Tuesday September 17, 2019
Home Lead Story Google Announ...

Google Announces a New Initiative Called ‘Privacy Sandbox’ to Protect Users’ Privacy on Web

Recent studies have shown that when advertising is made less relevant by removing cookies, funding for publishers falls by 52 per cent on average

0
//
google, online tracking
A man walks past a Google sign outside with a span of the Bay Bridge at rear in San Francisco, May 1, 2019. VOA

In a bid to protect users’ privacy as they open ads on the web, Google has announced a new initiative called “Privacy Sandbox” to develop a set of open standards to fundamentally enhance privacy on Internet.

Google said it 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,” Justin Schuh, Director, Chrome Engineering, said in a blog post on Thursday.

The company 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, and keeping much more user information on-device only.

According to the company, large scale blocking of cookies undermine people’s privacy by encouraging opaque techniques such as “fingerprinting”.

privacy, google
FILE -Google CEO Sundar Pichai speaks during the keynote address of the Google I/O conference in Mountain View, Calif., May 7, 2019. VOA

With “fingerprinting”, developers have found ways to use information that vary between users — such as what device they have or what fonts they have installed to generate a unique identifier which can then be used to match a user across websites.

“Unlike cookies, users cannot clear their fingerprint, and therefore cannot control how their information is collected. We think this subverts user choice and is wrong,” said Google.

However, blocking cookies without another way to deliver relevant ads significantly reduces publishers’ primary means of funding, which jeopardizes the future of the vibrant web.

Also Read: Top Investor of Tesla Wants Elon Musk to Step Down as CEO

Recent studies have shown that when advertising is made less relevant by removing cookies, funding for publishers falls by 52 per cent on average.

“So we are doing something different. We want to find a solution that both really protects user privacy and also helps content remain freely accessible on the web,” said Google, asking for feedback on this approach from the web platform community, including other browsers, publishers and their advertising partners. (IANS)

Next Story

Microsoft Announces, ‘Over 112 mn Play Minecraft a Month’

But post-launch support and the ability of users to create content, even campaigns, are considered reasons behind its success. Hopefully, the title will continue to flourish and reach even greater heights, the report said

0
Microsoft, Taiwan AI
A man walks past a Microsoft sign set up for the Microsoft BUILD conference at Moscone Center in San Francisco, April 28, 2015. VOA

The popularity of video game Minecraft has been growing, with Microsoft announcing that over 112 million people play it a month. It’s 20 million increase over the figures reported in October 2018.

Minecraft was acquired by tech giant Microsoft in 2014 for $2.5 billion.

Given that the game is available on almost all platform, it’s no surprise that number of players keeps growing, Windows Central reported on Saturday.

Minecraft, Microsoft, Play, Month
Minecraft was acquired by tech giant Microsoft in 2014 for $2.5 billion.Minecraft was acquired by tech giant Microsoft in 2014 for $2.5 billion. Wikimedia Commons

Often touted as virtual LEGO, the game is about fitting pieces together to create something amazing. The game is essentially a blank canvas and provides endless building blocks.

Also Read: LG Looking to Revive its Tablet Business with ‘G Pad 5’

But post-launch support and the ability of users to create content, even campaigns, are considered reasons behind its success. Hopefully, the title will continue to flourish and reach even greater heights, the report said. (IANS)