Google plans to phase out third-party cookies on program Chrome browser, with the help of trust tokens.
The company said earlier this year that it would follow other companies browser to block third party cookies on Chrome. Today, developers have their first chance to try out a proposed alternative for web-based user tracking, the "trust Tokens».
Unlike cookies, trust tokens are designed for him control identity a user in a browser, such as Google Chrome, without having to know their identity. Trust tokens could not track users on websites because they are all theoretically the same, but they could allow websites to prove to advertisers that they are real users - no bots - visited a website or clicked on an ad.
However, the Mike Schulman, Google's vice president for privacy and ad security, reiterated in a blog post that the company still plans to phase out cookies in Chrome.
In addition, the company is working on some changes to the button «why this ad», Which lets you see why certain ads are targeting you. The new tag «about this ad»Will now provide the verified name of the advertiser so you know which companies are targeting you, and it will be clearer to users how Google collects personal data for ads.
The new tags will be released by the end of the year, while Google hopes to "eliminate" cookies from its browser by 2022.
The company also announced an extension for Chrome called Ads Transparency Spotlight, which will provide "Detailed information about all the ads that users see on the web.»
Users will be able to have access various information such as details about the ads on a particular page, why the ads appear on a web page, but also a list of other companies and services with presence on the page, such as detailed website details.