Google’s ‘trust tokens’ are here to take cookies down a peg

Google announced that developers have their first chance to test a proposed alternative to tracking users across the web: trust tokens.

Unlike cookies, trust tokens are designed to authenticate a user without needing to know their identity. Trust tokens would not be able to track users across websites, because they’re theoretically all the same, but they could still let websites prove to advertisers that actual users — not bots — visited a site or clicked on an ad.

Source: Google’s ‘trust tokens’ are here to take cookies down a peg – The Verge