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Privacy sandbox
FounderGoogle
TypeInitiative
PurposeDevelopment of web standards
Websiteprivacysandbox.com

The Privacy Sandbox is an initiative led by Google to create web standards for websites to access user information without compromising privacy.[1] Its core purpose is to facilitate online advertising without the use of third-party cookies.[2]: 39  The initiative includes Federated Learning of Cohorts as well as other proposed technologies,[3] many of which have bird-themed names.[4]

The initiative has been described as anti-competitive and has generated an antitrust response.

Model

Proposals in the Privacy Sandbox are based on advertising through cohorts rather than to individuals. They generally place the web browser in control of the user's privacy, moving some of the data collection and processing that facilitates advertising onto the user's device itself.[2]: 41  There are three focuses within the Privacy Sandbox initiative: replacing the functionality of cross-site tracking, removing third-party cookies, and mitigating the risk of device fingerprinting.[2]: 45 

Proposals

Federated Learning of Cohorts (FLoC)

Main article: Federated Learning of Cohorts

The Federated Learning of Cohorts algorithm analyzes users' online activity within the browser, and generates a "cohort ID" using the SimHash algorithm[5] to group a given user with other users who access similar content.[6]: 9 

Proposals for serving advertisements

TURTLEDOVE

TURTLEDOVE, which stands for "Two Uncorrelated Requests, Then Locally-Executed Decision On Victory",[2]: 45  is a framework proposed by Google to serve ads through the browser.[2]: 49 

SPARROW

SPARROW, which stands for "Secure Private Advertising, Remotely Run On Webserver",[2]: 45  is a proposal made by advertising company Criteo in response to Google's TURTLEDOVE. It would place a third party in control of parts of the ad service process, so that the browser company would not have as much control.[2]: 51 

Dovekey

Dovekey is a proposal made by Google in response to both SPARROW and TURTLEDOVE. It places the final part of the ad service process in the browser, but uses a third party server for key-value association.[2]: 52 

PARRROT

PARRROT is a proposal by advertising company Magnite in response to TURTLEDOVE. It places ad publishers in control of the ad service process through code embedded in their websites.[2]: 53 

Antitrust concerns

In March 2021, 15 attorneys general of U.S. states and Puerto Rico amended an antitrust complaint filed in December; the updated complaint says that Google Chrome's phase-out of third-party cookies in 2022[7] will "disable the primary cookie-tracking technology almost all non-Google publishers currently use to track users and target ads. Then [...] Chrome, will offer [...] new and alternative tracking mechanisms [...] dubbed Privacy Sandbox. Overall, the changes are anticompetitive".[8][9] The lawsuit suggests that the proposed changes in the Privacy Sandbox would effectively require advertisers to use Google services in order to advertise.[7]

References

  1. ^ Lardinois, Frederic (August 22, 2019). "Google proposes new privacy and anti-fingerprinting controls for the web". TechCrunch. Retrieved 2021-05-19.{{cite web}}: CS1 maint: url-status (link)
  2. ^ a b c d e f g h i Geradin, Damien; Katsifis, Dimitrios; Karanikioti, Theano (2020-11-25). "Google as a de facto Privacy Regulator: Analyzing Chrome's Removal of Third-party Cookies from an Antitrust Perspective". Tilburg Law and Economics Center (DP2020-038). Rochester, NY. doi:10.2139/ssrn.3738107. ISSN 1572-4042. SSRN 3738107.
  3. ^ Nield, David (May 9, 2021). "What's Google FLoC? And How Does It Affect Your Privacy?". Wired. ISSN 1059-1028. Retrieved 2021-05-19.
  4. ^ Bohn, Dieter (2021-03-30). "Privacy and ads in Chrome are about to become FLoCing complicated". The Verge. Retrieved 2021-05-19.{{cite web}}: CS1 maint: url-status (link)
  5. ^ Cyphers, Bennett (2021-03-03). "Google's FLoC Is a Terrible Idea". Electronic Frontier Foundation. Retrieved 2021-04-13.{{cite web}}: CS1 maint: url-status (link)
  6. ^ Geradin, Damien; Katsifis, Dimitrios (2020-02-19). "Taking a Dive Into Google's Chrome Cookie Ban". Tilburg Law and Economics Center (DP2020-042). Rochester, NY. doi:10.2139/ssrn.3541170. ISSN 1572-4042. S2CID 216269022. SSRN 3541170.
  7. ^ a b Robertson, Adi (2021-03-16). "Google antitrust suit takes aim at Chrome's Privacy Sandbox". The Verge. Retrieved 2021-04-13.{{cite web}}: CS1 maint: url-status (link)
  8. ^ Holt, K (December 16, 2020). "Texas announces a multi-state antitrust suit against Google". Engadget. Retrieved 2021-04-13.{{cite web}}: CS1 maint: url-status (link)
  9. ^ Masnick, Mike. "Google's Efforts To Be Better About Your Privacy, Now Attacked As An Antitrust Violation". Techdirt. Retrieved 2021-04-13.{{cite web}}: CS1 maint: url-status (link)
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