Google said recently it would join other internet browser organizations to block third-party cookies in Chrome. They would be replaced with trust tokens.
In contrast to cookies, trust tokens are intended to confirm a client without having to know their personality. Trust tokens would not have the option to follow clients across sites, since they’re hypothetically no different, however they could in any case let sites demonstrate to sponsors that genuine clients not bots visited a site or tapped on an advertisement.
Google’s been a little more slow to providing a solution for third parties tracking cookies.
Third parties cookies have already been disabled by Safari and Firefox for some time now, even though Safari seems more aggressive about it.
In any case, Mike Schulman, Google’s VP for promotions protection and wellbeing, emphasized in a blog post that the company plans to disable third party cookies in Chrome too.
Also Google is making a few changes to the “why this ads” button that lets you see why a few ads are targeted to you. The new “about this ads” button will henceforth provide the verified name of the advertisers, also, you can tell which companies are targeting you, and make it more clear to individuals how Google gathers individual information for advertisements. This new features will start rolling out towards the end of this year.
Users will also be able to see details about ads on a given page, why ads are shown on a page, and a list of other companies and services with a presence on the page, such as website analytics.