Google AdSense added a new feature in “Ad serving” tab for first-party cookies

Cookies are very crucial for websites to store the information of a site visitor in digital marketing space. Whenever you shop on a website, a cookie let website to remember which item you added to your virtual shopping cart. In case you set any presence, cookie will allow website to remember your presence. Basically, cookie gathers the data of your activity on a particular site. But this is all basic which every webmaster knows. You would know that Google AdSense also uses web cookies, right. This is nothing new, I know. But the news is that recently Google AdSense allows you to use first-party cookie by adding a new feature in “Ad serving” tab.

This article is very beneficial for every online marketer who uses Google AdSense. So keep your eye balls here and read this latest update of Google AdSense. Let’s make a start.

Google allows first-party cookies on Google AdSense

About two days ago, Google made an announcement that it has now added a new feature in ‘Ad serving’ which will enable you to choose whether Google can use first-party cookies on your site. Google said, “We may use first-party cookies when third-party cookies are not available.”

In addition, Google has added a new control to the “Ad serving” tab in your AdSense account to let you choose whether you want to allow first-party cookies or not.

Let me now talk about first-party cookies and third-party cookies one by one.

What are first-party cookies?

In very simple words, first-party cookies are absolute user data, the data which only website owner can access. These cookies are stored by website (domain) that you visit directly. Any website owner with first-party cookie can gather analytics data, remember setting language, and perform other useful function that can enhance user experience while visiting their site.

What are third-party cookies?

Third-party cookies, on the other hand, served on your computer by other websites (domain) and not the one you visit directly. These cookies can easily track your activity within the web, for example, the pages you browsed. Advertisers and digital marketers use this cookie for retargeting and ad-serving.

Now that you read the definition of both cookies, move little ahead to know the role of cookies in Google AdSense.

The role of cookies in Google AdSense

Google AdSense is all about digital advertising, right. And AdSense uses cookies to improve and enhance advertising. The basic purpose of using cookies is to target advertisement based on what’s relevant to users, to improve reporting on campaign performance, and also to avoid showing the ads that users have already seen.

The types of cookies Google uses for website and ad-related products are:

  • Preferences
  • Advertising
  • Security
  • Analytics
  • Processes
  • And session state

In Google AdSense, cookies don’t gather any personal identifiable information of users. On the basis of a setting of a particular advertiser or user, the information associated with cookies used in advertising is added to the user’s Google account.

Moreover, any user can opt out for ad personalization by using Google’s Ads Setting. Just change the setting and you will no longer receive personalized advertising from Google.

Let’s come back to the cookies update in Google AdSense again.

What will happen if you allow first-party cookies in Google AdSense?

Allowing third-party cookies will only benefit you guys, if you want to generate high revenue to your site. Yes, it is true. Let me tell you what Google says about it. Google says if you allow first-party cookies “it may increase your revenue because it enables features like frequency capping on ads and allows ads with a frequency cap to serve on your site.”

Let me also tell you that the new control added in Ad serving” is available today but Google said, “Your choice won’t affect ad serving until October 16, 2020.”

When does Google AdSense send cookies to a browser?

This is very simple process, Google AdSense sends a cookie to the user’s browser after any impression, click, or other activity that results in a call to our servers. If the browser accepts the cookie, the cookies are stored on the browser.

Most probably, Google AdSense sends a cookie to the browser when a user visits a page showing Google Ads. So pages with Google ads contain ad tags that instruct browsers to request ad content from our servers. Also, when the server delivers the ad content, it sends a cookie. But a page no needs to show Google ads for this to happen: it just needs to add your ad tags; it might load a click tracker or impression pixel in lieu.

How do you enable first-party cookies?

To enable the first-party cookies, you must follow the steps below.

  1. First, sign in to your AdSense account
  2. Now click Blocking controls  >  All sites >  Ad Serving
  3. Finally, use the control to choose which types of ads you want to allow or block.

With this process, you will be able to enable the first-party cookies.

The bottom line

Guys, now you can allow first-party cookies to your Google AdSense. The main goal of adding first-party cookies is to increase your revenue server on your site. As a digital marketer, you should enable first-party cookies to your site so that you get most out of it. I hope you understood the difference between first-party cookie and third-party cookie and their role in Google AdSense.

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