An update to Google’s first-party cookies will allow websites to serve personalized AdSense ads.
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Google is updating first-party cookie support with ad personalization capabilities. This change will affect ads served through AdSense.
Google AdSense started allowing first-party cookies in 2020, which use information associated with the domain a user is visiting to serve ads.
Initially, support included frequency capping on ads, which limits the number of times a user sees the same ad on a website.
Now, Google is adding support for ad personalization, arguably the number one reason to use first-party cookies over third-party cookies.
However, you’ll have the option to choose one or the other, as Google AdSense is adding 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 Enable First-Party Cookies In Google AdSense?
First-party cookies contain information about a user’s activity on the site they’re currently visiting.
First-party cookies allow frequency capping on ads because they contain information about which ads a user sees on the website.
Frequency capping can potentially lead to higher revenue for AdSense users.
Limiting ad frequency prevents Google from serving ads a...
Read Full Story: https://www.searchenginejournal.com/google-adsense-first-party-cookies-now-support-personalization/467822/
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