Google company with the initiative , within which it proposed several APIs for implementation in browsers that allow reaching a compromise between the need for users to maintain privacy and the desire of advertising networks and sites to track visitor preferences.
Practice shows that confrontation only exacerbates the situation. For example, the introduction of blocking tracking cookies has led to more intensive use of alternative techniques, such as browser fingerprinting, which attempt to distinguish a user from the crowd by relying on the specific settings they use (installed fonts, MIME types, encryption modes, etc.). etc.) and hardware features (screen resolution, specific rendering artifacts, etc.).
Google offers to provide staff , which will allow ad networks to determine the category of the user's interests, but will not allow for individual identification. The API will operate on general interest groups covering large impersonal masses of users (for example, "classical music lovers"), but will not allow data to be manipulated at the level of the history of visiting specific sites.
To measure the effectiveness of advertising and evaluate the conversion of clicks, a , which makes it possible to obtain generalized information about user activity on the site after clicking on an ad.
To isolate fraudsters and spammers from the general flow of activity (for example, cheating clicks or making false transactions to deceive advertisers and site owners) , based on the Privacy Pass protocol already used by CloudFlare to classify Tor users. The API provides the ability to separate users into trustworthy and untrustworthy, without the use of cross-site identifiers.
To prevent indirect identification, a technique is proposed . The essence of the method is that the browser gives information that can potentially be used for identification, only to a certain extent. If the limit on the number of calls to the API is exceeded and the issuance of further information may lead to a violation of anonymity, then further access to certain APIs is blocked.
Source: opennet.ru