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AdSense for Search and other Search Ads products to use new serving domains and deprecate ad personalization

November 3, 2023

Starting in November 2023, we will begin to move Search Ads publisher products from using "" as their "serving domain" to the new domains listed below. Products in scope are: AdSense for Search (AFS), AdSense for Shopping (AFSh), and Programmable Search Engine (ProSE).

The "serving domain" is the domain (formerly "") that serves ads and other content within an iframe on publisher sites and apps.

Publishers should expect to instead see iframes for AFS/AFSh/ProSE that use a combination of the following domains:

  • ""
  • ""

We're making this change to improve end-user privacy, while also preparing our products for upcoming changes to cookie behavior on common web platforms (including Chrome).

Because these products will no longer serve ads from "," they will also no longer have access to any shared cookies with Google properties while serving ads. Users may still encounter Google or advertiser cookies after clicking on an ad. In the coming months, we also plan to stop using cookies shared with Google properties for measurement.

Because Google cookies will no longer be available at ad serving time, ad personalization will be deprecated for these products. This means that publisher controls to enable/disable personalization ("personalizedAds") will no longer trigger personalization. Users will also no longer be able to adjust ad settings via their Google Ad Settings, including blocking ads or otherwise setting preferences for ads that serve on your site via AFS, AFSh, or ProSE.

Because these Search Ads publisher products rely predominantly on the user query for ad targeting, this change is expected to have a minor impact on ad performance.

Publishers do not need to make any changes as a result of this launch.

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