Chrome wants to abolish third-party cookies by 2022. (Photo: Shutterstock)
The swan song for the Thrid Party Cookies can no longer be overheard. After other browser manufacturers, Google has now also introduced specific transparency measures for Chrome.
The fact that, after Mozilla and Apple, Google also wants to do without third-party cookies in the future is a development that has been discussed for a long time. The company has now announced that it will test the first trust tokens in cooperation with the developers. The company explains that the aim is to meet the needs of advertising customers on the one hand, but also to respect the wishes of users. On the one hand, the trust tokens are intended to prevent ad fraud and ensure that advertisers are billed correctly in relation to the accesses, but on the other hand they are also intended to ensure that consumers are no longer tracked via third-party networks and thus to a higher degree to get anonymized.
Trust-Token-API should enable more transparency
As part of its transparency initiative, Google is introducing an “About this ad” feature that shows the advertiser’s verified name. Initially, this feature will only be available for ads traded through Google Ads and Display & Video 360. In 2021, however, it is to be expanded to include other ad formats. Google wants to curb misinformation and ad fraud in order to ensure the authenticity of the ads. In addition to the Trust Token API Google wants to give users more transparency and has an extension called Ads Transparency Spotlight announced, which is, however, still at a very early stage. The tool shows how many advertising elements are loaded on a certain page and which user data is used to create a personalization. The extension is designed to help end users understand how ads are served. The new Ads-Transparency-Spotlight extension was built around a new API called “Ad Disclosure Schema”, which creates a unified system that advertisers can use to make transparent how their ads work.
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