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Google begins testing trust tokens to replace third-party cookies

Chrome

Rafael Henrique / SOPA Images / LightRocket via Getty Images

Earlier this year, Google promised to remove third-party cookies in the Chrome browser within two years, and now the plan has finally made substantial progress. Before themAnnounce, You will start testing the new trust token scheme with the developers. Once the new solution can meet the needs of users and advertisers, third-party cookies in Chrome will be phased out.

The importance of introducing trusted tokens is to free browsers from relying on continuous identification data, such as third-party cookies. In theory, it can play a role in preventing robot ad fraud without linking personal data. Google will build trust tokens in a framework, and it will also become part of a privacy sandbox that includes multiple open standards. Under the official plan, all third-party cookies can be removed by 2022 if all goes well.

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