Google has made proposal for a set of open standards on privacy, dubbed Privacy Sandbox, that will fundamentally prevent profiling of users and still support Free and Open Internet for digital advertisements.
While the issue of targeted advertising encroach on web users privacy, with tracking technologies becoming too invasive through intrusive practices by advertisers to accurately identify individuals for ads serving, there is now serious concerns amongst Internet users.
Google wants to help in finding a solution that will both protect users privacy and also help web content remain freely accessible on the web. The idea of Privacy Sandbox is to ensure secure environment for personalization that fundamentally protects user privacy. It includes new approaches that ensure ads will continue to be relevant for users, but without user data been shared with websites and advertisers, by anonymously aggregating the data, and maintaining more information on-device only.
The company hopes to work with the web community in developing the new standards to advance privacy, and by following the web standards process and seeking industry feedback on ideas for the Privacy Sandbox.
As part of its effort to advance privacy, Google had earlier made known its plans to improve the classification of web cookies, by giving clarity and visibility to the cookie settings, as well as aggressively blocking all fingerprinting techniques, thereby allowing users to evade web tracking.
Google has also made available its documentations on the specific problems they are trying to solve with the Privacy Sandbox, and have shared series of explainers with the web community. As the project will require significant thought, debate and input from stakeholders and generally, this may take multiple of years.