The company has been conducting other data experiments within the Privacy Sandbox initiative to move beyond third-party cookies.
Google has been rolling out Encrypted Signals for Publishers, a programme that allows publishers to use encrypted advertising identifiers in their online advertising transactions. This development comes alongside the company’s plan to phase out tracking tools in other parts of its business.
The programme enables websites to work with online advertising identifiers in Google’s ad platforms. Publishers can work with their chosen ad technology partners in Google Ad manager to exchange data through a secure back channel, which uses encryption to prevent data leaks.
Google rolled out the encrypted ID programme on a small scale last year when it allowed publishers to work with the company in direct ad deals. The programme is now expanding it to the open web, where publishers can send data signals to more exchanges to find relevant ad matches.
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