後Cookie時代，隱私沙盒能否解決隱私之難？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"據Digiday消息，自3月以來，谷歌每個月都會與大約20家出版商代表就隱私沙盒計劃舉行會議。所謂隱私沙盒計劃，是指"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"谷歌宣佈將逐步在谷歌瀏覽器上停止支持跨網站追蹤用戶的第三方Cookie。"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#444444","name":"user"}}],"text":"該計劃旨在"},{"type":"text","text":"廣告商和用戶隱私之間找到一個平衡點"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#444444","name":"user"}}],"text":"。然而"},{"type":"text","text":"據瞭解，在會議過程中不少出版商雖對此技術表現出興趣，但也有不少批評聲音。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"Cookie 跟蹤用戶的時代即將落幕"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"作爲互聯網用戶瀏覽痕跡的一串小代碼，Cookie是幫助應用開發者和廣告商還原用戶形象，用於推送定製化廣告的重要工具。但是，隨着全球隱私保護意識加強，在如何平衡推動數字廣告服務和引發隱私安全風險之間，第三方Cookie飽受爭議。因此歐盟等機構制定的隱私保護法案應運而生，"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#323232","name":"user"}}],"text":"該法案旨在通過更嚴格的法律，保護歐盟所有公民的數據隱私安全，並加強對企業管理個人信息的監管。在這種情況下，"},{"type":"text","text":"廣告技術行業開始進行自我革新以適應監管，這也包括最大的廣告公司 —— 谷歌。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"對此，谷歌準備在廣告商和用戶隱私之間找一個平衡點，並在2020年年初宣佈在 2022 年初結束谷歌瀏覽器對第三方 Cookie 的支持。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}},{"type":"strong"}],"text":"隱私沙盒技術的概念"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"谷歌提出的隱私沙盒技術的概念，官方描述稱："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#999999","name":"user"}}],"text":"隱私沙盒是一項正在持續推進的計劃，旨在保護開放網絡，使您免受跟蹤機制的跟蹤。目前，網站需依賴第三方 Cookie 等很多技術才能提供重要服務（例如展示相關廣告和衡量網站性能）。隱私沙盒既能在不干擾網站運作的前提下開闢更好的方式來執行這些服務，又能防止您的網上活動被暗中跟蹤，因而可以很好地保護開放網絡的活力。隱私沙盒尚處於積極開發階段，目前只能在部分區域使用。現階段，網站可在繼續使用第三方 Cookie 等當前網絡技術的同時使用隱私沙盒。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"總的來說，"},{"type":"text","text":"隱私沙盒有三個目的，一是阻止用戶在網絡上瀏覽時被跟蹤，二是使尊重隱私的開發者和出版商依舊能夠獲利，三是保持互聯網的開放性"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"行業參與者的批評聲"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"在谷歌與出版商的會議過程中，不免發現，仍有許多出版商質疑谷歌在開發隱私沙盒技術方面“走後門” 。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"批評主要是在萬維網聯盟(W3C)中展開，其中谷歌瀏覽器團隊建議所有的廣告競價動態都在谷歌瀏覽器中進行，但反對者們稱，該舉措將大大有利於谷歌自己的廣告平臺，而其他出版商們將被拒之門外。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"對此出版商們提出自己的意見，希望確保谷歌不會操控這個服務器或自己充當該服務器的把關人，因爲這些把關人直接決定誰會是廣告投放競價的受益人。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"而針對此爭論，其實早在6 月 11 日，政府監管機構就已經宣佈谷歌同意促進 CMA 參與該計劃。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"根據 CMA 對谷歌隱私沙盒的分析，“一些市場參與者聲稱谷歌通過 W3C 與利益相關者的接觸是有限的，並且是非常技術性的。”但看來，此項措施至今仍沒有獲得出版商們的信任。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"隱私沙盒前途未卜"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"谷歌提出隱私沙盒以來，不僅引起了"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#333333","name":"user"}}],"text":"廣告商的警覺，業界也並未完全接受。"},{"type":"text","text":"其理由主要是認爲儘管隱私沙盒相較於Cookie來說更復雜和具有私密性，但是如果未正確實施，仍然有可能帶來一些潛在的隱私隱患。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"電子前沿基金會（EFF）直接發文表示："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"很高興谷歌終於限制了谷歌中的第三方 Cookie，但它最不應該做的就是引入新的跟蹤技術。隱私沙盒本身也存在隱私問題，它很可能會繼續對定向廣告造成歧視和其他危害。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"該基金會當時說，這些提案有可能持續對弱勢羣體的歧視，這些羣體的在線活動可能會在沒有得到他們同意的情況下與他人進行模式匹配；同時也可能導致他們的敏感信息泄露給第三方，而網絡用戶又無法逃脫“基於興趣”的廣告定位。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"對此，谷歌方面的迴應是，指控基於對谷歌隱私功能的誤解，他們將在保護用戶隱私的同時，堅決捍衛自身免受毫無根據的法律要求。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"無論如何，谷歌對於此次用戶隱私提案的推進下了很大功夫，但如何能讓隱私沙盒成功落地？如何能夠平衡用戶隱私權與廣告業務之間的矛盾關係？仍需要谷歌去應對解決。"}]}]}