While progressively attempting to diversify their companies with cloud and hardware, publicity supports Google mainly. User monitoring for ads clashes inherently with the wider privacy push. Google announced today an initiative entitled “Privacy Sandbox” to develop open standards that add to a more personal internet.
Google argues that advertising is essential to support many internet companies, such as publication, and should not be shunned completely. However, it acknowledges that ad tracking is “now used far beyond its original design intent” to serve more personalized and meaningful content. In other words, some data practices don’t match up to user expectations for privacy.”
Apple’s Safari has shifted to enhance user privacy, but Google criticizes how efforts to tackle this issue can have “unintended consequences” without an accepted set of standards.
- The first relates to how “large scale blocking of cookies undermine people’s privacy by encouraging opaque techniques such as fingerprinting.” Fingerprinting involves finding device information that differs between users to create a unique ID. Google points out that — unlike cookies — users cannot clear or reset their fingerprints.
- Next is how “blocking cookies without another way to deliver relevant ads significantly reduces publishers’ primary means of funding, which jeopardizes the future of the vibrant web.” According to Google, irrelevant ads served without cookies sees “funding for publishers falls by 52% on average.”
At I / O 2019, Google already announced Chrome alternatives to better classify cookies, highlight settings, and block fingerprints. Google’s today’s Privacy Sandbox plan goes further by working to “develop new standards that advance privacy while continuing to support free content access.” A standard-based approach — while long — enables a universal solution that is continuously used by all locations and browsers. Blocking disruptive experiences is comparable to the industry ad blocker.
- We’re exploring how to deliver ads to large groups of similar people without letting individually identifying data ever leave your browser
- Publishers and advertisers need to know if advertising actually leads to more business. If it’s driving sales, it’s clearly relevant to users, and if it’s not, they need to improve the content and personalization to make it more relevant.
- Publishers today often need to detect and prevent fraudulent behavior, for instance false transactions or attempts to fake ad activity to steal money from advertisers and publishers.
- With a privacy budget, websites can call APIs until those calls have revealed enough information to narrow a user down to a group sufficiently large enough to maintain anonymity. After that, any further attempts to call APIs that would reveal information will cause the browser to intervene and block further calls.