — turn it off. This tells Google not to use your browsing history and app activity to target ads at you.

Turning off personalized ads doesn't remove ads from free apps. It just means the ads you see won't be based on what you've been doing on your phone. You'll still see ads in free apps; they just won't be tailored to your interests. You can also reset your advertising ID entirely, which erases the profile Google has built about you. In the same Ad settings menu, tap Reset advertising ID. This gives you a fresh ID and stops the tracking from that point forward.

Turning off personalized ads on iPhone

On iPhone, go to Settings, then tap Privacy. Scroll down and tap Apple Advertising. Toggle off Personalized Ads. This stops Apple from using your activity across apps and websites to show you targeted ads.

Like Android, turning this off doesn't remove ads from free apps — it just makes them less targeted to your behavior. You can also reset your advertising identifier, which is Apple's version of an advertising ID. In the same Apple Advertising menu, tap Reset Advertising Identifier. Each time you reset it, you get a new ID and the tracking profile starts over.

Removing ads from individual apps

If a specific app is showing too many ads, you have a few options depending on how the app works. Many free apps offer a paid version without ads — search the app store for the app name and look for a "Pro," "Plus," or "Premium" version. Some apps let you watch a short video advertisement to remove ads for a set period, usually 24 hours. Others have a one-time in-app purchase that removes ads permanently.

If an app is showing ads you didn't expect or that seem excessive, you can also just delete the app and find a different one that does the same thing. Many tasks have multiple apps available, and some are less ad-heavy than others. Before downloading a free app, check the reviews — people often mention if an app is "ad-heavy" or "full of ads."

Turning off notification and lock screen ads

Some apps send you notifications that are actually advertisements. You can turn these off without uninstalling the app. On Android, go to Settings, tap Apps, find the app that's sending ads, tap it, then tap Notifications. Toggle off Allow notifications or tap Notification categories and turn off the ones that are ads.

On iPhone, go to Settings, tap Notifications, find the app, and toggle off Allow Notifications. You can also tap the app and choose Sounds & Badges to keep some notifications but turn off the ones that are promotional. If your lock screen is showing ads or promotional content, this usually means an app has permission to send notifications to your lock screen — turning off notifications for that app will stop it.

What you can't turn off and why

You cannot completely remove ads from free apps without paying or switching apps. The ads are how the app maker gets paid. If you want an app without ads, you either need to pay for a premium version, pay a subscription, or use a different app that charges upfront instead of showing ads.

Some apps also show ads in places you might not expect — inside the app's menu, on loading screens, or between sections. These are harder to control because they're part of the app's design. Your only real option is to pay for the ad-free version if it exists, or find a different app. Blocking ads with a third-party ad blocker app can sometimes work, but many apps detect ad blockers and won't run if one is active.

Using a DNS-level ad blocker for system-wide blocking

If you want to block ads across your entire phone rather than in individual apps, you can use a DNS-level ad blocker like NextDNS, Pi-hole, or Adguard. These work by filtering ad requests at the network level before they even reach your apps. You set them up in your phone's network settings, and they block ads in most apps and browsers.

The tradeoff is that some apps detect these blockers and won't work properly, and setting them up requires going into your phone's advanced network settings. They also don't work when you're on Wi-Fi networks that don't support custom DNS settings, like many public Wi-Fi networks. For most people, turning off personalized ads and removing notifications from individual apps is simpler and less likely to break things.

Frequently Asked Questions

Will turning off personalized ads stop all ads from appearing?

No. Turning off personalized ads only stops apps from using your behavior to target ads at you. Free apps will still show ads — they just won't be based on your interests or browsing history. To remove ads entirely, you need to pay for an ad-free version of the app or use a different app.

If I reset my advertising ID, will I lose any data?

No. Resetting your advertising ID only erases the tracking profile that apps have built about you. It doesn't delete your photos, messages, contacts, or anything else on your phone. Apps can start building a new profile after you reset it, but you're starting fresh from that point forward.

Can I block ads without paying for anything?

You can reduce targeted ads and turn off notification ads for free by using your phone's built-in settings. You cannot remove ads from free apps without paying or switching to a different app, because ads are how those apps make money. Some free apps do let you watch a video to remove ads temporarily.

Why do some apps still show ads even after I turned off personalized ads?

Because the app is free and uses ads as its income. Turning off personalized ads only changes what kind of ads you see — it doesn't remove them. If you want no ads, you need to pay for a premium version of the app or find a different app that charges upfront instead of showing ads.

Do ad blockers work on iPhones?

Ad blockers work better on iPhones in Safari (the browser) than they do inside apps. You can add a content blocker in Safari settings, but most apps don't allow third-party ad blockers to work inside them. DNS-level blockers can work on iPhone too, but they require setting up a custom DNS in your network settings.