Microsoft Edge to deliver ads to users keeping their data safe, Privacy-Preserving Ads API coming

Third-party cookies have long been used for targeted advertising, but on the other hand, they also raise privacy concerns. And due to it, users often lack transparency about how their data is collected and shared. To address this, web browsers are moving away from third-party cookies altogether.

The announcement of the new Privacy-Preserving Ads API is primarily targeted towards developers as it includes its functionalities, privacy-preserving features, and the testing process.

The Ad Selection API is Microsoft’s solution for a future without third-party cookies. How does it help? Well, this API allows advertisers and publishers to show relevant ads without relying on these tracking tools. It utilizes privacy-preserving techniques like K-anonymity and differential privacy to ensure user data remains secure.

Microsoft Edge won’t be turning off the switch on third-party cookies overnight. Instead, they are planning to take a measured approach with controlled experiments. In the coming months, they will begin testing the deprecation with a small portion of users (less than 1%).

Note: Website owners are encouraged to proactively test the impact of the Ad Selection API and the deprecation of third-party cookies. Microsoft Edge offers a flag that enables testing this functionality today.

While the exact date is yet to be announced, Microsoft Edge will eventually block third-party cookies by default, marking a significant shift in the online advertising landscape.

Commercial customers using Microsoft Edge on managed devices are not currently impacted by these changes. However, they are still encouraged to begin testing their websites to prepare for the eventual shift.

Overall, Microsoft’s approach to phasing out third-party cookies prioritizes user privacy while offering an alternative solution for targeted advertising through the Ad Selection API.

More here.