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

An ad exchange is a platform to automate buying and selling of ad inventory from multiple ad networks.

廣告空間

廣告空間是廣告空間銷售網站所提供的廣告空間或空間。

廣告平台 (廣告技術)

廣告平台是提供服務來放送廣告的公司。

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

驗證軟體身分的機制，通常會使用加密雜湊或簽章。對於匯總服務提案，認證會將廣告技術營運匯總服務中執行的程式碼與開放原始碼進行比對。

進一步瞭解認證。

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

Blink is the rendering engine used by Chrome, developed as part of the Chromium project.

採購

A buyer is a party bidding for ad space in an ad auction, likely to be a DSP, or maybe the advertiser itself. Ad space buyers own and manage interest groups.

Publishers make ad inventory available through marketplaces called ad exchanges, and buyers compete in real time through a DSP for the opportunity to place their advertisement.

Learn about ad space buyers in the Protected Audience API.

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)

The click-through rate is the ratio of users who click on an ad, having seen it.

See also impression.

貢獻者綁定

Aggregatable reports may contain an arbitrary number of counter increments. For example, a report may contain a count of products that a user has viewed on an advertiser's site. The sum of increments in all aggregatable reports related to a single source event must not exceed a given limit, such as L1=2^16 (65,536).

Learn more in the aggregatable reports explainer.

轉換

轉換是指使用者採取了你指定的某些目標。

舉例來說，使用者點選廣告連到廣告客戶的網站，之後就可能會購買產品或訂閱電子報。

Cookie

A cookie is a small piece of textual data that websites can store on a user's browser. Cookies can be used by a website to save information associated with a user (or a reference to data stored on the website's backend servers) as the user moves across the web.

For example, an online store can retain shopping cart details even if a user is not logged in, or the site could record the user's browsing activity on their site. See First-party cookie and Third-party cookie.

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

粗略資料是指 Attribution Reporting API 事件層級報表提供的有限資訊。僅限於 3 份點擊轉換資料，以及 1 筆 次觀看。但不包含特定精細的轉換資料 (例如商品的特定價格和時間戳記)。

資料管理平台 (DMP)

A data management platform is software used to collect and manage data relevant for advertisers. These platforms help advertisers and publishers identify audience segments, which can then be used for campaign targeting.

Learn more about DMPs.

需求端平台 (DSP)

需求端平台是一種廣告技術服務，可自動購買廣告。廣告客戶可使用 DSP 購買各個發布商網站的廣告曝光。

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

eTLDs are effective top-level domains (TLD), which are defined by the Public Suffix List.

For example:

co.uk 
github.io 
glitch.me

Effective TLDs are what allow foo.appspot.com to be a different site from bar.appspot.com. The eTLD in this case is appspot.com, and the whole site name (foo.appspot.com, bar.appspot.com) is known as the eTLD+1.

See also Top-Level Domain.

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.

第一方 Cookie

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

Intent to Experiment (I2E) is the announcement of a plan to make a new Blink feature available to users for testing, typically through an origin trial.

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

Intent to Prototype (I2P) is the first stage in developing a new feature in Blink. The announcement is posted to the blink-dev mailing list with a link to the proposal for discussion.

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)

Interest-based advertising (IBA) is a form of personalized advertising in which an ad is selected for a user based on their interests, inferred from the user's activity: the sites they've recently visited on the web, or the apps they used on Android. This is different from contextual advertising, which aims to match ads to the content the user is viewing.

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

An origin is defined by the scheme (protocol), hostname (domain), and port of the URL used to access it.

For example: 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

被動途徑是一種指紋辨識途徑，例如使用者代理程式字串、IP 位址和 Accept-Language 標頭，無論網站是否要求提供，每個網站都能使用。

被動途徑可以輕鬆運用網站的隱私預算。

Privacy Sandbox 計畫提議以主動方式取代被動途徑來取得特定資訊，例如使用 Client Hints 一次取得使用者的語言，而不是在每個伺服器回應中都提供 Accept-Language 標頭。

Protected Audience API

Protected Audience API 是 FLEDGE API 的新名稱。

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)

Real-time bidding refers to an automated auction for buying and selling ad impressions on websites, completed during page load.

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

Scaling factor, in the context of the Attribution Reporting API, refers an amount by which you choose to multiply an aggregatable value. Scaling impacts the effect of noise and your contribution budget.

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

計算值，包含 shared_info、reporting_origin、destination_site (僅限 Attribution Reporting API)、source_registration-time (僅限 Attribution Reporting API)、scheduled_report_time 和版本。

在 shared_info 欄位中共用相同屬性的多份報表，應使用相同的共用 ID。在可匯總報表計算中，共用 ID 扮演著重要角色。

進一步瞭解可信任的伺服器。

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

A supply-side platform is an ad tech service used to automate selling ad inventory. SSPs allow publishers to offer their inventory (empty rectangles where ads will go) to multiple ad exchanges, DSPs, and networks. This enables a wide range of potential buyers to bid for ad space.

Surface

Surface. See Fingerprinting surface and Passive surface.

第三方

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.

第三方 Cookie

第三方 Cookie 是由第三方服務儲存的 Cookie。

舉例來說，影片網站的內嵌播放器可能包含「稍後觀看」按鈕，讓使用者可將影片加入願望清單，而不必前往影片網站。

另請參閱第一方 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

The Topics taxonomy is a public, human-curated, human-readable hierarchy of categories that the Topics API uses to represent users' interests.

受信任的執行環境 (TEE)

A secure configuration of computer hardware and software that allows external parties to verify the exact versions of software running on the machine without fear of exposure. TEEs allow external parties to verify that the software does exactly what the software manufacturer claims it does—nothing more or less.

To learn more about TEEs used for the Privacy Sandbox proposals, read the Protected Audience API services explainer and the Aggregation Service explainer.

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

使用者代理程式字串是一種 HTTP 標頭，可讓伺服器和網路對等互連要求識別應用程式、作業系統、供應商或使用者代理程式版本的相關資訊。使用者代理程式字串會播送大量資料，這會對使用者隱私造成問題。我們提議使用使用者代理程式縮減，移除機密資訊並減少被動數位指紋採集。

.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.