Google AdSense: Search and other Search Ads Products will Stop using Ad Personalization and Switch to New Serving Domains

Since November 2023, Google AdSense has said that the Search Ads publisher products have switched from using "google.com" as their "serving domain" to the new domains. The AdSense for Search (AFS), AdSense for Shopping (AFSh), and Programmable Search Engine (ProSE) products are included in the scope.

The domain that delivers advertisements and other information within an iframe on publisher websites and apps is known as the "serving domain" (formerly "google.com").
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Instead, publishers should be seeing iframes for AFS, AFSH, and PrOSE that combine the following domains:

• "https://www.adsensecustomsearchads.com"
• "https://syndicatedsearch.goog"

In addition to improving end-user privacy with this update, Google is also getting its products ready for impending changes in cookie behavior on popular web platforms, like Chrome.

Not only will these products no longer be able to serve advertising from "google.com," but they will also no longer be able to access any shared cookies that Google properties may have. After clicking on an advertisement, users could still see cookies from Google or advertisers. Google also intends to discontinue employing measurement cookies that are shared with Google properties in the upcoming months.

​Ad personalization will no longer be supported for these products since Google cookies will not be available during ad serving. This implies that personalization will no longer be initiated via publisher settings to allow or prevent personalization ("personalizedAds"). Additionally, users won't be able to change any of the ad settings through their Google Ad Settings, including blocking advertising or customizing other preferences for ads that use AFS, AFSh, or ProSE to display on your website.

​This change is anticipated to have a little effect on ad performance because the user query is the primary source of ad targeting for these Search Ads publisher products.

Publishers do not require any modifications as a consequence of this rollout, according to Google.