In a pivotal move reflecting the evolving digital privacy landscape, Google has announced significant changes to its Search Ads publisher products, including AdSense for Search (AFS), AdSense for Shopping (AFSh), and Programmable Search Engine (ProSE). Starting November 2023, these products will transition from using “google.com” to new serving domains. This strategic shift is designed to enhance end-user privacy and adapt to forthcoming alterations in cookie behavior across common web platforms, including Chrome.
Understanding the Shift in Serving Domains
The New Domains
Publishers utilizing AFS, AFSh, or ProSE will now encounter iframes that operate from one of two new domains:
These domains replace the traditional “google.com” serving domain, marking a significant departure in how ads and content are served within iframes on publisher sites and apps.
Rationale Behind the Change
This transition is primarily driven by Google’s commitment to improving user privacy. As web platforms evolve, particularly with changes in cookie behavior, Google is preemptively adapting its products to align with these new standards and expectations.
Impact on Ad Personalization and Cookies
Deprecation of Ad Personalization
A major implication of this shift is the deprecation of ad personalization for AFS, AFSh, and ProSE. With the discontinuation of ad serving from “google.com,” shared cookies with Google properties will no longer be accessible during ad serving. Consequently, publisher controls for enabling or disabling personalization (termed “personalizedAds”) will cease to trigger personalization. Users will also lose the ability to adjust their ad settings through Google Ad Settings, including blocking ads or setting preferences for ads served via these products.
Cookie Usage and User Experience
While Google or advertiser cookies may still be encountered post-ad click, plans are in place to cease using cookies shared with Google properties for measurement in the upcoming months. This change highlights a significant move towards a more privacy-centric approach in digital advertising.
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Google’s shift to new serving domains for its Search Ads publisher products represents a proactive stance in addressing privacy concerns and technological shifts in the digital advertising landscape.
Expected Impact on Ad Performance
Minor Changes Anticipated
Despite these substantial changes, Google anticipates a minimal impact on ad performance. This expectation is grounded in the fact that these Search Ads publisher products predominantly rely on user queries for ad targeting, rather than personalized cookies.
Publisher Guidance
No Action Required for Publishers
Publishers using AFS, AFSh, or ProSE do not need to make any adjustments in response to this launch. The transition to new serving domains and the accompanying changes in ad personalization and cookie usage are managed internally by Google. This approach ensures a seamless transition for publishers, allowing them to continue leveraging these products without disruption.
Conclusion
By prioritizing end-user privacy and adapting to changes in cookie behavior, Google is setting a new standard for how digital advertising operates in an increasingly privacy-focused world. While the impact on ad performance is expected to be minor, this move signals a significant change in the approach to digital advertising, aligning with broader trends towards user privacy and data protection.
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