During a rebranding for marketing purposes, in the context of a merger or an acquisition for example, a company can change its website’s domain name.
At the search engines’ level, it is all the pages that change, as if this was a brand new website. Therefore, how not to lose the work done on the SEO and make a successful transition, in particular if the website is old?
In the case of a rather old website with an optimal referencing on the existing domain name, transferring a website on a new name can ruin the time-consuming work that is the SEO. If the decrease of the traffic from organic search is normal (and temporary), some advises can help lessen the downturn, at least during the transition period.
Copy identically your website and implement 301 redirections
The first tip is to completely keep the
website’s architecture, so that only the domain name changes in the URL.
Then, permanent redirections (301 redirections)
must be created from each pages of the former website towards the corresponding
page of the new website. Do not implement multiple redirections.
This process must be closely monitored to
ensure that each 301 redirection is effective. The search engines will know
that it’s not necessary to index the former name anymore but it’s the new one
that must be indexed now. To ensure this, it is necessary to check that none of
the former pages is accessible through the former domain name.
Have the backlinks updated
Google uses parameters linked to confidence
indicators in its algorithm, thus to trusted websites, deemed as such by the
search engine (indicators like the age of the website, the transparency of the
legal notices, the ratio links number/words number per page, the links number
pointing from other websites to this one, the extensions like .edu, .gov, the
institutional websites, media websites, etc.) Hence, it can be interesting to
quickly obtain the links from this kind of trusted websites at the time of the
migration.
Along the same lines, reviewing your backlinks
and requesting to the websites that refer to your website to update these
links, so they link towards the new name, is an advantage. Of course, if you
have many backlinks, concentrate on the more important backlinks regarding the
referencing.
Inform Google
Lastly, it’s possible to directly inform Google
of the changing through Google Search Console, the search engine will then
update its index.
Register the sitemap
By submitting a sitemap file for the new website to the search engines, you will gain time in referencing by immediately giving to the engines the pages to index.
Keep the same holder for the new domain name
Make sure that the new domain name has the same
proprietary information on its whois as the former domain name. Google may
check these data.
Be patient
Do note that on Bing you will need an average of 2 months to get your referencing back, and about 6 to 7 months on Google.
Following the launch of .APP, .PAGE, and .DEV
among others, Google (Charleston Road Registry), launches the new extension .NEW
in Sunrise period as of October 15, 2019.
Conditions for registration of a .NEW
In order to use a .NEW domain name, you will need to acquire an SSL certificate and deploy HTTPS. For reminder, the .NEW extension is included on the HSTS pre-upload list, requiring HTTPS protocol on all .NEW domain names (more details in the article “Google makes HTTPS encryption mandatory for its 45 new TLDs : .dev / .app / .how…”).
All
domains on .NEW must resolve to action generation or online creation
flows. Once resolved, the web user should be able to ‘create’ something without
any further navigation. For example, docs.new proposes a dedicated page proposing
the direct use of Google online word-processing software allowing a new
document creation page.
Any
.NEW
domain will need to be live within 100 days of registration.
If these conditions are not respected, the
registry will consider the registration as non-compliant with the registration
policy. In this case, the name will be placed on hold. The registrant will then
be notified to correct and apply these conditions, if no action is taken, the
domain will be blocked then deleted.
Launch calendar
Sunrise period: from October 15, 2019 to January 14,2020
LRP (Limited Registration Period): from January 14
to July 14, 2020
General availability:
from July 21, 2020
For more information on the conditions for registration of your .NEW, don’t hesitate to contact us.
As of October 19, 2019, internationally-based EU citizens can now register .EU or .ею domain names.
The .EU is the country code top level domain for the European Union. More than 3.6 million registrations spread out across Europe make this TLD a popular extension. Initially, this extension is only reserved to companies and individuals residing within EU and EEA member states. However in order to meet the needs of an ever-changing digital environment, EURid, the .EU registry, changes this eligibility criteria to extend it to all EU citizens living around the world.
“We are
excited to be able to extend the registration criteria to EU citizens around the
world. The .eu domain is now closer to your ambitions, achievements and dreams.
It is the bridge connecting you to your friends and family – even if you live
outside the EU. It will always show your roots, your outlook, and your cultural
values.” – Marc van Wesemael, EURid`s CEO.
For more information on the conditions for registration of your .EU, don’t hesitate to contact us.
Argentina now offers the possibility to register .AR domain names. Until now, it was only possible to register third level domain names particularly in .COM.AR.
Here are the launching periods planned:
Sunrise period – From 11/09/2019 to 09/11/2019
Priority
to holders of domain names registered in the zones .com.ar, .net.ar, .org.ar,
.int.ar, .tur.ar, before December 1st, 2015 and in effect at August
27, 2019.
At
the end of this period, if only one request is received, the user who did the
request can register the domain name by paying the corresponding tax. If many
requests are received by the registry for the same name, the holder of the name
will be decided by drawing lots.
Intermediary period – From 27/11/2019 to 27/01/2020
During this period, all the community can request the registration of domain names available in .AR.
The reserved and restricted domain names are
excluded and some domain names will likely be subjects to approval.
Reserved domains: domain names identical to names registered in ‘.gob.ar’ and ‘.mil.ar’ are exclusively reserved to these names’ holders. To note: Even a domain name reserved in one of the .AR zones can be classified as reserved by the Argentinian registry.
Restricted domains: Even a domain name reserved in one of the .AR zones can be classified as reserved by the Argentinian registry, making these names unavailable for registration.
Terms
which are subjects to approval: normal words or expressions which, if they are
part of a domain name, must be approved by the Argentinian registry. They
include names that are aggravating, discriminatory or contrary to the law, to morality
or to good customs, or that could cause confusion, deception or identity theft.
Starting 15/09/2020, domain names available can be registered in .AR by any user, depending on the conditions set by the rules of the Argentinian registry.
For reminder, the registration conditions of the .AR include the providing of supporting documents.
If your current domain names portfolio doesn’t
have COM.AR, NET.AR, etc. and you wish to register a .AR at the time of the
general availability, we advise you to anticipate and to contact your
consultant to know the detail of the documents to provide.
Essential key element to any dematerialized data flow exchange, the domain name became a strategic intangible asset of great value. Depending on the academic works, there is a real correlation between the intangible assets’ quality and the companies’ economic performance. Identifying and valuating domain names becomes necessary for the financial director. Explanations in La revue de la Société Française des Analystes Financiers – SFAF (the journal of the French Society of Financial Analysts) of Jean-Manuel Gaget, Strategy and Consulting director of Nameshield and administrator of the Institut de Comptabilité de l’Immatériel (Intangible Accounting Institute).
In the 90’s, the domain name was an accessory
element of the brand. During its world expansion, it became the principal
element of the brand, in particular in the e-commerce’s world. You only need to
look at how Amazon or Easyjet have developed their logo to consider it as a
unique communication medium.
The domain name has this unique particularity to be an intangible asset with four dimensions. It is simultaneously:
An
IT object allowing to access services on the Internet by being the link between the IP address (a suite of
numbers) of a physical object [computer, server, smartphone…] and a literal
name (role of the Domain Name Server or DNS);
A
communication tool allowing to establish its identity on the Internet and gain
a digital territory;
A
legal element through a temporary contract with an Internet Registry;
A
financial asset, accountable as an intangible asset under certain conditions.
Now an essential key element to any
dematerialized data flow exchange, be it for email sending, the access to
websites, social networks and connected objects, any data exchange on the
Internet passes by the use of a domain name and any service disruption has
important consequences on the organizations’ activity.
Why and how to rate your domain name capital?
Today, the academic works, in particular carried by the French referential of the intangible capital’s measure “Thesaurus Capital Immatériel” (Thesaurus Intangible Capital) show a real correlation between the intangible assets’ quality and the companies’ economic performance. The higher the quality of the intangible assets is (human capital, information system capital, customer capital…), the stronger, more sustainable and economically efficient in the medium and long term the company’s fundamentals are. Hence the importance to measure the intangible capital and its evolution over time.
However, as much as literature is rich
regarding methods of brands valuation, it is near non-existent regarding domain
names. That is why in 2019, the Intangible Accounting Institute wished to enrich
the Thesaurus Intangible Capital with a specific section on the rating of the
domain name capital. In the same way that clients, Human, IT, knowledge… assets
are evaluated, we searched to evaluate the domain name capital in association
with the brand capital. Because brands and domain names are now inseparable!
Accounting principles applicable to domain names
In a decision of the French Council of State of
December 7th, 2016 (ebay.fr case), it is reminded that if the use of a domain
name:
Represents
a constant source of profits;
Has
a sufficient sustainability (particularly if it can be regularly renewed);
Is
likely to be transferred;
Then it is an intangible asset of the company and must follow the associated accounting and tax rules. As such, the domain names have to be accounted either at their creation cost, at their acquisition value, or at their current value (market value) for the ones acquired free of charge. The domain names are then not to be considered as a simple IT workload, but as real assets that should be managed at fair value. As such, further attention on tax issues related to domain names’ value must be given within the context of the transfer prices.
The market approach aims to measure the
semantic value of a domain name by reference to the monetary transactions
passed. To that end, we have developed a database of more than 1.4 million
transactions passed. This approach allows to give a price value by comparable.
Aim: to measure the digital performance of the organizations
These three approaches of domain names valuation
by historical costs, the market and the loss, combined to the domain name
capital rating are tools that should be at the disposal of the financial
directions so they can better measure the digital performance of their
organizations.
On October 29, 1969 UCLA sends the very first
e-message to Stanford Research Institute through Arpanet network (Advanced
Research Projects Agency Network) laying the foundation for today’s networked
world.
Arpanet, the Internet’s precursor
Arpanet is the first data transfer network
developed by the Advanced Research Projects Agency (ARPA) which belonged to the
U.S. Defense Department.
The first Arpanet node was set up at UCLA on
August 30, 1969, the second node, at the Stanford Research Institute, was set
up on October 1st 1969. The first message was sent between the two institutions
on October 29 1969 by the UCLA computer science professor Leonard Kleinrock who
wished to send the word “login” but the system crashed so only two letters,
“l” and “o”, were transmitted, the complete word will only
be transmitted 1 hour later.
Arpanet connected some universities and research
institutes: first, UCLA and Stanford Research Institute, followed by UC Santa
Barbara and the University of Utah. At the end of 1969, Arpanet counted 4
nodes, in 1971, 23 nodes were created and 111 nodes in 1977.
In 1983, Arpanet has been divided in two
networks: one military, the MILnet (Military Network) and the other academic, the
NSFnet.
On January 1st 1983, the name “Internet” already in use to define all
of Arpanet,
became official.
World Wide Web turns 30 years old
In 1989, Tim Berners-Lee, a researcher working
for the CERN, proposed a hypertext system working on the Internet. This system
was originally developed for scientists working in universities and institutes
around the world, so they could instantly share information. His vision of
universal connectivity became the World Wide Web, which sent Internet usage
skyrocketing.
In 1993, Mosaic, the first popular web browser
was created by Marc Andreessen and Eric J.Bina, two students of the National
Center for Supercomputing Applications (NCSA) of the University of Illinois. It
was not the first graphical web browser but Mosaic was particularly fast and
allowed the users to display images inside web pages instead of displaying
images in a separate window, which has given it some popularity and contributed
to increase the World Wide Web’s popularity.
Internet Protocol – From IPv4 to IPv6
The Internet Protocol (IP) is a set of
communication protocols of IT networks developed to be used on the Internet. IP
protocols allow a unique addressing service for all connected devices.
IPv4 the first major version was invented in
the 70’s and introduced to the public in 1981. It is still the dominant
protocol of the Internet today. Twenty years ago, the IETF (Internet
Engineering Task Force) started predicting the depletion of IPv4 addresses and
began working to create a new version of the Internet Protocol: IPv6.
IPv4 uses a 32-bit addressing scheme to support
4.3 billion devices, while IPv6 possesses a much larger address space. Indeed,
IPv6 uses a 128-bit address allowing 3.4 x 1038 possible addresses.
DNS – Domain Name System
At the request of the Advanced Research Projects Agency of the U.S. Defense Department, the DNS (Domain Name System) was invented in 1983 by Jon Postel and Paul Mockapetris, in order to associate complex IP addresses with humanly understandable and easy-to-remember names. Thus a logical address, the domain name, is associated to a physical address, the IP address. The domain name and IP address are unique.
In 1998, is created ICANN (Internet Corporation for Assigned Names and Numbers), the regulatory authority of the Internet. Its main purpose is to allocate the Internet protocol addresses spaces, to attribute the protocol identifier (IP), to manage the domain name system of top level for generic codes (gTLD), to assign the country codes (ccTLD), and to carry out the functions of the root servers’ system management.
With 351.8 million domain names registrations
in the first quarter of 2019, domain names registrations continue to climb, but
with the increase of the number of threats aiming the DNS at the same time.
The emergence of cyber threats
Considered as one of the first cyberattacks and
certainly the first to attract the media’s attention, the Morris Worm was
launched in 1988 by a student of the Cornell University, Robert Tappan Morris.
Originally, the malware developed by the student didn’t have for purpose to
cause damage but simply to estimate the extent of the Internet. However this
worm affected about 60 000 computers estimated connected to the Internet
and the cost of the damages was about 100 000 to 10 million dollars.
This event marks the turning point in the field of online security.
Today, cyberattacks are abundant, frequent and
more and more sophisticated. The evolution of techniques and the arrival of new
technologies make cyberattacks increasingly complex and offer new opportunities
to attackers.
There are various types of cyberattack like attacks aiming the DNS: DDoS, DNS cache poisoning, DNS spoofing, Man in the Middle… (In 2019, according to IDC – International Data Corporation, 82% of companies worldwide have faced a DNS attack over the past year) or attacks directly aiming users and having for purpose to obtain confidential information to steal an identity (phishing).
The consequences for victimized companies can be significant. For example, today the cost of a data breach is 3.92 million dollars on average according to IBM Security, this cost has risen 12% over the past five years.
An IP traffic estimated in 2022 more important than the one generated from 1984 to 2016
With more than 5 billion Google searches made
every day, e-commerce continuing to thrive, social media growing in popularity
and the increasing number of connected objects, the traffic volume on the
Internet has risen considerably.
Indeed, in 1974, daily traffic on the Internet surpassed 3 million packets per day. According to a Cisco’s research in 2017, the global IP traffic reached 122 exabytes per month, the company estimates that this volume should reach 396 exabytes by 2022.
“The size and complexity of the Internet continues to grow in ways that many could not have imagined. Since we first started the VNI Forecast in 2005, traffic has increased 56-fold, amassing a 36% CAGR (Compound Annual Growth Rate) with more people, devices and applications accessing IP networks” said Jonathan Davidson, senior vice president and general manager of Service Provider Business at Cisco.
Today, 50 years after the birth of the Internet’s ancestor, Arpanet, there are more Internet connected devices than people in the world. In 2022, the web users will represent 60% of the world’s population and more than 28 billion devices will connect to the Internet.
The domain name has this unique particularity
to be an intangible asset with four dimensions.
It is simultaneously:
An
IT object allowing to access
services on the Internet by doing the link between the IP address (a suite of
numbers) of a physical object [computer, server, smartphone…] and a literal
name (role of the Domain Name Server or DNS);
A
communication tool allowing to establish
its identity on the Internet and gain a digital territory;
A
legal element through a temporary
contract with an Internet Registry;
A
financial asset, accountable as an intangible
asset under certain conditions.
Today an essential key element to any dematerialized
data flow exchange, the domain name became overtime a strategic intangible
asset of great value regarding associated services (email, websites access).
Accounting principles applicable to domain names
The domain name is not to be considered as a
simple technical tool, but as an intangible asset to write in the balance sheet
of the companies and collectivities, if it allows to generate a lasting source
of profit. In a decision of the French Council of State of December 7th,
2016 (ebay.fr case), the wise persons of the Palais-Royal thus remind that if
the use of a domain name:
Represents
a constant source of profits;
Has
a sufficient sustainability (particularly if it can be regularly renewed);
Is
likely to be transferred;
Then it is an intangible asset of the company
and must follow the associated accounting and tax rules. As such, the domain
names have to be accounted either at their creation cost, or at their
acquisition value, or at their current value (market value) for the ones
acquired free of charge.
The market approach aims to measure the
semantic value of a domain name by reference to the monetary transactions
passed. To that end, Nameshield has developed a database of more than 1.4
million transactions passed (domain name, price, year). This approach allows to
give a price value by comparable.
The strength of a domain names’ valuation method, scientific and practical
Supported by its regular work in the acquisition and/or sale of domain names for its clients’ companies and collectivities, Nameshield is able to propose an approach of monetary valuation of a domain name or a domain names’ portfolio, as part of the best current scientific practice.
Until now, Australian domain names were only available
for registrations in second level extensions, in particular .COM.AU.
If the decision to open the .AU registration goes back to 2015, it took four years to set the rules!
It seems that starting October 1st, 2019, the holder of the existing .com.au domain name, for example forexample.com.au, will be able to apply for priority status to register the exact match of their existing name in .AU, forexample.au.
The detail of the priority allocation system are below:
2 priority status (from 2019/10/01 to 2020/04/01)
–Category 1 : Third level domain names (com.au, net.au, org.au, asn.au, id.au, edu.au, qld.edu.au, nsw.edu.au, eq.edu.au, act.edu.au, vic.edu.au, sa.edu.au, wa.edu.au, nt.edu.au, catholic.edu.au, schools.nsw.edu.au, education.tas.edu.au, sa.au, wa.au, nt.au, qld.au, nsw.au, vic.au, tas.au and act.au) registered on February 4th 2018 at the latest will be assigned to priority category 1 for the registration of the same name in .AU.
–Category 2: Third level domain names registered after February 4th 2018 will be assigned to priority category 2 for the registration of the same name in .AU.
The
date of the general availability is not announced yet.
The registry indicates that more information
will be published in the next weeks, we will keep you informed.
The new .AU licensing rules might also come into effect at the fourth quarter of 2019 (for all the extensions: .au, .com.au, .net.au, .org.au, .asn.au, .id.au).
Lastly, we can note that the general availability will allow the registration to individuals/companies which respect the Australian registry’s conditions (local presence in Australia).
Block.one (EOS), the startup behind the EOS cryptocurrency acquires the voice.com domain name for the amount of $30 million.
This is how the Chief Marketing Officer of
MicroStrategy explains this acquiring at a high price: “Block.one has made a
smart strategic decision in choosing Voice.com to be the internet domain name
for its new social media platform. The word “voice” is simple and universally
understood. It’s also ubiquitous ― as a search term […]. An ultra-premium
domain name like Voice.com can help
a company achieve instant brand recognition, ignite a business, and massively
accelerate value creation”.
It places this sale in the top 5 of the biggest
domain names’ sales:
Lasvegas.com $90 million in 2005.
CarInsurance.com $49.7 million in 2010.
Insurance.com $35.6 million in 2010.
PrivateJet.com $30.18 million in 2012.
Voice.com $30 million in 2019.
After having raised more than $4 billion
through a fundraising in cryptocurrencies (ICO), the startup Block.one plans to
use the domain name with the aim to compete with the social media platform
Facebook.
The social media platform VOICE is opened since June, 1st 2019.
At a keynote, EOS’ CEO Brendan Blumer and Dan Larimer Block.one’s CTO, presented VOICE as an absolute alternative to everything that represents Facebook.
“Our content. Our data. Our attention. These
are all incredibly valuable things. But right now, it’s the platform, not the user
that reaps the reward. By design, they run by auctioning our information to
advertisers, pocketing the profit, and flooding our feeds with hidden agendas
dictated by the highest bidder. Voice changes that.”
In order to differentiate from Facebook, VOICE will function on the following basis:
VOICE
will operate on EOS blockchain, which is upgrading to a faster version 2 for
the occasion;
An
anti-bot policy and other trolls will be implemented, without more details
disclosed on the technology approach;
The
blockchain will be public;
The
arbiter of what must be seen or not, will not be the algorithm but the consensus;
Regarding
security, a partnership with Yubico, makers of the Yubikey was announced. EOS seems
to aim for an integration with WebAuthn, a standard for authentication without
password recently approved by the W3C.
In other words, EOS wants to propose a model
opposite to Facebook: the control by everyone of their personal data and their
possible monetization.
At a time of a growing awareness by companies that domain names have become strategic intangible assets, sometimes having a higher value than brands, Nameshield is happy to inform you that it has overseen and financed, during three years, the CIFRE thesis of Mr. Clement GENTY, who received his PhD, covering the subject: Internet governance and global economy: proposal of a valuation model of a domain name’s value as intangible asset.
Publicly defended on April, 23rd 2019, at Angers’ Laboratory of engineering,
processes and innovation of the “Ecole
Nationale Supérieure d’Arts et Métiers of Paris Tech”, first, the thesis
compiles a state of the art and a historical overview of the domain name
diffusion in the World since the Domain Name System’s creation (DNS) in 1983.
It demonstrates the loss of the link between identification/trust by the
abolition of the initial naming rules for the benefit of an unbridled and
mercantile economic development from the registries.
The second part of the thesis is dedicated to
an analysis of the technical and semantic parameters allowing to define the
domain names’ average value.
The third part of the thesis presents a
monetary valuation tool for domain names, developed by Nameshield as part of
the research work, and based on a database of
more than 1.4 million transactions passed.
This scientific research work, validated by
this thesis, falls within a vast process initiated by Nameshield for many years
in order to raise awareness of the value of the domain names’ strategic
intangible assets, and to evaluate them. This work led by Jean-Manuel GAGET,
Nameshield’s Strategy and Consulting Director, focuses in particular on:
A consulting activity regarding the optimization of a domain names’ portfolio management, through a naming and defense strategy adapted to the real issues;
A process of extra-financial rating and valuation of the capital domain name, integrated to the “Thesaurus Capital immatériel”, which measures intangible assets of all kinds, promoted by the “Institut de comptabilité de l’immatériel” (Intangible accounting Institute);
A method of domain names analysis and a domain names monetary valuation tool, scientifically validated today by this thesis.
The decision of the Council of State at the end of 2016, which focuses on the taxation applicable to the domain name ebay.fr has strengthened the obligation of the companies to monetarily valuate their domain names well, in order to account them as intangible assets under some conditions. As such, the tax experts are highly interested in the domain names’ issues in the constitution of the transfer price. This first world thesis on the economy of the domain names and their valuation will serve without a doubt as a useful material to the reflection of the financial world’s actors on this subject.
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