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Google's Privacy Sandbox to protect users' privacy on web
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IANS | 23 Aug, 2019
In a bid to protect users'
privacy as they open ads on the web, Google has announced a new
initiative called "Privacy Sandbox" to develop a set of open standards
to fundamentally enhance privacy on Internet.
Google said it will
work with the web community to develop new standards that advance
privacy, while continuing to support free access to content.
"Over
the last couple of weeks, we've started sharing our preliminary ideas
for a 'Privacy Sandbox' -- a secure environment for personalization that
also protects user privacy," Justin Schuh, Director, Chrome
Engineering, said in a blog post on Thursday.
The company also
aims to ensure that ads continue to be relevant for users, but their
personal data shared with websites and advertisers would be minimized by
anonymously aggregating user information, and keeping much more user
information on-device only.
According to the company, large scale
blocking of cookies undermine people's privacy by encouraging opaque
techniques such as "fingerprinting".
With "fingerprinting",
developers have found ways to use information that vary between users --
such as what device they have or what fonts they have installed to
generate a unique identifier which can then be used to match a user
across websites.
"Unlike cookies, users cannot clear their
fingerprint, and therefore cannot control how their information is
collected. We think this subverts user choice and is wrong," said
Google.
However, blocking cookies without another way to deliver
relevant ads significantly reduces publishers' primary means of funding,
which jeopardizes the future of the vibrant web.
Recent studies
have shown that when advertising is made less relevant by removing
cookies, funding for publishers falls by 52 per cent on average.
"So
we are doing something different. We want to find a solution that both
really protects user privacy and also helps content remain freely
accessible on the web," said Google, asking for feedback on this
approach from the web platform community, including other browsers,
publishers and their advertising partners.
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