Users who visit publishers signed up to the SWAN, which is aiming to be operational this summer, will only be asked to consent to personalised marketing once – with their choice then carrying over to all the other websites involved.
With that privacy message publishers would be able, if they choose, to explain to their readers why personalised ads help them make money and fund more journalists – where at the moment this value exchange is never explained.
A unique identifier enables the personalisation, if opted in, to be shared without the use of third-party cookies. Users will also be able to more easily tell websites if there are particular adverts they are uninterested in – which could mean publishers can better make the most of their ad slots and make more money.