Google said earlier this year it would join other web browser companies to block third-party cookies in Chrome, and today developers have the first chance to try a proposed alternative for tracking users through the web: trusted tokens.
Unlike cookies, trusted tokens are designed to authenticate a user without the need to know their identity. Trusted testimonials could not track users across websites because they are theoretically the same, but they could let websites show advertisers that real users, not bots, visited a site or clicked on an announcement. (A GitHub teller suggests that websites might post several different types of trust tokens.)
Google has been a little slower to adapt a solution for third-party tracking cookies that everyone seems to hate; Safari and Firefox already block them by default, although Safari is more aggressive about it. But Mike Schulman, Google̵7;s vice president for ad privacy and security, reiterated in a blog post that the company still plans to remove third-party cookies in Chrome as well.
In addition, Google is making some changes to the “why this ad” button that lets you see why some ads are targeted. The new “about this ad” tag will now also provide the verified name of the advertiser, so you can tell Which one companies guide you and make it clearer to people how Google collects personal data for ads. The new labels will begin publishing later this year.
The company also announced an extension for its Chrome browser, currently in alpha, called Spot Transparency Ads, 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 present on the page, such as website analytics or content delivery networks.