Google coming up with “Trust Tokens” to replace the third party cookies

Third-party cookies are something Google was already planning to phase out a few years back and we’re looking for a better and secure alternative. In the last few years, platforms such has Privacy Sandbox, are believed to be the drivers of a healthy, ad-supported web that would render third-party cookies obsolete. Although third-party cookies are still far away from phasing out, Google has provided the users with some suggestable alternatives that can be used in the future. They call it the Trust Tokens.

Third-party cookies are basically created on the user’s device, not by the website that has been visited by the user but by the third party such as advertisements. Although it is just used to make the engagement of the user with advertisements better and provide them relevant ads as per their choice or previous interactions, it also poses a security and privacy issue for the users, which has recently been highlighted by US lawmakers for many tech giants.

Unlike cookies, trust token will authenticate the users without knowing their identity, which is a good way of identifying and differentiating a user from a bot and not track every individual. These tokens are very secure and do not allow to track a user, which reduces or prevents the conditions where a user’s privacy suffers. Google is also offering an explainer document for trust token if someone wants to learn about it in detail. It is also made available for testing to developers through API. Google has also hinted at integrating the feature with Chrome if the testing goes well.

Recent Articles

WhatsApp beta adds fingerprint authentication to the web companion app.

From the last few months, WhatsApp has been trying to add more features and features that increase the security of the app....

New Apple’s A14 Bionic SoC chipset spotted on AnTuTu, scores less than Snapdragon 865.

The all-new Apple's A14 Bionic SoC was spotted in AnTuTu, which is going to be the chipset used in the all-new iPhone...

Xiaomi to launch Mi Watch Revolve and Mi Band 5 later this month.

Earlier in the month, it was expected that Mi was going to launch its Mi Watch Revolve and Mi band 5 in...

Samsung to soon launch the affordable Samsung Galaxy S20 FE.

Ever since the announcement of Samsung Galaxy S20, the smartphone has been really popular and has provided some really good features as...

Paytm app removed from Google Play Store.

Just a few hours ago, it was revealed that Google Playstore has removed the Paytm app from its platform. It came as...

Related Stories

Leave A Reply

Please enter your comment!
Please enter your name here

Stay Updated - Get Tech News Updates to your Inbox.