Google starts testing ‘trust tokens’ as it aims to eliminate 3rd party cookies by 2022

Google will replace third-party cookies with ‘trust tokens’ in the near future. The new mechanism is said to help combat bot-based ad frauds.

Google begins work on its replacement for third-party cookies (Pixabay)

Third-party cookies have turned out to be a big privacy nightmare for internet users. Even as Apple (Safari) and others have made efforts to address this problem, Google is taking this to a new level – eliminate third-party cookies by 2022.

The ambitious plan includes replacing third-party cookies with what Google describes as “trust tokens”. The company says the new API can help combat ad fraud by being able to differentiate between bots and real users. The company has already begun testing these trust tokens with developers. More will come on board with live testing very soon.

“We're also exploring a range of other approaches to improve user privacy while ensuring publishers can earn what they need to fund great content and advertisers can reach the right people for their products. For example, we support the use of advertiser and publisher first-party data (based on direct interactions with customers they have relationships with) to deliver more relevant and helpful experiences—as long as users have transparency and control over the use of that data,” said Google in a blog post.

Google also criticised the use of hidden techniques to access users' data or track them covertly. It said that practices such as fingerprinting should be blocked. The company further pointed out its new approach to digital advertising is based on a cross-platform focus which aims to bring consistency across the web, mobile app, connected TV, and digital audio.

The new trust tokens come as part of Google's efforts to bring more transparency to ads on the web.

The company pointed out that it already offers a “Why this ad” icon on digital advertisements that help users understand why they are seeing the ad on the page. Google says the “Why this ad” receives more than 15 million user interactions every day.

Going forward, Google is going to make some changes to the feature in a bid to make the experience better. This includes the roll-out of a new feature called “About this ad” that will show users information about the advertiser, such as verified name. The information will be available for display ads bought via Google Ads and Display & Video 360. The company plans to extend this to all ad surfaces by 2021.