Google says it wants to be the new standard carrier for a less intrusive internet using what makes it a & # 39; privacy sandbox & # 39; calls.
The company announced its intentions on Thursday through a long blog post describing the idea as a set of & # 39; open standards & # 39; designed to balance the balance between targeted ads and user privacy – the first to state that it increasingly conflicts with people's interest.
& # 39; Technology that publishers and advertisers use to make ads even more relevant to people is now being used far beyond the original design of the design – to a point where some data practices do not match users' expectations for privacy, & # 39; reads the post.
& # 39; Some other browsers have recently attempted to address this issue, but without an agreed set of standards, attempts to improve user privacy have unintended consequences. & # 39;
Google has announced that it is trying to offer users more privacy while continuing to use their information to target ads
In the post, Google pointed to the & # 39; large-scale blocking of cookies & # 39; – essentially a detailed trace of someone's internet use – as the impetus for some unintended side effects.
Blocking cookies has become an increasingly popular method to get privacy back to some users and has emerged as a proverb for outlets from Chrome competitors such as Mozilla Firefox.
Firefox recently started rolling out a whole range of new features that allow users to better track their cookies and help them manage how and when they are tracked online.
According to Google, one of the consequences of browsing without cookies is an increase in alternative methods for web tracking, such as & # 39; fingerprinting & # 39 ;.
This method uses more secret information to monitor user habits, including tracking device, fonts, and other data points to generate unique identification.
& # 39; Unlike cookies, users cannot erase their fingerprint and therefore cannot determine how their information is collected. We think this undermines the user's choice and is wrong & # 39 ;, says Google.
Secondly, and probably more importantly for Google, the banning of cookies has influenced the ability to generate advertising revenue.
& # 39; Blocking cookies without any other way of displaying relevant ads significantly reduces publishers' primary funding opportunities, endangering the future of the vibrant web & # 39 ;, Google said.
Although Google's blog post focuses on the impact of lost advertising relevance on its publishers, advertising has long been the center of the company's business model.
Google wants to offer users more privacy and at the same time support advertising revenue – both for themselves and for publishers who rely on the platform for their audiences
In the first quarter of 2019, Google alone brought in more than $ 30 billion in advertising revenue.
With his & # 39; privacy sandbox & # 39; Google says it hopes to step in and save cookies, taking into account an increasing demand for more user privacy.
To do this, it says it will focus on various key areas, including coming up with a way to present advertisements to customers without disclosing identifying information.
This may include technology such as & # 39; federated leaning & # 39; – a kind of machine learning – is used to only follow the data of large groups rather than individual habits.
& # 39; New technologies such as Federated Learning show that it is possible for your browser to reveal that you are a member of a group that likes Beyoncé and sweater vests until it is certain that the group will contain thousands of other people & # 39; , the company said.
It also identified & # 39; conversion & # 39; – based on whether an advertisement resulted in a sale – as an area with extra privacy, but gave few details about how it would actually achieve this.
Mozilla has made a concerted effort to keep users away from other browsers such as Google Chrome by incorporating privacy into its experience
& # 39; Both Google and Apple have already published at an early stage to evaluate how some of these use cases could be addressed, & # 39; said the company.
& # 39; These proposals are a first step to investigate how the metering needs of the advertiser can be met without allowing the advertiser to follow a specific user on different sites. & # 39;
Like all major technology companies, Google is under increasing pressure to offer users reasonable privacy, because the awareness of people's data has been used, sometimes to the detriment of them.
Calls for more privacy have also come from regulators who had spoken to important gatekeepers such as Google and Facebook for their role in everything from spreading wrong information to breaking antitrust statutes.
By intervening as a privacy practice broker, Google is likely hoping to kill multiple birds in one fell swoop – to satisfy both regulators and users and at the same time set a tone in the world of browsing and data that is beneficial to itself and the companies it trusts for income.
To help Google in its search for the reconciliation of big data and privacy, the company encourages the & # 39; platform community, including other browsers, publishers, and their advertising partners & # 39; to provide feedback on future initiatives that it says it & # 39; several years & # 39; can take time to work out entirely.
WHAT IS GOOGLE & # 39; S NEW & # 39; PRIVACY SANDBOX & # 39 ;?
Google announced an important new initiative, the & # 39; privacy sandbox & # 39; which it hopes will help set a new standard for balancing privacy with targeted ads.
According to the company, its new initiatives will act as an & # 39; open standard & # 39; for not only the company, but also for others in the sector of big data and web browsing.
To help find a medium, Google said it ends up in various key areas of user data, including:
- Ad selection, which allows advertisers to collect personal information that is used to target ads. Google says it wants to further anonymize data and at the same time offer advertising companies the information they need to target audiences.
- Conversion measurement, which keeps track of whether or not an advertisement has resulted in a sale. Google was less specific, but said it was the first stages of planning with Apple to adjust statistics for privacy expectations
- Fraud prevention, these are tools used to combat fradulent or malicious advertisements that can scam customers. While these tools can help protect users, Google says they can sometimes invade privacy
Google says its initiatives are likely to be & # 39; several years & # 39; will last and has invited members of his advertising community and others to his platform to provide feedback.
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