Google AdSense First-Party Cookies Now Support Personalization

Google is updating support for first-party cookies with ad personalization capabilities. This change will affect ads served through AdSense.

Google AdSense began allowing first-party cookies in 2020, which use information associated with the domain a user is visiting to display ads.

Initially, support included a frequency cap for ads, which limited the number of times a user saw the same ad on a website.

Now, Google is adding support for ad personalization, and it’s arguably the number one reason for using first-party cookies over third-party cookies.

However, you will have the option to choose one or the other, as Google AdSense adds a toggle to turn first-party cookies on and off.

To access the control, log into your AdSense account and click Brand Safety > Content > Blocking Controls > Manage Ad Serving.

Why are first party cookies enabled in Google AdSense?

First-party cookies contain information about the user’s activity on the site he is currently visiting.

First-party cookies allow ad impressions to be capped because they contain information about the ads a user sees on a website.

Limiting the number of impressions can increase earnings for AdSense users.

Ad frequency limitation prevents Google from showing ads that the user has ignored multiple times before.

Limiting frequency also prevents Google from showing ads that the user has already clicked on.

In addition to capping the number of impressions, Google will now use the information in first-party cookies to personalize AdSense ads.

This change can increase revenue for AdSense users, as website visitors will see a more relevant selection of ads.

If you are not satisfied with the impact of first-party cookies on your AdSense earnings, you can turn them off at any time.

Note that where third-party cookies are not available, Google may use first-party cookies by default.

availability

The control to turn first-party cookies on and off is now available, although Google says your choice will not affect ad serving until November 10, 2022.

Source: The Google
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