1. Microsoft Edge has introduced a limited preview of its Privacy-Preserving Ads API, aimed at enhancing user privacy in the advertising ecosystem. This developer opt-in preview allows for early testing of the Ad Selection API, which supports privacy-focused advertising without relying on third-party cookies. Currently available in select regions, it encourages developer feedback for further improvements.2.
Privacy-Preserving Ads API: A New Era for Microsoft Edge
Microsoft Edge is stepping into the future of online advertising with its latest innovation: the Privacy-Preserving Ads API. Announced earlier this year, this new feature aims to transform how ads are served, ensuring user privacy while maintaining effectiveness.
What’s New?
The limited preview of the Ad Selection API is now available for developers who opt-in. This initiative allows early testing and feedback, which is crucial for enhancing user experiences. As Brandon Maslen and Pooja Teta note, the goal is to enable “more private browsing experiences while providing an effective solution for the web advertising ecosystem.”
Major Updates
Currently, the preview is accessible in the Canary and Dev channels of Microsoft Edge versions 130.0.2808.0 and above. However, it’s important to note that this feature is not available in the European Economic Area (EEA) and the United Kingdom (UK).
Developers can opt into the feature by enabling a testing flag at edge://flags#edge-ad-selection-api. This allows them to explore the API’s capabilities and provide valuable feedback for further improvements.
Origin Trial: A Unique Opportunity
Microsoft is also launching a limited Origin Trial for developers interested in deploying privacy-preserving auctions. This trial supports container images hosted in trusted execution environments, ensuring that user data remains encrypted and private. Developers must complete a durable attestation to use the APIs effectively.
“We will continue to listen to feedback and collaborate in the open with the web standards community and the web advertising industry.”
What’s Important to Know?
Developers participating in the Origin Trial must host a JSON file at a specific location on their domain. This file contains a shared token and guarantees regarding the intended use of the APIs. It is crucial to keep this file current and accessible.
Additionally, user-facilitated testing labels will help assess the effectiveness of these APIs compared to traditional methods. This is an exciting opportunity for developers to experiment and share insights.
“Feedback from both Edge users and web developers are important to ensuring the best possible solution.”
As Microsoft Edge continues to innovate, the Privacy-Preserving Ads API represents a significant step toward a more secure and user-friendly web advertising landscape. Stay tuned for more updates as this initiative unfolds!
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