Considering that Google bases its business on advertising, cookies are an essential element to track the user and offer more decrypted advertising. In this sense, Chrome offers an alternative that allows you to establish yourself in the advertising business through trusted Tokens.
Cookies are known as trackers, responsible for noting which websites each user visits in order to create a more complete and accurate history for the advertiser of each user and as a consequence the advertiser will offer users more specific content tailored to the tastes and preferences of the community.
Although this tool allows creating a unique profile of each user and being able to identify them, Google ensures that the trust tokens are designed to authenticate a user without revealing their identity through permanent tracking on the Internet, indicating to the advertiser what advertising has been seen or clicked and that the visits have been made by real users (not bots).
Third party cookies
The war against third-party cookies in Chrome is not unique in the market, other browsers have been betting on it for a while. Firefox has had it implemented for two months and in fact in Mozilla they even have fun with curious experiments where it opens 100 different tabs to make advertisers dizzy.
Another prominent company in the fight is Apple, who through Safari has spent some years blocking cookie tracking by default and using curious practices to mix the data of its users as long as the cookies are no longer useful. Although this strategy has generated a huge drop in advertising prices.