A new official extension from Google has arrived on Chrome and its goal is none other than make it clear which ads are on each web page you visit and who is behind them. A move that joins other made by Chrome in recent times to improve the current advertising and privacy situation for the user, such as the decision not to allow more third-party trackers.
The extension, under the name of Spotlight on ad transparency, is now available in the official Chrome Extensions store. At the moment in alpha phase (a trial version which can give many errors), but anyone can download and use it for free. Once installed, it will appear along with the other extensions at the top of the browser.
According to Google, they designed this new extension to make it easier for the user understand how and why ads are displayed on web pages. This is similar to what “Why this ad” does, a little button that appears with every Google Ads ad. In this case, it extends to all ads whether or not they come from Google.
A similar tool recently deployed Apple in your Safari browser. This is the privacy report And the idea behind it is to display a list of all the crawlers on each web page and who they belong to. In this case, Safari also blocks the sharing of information between different pages to avoid tracking users.
What information does Ads Transparency Spotlight offer
It really depends on what website we visit and how many ads and trackers it has. First, the extension will reflect what advertising platforms are there on the website, like Google Ads itself. Then it will display the list of companies that have placed code in these ads to follow the user. Finally, it shows what kind of information they collect: location, demography, areas of interest, if you took part in an advertiser’s marketing campaign, etc.
On the other hand, Ads Transparency Spotlight also displays a list of “Entities present on this site”In other words, companies that in one way or another offer tools or collect information. Also enter here companies that put for example social media buttons or any other script that is not specifically an advertisement or that is visible. Next to each of them, a link is provided to access the companies’ privacy policies (if they have one).
In general, Spotlight on ad transparency searches somehow regain user confidence in advertising. Other steps taken have been the aforementioned ban on third-party trackers (and the use of your own alternative) or for example the decision to include your own ad blocker in Chrome. In addition, ads that take up too much space block them directly.
Source : Engadget