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Google “隐私沙盒”计划或成为其广告霸权的新外衣

Google 打着“保护隐私”的旗号,为 Chrome 浏览器引入了“隐私沙盒”(Privacy Sandbox)计划,旨在以 Topics API 等新技术替代逐步淘汰第三方 Cookie等传统广告跟踪手段。然而,多方分析却表明,这项举措可能适得其反:它不仅加剧了对用户隐私的侵蚀,还巩固了 Google 在广告领域的最高生态位。

在隐私沙盒的框架下,Chrome 虽逐步限制了第三方 Cookie,但引入的新 API 如“广告话题”和“私密状态令牌”需开发者注册 Google 广告服务才能使用,且这些设计本身也可能为 Google 提供更强的用户识别能力;同时,由于 Topics API 故意引入用户兴趣模糊的“5%噪声”,广告精准度下降反令部分广告商不满;更令人担忧的是,这一变革可能迫使中小广告商转向更难以被检测的“指纹识别”技术,加剧网络跟踪的隐蔽性。

在 2024 年初期的试运行中,多家广告企业营收下滑,而 Google 受影响较小,引发外界对其公平竞争性的质疑。尽管 Google 声称隐私沙盒旨在平衡隐私与商业利益,但其实际效果和动机遭到行业普遍怀疑,专家担忧其或成浏览器厂商自保且排挤对手的工具,用户隐私保护不过是由头而已。

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Google “隐私沙盒”计划或成为其广告霸权的新外衣

Google 打着“保护隐私”的旗号,为 Chrome 浏览器引入了“隐私沙盒”(Privacy Sandbox)计划,旨在以 Topics API 等新技术替代逐步淘汰第三方 Cookie等传统广告跟踪手段。然而,多方分析却表明,这项举措可能适得其反:它不仅加剧了对用户隐私的侵蚀,还巩固了 Google 在广告领域的最高生态位。

在隐私沙盒的框架下,Chrome 虽逐步限制了第三方 Cookie,但引入的新 API 如“广告话题”和“私密状态令牌”需开发者注册 Google 广告服务才能使用,且这些设计本身也可能为 Google 提供更强的用户识别能力;同时,由于 Topics API 故意引入用户兴趣模糊的“5%噪声”,广告精准度下降反令部分广告商不满;更令人担忧的是,这一变革可能迫使中小广告商转向更难以被检测的“指纹识别”技术,加剧网络跟踪的隐蔽性。

在 2024 年初期的试运行中,多家广告企业营收下滑,而 Google 受影响较小,引发外界对其公平竞争性的质疑。尽管 Google 声称隐私沙盒旨在平衡隐私与商业利益,但其实际效果和动机遭到行业普遍怀疑,专家担忧其或成浏览器厂商自保且排挤对手的工具,用户隐私保护不过是由头而已。

Хабр

via Truenoja 🇵🇸

📮投稿 ☘️频道

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