While Selling ads could be called a big part of Google’s revenue sources. The recent implementations of online tracking made users more protective over their critical information.
To negate with the situation, Google is expected to take vital steps to make sure it’s business, along with publishers and advertisers and users don’t get hurt.
The company is proposing a new plan, Privacy Sandbox, a new system that will set standards allowing advertisers to sell ads without harming user privacy and critical data.
Google says developers are finding new ways of tracking users with techniques like fingerprinting which are more harmful to a user’s privacy than cookies.
Blocking cookies, on the other hand, reduces many publishers’ funding by jeopardizing their ways of promoting relevant content to users.
And thus, Google’s new Privacy Sandbox plans aim to restrict techniques like fingerprinting and give users more control over their privacy. The company says it has started sharing ideas for its Privacy Sandbox with others in the industry.
“Starting with today’s announcements, we will work with the web community to develop new standards that advance privacy, while continuing to support free access to content. Over the last couple of weeks, we’ve started sharing our preliminary ideas for a Privacy Sandbox – a secure environment for personalization that also protects user privacy.”
The company is looking into ways of continuing to deliver relevant ads to users while making sure the data as anonymous as possible, and keeping much more of a user’s data on-device only.
One of the things Google is working on, for example, is a privacy budget. The company plans to put users in different groups — for example, it can group users who are interested in Pixel 3 and show them ads about the device without having information on every single user.
Publishers will then be provided with a “budget” for API calls that they can keep calling to get user data until they have reached the budget, large enough to narrow a user down to a group. This way, browsers will stop allowing sites to get more data on you than they actually need to put you in a group for the relevant ads.
Google is just getting started here with the Privacy Sandbox, but it sounds like a really good move if all you care about is your privacy in the first place. When and whether the plans will actually go ahead and be implemented as actual features remain to be seen, so don’t get your hopes up just yet. The actual picture is far from release unless and until Google sends out implementation and excellence.