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 for monitoring of users across the web: The trust tokens.
Unlike cookies, tokens confidenceς 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 click in one advertising.
Trust Token API Explainer
Google has been a little slower to come up with a solution for the third-party tracking cookies that no one seems to want. The browsers Safari and Firefox already block them by default, although Safari is much more aggressive.
However, Mike Schulman, Google's vice president of privacy and better safety of advertisements, repeated 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 details about the ads in a particular σελίδα, to see why ads are displayed on a page and a list of other companies and services present on the page, website analytics or content delivery networks.