WTF are private state tokens in Google’s Privacy Sandbox?
This article is part of a special Digiday editorial series to catch you up on the basics of Google’s phaseout of third-party cookies. More from the series →
The third-party cookie’s deprecation — and broader crackdown on cross-site tracking practices, such as device fingerprinting — comes with side effects. One side effect is losing the means for companies to combat bot traffic. To account for this consequence, Google’s Privacy Sandbox features a proposal for fighting fraudulent traffic called Private State Tokens.
Private State Tokens effectively have sites that are able to authenticate site visitors be the ones to vouch for those visitors’ authenticity so that they can be trusted by other sites. As broken down in this explainer video, it’s akin to a friend recommending a therapist to another friend — albeit with the web browser providing a privacy-preserving means for passing on that recommendation.
More in Marketing
Marketers strain to juggle media budgets, AI and high expectations from CEOs
A new survey reveals sustained pressure on budgets as CMOs struggle to deliver on marketing goals and AI objectives.
Digiday+ Research: Marketers optimize GEO strategies amid the effects of zero-click search
While AI-generated search results are still relatively new compared to traditional search results, marketers are deeply feeling the effects.
‘Google doesn’t care that it’s terrible’: Brand, agency execs air frustrations with The Trade Desk, Google’s Performance Max, Meta’s Advantage+
Think transparency is hard to come by in programmatic advertising? Well, get a bunch of brand and agency executives in a room, and they’ll get super transparent about how opaque the digital ad market has become.