Microsoft Edge browser will push the "Transparent Advertising" program, who took user information at a glance

IT House news on December 13, Google Chrome's privacy sandbox and its related FLoC tracking plan have previously been opposed by many parties, leading the company to postpone the implementation of ad tracking personalization technology.

Now, Microsoft has decided to evolve its own program to improve user privacy while maintaining a healthy ad revenue ecosystem for websites and apps.

Microsoft's plan is called "Transparent Ads" and can be used in the latest Canary version of the Edge browser.

As you can see from the image above, with transparent advertising, Edge Browser will be able to show people the personal data collected by the website, who can access the personal data, and which ads are personalized as a result.

That is, users can know where a particular ad was crawled from.

IT House understands that, specifically, users will be able to:

See which ad provider is part of the Transparent Ad Provider program.

See which ad provider is responsible for advertising.

View information about data that an ad provider collects or infers to personalize the ad.

See which websites use ad providers to track user information.

Visit the ad provider's page to delete or de-identify all previously collected data. When transparent advertising is disabled in the Edge browser settings, the planned ad provider will no longer collect personal data for personalized advertising.

For ad providers and websites, this approach is a bit more eclectic than Google's FLoC and won't completely crawl user data, but it's not known how much it will support it.