The Future of Internet Privacy
Posted: Tue Jan 21, 2025 6:09 am
While proposals like FLoC and FLEDGE explore privacy-preserving ways to reach relevant audiences, there is also work underway to help buyers scale the bids placed on ads viewed by these audiences. We invite ad exchanges, demand-side platforms, and advertisers to try out the Privacy Sandbox technology. The feedback and suggestions gathered from these tests will help ensure that advertising auctions continue to function smoothly when third-party cookies are phased out.
Conversion measurement
Chrome has already proposed a number of technologies within the Privacy Sandbox that would allow marketers (and the partners working on their behalf) to measure campaign performance without relying on third-party cookies. These proposals protect consumer privacy while also addressing key advertiser needs, such as event-level reporting that allows bidding models to identify patterns in data, or aggregated reporting that provides accurate measurement across multiple groups of users.
Using privacy-protecting techniques such as aggregating indonesia whatsapp data information, adding noise, and limiting the amount of data sent by the device allows the proposed APIs to record conversions in a way that preserves user privacy. For example, an event-level iteration of the API is already available in origin trials for measuring click-through conversions. It protects privacy by adding noise and limiting the “bits” of conversion data the API can send at a time. As a result, advertisers have to prioritize the conversions that matter most to their reporting needs.
Over the coming months, Google’s advertising teams will continue to evaluate how the proposed conversion measurement APIs can be used alongside Google’s measurement products to support use cases such as reporting on view-through conversions, determining incrementality and reach, and performing attribution. We recommend that clients implement site-wide tags alongside the global site tag or Google Tag Manager to minimize disruption during this time. Further decisions will need to be made before building a prototype – including what the appropriate level of noise is and what the minimum number of conversions to include when reporting at an aggregate level is. With this in mind, we invite ad tech companies, publishers, and advertisers to engage in the ongoing discussion in the public forums.
Ad Fraud Prevention
The health of the ad-supported internet depends on companies being able to differentiate between genuine visitors and fraudulent traffic. That’s why Chrome opened up the Trust Token API for testing last July. The goal is to help verify authentic traffic without exposing people’s identities. Today, Chrome began sharing plans to begin an origin trial in March with the new version, which aims to support a new type of Trust Token issuer that would improve fraud detection on mobile devices while protecting user security. Google’s ad teams will then begin testing this feature with trusted users on mobile devices and will share their findings in the public forums based on the results.
Anti-fingerprint
The Privacy Sandbox’s overarching goal is to develop technologies that protect people from hidden or opaque tactics—which share data about individual users and allow them to be tracked without their knowledge. One such tactic uses a device’s IP address to attempt to identify a person without their knowledge or ability to stop the tracking. Chrome recently published a new proposal, Gnatcatcher, for how a user’s IP address could be masked to protect their identity without interfering with the normal operations of a website. This proposal will continue to be refined based on feedback and suggestions from the internet community.
Thanks to the early results of FLoC, ongoing API development, and continued industry dialogue, we are more confident than ever that the Privacy Sandbox is the best path to improving user privacy on the web, while ensuring that publishers can earn the revenue they need to fund great content and that advertisers can reach the right people for their products.
Conversion measurement
Chrome has already proposed a number of technologies within the Privacy Sandbox that would allow marketers (and the partners working on their behalf) to measure campaign performance without relying on third-party cookies. These proposals protect consumer privacy while also addressing key advertiser needs, such as event-level reporting that allows bidding models to identify patterns in data, or aggregated reporting that provides accurate measurement across multiple groups of users.
Using privacy-protecting techniques such as aggregating indonesia whatsapp data information, adding noise, and limiting the amount of data sent by the device allows the proposed APIs to record conversions in a way that preserves user privacy. For example, an event-level iteration of the API is already available in origin trials for measuring click-through conversions. It protects privacy by adding noise and limiting the “bits” of conversion data the API can send at a time. As a result, advertisers have to prioritize the conversions that matter most to their reporting needs.
Over the coming months, Google’s advertising teams will continue to evaluate how the proposed conversion measurement APIs can be used alongside Google’s measurement products to support use cases such as reporting on view-through conversions, determining incrementality and reach, and performing attribution. We recommend that clients implement site-wide tags alongside the global site tag or Google Tag Manager to minimize disruption during this time. Further decisions will need to be made before building a prototype – including what the appropriate level of noise is and what the minimum number of conversions to include when reporting at an aggregate level is. With this in mind, we invite ad tech companies, publishers, and advertisers to engage in the ongoing discussion in the public forums.
Ad Fraud Prevention
The health of the ad-supported internet depends on companies being able to differentiate between genuine visitors and fraudulent traffic. That’s why Chrome opened up the Trust Token API for testing last July. The goal is to help verify authentic traffic without exposing people’s identities. Today, Chrome began sharing plans to begin an origin trial in March with the new version, which aims to support a new type of Trust Token issuer that would improve fraud detection on mobile devices while protecting user security. Google’s ad teams will then begin testing this feature with trusted users on mobile devices and will share their findings in the public forums based on the results.
Anti-fingerprint
The Privacy Sandbox’s overarching goal is to develop technologies that protect people from hidden or opaque tactics—which share data about individual users and allow them to be tracked without their knowledge. One such tactic uses a device’s IP address to attempt to identify a person without their knowledge or ability to stop the tracking. Chrome recently published a new proposal, Gnatcatcher, for how a user’s IP address could be masked to protect their identity without interfering with the normal operations of a website. This proposal will continue to be refined based on feedback and suggestions from the internet community.
Thanks to the early results of FLoC, ongoing API development, and continued industry dialogue, we are more confident than ever that the Privacy Sandbox is the best path to improving user privacy on the web, while ensuring that publishers can earn the revenue they need to fund great content and that advertisers can reach the right people for their products.