Google Chrome add-on for ad transparency

Google released this week μια επέκταση του Chrome που δείχνει πόσες διαφημίσεις φορτώνονται σε οποιαδήποτε δεδομένη , who the advertisers or ad companies are on the page, and what user data has been used to display personalized ads.

The extension, by name Ads Transparency Spotlight, is available in the official Chrome Web Store.

Η Google αναφέρει ότι κυκλοφόρησε την επέκταση για να διευκολύνει τους χρήστες να κατανοήσουν πώς εμφανίζονται οι διαφημίσεις. Η εταιρεία παρουσίαζε στο παρελθόν για τις δικές της διαφημίσεις μέσω του συνδέσμου “Γιατί αυτή η διαφήμιση” που είχε ενσωματώσει σε κάθε διαφήμιση, αλλά αυτός ήταν ένας μηχανισμός ειδικά για το Google Ads.

The new expansion built using the new “Ad Disclosure Schema” API that creates a uniform system through which advertisers can disclose how their ads work.

At the moment, the Chrome extension only draws its information from Google's Ad Disclosure Schema and displays it in the extension, but Google hopes other advertisers will soon release a similar API / schema for their systems and make the most useful extension, 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:
  • Τα δημο σας στοιχεία: Μπορεί να περιλαμβάνουν την ηλικία, το φύλο και άλλες πληροφορίες.
    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.
    Your interests: Topics related to sites you have visited or interests that you have stated yourself.
    Content: Topics that appear to anyone visiting this page.
    Other information: All other reasons.

Εκτός από τις εταιρείες που προβάλλουν διαφημίσεις απευθείας, η επέκταση θα συμπεριλαμβάνει και εταιρείες από τον κλάδο της τεχνολογίας διαφημίσεων, όπως εταιρείες που φορτώνουν κουμπιά social media, web analytics, ή on page.

The expansion, released this week, is part of a broader effort by Google to renew the advertising ecosystem and restore user confidence.

Starting in the spring of 2019, Google launched 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, Google saw the future: Web was heading to a state where ads would be excluded from most apps. and sites that depend on ads will eventually disappear slowly, as they will not be able to have revenue.

Google's plan is to prevent such a future move that will block the toxic advertising system we have today.

The first thing Google did was remove third-party cookies, a technology that allows advertisers to track browsers with incredible accuracy.

Second, Google has developed a built-in ad blocker in Chrome that does not block ads on all sites, but only on those that misbehave.

As for the replacements of today's advertising technology, 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, Google also officially announced a new privacy-friendly API as part of its 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.

The new Trust Token API θα δημιουργεί μοναδικά κρυπτο υπογεγραμμένα διακριτικά για κάθε χρήστη που οι διαφημιζόμενοι δεν θα μπορούν να χρησιμοποιήσουν για παρακολούθηση. Οι διαχειριστές των σελίδων όμως θα εξακολουθούν να έχουν πρόσβαση για να μπορούν να προσδιορίσουν εάν ένας χρήστης είναι bot ή ένα πραγματικό άτομο.

This API is still in and Google posted an introduction to the new technology on its Web.dev blog last month.

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Written by giorgos

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