Google proposes a new privacy controls called Privacy Sandbox

Google Privacy Sandbox

Google has announced a “Privacy Sandbox” initiative to build open standards that contribute to a more private web.


Now Google Chrome team has proposed a "Privacy Sandbox" to give us the best of both worlds - ads that publishers can target towards their interests but that does not infringe the privacy.


There are some specific proposals in Google’s announcement that security experts have seen this as signs of improvement. The search giant seems to be taking seriously concerns over fingerprinting, which is when browsers identify individual users and track them without their knowledge.


Other browsers such as Safari and Firefox have recently moved to allow users to block the collection of cookies, which are collected data when you visit a website, and used to track your activity online.


Google does not plan to allow you to block cookies in their entirety.


The “Privacy Sandbox” is designed to limit web fingerprinting and protect user’s privacy while keeping Google’s ad business intact.


This new proposal follows the company’s plans how cookies in Chrome work and to make it easier for users to block tracking cookies. And soon, your browser will feature new options that give you more control over how much you share without losing your anonymity.


Users cannot clear about their data, and therefore cannot control how their information is collected.


So, this privacy tool could restrict sharing personal data until it's shared across a large group of people using technologies called differential privacy and federated learning.


This proposal comes at a time when its power and data-tracking practices are under the microscope of both the general public and regulators.


The company is also being squeezed by competitors that are beginning to offer privacy-conscious customers browsers with more privacy controls.


Browsers already include security sandboxes that designed to confine malware and limit its possible damage. And this proposed privacy sandbox would similarly restrict tracking technology also.


Justin Schuh, a director of Chrome engineering focused on security matters said,

"This privacy sandbox is a secure environment for personalization that also protects user privacy. Our goal is to create a set of standards that is more consistent with user's expectations of privacy."

Today, 'Privacy' is a major concern among tech giants including Google, Apple and Facebook. The privacy sandbox is a major step of that, if it works and is accepted by websites and advertisers, could help Google out of its privacy issues.


The tech giant also aims to ensure that ads continue to be relevant for users, but their personal data shared with websites and advertisers would be minimized by anonymously aggregating user information.


Google's proposal, while comprehensive, also brings plenty of challenges.


For now, it's unclear what would be the ultimate effect of this privacy sandbox, but it's notable that the company is even considering changes.


If Google's privacy sandbox is accepted by websites and advertisers, it could prove to be a major leap in addressing privacy concerns on Google.




Source