Google steps up efforts to protect privacy, prevent misuse of browsing data

Google has proposed to develop a set of open standards that would allow for personalised ads without infringing on user’s privacy. The “Privacy Sandbox” is designed to limit web fingerprinting and protect user’s privacy while keeping Google’s ad business intact. The sandbox appears to be a major development in an area where Google’s Chrome browser has lagged from its competitors. Browsers already include security sandboxes, restrictions designed to confine malware and limit its possible damage. The proposed privacy sandbox from Google would perform similar functions and restrict tracking technology.

The privacy sandbox is “a secure environment for personalisation that also protects user privacy”. In a blog post, Justin Schuh, director of Chrome engineering, says, “Our goal is to create a set of standards that is more consistent with users’ expectations of privacy.” If the privacy sandbox is accepted by websites and advertisers, it could prove to be a major leap in addressing privacy concerns on Google.