Sandbox—in an attempt to develop a set of open standards that
fundamentally enhances privacy on the web while continuing to
support a free, open and democratic Internet through digital
advertisements.
A lot of websites on the Internet today, including The Hacker
News, rely on online advertisements as their primary source of
funding to operate and keep their professionally created content
open and freely accessible to everyone.
However, with the evolution of online advertising, the targeted
advertisement technologies have become too much invasive because of
involved intrusive practices and more prudent approaches to
accurately curate users’ personal information, thereby raising
serious privacy concerns among Internet users.
In its latest blog post,
Google acknowledged that ad tracking is “now being used far beyond
its original design intent,” but also highlights that unplanned
attempts to address privacy concerns can have unintended
consequences on all, including end-users, publishers and
businesses.
“Recently, some other browsers have attempted to address this
problem, but without an agreed-upon set of standards, attempts to
improve user privacy are having unintended consequences,” Google
says.
“Many publishers have been able to continue to invest in freely
accessible content because they can be confident that their
advertising will fund their costs. If this funding is cut, we are
concerned that we will see much less accessible content for
everyone.”
introduced Privacy Sandbox, an initiative to develop a new set of
standards that will be more consistent with users’ expectations of
privacy, while providing a secure environment for personalization.
Since Privacy Sandbox is in its early development stage, Google
is seeking out ideas and feedback from publishers, advertisers, web
and tech communities, developers, as well as privacy
advocates.
As a jump start, Google has proposed some
ideas that can be used to develop privacy-preserving APIs, which
includes:
- Tracking users by category, not individually —
delivering ads to large groups of similar people without letting
individually identifying data ever leave the user’s browser. - Targeting interests without letting advertisers track
specific user across the web — Addressing the
measurement needs [content and personalization to make it more
relevant] of the advertiser without letting the advertiser track a
specific user across sites. - Detecting and preventing fraudulent
behavior — for instance, false transactions or
attempts to fake ad activity to steal money from advertisers and
publishers.
Google also understands that developing new web standards as a
universal solution for sites and browsers is a complex process that
can take years and also involve significant thought, debate, and
input from many stakeholders.
The company has already introduced some immediate privacy and
security-oriented
measures[3] in its web browser,
including better classification of cookies, highlighted settings,
and fingerprint blocking, to allow users to block online
tracking.
References
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