Google to offer publisher first-party cookie support

Google has just announced its plans to launch a number of features aimed at helping publishers monetize their websites and increase their emphasis on first-party data relationships. The features include support for ads personalization with publisher first-party cookies in Google Ad Manager and AdSense.

Expanding publisher first-party cookies. Publisher first-party cookies can help publishers deliver relevant ads without tracking users across third-party websites. Publisher first-party cookies have been available to address frequency capping and fraud control previously.

When a publisher allows, Google provides publisher first-party cookies to help improve ad relevance on that specific publisher’s website. The solution uses information from ad interactions that users take on that publisher’s own site. This information cannot be used on any other publisher’s website. The feature also respects people’s ads personalization preferences that they have indicated through AdChoice controls.

Publisher first-party cookies are an especially useful solution for smaller publishers, who may not have the resources or infrastructure to leverage first-party data independently. They require minimal technical work from publishers to use.

The introduction of audience signals. Google announced publisher-provided signals last month to help publishers categorize their first-party data into audience or contextual segments and then share those signals with programmatic buyers. Those signals make it easier for programmatic buyers to “find and purchase audiences based on things like demographics, content interests or purchase intent across multiple sites and apps without tracking people’s activity in apps or across the web.”

What Google says. In a statement to Search Engine Land, Google said:

“As part of a broader suite of tools, we’re helping publishers of all sizes build durable advertising strategies that uphold user trust. This solution is really geared toward supporting the publisher base, especially smaller publishers who may not have as many resources as they continue to navigate changing privacy expectations.”

Peentoo Patel, Director of Product Management, Google Ad Manager

Launch date. This feature will be available to publishers beginning in November.

Why we care. If you’re a smaller publisher and don’t have the capacity or resources to capitalize on first-party data, this support feature is for you. Additionally, Google’s support of publishers’ use of their first-party data will only enhance their bottom line, as privacy concerns and ad relevance becomes more prevalent.