Google starts testing its replacement for third-party cookies

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Google has taken one step closer to banishing third-party cookies from Chrome. The internet giant has started testing its trust tokens with developers, with promises that more would move to live tests “soon.” As before, the company hoped to phase out third-party cookies in Chrome once it could meet the needs of both users and advertisers.

Trust tokens are meant to foster user trust across sites without relying on persistent identifying data like third-party cookies. They theoretically prevent bot-based ad fraud without tying data to individuals. This would be one framework as part of a larger Privacy Sandbox including multiple open standards.

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