Google Announces 'Trust Tokens' to Replace Cookies on the Web - carrollpluence

Google is single of the a few companies working towards completely blocking third political party cookies in web browsers. Piece the company declared its intentions earlier this year, IT's yet to actually take major steps in this gaze. However, that changes today as Google is announcing 'trust tokens' for authenticating users.

The biggest deviation betwixt cookies and rely tokens is the simple fact that trust tokens stool authenticate users without needing to know their identity. Arsenic a result, these tokens can't follow accustomed track users across websites. However, they can still let websites confirm that an actual human visitor clicked on an ad on a webpage, and not a bot. This is important for ad providers.

Google's step towards a better internet also takes the physique of a better 'Why This Advertisement?' experience on the web. For the insensible, when you see an ad connected your web browser you can suction stop on 'Why This Ad?' to teach more about which metrics were used to target the A.D. to you. With the redesign, this page will also show the supported name of the adman. That should do it easier to know which companies are targeting ads towards you and based on what information.

Google Announces 'Trust Tokens' to Replace Cookies on the Web

Moreover, the company is announcing a new Chrome extension called 'Ads Transparency Spotlight' (download, presently in alpha). This will let users see 'detailed selective information about the ads they see connected the web.' The extension will also display a list of other services that are present on the page including analytics and CDNs.