Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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
Ruggable’s new ad spend strategy shifts focus to ShopMy creators
Ruggable is shaking up its marketing stack, pulling dollars our of Meta and into ShopMy creators ahead of a potential IPO.
Future of Marketing Briefing: The holdcos long, awkward courtship of the C-suite
What holdcos risk when they go over the CMO’s head.
Brands turn to content series and Jimi Hendrix to improve AI search performance
Guitar brand Fender and amp-maker Marshall both recently launched content series aimed, in part, at improving their visibility in AI search answers. It’s part of a greater pattern.