As the movement to regulate cookies from the perspective of personal information protection is spreading worldwide, Google has announced that it will abolish the provision of third-party cookies by 2022. As a countermeasure, Google is considering the use of the “Privacy Sandbox” announced in August 2019.
Privacy Sandbox is attracting attention as a new method that does not rely on cookies and delivers optimal advertisements to users while respecting their privacy.
In this article, we will explain in an easy-to-understand manner what “Privacy Box” is, which Google proposes as an alternative to cookies.
Google announces retirement of third-party cookies by 2022
In January 2020, Google announced plans to remove support for third-party cookies in its web browser Chrome within two years.
Third-party cookies are cookies issued by a third party other than the website visited by the user.
For example, let’s say a user is browsing a news site and sees a banner advertising real estate investing. In this case, the cookies issued by the real estate investment advertising operator are third-party cookies. On the other hand, cookies issued by the operator of the news site you are actually viewing are called first-party cookies.
By using third-party cookies, a variety of information can be collected by the third party, such as the user’s interests and movements on the website. However, since the user’s behavior history is tracked without the user’s knowledge, there is a growing movement to restrict it from the perspective of privacy protection.
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Therefore, Google is considering “Privacy Sandbox”, which was announced in August 2019, as an alternative to third-party cookies. User data is held by the web browser (Chrome) and advertisers cannot access the data directly. This method supports digital advertising while protecting user privacy.
What is “Privacy Sandbox”, which is attracting attention as an alternative to cookies?
Privacy Sandbox is a project that enhances user privacy while displaying optimal advertising for users. As part of the Privacy Sandbox initiative, a new API (*) has been released that allows users to select ads and measure conversions without revealing individual user data, as well as prevent fraudulent and fraudulent activities.
Google’s goal is to create a system that maintains user privacy while maintaining the advertising ecosystem.
Privacy Sandbox uses non-specific signals instead of cookies, making it possible to deliver advertisements while respecting user privacy.
Specifically, we will utilize technologies such as “differential privacy,” which makes individual data indiscernible, and “federated learning,” which uses machine learning software in the browser to assess user interests. These technologies allow us to serve ads to users with shared interests without leaving personally identifying information outside of your browser (Chrome).
In other words, we are trying to replace what was previously achieved using cookies with the use of new APIs.
(*) API: An acronym for “Application Programming Interface.” A mechanism for sharing software functionality.
Preventing opaque technology to improve user privacy
While advocating a privacy sandbox, Google actively prevents technologies that are opaque to users, such as fingerprinting, in order to improve user privacy.
Fingerprinting is a mechanism for identifying an individual using only information obtained from the browser. Although it is a system that does not use cookies, it is possible to identify the user by combining very small pieces of information, and the user cannot refuse it.
Google believes that attempts to obtain information without a user’s knowledge or permission should be blocked. Google has stated that it will continue to take a strong stance against such attempts to threaten user privacy.
summary
◆Google has announced that it will discontinue support for third-party cookies in its web browser Chrome by 2022.
◆A new measure to replace cookies is the “privacy sandbox,” which refers to an entire project that strengthens user privacy while displaying advertisements that are optimal for users.
◆Privacy Sandbox uses non-specific signals in place of cookies, making it possible to deliver advertisements while respecting user privacy.
◆While advocating a privacy sandbox, Google is actively taking measures to prevent technologies that are opaque to users, such as fingerprinting.