Google is working on Privacy Sandbox to boost web privacy

Advertisements are a key source of revenue for content publishers. But just merely pushing out ads doesn’t help. A well-targeted ad works well. Now, for showing an ad that is relevant to a visitor, the use of Cookies is important. But when it comes to gathering data from Cookies, the user privacy goes for a toss. Google claims that “advertising is made less relevant by removing cookies and funding for publishers falls by 52% on average.” So, the cookies are needed for free content to accessible to all and at the same time cookies undermine privacy. Keeping both the extremes in mind, Google is looking at finding a middle ground.

“We want to find a solution that both really protects user privacy and also helps content remain freely accessible on the web. At I/O, we announced a plan to improve the classification of cookies, give clarity and visibility to cookie settings, as well as plans to more aggressively block fingerprinting,” said Justin Schuh, director, Chrome Engineering in an official post.

If you don’t understand fingerprinting then here is an example. The moment you visit a website, the developer looks for your device ID, fonts and other “little bits of information” to track you. While you can clear cookies, you can’t clear these fingerprints and you will not know as to how you are being tracked.

Google is working on a Privacy Sandbox. What is it? Google states that it is a secure environment for personalization that also protects user privacy. “Some ideas include new approaches to ensure that ads continue to be relevant for users, but user data shared with websites and advertisers would be minimized by anonymously aggregating user information, and keeping much more user information on-device only. Our goal is to create a set of standards that is more consistent with users’ expectations of privacy,” explained Google.

(This story has been sourced from a RSS feed and was originally published on ET CIO)