To make advertisements more transparent, Google launches several tools

Google is now offering new advanced tools to provide users with more information about the ads that they view, continuing with its recent efforts to become more transparent as well as increase privacy choices.

The Mountain View-headquartered search and internet leader further explained that these additional controls are aimed to increasing transparency around how digital advertising works

Besides its existing feature of ‘Why this ad?’ Google which comprises a large chunk of the global digital advertising pie, is also launching a tool called ‘About this Ad’, which will allow users to view the verified name of the advertiser.

‘About this Ad’ will primarily be available for display ads purchased through Google Ads and Display & Video 360, and the company will later bring it to other ad surfaces throughout 2021, added Mike Schulman, VP Ads Privacy and Safety, Google.

\”Due to the inherent 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,\” explained Schulman.

To further provide detailed information about the ads, Google released a new tool on Friday called Ads Transparency Spotlight, which is 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.

Google reset its privacy settings, a few weeks ago, which will by default delete people\’s search, location and other usage history after a period of 18 months.

“This was done to keep user information safe, treat it responsibly, and put the user in control,” said Sundar Pichai, Alphabet Inc and Google Chief Executive.

Apart from introducing a Privacy Sandbox for open initiatives, Google is also planning to phase out support for third-party cookies,

Several proposals are being considered as a part of the Privacy Sandbox, that will solve for use cases such as ad selection, conversion measurement, and fraud protection in a way that would not reveal identifying information about individual users.

One of the anticipated Application Programme Interfaces (APIs) for trust tokens that could possibly combat ad fraud by distinguishing between bots and real users is currently available for testing by developers.

\”The future state of digital advertising promises new technologies, new standards, and better, more sustainable approaches, but it will take some time to get there… We’ll continue our work to move the digital ads industry towards a more privacy-forward future,\” concluded Schulman.

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