Google announced earlier this year that it would join other web browser companies to block third-party cookies in Chrome. Today developers have the first opportunity to test a suggested alternative for tracking users on the Internet: trust tokens.
In contrast to cookies, trust tokens are used to authenticate a user without having to know his identity. Trust tokens could not track users across websites, because theoretically they are all the same. However, you could have websites show advertisers that actual users – not bots – have visited a website or clicked on an ad. (However, an explainer on GitHub suggests that websites could issue several different types of trust tokens.)
Google was a bit slower in customizing a third-party tracking cookie solution that everyone apparently hates. Safari and Firefox already block them by default, although Safari is more aggressive. Mike Schulman, Google’s vice president of privacy and ad security, said in a blog post that the company plans to continue to expire third-party cookies on Chrome.
Google is also making some changes to the “Why this ad” button, which allows you to see why some ads are targeting you. The new “About this ad” label now includes the verified name of the advertiser so you can see this Which Businesses are targeting you and making it clearer to people how Google collects personal data for ads. The new labels will be launched towards the end of the year.
The company also announced an extension for its Chrome browser, currently included in Alpha, called “Ads Transparency Spotlight,” which will include “detailed information about all ads displayed on the web.” Users can view details about ads on a particular page, see why ads are showing on a page, and a list of other companies and services that are on the page, such as: B. Website analysis or content delivery networks.