Despite the fact that they have been around for years, most people still don’t understand how cookies work. While some are helpful—for instance, they can make your browsing experience more seamless—others are a nightmare for privacy enthusiasts. Third-party cookies can track users across the web, collecting data that can then be used to target ads.
Google is rolling out its alternative to these cookies with a feature called trust tokens. They will help authenticate users without needing to know their identity.
Cookie Challenger
Earlier this year, Google said that it plans to block third-party cookies in Chrome. Exactly when that change will occur remains unknown. However, it won’t be novel.
Several other web browser companies have made similar announcements or have already enabled third-party cookie blocking features in their products. For instance, both Safari and Firefox block them by default. While Google has been slow to integrate a solution for third-party tracking cookies, its latest effort could be worth the wait.
Most importantly, trust tokens won’t be able to track users across websites. This means it won’t feel like you get a targeted ad on Instagram ten minutes after searching for something similar on Google.
At the same time, trust tokens will still let websites verify that actual humans visited a page or clicked on an ad.
In a blog post, Mike Schulman, Google’s vice president of ads privacy and safety, says, “What is not acceptable is the use of opaque or hidden techniques that transfer data about individual users and allow them to be tracked in a covert manner, such as fingerprinting.”
He also reiterated the company’s intentions of gradually phasing out third-party tracking cookies. No internet user will be sad to see them go. If trust tokens are indeed the way to get rid of third-party cookies then they should be a welcome feature.
Taking on Ads
Aside from its updates on trust tokens, Google announced a few other features. They should give users more insight into the ads they are served.
For one, the company is tweaking its “Why this ad” button. A new “About this ad” label provides users with the verified name of the advertiser behind it. This clarifies which companies are targeting users and may reveal something of how they collect personal data for ad-serving purposes. Google notes that the new label will start rolling out towards the end of the year.
Meanwhile, the company announced a new extension for its Chrome browser that is currently in alpha testing. Dubbed Ads Transparency Spotlight, the software provides “detailed information about all the ads they [users] see on the web.”
This includes things like why ads are shown on a certain page, a list of companies with a presence on that page, and certain website analytics. While most users won’t be interested in this type of data, it could be nice for those who are fed up with a certain type of ad following them around the internet.
The Link LonkAugust 03, 2020 at 01:00PM
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Google's new 'trust tokens' could eliminate third-party cookies - The Burn-In
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