当前位置:网站首页>Chromium privacy sandbox makes user privacy more secure

Chromium privacy sandbox makes user privacy more secure

2021-05-04 12:35:14 Badd

Chromium Privacy sandbox makes user privacy more secure

 Picture by  Unsplash  Of  Dan Nelson  Provide

There has been a lot of discussion about privacy security recently , Especially browser related topics , There are many different opinions . not long ago ,WhatsApp There was a big uproar about a statement made by , They announced that they would work with their parent company Facebook Shared user data . According to the Wired fact ,WhatsApp And Facebook Sharing user data for years . The commotion sparked a discussion about using user data for advertising services .

You might say , Personal data should not be shared with Facebook For the precise delivery of advertising . But I believe , If this process can be carried out by proper and legal means , The advantages outweigh the disadvantages . Imagine , You and your friends were just WhatsApp I talked about a mobile phone , And the next second , You are Facebook I saw the advertisement of this mobile phone on the Internet . Even though your first reaction will be to think deeply and fear deeply , But without these customized ads , You won't know that this store is selling this phone at a very attractive price .

Given that users and businesses have benefited a lot from this , Many proposals have sprung up to change the way advertising works . And the privacy sandbox is Google Such a new set of proposals is proposed , The purpose is to make the network ecological environment better and better at the same time , To ensure that the enterprise can obtain revenue through advertising .

What is the privacy sandbox ?

The privacy sandbox comes from Google A set of solutions , Aimed at “ Create a thriving network ecological environment , Users and their privacy rights can be respected at least in such an environment ”. This scheme provides a set of privacy protection API, It can ensure the profit of the enterprise , Without using a third party Cookie And so on . In this kind of environment Cookie In the scene ,Google We hope to be able to accurately launch advertisements according to the standards set by the privacy sandbox 、 Traffic conversion and fraud prevention . meanwhile , In this scene Cookie Will be protected by the privacy protection mentioned above API Instead, .

In software engineering terms ,“ Sandbox ” The term refers to a protected environment . In this privacy sandbox , User data is firmly protected in a secure local environment in the browser . Advertisers can only use a given API Access the information you need . these API Will not expose any data other than the information that advertisers need .

One of the important principles of the privacy sandbox is : Users' private data should be protected , Never share it in a way that can identify users across sites .

Let's take a look at , How does the privacy sandbox work without using a third party Cookie To change the way we surf the Internet .

 The picture is from  Unsplash  Of  Paula Guerreiro

Advertising based on user interest

Group learning (Federated Learning of Cohorts, abbreviation FLoC) It's used to replace third parties in targeted advertising Cookie One of the solutions . The scheme hopes to change the way users are tracked , Instead of observing everyone's browsing behavior , It's better to observe the behavior of a group of similar people . This new way enables enterprises to group users with similar interests , Match targeted ads to the right users . This novel approach will Single user “ Hidden in the public ”, And use the device side (On-device) To ensure the local security of user data .

Google The advertising team has successfully passed the test , And found And based on Cookie Compared with our advertising program , Advertisers are expected to get at least the same conversion rate for every dollar they spend 95%. This finding is enough to prove that ,FLoC It's the future of privacy .

Chrome The team expects to be in 2021 year 3 Public testing began in June . details See this .

Creating audiences

A successful advertising campaign , One of the elements is how to create an audience . For how to make marketers and advertisers not use third parties Cookie Can create an audience precisely , Privacy sandbox has its own tricks .Chrome The team announced a project called FLEDGE New proposal , The proposal is based on a previous project called TURTLEDOVE Of Chrome The proposal . This new proposal has absorbed the industry's attention to TURTLEDOVE Feedback , And integrate the “ Trusted server ” Other characteristics . Trusted servers are used to store bids for advertising campaigns 、 Budget and other information .

FLEDGE Essentially, Google Options for advertisers with specific needs , These advertisers want to re market (Remarketing) Reach those who have visited their website before .FLEDGE It's expected to start a trial later this year , See here for details .

Measure the effect of transformation

Google Put forward a variety of proposals to allow marketers to quantify the transformation effect . These proposals can support the key needs of advertisers at the same time , Make sure your privacy is protected . Like the event level (Event-level) Reporting and aggregation level (Aggregate-level) Report that this kind of technology will be used to quantify the effect of transformation . These data reporting techniques allow bidding models to identify patterns in the data , And for consumer groups to measure accuracy .

Google It also plans to use information aggregation 、 Add interference and limit the amount of data sent by the device to protect the privacy of consumers . therefore , Advertisers will have to prioritize data that is important to their reports , And only access to this data . but Google Feedback is still being widely collected , And the prototype for measuring transformation has not yet been built .

Prevent advertising fraud

To maintain a good network ecological model , Advertising should be able to distinguish between real user traffic and fraud traffic .Google The plan relies on a method called trustworthiness Token API The features of realize this ability . trusted Token API It's a new one API, To help fight fraud 、 Distinguish between real users and robots . This feature makes a source (Origin) It can generate encrypted Token. these Token Stored in the user's browser , Used to evaluate user identity in other scenarios .

Google Expected this year 3 Open for trial every month , Follow the next version of Chrome Release , This version supports the upgraded version of trusted Token API, details See this .

Anti fingerprint tracking

About browser fingerprint recognition and its dangers , I've written several articles , details See this .

Browser fingerprint recognition is a technology to identify and track users , Marketers use simple information , For example, user browser model and version 、 operating system 、 plug-in unit 、 The time zone 、 Language 、 Screen resolution and other settings can determine the unique user and track it .

In order to protect the privacy sandbox against fingerprint identification ,Google This paper presents a method of anti fingerprint identification . This new method is called Gnatcatcher, It will try to hide the user's IP Address , At the same time, it does not interfere with the normal behavior of the website . because Gnatcatcher It's still under development , So it will continue to optimize based on community feedback .

About Gnatcatcher More details of See this .

here yes Chrome The team 2021 year 1 Update of the month .

summary

In order to change the network ecological environment , People have made a lot of bold attempts . But most of the attempts ended in failure , The main reason is that there are more than one or two stakeholders who are resistant to change . But if you use the privacy sandbox ,Google claim , With a third party Cookie The scheme is compared with , For every dollar advertisers and marketers spend, the conversion rate will only drop at most 5%. On the other hand , Consumers will always be happy to see their privacy information more secure in the new model .

But people in advertising and marketing have their own concerns . They suspect Google Whether we can make a bowl of water even for our own team and outsiders .Google I have a special advertising team . Experts want to know if these internal teams are also working with external marketers 、 Advertisers and other advertising practitioners alike , You can only get the same aggregate data . There has been a The facts Can prove Google I used to play tricks to protect my share of advertising revenue . If it's still the same trick this time , That means Google Our own team can get more fine-grained user data , It's unfair to the rest of the advertising industry . If Google What tricks are you going to play , Wait and see , It's definitely a mess .

What do you think of this new proposal ? Can it make the network ecological environment more secure ? Or will it pass the scepter to the monopolist ?

Thank you for reading !

If there are errors in the translation or other areas that need to be improved , Welcome to Nuggets translation plan Revise the translation and PR, You can also get bonus points . At the beginning of the article Permanent link to this article That's what this article is about GitHub Upper MarkDown link .


Nuggets translation plan It is a community that translates high-quality Internet technology articles , The source of the article is Nuggets Share articles in English on . Content coverage AndroidiOS front end Back end Blockchain product Design Artificial intelligence Other fields , If you want to see more excellent translations, please keep your eyes on Nuggets translation plan Official micro-blog Know about columns .

版权声明
本文为[Badd]所创,转载请带上原文链接,感谢
https://chowdera.com/2021/05/20210504123219493p.html

随机推荐