Google trust tokens to replace third party cookies

Google said earlier this year that it would work with others browsers 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.

Σε αντίθεση με τα cookie, τα διακριτικά εμπιστοσύνης ή trust tokens έχουν σχεδιαστεί για τον έλεγχο ταυτότητας ενός χρήστη χωρίς να χρειάζεται να γνωρίζουν την ταυτότητά του. Τα διακριτικά εμπιστοσύνης δεν θα μπορούν να παρακολουθήσουν τους χρήστες σε ιστότοπους, επειδή θεωρητικά είναι όλα τα ίδια, αλλά θα μπορούν να επιτρέψουν στους ιστότοπους να αποδείξουν στους διαφημιζόμενους ότι ήταν πραγματικοί χρήστες και όχι bot που επισκέφτηκαν έναν ιστότοπο ή έκαναν κλικ σε μια .

Trust Token API Explainer

Google was a bit more to propose a solution to third-party tracking cookies that seemingly no one wants. The Safari and Firefox browsers already block 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 allows you to see why certain they target you and not someone else. The new “about this ad” plugin will additionally provide the verified of the advertiser so you can tell which companies are targeting you and to understand how Google collects your personal data for advertising. We will see the new addition to ads towards the end of the year.

google

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.

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Written by giorgos

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