Google is working to develop a set of new standards called Privacy Sandbox, with the aim of improving online privacy management without affecting the world of advertisements: this is how it intends to do so.
The key is in the big numbers: instead of hunting for identifying information of the individual user to select targeted advertisements related to his tastes and interests, advertisers will have access to information about groups of users with the same interests. In this way it is not the individual that is identified, but simply the data of the individual user are part of a much larger group.
The project is obviously complex, and provides for example minimum budgets for advertisers who request data, ie these data can only be provided if the group is large enough, otherwise they are blocked to prevent the possible identification of the individual user.
The work also goes in the direction of finding a way to monitor the conversion of the ads (ie the advertisements that actually lead to the click or the sale) without allowing cross-site tracking (monitoring between different sites).
Privacy Sandbox will be an open standard and as such it will be important to understand how many will want to integrate it into their systems to determine whether or not they succeed. What do you think of this new idea from Google to protect the privacy of its users ?