Η google κυκλοφόρησε αυτήν την εβδομάδα μια επέκταση του Chrome που δείχνει πόσες διαφημίσεις φορτώνονται σε οποιαδήποτε δεδομένη ιστοσελίδα, ποιοι είναι οι διαφημιζόμενοι ή ποιες Companies διαφημίσεων υπάρχουν στη σελίδα και ποια δεδομένα χρηστών έχουν χρησιμοποιηθεί για την εμφάνιση εξατομικευμένων διαφημίσεων.
The extension, by name Ads Transparency Spotlight, is available in the official Chrome Web Store.
Google says it released the extension to make it easier for users to understand how ads appear. The company previously presented information about its own ads through the link “Why this n advertising” that he had built into every ad, but that was a mechanism specific to Google Ads.
Η νέα επέκταση Ads Transparency Spotlight δημιουργήθηκε χρησιμοποιώντας το νέο API “Ad Disclosure Schema” που δημιουργεί ένα ομοιόμορφο σύστημα μέσω του οποίου οι διαφημιζόμενοι μπορούν να αποκαλύψουν πώς λειτουργούν οι διαφημίσεις τους.
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:
- 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.
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.
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 extension released this week is part of a broader effort by Google to revamp the advertising ecosystem and regain confidence of users.
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 to block scipts monitoringand fingerprinting, Google saw the future: The web was heading toward a state where ads would be blocked by most browsers, and websites that depended on ads would eventually slowly disappear, unable to generate 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 developed a built-in program ad blocker in Chrome, which doesn't block ads on all sites, but only on misbehaving ones.
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 κρυπτογραφικά υπογεγραμμένα διακριτικά για κάθε χρήστη που οι διαφημιζόμενοι δεν θα μπορούν να χρησιμοποιήσουν για monitoring. 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 development, and Google posted an introduction to the new technology on its Web.dev blog last month.