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Google says it wants to be the new standard-bearer for a less intrusive internet using what its calls a 'privacy sandbox.'
The company announced its intentions via a lengthy blog post on Thursday, describing the idea as a set of 'open standards' designed to equalize the balance of targeted advertising and user privacy -- the former of which it says has steadily grown counter to people's interest.
'Technology - Publishers - Advertisers - Advertising - People
'Technology that publishers and advertisers use to make advertising even more relevant to people is now being used far beyond its original design intent - to a point where some data practices don’t match up to user expectations for privacy,' reads the post.
'Recently, some other browsers have attempted to address this problem, but without an agreed upon set of standards, attempts to improve user privacy are having unintended consequences.'
Post - Google - 'large - Scale - Blocking
In the post, Google has pointed to the 'large scale blocking of cookies' -- essentially a granular trail of one's internet usage -- as the impetus for some unintended side effects.
Blocking cookies has become an increasingly popular method of regaining privacy among some users and has arisen as a proverbial selling point for Chrome's competitors like Mozilla Firefox.
Firefox - Slew - Features - Users - Cookies
Firefox recently began rolling out a slew of new features allowing users to more closely monitor their cookies and help manage how and when they're tracked online.
Among the consequences of cookie-less browsing, says Google, has been a rise in alternative methods of web tracking like 'fingerprinting.'
Method - Information - Habits - Device - Fonts
This method uses more covert information to monitor user habits, including tracking device, fonts, and other data points to generate a unique identifier.
'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,' says Google.
Google - Banishment - Cookies
Secondly, and probably more importantly for Google, the banishment of cookies...
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Hell sometimes looks an awful lot like an office cubicle.