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Google’s “trusted tokens” are here to reduce cookies in one gourd



Google said earlier this year that it will join other web browser companies to block third-party cookies in Chrome, and today, developers have their first chance to test a proposed alternative to tracking Web Users: Trust Tokens

Unlike cookies, trusted tokens are designed to authenticate a user without the need to know their identity. Trusted tokens will not be able to track users on websites, as they are theoretically the same, but they can still let websites prove to advertisers that actual users – not bots – have visited a site or clicked on an advertisement. (An explanation on GitHub suggests that websites may issue several different types of trust tokens, though.)

Google has been a little slower to adapt a solution to third-party tracking cookies that everyone seems to hate; Safari and Firefox already block them automatically, though Safari is more aggressive about it. But Mike Schulman, Google’s vice president for privacy and ad security, reiterated in a blog post that the company still plans to eventually remove third-party cookies in Chrome as well.

In addition, Google is doing some tweaks to the “why this ad” button that lets you see why some ads are targeted at you. The new “about this advertisement” label now provides the advertiser’s verified name, so you can say which companies are targeting you, making it clearer to people how Google collects personal data for ads. The new labels will start wearing out towards the end of the year.

The company also announced an extension for its Chrome browser, currently in alpha, called Ads Transparency Spotlight, which should provide “detailed information about all the ads you see on the web.” Users will be able to see details about ads on a given page, see why ads are displayed on a page, and a list of other companies and services with a presence on the page, such as website analytics or delivery networks. of content.


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