Google Unveils An “Ads Transparency Spotlight” Extension For Chrome

Google will offer the most advanced tools to equip users with added information about the ads that they see, continuing with its attempts to become more transparent and expand privacy choices. Adding to its pre-existing feature of ‘Why this ad?’ the company is launching a new tool named ‘About this ad’, which will show users the verified name of the sponsor.

“About this ad will initially be available for display ads purchased through Google Ads and Display & Video 360, and the company will bring it to other ad surfaces throughout 2021. Due to the complexity of the digital ads ecosystem and the large number of entities involved, it’s typically not clear to users which companies are even involved in showing them an ad,” said Mike Schulman, VP, Ads Privacy and Safety, at Google.

“To provide detailed information about the ads on the web, Google released a new tool on Friday, called ‘Ads Transparency Spotlight,’ as an alpha extension from the Chrome Web Store. We’ll continue to improve this extension based on feedback from users, and over time we expect to offer additional disclosures about ads, as well as introduce controls. Our hope is that other technology providers will build similar transparency and control capabilities into the experiences they offer as well,” Schulman added.

A few weeks back, Google altered its privacy settings in which the individual’s location, search and other usage histories will be deleted by default after 18 months.
“This was done to keep user information safe, treat it responsibly, and put the user in control,” Alphabet Inc and Google chief executive Sundar Pichai said.

In addition to introducing a Privacy Sandbox for open initiatives, Google also intends to phase out support for third-party cookies. Various proposals are being examined that would work for cases like ad selection, conversion measurement, and fraud protection in a style that does not disclose information about individual users. One of the proposed Application Programme Interfaces (APIs) for trust tokens that could combat ad fraud by differentiating bots from real users. It is now ready for testing by developers and will shift to the live testing stage soon.