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There is a very delicate balance in terms of targeted advertising and violation of users' privacy – some even think that it's not possible to have both at once – but Google would like establish a new set of standards for browsers that allow browsers not to do so. too much worry for the latter. The company calls this initiative "Privacy Sandbox". She hopes this could help prevent privacy breaches such as "fingerprints".
The new Privacy Sandbox is based on the fact that the widespread blocking of cookies has not contributed to the protection of users' privacy. Workarounds such as "fingerprints" – which build an image of your device based on details such as reported hardware, software versions, and installed fonts – still allow for identifiable tracking, but without the convenience of stored files locally that can be easily removed. Ad networks and sites can again you follow, you can not do anything without cookies to throw.
Even though there was a quick fix to prevent fingerprinting without targeted advertising, publishers' advertising revenues (read: Internet content creators) would decrease considerably. L & # 39; Internet depends on content created by professionals, and often the margins are not very high. Without this type of content, which includes sites like ours, the Internet would be a pretty sad place.
The new Privacy Sandbox is designed to address both of these concerns, offering advertisers a way to show you targeted (and more profitable) ads, without resorting to unethical and irreversible practices, such as fingerprints. Google calls this "a secure environment for personalization that also protects the privacy of the user", which is a clear compromise, but could work better in the long run than the widespread blocking of tracking data such as Cookies.
At this point, the Privacy sandbox is just a concept. Google is actively seeking feedback from browser developers, privacy advocates, publishers and advertisers on their own feelings on the subject. The company wants to preserve the APIs needed for ad selection / targeting, conversion calculations, and fraud prevention, without forcing anyone to use a workaround such as fingerprinting. She has also developed a series of explanators explaining how the sandbox might work. waiting.
While Google wants to "get things done as quickly as possible", it also understands that major developments and new standards such as this "require in-depth thinking, debate and input from many stakeholders, and generally take many years, "so you probably won. Do not view any new Privacy Sandbox features in Chrome for a while.
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