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
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu