Google said earlier this year it would join other web browser companies to block third-party cookies in Chrome. Today developers have their first chance to test a proposed alternative to tracking users across the web.

Trust tokens are designed to authenticate a user without needing to know their identity. They could still let websites prove to advertisers that actual users – not bots – visited a site or clicked on an ad.

Google’s vice president for ads privacy and safety says the company still plans to eventually phase out third-party cookies in Chrome. Safari and Firefox already block them by default, though Safari is more aggressive about it.

The new labels will begin rolling out toward the end of the year. Google will now provide the verified name of the advertiser.