Most browsers prevent the use of third-party cookies, which is why first-party cookies provide a privacy-preserving way for publishers and advertisers to create more relevant and engaging experiences for people interacting with their sites or apps. Large publishers with registered user bases and dedicated resources use these identifiers to personalize content and ads for individuals. However, not all publishers have these capabilities. For this reason, we will extend the functionality of first-party cookies for publishers and advertisers from Google Ad Manager and AdSense beyond managing frequency, preventing fraud, and creative rotation to support ad personalization. These updates will help publishers of all sizes easily deliver personalized ads and increase the value of their inventory in browsers where third-party cookies are unavailable – all while respecting people’s privacy.
First-party Cookies for Ad Personalization
Next month, publishers with enabled first-party cookies will be able to serve personalized ads with minimal technical effort. Here’s how it works. When allowed by the publisher, Google uses the publisher’s first-party cookies to enhance the relevance of ads on a specific publisher’s site by utilizing data from user interactions with ads on that same site. These first-party cookies are utilized by Google Ads and Display & Video 360 to create aggregated audiences to assist advertisers in reaching targeted customers in browsers where third-party cookies are unavailable.
First-party cookies cannot be used to track users across the web. They are limited to each publisher, not shared with other publishers, cannot be combined with other identifiers, and are subject to user consent. When first-party cookies are enabled for ad personalization, ads are displayed based solely on individual behavior on one publisher’s site. The publisher’s first-party cookies also respect individuals’ preferences for ad personalization as indicated through AdChoices controls.
The Evolution of Digital Advertising to Meet Changing Privacy Expectations
We are working on new ways to make it easier for publishers and content creators of all sizes to continue thriving as digital advertising evolves to meet changing privacy expectations. For more information or to get started with first-party cookies for publishers, please visit the Google Ad Manager and AdSense product support centers.
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Source: https://blog.google/products/admanager/simplifying-privacy-safe-ads-personalization/
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