Google’s ‘trust tokens’ are here to take cookies down a peg

Illustration by Alex Castro / The Verge

Google said earlier this year it would join other web browser companies to block third-party cookies in Chrome, and today, developers have their first chance to test a proposed alternative to tracking users across the web: trust tokens.

Unlike cookies, trust tokens are designed to authenticate a user without needing to know their identity. Trust tokens would not be able to track users across websites, because they’re theoretically all the same, but they could still let websites prove to advertisers that actual users — not bots — visited a site or clicked on an ad. (An explainer on GitHub suggests that websites could issue multiple different kinds of trust tokens, though.)

Google’s been a little slower to adapt a solution for the…

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Author: Kim Lyons