Privacy Sandbox 專有名詞

Privacy Sandbox 的文章和說明文件假設讀者瞭解隱私權、廣告和網頁開發的概念。本詞彙表會說明與 Privacy Sandbox 相關的重要術語。

廣告競價 (Protected Audience API)

In the Protected Audience API, an ad auction is run by a seller (likely to be an SSP or maybe the publisher itself), in JavaScript code in the browser on the user's device, to sell ad space on a site that displays ads.

廣告素材、素材

Ad creative refers to the contents of the ad served to users. Creatives can be images, videos, audio, and other formats. Creatives live within an ad space, and are served by ad tech within line items.

Ad Exchange

廣告交易平台是一種平台，可自動購買和銷售多個廣告聯播網的廣告空間。

廣告空間

Ad inventory space is the space or spaces for ads that are available from a site that sells ad space.

廣告平台 (廣告技術)

An ad platform is a company that provides services to deliver ads.

廣告主

廣告客戶是付費宣傳自家產品的公司。

可匯總報表計算

A distributed ledger, located in both coordinators, that tracks the allocated privacy budget and enforces the 'No Duplicates' rule. This is the privacy preserving mechanism, located and run within coordinators, that ensures no reports pass through the Aggregation Service beyond the allocated privacy budget.

Read more on how batching strategies relate to aggregatable reports.

可匯總報表計算預算

References to the budget that ensures individual reports are not processed more than once.

可匯總報表

Aggregatable reports are encrypted reports sent from individual user devices. These reports contain data about cross-site user behavior and conversions. Conversions (sometimes called attribution trigger events) and associated metrics are defined by the advertiser or ad tech. Each report is encrypted to prevent various parties from accessing the underlying data.

Learn more about aggregatable reports.

匯總服務

An ad tech-operated service that processes aggregatable reports to create a summary report.

Read more about the Aggregation Service backstory in our explainer and the full terms list.

API 呼叫端

An API caller is an entity, such as an app, a third-party SDK, or a website, that makes a request to the Topics API to access a user's interests.

確認聲明

A mechanism to authenticate software identity, usually with cryptographic hashes or signatures. For the aggregation service proposal, attestation matches the code running in your ad tech-operated aggregation service with the open source code.

Read more about attestation.

歸因

Attribution refers to the identification of user actions that contribute to an outcome.

For example, a correlation of ad clicks or views with conversions.

Blink 是 Chrome 使用的轉譯引擎，同時由 Chromium 專案開發。

採購

買方是指在廣告競價中針對廣告空間出價的第三方，可能是需求端平台，也可能是廣告客戶本身。買方擁有及管理興趣群組

發布商會透過稱為「廣告交易平台」的市集提供廣告空間，而買方會透過需求端平台即時競爭刊登廣告的機會。

瞭解 Protected Audience API 中的廣告空間買方。

鉻

Chromium is an open-source web browser project. Chrome, Microsoft Edge, Opera and other browsers are based on Chromium.

點閱後轉換

A click-through conversion is a conversion attributed to an ad that was clicked.

點閱率 (CTR)

點閱率是指按下廣告並看見廣告的使用者比例。

另請參閱曝光。

貢獻者綁定

可匯總報表可包含任意數量的計數器增量。舉例來說，報表可能會列出使用者在廣告主網站上查看的產品數量。與單一來源事件相關的所有可匯總報表中，增量值的總和不得超過特定限制，例如 L1=2^16 (65,536)。

進一步瞭解可匯總報表。

轉換

A conversion is the completion of some desired goal following action by a user.

For example, a conversion may occur with the purchase of a product or sign-up for a newsletter after clicking an ad that links to the advertiser's site.

Cookie 是網站儲存在使用者的瀏覽器中的一小段文字資料。 網站可使用 Cookie，在使用者進行網路移動時儲存與使用者相關的資訊 (或網站後端伺服器所儲存資料的參照)。

舉例來說，網路商店可以保留購物車詳細資料，即便使用者未登入，或是網站可以記錄使用者的瀏覽活動。請參閱「第一方 Cookie」和「第三方 Cookie」這兩篇文章。

協調員

Entities responsible for key management and aggregatable report accounting. A Coordinator maintains a list of hashes of approved aggregation service configurations and configures access to decryption keys.

粗略資料

Coarse data refers to limited information provided by Attribution Reporting API event-level reports. This is limited to 3 pieces of conversion data for clicks and 1 piece for views. Specific, granular conversion data (such as specific prices of items and timestamps) are not included.

資料管理平台 (DMP)

資料管理平台是用來收集及管理廣告客戶相關資料的軟體。這些平台可協助廣告客戶和發布商識別目標對象區隔，然後可用來指定廣告活動。

進一步瞭解 DMP。

需求端平台 (DSP)

A demand-side platform is an ad tech service used to automate ad purchasing. DSPs are used by advertisers to buy ad impressions across a range of publisher sites.

差異化隱私

Differential privacy refers to techniques to allow sharing of information about a dataset to reveal patterns of behaviour without revealing private information about individuals or whether they belong to the dataset.

網域

網域。請參閱頂層網域和 eTLD。

熵

Entropy, in the privacy domain, is a measure of how much an item of data reveals individual identity.

Data entropy is measured in bits. The more that data reveals identity, the higher its entropy value.

Data can be combined to identify an individual, but it can be difficult to work out whether new data adds to entropy. For example, knowing a person is from Australia doesn't reduce entropy if you already know the person is from Kangaroo Island.

訓練週期

在 Topics API 中，「週期」是指瀏覽器根據瀏覽活動推斷使用者的一段時間。目前設為一週。

eTLD、eTLD+1

eTLD 是由 公開尾碼清單。

例如：

co.uk 
github.io 
glitch.me

只要具備有效的頂層網域，foo.appspot.com 就能和其他網站 bar.appspot.com。本案例的 eTLD 為 appspot.com， 網站名稱 (foo.appspot.com、bar.appspot.com) 稱為 eTLD+1。

另請參閱頂層網域。

事件層級報表

Event-level reports associate a particular ad click or view (on the ad side) with data on the conversion side. To preserve user privacy by limiting the joining of user identity across sites, conversion-side data is very limited, and the data is noisy.

Federated Credential Management API (FedCM)

Federated Credential Management API is a proposal for a privacy-preserving approach to federated identity services. This will allow users to log into sites without sharing their personal information with the identity service or the site.

FedCM was previously known as WebID, and is still in development in the W3C.

聯合身分識別 (聯合登入)

Federated identity is a third-party platform to allow a user to sign in to a website, without requiring the site to implement their own identity service.

圍欄頁框

A (<fencedframe>) is a proposed HTML element for embedded content, similar to an iframe. Unlike iframes, a fenced frame restricts communication with its embedding context to allow the frame access to cross-site data without sharing it with the embedding context.

Some Privacy Sandbox APIs may require select documents to render within a fenced frame. Learn more about the Fenced Frames proposal.

數位指紋採集

Fingerprinting encompasses techniques to identify and track the behaviour of individual users.

Fingerprinting uses mechanisms that users aren't aware of and can't control.

表面指紋採集

指紋途徑可以與其他途徑搭配使用，以識別特定使用者或裝置。

例如，navigator.userAgent() JavaScript 方法和 User-Agent HTTP 要求標頭會提供指紋途徑 (User-Agent 字串) 的存取權。

第一方

First party refers to resources from the site you're visiting.

For example, the page you're reading is on the site developer.chrome.com and includes resources requested from this site. Requests for those first-party resources are called 'first-party requests'. Cookies from developer.chrome.com stored while you're on this site are called first-party cookies.

See also Third-party.

A first-party cookie is a cookie stored by a website while a user is on the site itself.

For example, an online store might ask a browser to store a cookie in order to retain shopping cart details for a user who is not logged in. See also Third-party cookies.

I2E

實驗意圖 (I2E) 宣布一項計畫即將推出新的 Blink 功能，供使用者進行測試，通常是透過來源試用。

I2EE

「擴充實驗」(I2EE) 是一項計畫的公告，用於延長來源試用的持續時間。

I2P

製作原型 (I2P) 的意圖是 Blink 開發新功能的第一步。公告會張貼在 blink-dev 郵寄清單中，並附上討論提案的連結。

I2S

Intent to Ship (I2S) 宣布了一項計劃，那就是向使用 Chrome 穩定版的使用者提供 Blink 的新功能。

曝光

Impression could refer to either:

  • View of an ad. See also click-through rate.
  • An ad slot: the HTML markup (usually <div> tags) on a web page where an ad can be displayed. Ad slots constitute inventory.

按照興趣顯示廣告 (IBA)

「按照興趣顯示的廣告」(IBA) 是一種個人化廣告，即系統透過使用者活動 (例如最近造訪的網站或在 Android 上使用的應用程式) 推斷其興趣，再據此向使用者放送相關廣告。這點與「內容相關廣告」不同。在「內容相關廣告」模式下，系統會根據使用者正在觀看的內容，比對適合的廣告。

興趣群組

In the Protected Audience API, formerly FLEDGE, an interest group represents a group of people with a common interest, corresponding to a remarketing list.

Every interest group has an owner. Different types of owners will create different types of interest groups with different use cases.

庫存

Inventory is the ad slots available on a site. Ad slots are the HTML markup (usually <div> tags) where ads can be displayed.

k-anonymity

k-anonymity 是指資料集內的去識別化措施，如果您具有 k 匿名性，就無法與資料集內的其他 k-1 個人區別。換句話說，k 個別使用者的資訊相同 (包括您)。

雜訊和縮放

Statistical noise that is added to summary reports during the aggregation process to preserve privacy and ensure the final reports provide anonymized measurement information.

Read more about additive noise mechanism, which is drawn from Laplace distribution.

Nonce

Nonce 是加密通訊中只使用一次的任意數字。

來源

來源是由存取網址的配置 (通訊協定)、主機名稱 (網域) 和通訊埠所定義。

例如：https://developer.chrome.com

來源試用

Origin trials are trials that provide access to a new or experimental feature, to make it possible to build functions that users can try out for a limited time before the feature is made available to everyone.

When Chrome offers an origin trial for a feature, an origin can be registered for the trial to allow the feature for all users on that origin, without requiring users to toggle flags or switch to an alternative build of Chrome (though they may need to upgrade). Origin trials allow developers to build demos and prototypes using new features. The trials help Chrome engineers understand how new features are used, and how they may interact with other web technologies.

Find out more: Getting started with Chrome's origin trials.

被動表面

Passive surfaces are fingerprinting surfaces—such as User-Agent strings, IP addresses, and Accept-Language headers—that are available to every website, whether the site asks for them or not.

Passive surfaces can easily consume a site's privacy budget.

The Privacy Sandbox initiative proposes replacing passive surfaces with active ways to get specific information, for example using Client Hints a single time to get the user's language rather than having an Accept-Language header for every response to every server.

Protected Audience API

The Protected Audience API is the new name for the FLEDGE API.

發布商

在 Privacy Sandbox 的結構定義中，發布商是一種付費放送廣告的網站。

觸及率

觸及率是指看到廣告或造訪顯示廣告網頁的使用者總數。

即時出價 (RTB)

即時出價是指透過自動化競價的方式，買賣網站上的廣告曝光，在網頁載入期間完成。

再行銷

Remarketing is the practice of advertising to people who've already visited your site on other sites.

For example, an online store could show ads for a toy sale to people who previously viewed toys on their site.

報表來源

The entity that receives aggregatable reports—in other words, you or an ad tech that called the Attribution Reporting API. Aggregatable reports are sent from user devices to a well-known URL associated with the reporting origin. The reporting origin is designated during enrollment.

縮放比例係數

透過 Attribution Reporting API 的情況，「縮放比例係數」是指您選擇將可匯總值乘以多少金額。資源調度會影響雜訊和您的貢獻預算。

賣方

賣方是進行廣告競價的一方，可能是賣方平台，也可能是發布商。

共用 ID

A computed value that consists of shared_info, reporting_origin, destination_site (for Attribution Reporting API only), source_registration-time (for Attribution Reporting API only), scheduled_report_time, and version.

Multiple reports that share the same attributes in the shared_info field should have the same shared ID. Shared IDs play an important role within Aggregatable Report Accounting.

Read more about Trusted Servers.

網站

網站等同於 eTLD+1 和配置 (通訊協定)。

另請參閱頂層網域。

儲存空間分區

Storage partitioning is a mechanism in Chrome to prevent certain types of side-channel cross-site tracking, Chrome is partitioning storage and communications APIs in third-party contexts.

Storage partitioning prevents a site from joining data across different sites to track the user across the web.

摘要報表

An Attribution Reporting API and Private Aggregation API report type. A summary report includes aggregated user data, and can contain detailed conversion data with noise added. Summary reports are made up of aggregate reports. They allow for greater flexibility and provide a richer data model than event-level reporting, particularly for some use-cases like conversion values.

供應端平台、賣方平台

供應端平台是一種廣告技術服務，可自動銷售廣告空間。賣方平台可讓發布商將廣告空間 (要放送廣告的空白矩形) 提供給多個廣告交易平台、DSP 和聯播網。這樣可以吸引許多潛在買方對廣告空間出價。

Surface

Surface. See Fingerprinting surface and Passive surface.

Third party refers to resources served from a domain that's different from the website you're visiting.

For example, a website foo.com might use analytics code from google-analytics.com (via JavaScript), fonts from use.typekit.net (via a link element) and a video from vimeo.com (in an iframe). See also First-party.

A third-party cookie is a cookie stored by a third-party service.

For example, a video website might include a Watch Later button in their embedded player to allow a user to add a video to their wishlist without forcing them to navigate to the video site.

See also First-party cookie.

頂層網域 (TLD)

Top-level domains such as .com and .org are listed in the Root Zone Database.

See also eTLD, site.

主題

「主題」是人類可讀的使用者興趣主題，並屬於 Topics 分類。

主題分類

Topics 分類是公開的人工收錄、人類可讀類別階層，Topics API 會使用這類別來代表使用者的興趣。

受信任的執行環境 (TEE)

電腦硬體和軟體的安全設定，可讓外部各方驗證機器上執行的確切軟體版本，不必擔心資訊外洩。在 TEE 中，外部各方可驗證軟體是否完全依軟體製造商聲明的方式運作。

如要進一步瞭解 Privacy Sandbox 提案中使用的 TEE，請參閱「Protected Audience API 服務說明」和「匯總服務說明」。

使用者代理程式用戶端提示 (UA-CH)

User-agent client hints provide specific pieces of the User-Agent string on explicit request. This helps reduce passive surfaces in the User-Agent string which may lead to user identification or covert tracking.

UA-CH is sometimes referred to as "Client Hints."

User-Agent 字串

A user-agent string is an HTTP header used by servers and network peers to request identifying information about an application, operating system, vendor, or version of a user agent. The User-Agent string broadcasts a large string of data, which is problematic for user privacy. User-Agent reduction is proposed to remove sensitive information and reduce passive fingerprinting.

.well-known

.well-known is a file used to add redirects to a website from standardized URLs.

For example, password managers can make it easier for users to update passwords if a website sets a redirect from /.well-known/change-password to the change password page of the site.

In addition, it can be useful to access policy or other information about a host before making a request. For example, robots.txt tells web crawlers which pages to visit and which pages to ignore. IETF RFC8615 outlines a standardized way to make site-wide metadata accessible in standard locations in a /.well-known/ subdirectory.

See a list of recommendations for .well-known at iana.org/assignments/well-known-uris/well-known-uris.xhtml.

Worklet

A worklet allows you to run specific JavaScript functions and return information back to the requester. Within a worklet, you can execute JavaScript but you cannot interact or communicate with the outside page.

Worklets are used to store and extract data with the Shared Storage API.