Online ads may be on the verge changing significantly, with Google testing favicons within ads.

Favicons are those little icons that show up in browser tabs when visiting certain websites. They’re a way for websites to add a little more branding, but many users find them annoying and distracting. What’s more, browser favicons have been exposed as a privacy risk, allowing bad actors to track users’ activity.

Evidently, Google still believes favicons may have a place in advertising, and is testing their inclusion, according to a tweet by Google’s AdsLiason account.

This is part of a series of small experiments to help users more easily identify the brand or advertiser associated with the Search ads they may see for a given query.

AdsLiason (@adsliason), January 24, 2022

There’s no indication when Google will make a final decision.