OR Google an extension of it was released this week Chrome showing how many ads are loaded on any given web page, who the advertisers are, or which ad companies are on the page, and which user data has been used to display personalized ads.
OR Google reports that it has released the extension to make it easier for users to understand how ads are displayed. The company used to present information about its own ads through the "Why this ad" link it had incorporated into each ad, but this was a mechanism specifically for Google Ads.
The new expansion Ads Transparency Spotlight was created using the new "Ad Disclosure Schema" API that creates a uniform system through which advertisers can reveal how their ads work.
At present, its expansion Chrome derives its information only from its Ad Disclosure Schema Google and displays them in the extension, but the Google hopes that other advertisers will soon release a similar API / schema for their systems and make the extension more useful, while helping users understand how and why they see specific ads.
According to Google, the extension will display information such as:
- Detailed information about the ads on a web page, including the number of ads on the page.
- A list of ad providers who are responsible for displaying ads on the page.
- The reasons why ads appear on a page. A combination of many factors that decide which ad will appear on a page:
- Your Demographics: May include age, gender, and other information.
Marketing Campaign: A visit to the advertiser's website added you to a Marketing Campaign.
Your location: Generally country or city.
Your location: Specifically - Your specific location.
Interests: Topics related to sites you have visited or interests you have stated yourself.
Content: Topics that appear to anyone who visits this page.
Other information: All other reasons.
In addition to companies that display ads directly, the extension will include companies in the advertising technology industry, such as companies that upload social media buttons, web analytics, or tracking scripts to the page.
The expansion that was released this week is part of a broader effort Google to renew the advertising ecosystem and regain the trust of users.
Starting in the spring of 2019, the Google started a project to change the basic principles of web advertising.
As ad blocking extensions became more popular and most browsers began to have built-in features for blocking tracking and fingerprinting scips, the Google saw the future: The web was heading towards a state where ads would be excluded from most browsers and ad-dependent sites would eventually disappear slowly, as they would have no revenue.
Her plan Google is to prevent such a future move that will block the toxic advertising system we have today.
The first thing the Google was to remove third-party cookies, a technology that allows advertisers to track browser users with incredible accuracy.
Regarding the replacements of the current advertising technology, the Google announced in 2019 the Privacy Sandbox, a new technology that will be integrated into Chrome and will work by sharing enough information from users so that advertisers can organize users into general groups, but without providing information for creating an individual profile. For example "this user likes sports cars" instead of "this user visited the BMW and McLaren websites 20 hours ago").
This week, the Google also officially announced a new privacy-friendly API as part of this plan for a better advertising ecosystem.
It is called Trust Token API, and it is a new browser technology that comes to deal with possible problems that will occur after the end of third party cookie support.
New Trust Token API will create unique cryptographic signed badges for each user that advertisers will not be able to use for tracking. But webmasters will still have access so they can determine if a user is a bot or a real person.
This API is still in progress and Google posted an introduction to the new technology on her Web.dev blog last month.