Google today announced a new initiative—called Privacy Sandbox—in an attempt to develop a set of open standards that fundamentally enhances privacy on the web while continuing to support a free, open and democratic Internet through digital advertisements.

Browsers already include security sandboxes, restrictions designed to confine malware and limit its possible damage. Google’s proposed privacy sandbox would similarly restrict tracking technology, according to proposal details Google published.

With the evolution of online advertising, the targeted advertisement technologies have become too much invasive because of involved intrusive practices and more prudent approaches to accurately curate users’ personal information, thereby raising serious privacy concerns among Internet users.

The privacy sandbox is “a secure environment for personalization that also protects user privacy,” said Justin Schuh, a director of Chrome engineering focused on security matters, in a privacy sandbox blog post. “Our goal is to create a set of standards that is more consistent with users’ expectations of privacy.”

Google has introduced Privacy Sandbox, an initiative to develop a new set of standards that will be more consistent with users’ expectations of privacy while providing a secure environment for personalization.

For example, Chrome would restrict some private data to the browser — an approach that Brave Software has taken with its privacy-focused rival web browser. And it could restrict sharing personal data until it’s shared across a large group of people using technologies called differential privacy and federated learning.

As a jump start, Google has proposed some ideas that can be used to develop privacy-preserving APIs, which includes:

  • Tracking users by category, not individually — delivering ads to large groups of similar people without letting individually identifying data ever leaves the user’s browser.
  • Targeting interests without letting advertisers track a specific user across the web — Addressing the measurement needs [content and personalization to make it more relevant] of the advertiser without letting the advertiser track a specific user across sites.
  • Detecting and preventing fraudulent behavior  for instance, false transactions or attempts to fake ad activity to steal money from advertisers and publishers.

Google also understands that developing new web standards as a universal solution for sites and browsers is a complex process that can take years and also involve significant thought, debate, and input from many stakeholders.