Google is working on ways to boost web privacy while keeping publishers happy

Advertisements are a major source of revenue for content publishers. But simply removing ads does not help. A well targeted advertisement works well. Now, to show relevant ads for a visitor, the use of cookies is important. But when it comes to collecting data from cookies, user privacy goes for a toss. Google claims that “removing cookies makes advertising less relevant and funds for publishers fall by 52% on average.” So, cookies require free content to reach everyone and at the same time cookies reduce privacy. With both extremes in mind, Google is looking to find a middle ground.

“We want to find a solution that both truly protects user privacy and also helps content remain freely accessible on the web. At I / O, we announced plans to improve cookie classification, give clarity and visibility to cookie settings, as well as more aggressively block fingerprinting, ”Justin Schuh, Director, An Official Post Chrome Engineering said.

If you do not understand fingerprinting then here is an example. When you visit a website, the developer looks for your device ID, fonts and other “small pieces of information” to track you. When you can clear cookies, you cannot clear these fingerprints and you will not know how you are being tracked.

Google is working on a privacy sandbox. what is this? Google states that it is a secure environment for personalization that also protects user privacy. “Some ideas include new approaches to ensure that ads remain relevant to users, but keep user data anonymously collected user information shared with websites and advertisers and only more user information on the device Will be minimized. Our goal is to create a set of standards that conform to users’ privacy expectations, ”Google explained