Chrome Balance User Privacy and Advertising Tracking Trust Tokens will replace third-party cookies.

Earlier this year, Google said it was working with other web browser companies to block access to third-party cookies in Chrome. Today, Google offers developers a new alternative solution, Trust Tokens, to help them track web users.

Chrome Balance User Privacy and Advertising Tracking Trust Tokens will replace third-party cookies.

Unlike cookies, trust tokens are designed to authenticate users without explicit knowledge of them. Although both are theoretically the same, trust tokens cannot track users across sites, allowing sites to prove to advertisers that they are accessing real users, not bots.

Mike Schulman, Google’s vice president for ad privacy and security, reiterated in a blog post that the company still plans to eventually phase out third-party cookies in Chrome browsers.

In addition, Google is making some adjustments to the “why this ad” button to let you know why some ads are aimed at you. The new “about this ad” label provides verified advertiser names, and you know which companies are targeting you, giving people a better idea of how Google collects personal data on ads. These adjustments will be available by the end of this year.

Chrome Balance User Privacy and Advertising Tracking Trust Tokens will replace third-party cookies.

The company also announced an extension to its Chrome browser, currently in the alpha phase, called Ads Transparency Spotlight, which should provide “details of all the ads they see on the web.” Users will be able to see the details of ads on a specific page, see why the ads appear on the page, and a list of other companies and services that exist on the page, such as site analytics or content delivery networks.