Advertising is essential to guarantee the maintenance of a website. Despite this, if privacy practices do not match the changing expectations of the public, the entire ecosystem is at risk. People demand certainty about the security of their information and identity while surfing the internet.
Google has shared his progress on Privacy Sandbox for Chrome. Seeks to replace cookies from third parties for other elements, such as interest-based advertising, that are more respectful of the privacy of the users’ website.
The Privacy Sandbox initiative for interest-based digital advertising starts from the idea that groups of people with like-minded interests could replace individual identifiers. Advances in this technology allow Google to ensure that almost as effective results as cookie-based approaches can be achieved.
Google’s advertising teams have created simulations based on the principles of Chrome’s FLoC proposal, and have tested this alternative to third-party cookies in which user privacy is paramount. The specific result depends on the power of the grouping algorithm that FLoC uses and the type of audience you want to reach.
On the other hand, Privacy Sandbox also contains proposals so that marketers can create and implement their own audiences without the need for cookies from third parties. The most recent is FLEDGE, in which Chrome uses a trusted server, specifically designed to store information about the bids and budgets of advertising campaigns.
Chrome intends to make FLEDGE available to the community throughout the year for origin testing. Ad technology companies will have the opportunity to use this API with the server of their choice.
What concerns to conversion metrics, Google’s proposal for Chrome within its Privacy Sandbox is included in APIs that exploit privacy-friendly techniques. For example, using aggregate information, adding noise, or limiting the amount of data that is sent from the device.
Protection against fingerprint tracking
They take into account the development of technology capable of protecting the public from opaque or hidden techniques, which share data about individual users and allow them to be traced covertly. One of those tactics is to use the IP address of a device. With the aim of trying to identify a person without their knowledge or without giving them the option to refuse.
The future of privacy on the web
Privacy Sandbox is the best way to achieve the double objective of improving the privacy of network users. In addition, to providing publishers with the income they need to create good content and ensuring that advertisers can offer their products to the right audience.