Google announced earlier this year that it would work with other browser companies to block third-party cookies in Chrome.
So today developers have their first chance to try a suggested alternative to track users across the web: Trust tokens.
Unlike cookies, trust tokens are designed to authenticate a user without having to know their identity. Trust tokens will not be able to track users on sites, because in theory they are all the same, but they will allow sites to prove to advertisers that they were real users and not bots who visited a site or clicked on an ad.
Google has been slow to come up with a solution for third-party tracking cookies that no one seems to want. Safari and Firefox browsers already exclude them by default, although Safari is much more aggressive.
However, Mike Schulman, Google's vice president of privacy and ad security, reiterated in a suspension on the blog that the company still plans to phase out third-party cookies in Chrome.
In addition, Google will make some changes to the "why this ad" button that lets you see why some ads are targeting you and not someone else. The new "about this ad" addition will also provide the verified advertiser's name so you can tell which companies are targeting you and how Google collects your personal ad data. We will see the new addition to the ads at the end of the year.
The company also announced an extension for the Chrome browser. It is currently in alpha phase, and is called Ads Transparency Spotlight. This extension should provide "detailed information about all the ads you see on the web".
Users will be able to see the details of the ads on a particular page, see why the ads are displayed on a page and a list of other companies and services on the page, site details or content delivery networks.