Microsoft Edge introduces privacy-focused ads API in developer preview

Microsoft has revealed a limited preview of an innovative ads API focused on enhancing privacy for developers using the Canary and Dev channels of Microsoft Edge version 130.0.2808.0 and later. This new feature, known as the Ad Selection API, aims to present online advertisements while prioritizing user privacy, moving away from the traditional third-party cookie tracking methods.

In conjunction with the API preview for developers, Microsoft is introducing a range of web platform enhancements within Edge. This rollout includes a brief Origin Trial for the API along with its auction processes, which the company claims adhere to privacy standards. Additionally, the preview provides fresh Edge user settings aimed at promoting transparency and increasing user empowerment regarding their data.

The tech giant is implementing this feature gradually, so it may not yet be visible to all users on the Canary and Dev channels. If you wish to enable it manually, input edge://flags#edge-ad-selection-api into the URL bar to access and activate the API. However, it’s important to note that the preview is currently limited to certain regions and notably does not include the European Economic Area (EEA) or the United Kingdom (UK).

Developers who want to delve deeper into the Ad Selection API can find comprehensive information on a dedicated GitHub project page. New issues can be tracked and raised in this repository, with biweekly discussions planned to explore various project facets. If you prefer to report issues without using GitHub, you can do so in Edge by navigating to Settings and more (…) > Help and feedback > Send feedback.

For now, while this development may not seem relevant to end users immediately, it bodes well for Microsoft Edge users seeking a more private online advertising experience. However, Microsoft has not provided a specific timeline for when these enhancements will begin affecting everyday users.

Source: Microsoft

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