Google has taken a step towards banning third-party cookies from Chrome. The Internet giant has started testing its trust tokens with developers, with the promise that many more will move to live testing “soon.” As before, the company hoped to gradually eliminate third-party cookies in Chrome once it could meet the needs of both users and advertisers.
Trust tokens are intended to foster user trust between sites without relying on persistent identification data such as third-party cookies. In theory, they prevent bot-based advertising fraud without binding data to people. This would be a framework as part of a larger privacy sandbox that includes multiple open standards.