API Proposals to Replace Third-Party Cookies

API PROPOSALS

RAZI SALIH

API PROPOSALS TO REPLACE THIRD-PARTY COOKIES

Google Chrome’s decision to eliminate third-party cookies from browsers and replace them with its ‘Privacy Sandbox’ is something that has got the advertising technology (ad tech) industry buzzing. A lot of talk has centred on how third-parties will access browser data for marketing purposes, and a few proposals – largely focused on the application program interfaces (APIs) that will replace cookies – have been raised as possibilities.

A PIGIN (private interest groups, including noise) API would put the responsibility of tracking consumers’ interests on the browser and not the advertiser.

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Incorporating a trust token API into the sandbox allows publishers to identify fraud by separating users into two categories: untrusted and trusted.

Conversion Measurement

and not the advertiser. From this data, browsers could come up with interest groups based on consumer behaviour and preference that could be used for targeted advertising.

A conversion measurement API would help third-parties keep track of advertising conversions and performance. However, with the existence of numerous use cases around ad conversion, one API can’t handle all the data required. The more likely scenario is that multiple conversion APIs will be required.

Trust Token Incorporating a trust token API into the sandbox allows publishers to identify fraud by separating users into two categories: untrusted and trusted. Users in the latter group could receive privacy passes, adding an additional layer of security and preventing fraud.

PIGIN A PIGIN (private interest groups, including noise) API would put the responsibility of tracking consumers’ interests on the browser

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