Unlike cookies, trust tokens are designed to verify a user without requiring to understand their identity. Trust tokens would not have the ability to track users throughout sites, since theyre theoretically all the same, however they could still let websites show to marketers that actual users– not bots– went to a website or clicked on an ad. (An explainer on GitHub recommends that sites could release several different type of trust tokens, however.).
Googles been a little slower to adapt a solution for the third-party tracking cookies that everybody relatively hates; Safari and Firefox already block them by default, though Safari is more aggressive about it. Mike Schulman, Googles vice president for ads privacy and safety, repeated in a blog site post that the business still prepares to ultimately phase out third-party cookies in Chrome.
The business also announced an extension for its Chrome internet browser, currently in alpha, called Ads Transparency Spotlight, which ought to supply “detailed info about all the ads they see online.” Users will be able to see information about ads on a given page, see why ads are revealed on a page, and a list of other business and services with an existence on the page, such as site analytics or content delivery networks.
Google stated previously this year it would join other web browser business to block third-party cookies in Chrome, and today, designers have their very first opportunity to evaluate a proposed alternative to tracking users across the web: trust tokens.
In addition, Google is making some tweaks to the “why this advertisement” button that lets you see why some ads are targeted to you. The new “about this advertisement” label will now offer the validated name of the marketer, too, so you can tell which business are targeting you, and make it clearer to people how Google gathers personal information for advertisements. The brand-new labels will start rolling out toward completion of the year.
