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)

在 Protected Audience API 中，賣方 (可能是賣方平台或發布商本身) 會在使用者裝置瀏覽器中的 JavaScript 程式碼內執行廣告競價，藉此銷售廣告所在網站上的廣告空間。

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

位於兩個協調器中的分散式分錄帳，用於追蹤已分配的隱私權預算，並強制執行「不重複」規則。這是隱私權保護機制，位於協調器中並由其執行，可確保系統不會將超過分配的隱私預算的報表傳送至匯總服務。

進一步瞭解批次處理策略與可匯總報表的關係。

可匯總報表計算預算

參照預算，確保系統不會重複處理個別報表。

可匯總報表

可匯總報表是從個別使用者裝置傳送的加密報表。這些報表包含跨網站使用者行為和轉換的資料。轉換 (有時稱為歸因觸發事件) 和相關指標是由廣告主或廣告技術定義。每份報表都會加密，以免各方存取基礎資料。

進一步瞭解可匯總的報表。

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

API 呼叫端是向 Topics API 提出存取使用者興趣要求的實體，例如應用程式、第三方 SDK 或網站。

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

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)

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 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)

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

「差異化隱私」是指允許分享資料集相關資訊的技術，在不揭露使用者的私人資訊或是否屬於特定資料集的情況下，加以揭露行為模式。

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 是一項針對隱私保護方法的聯合身分識別服務提案。如此一來，使用者就能登入網站，而不必與身分服務或網站分享個人資訊。

FedCM 舊稱 WebID，仍在 W3C 中處於開發階段。

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

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

在 Protected Audience API (舊稱 FLEDGE) 中，興趣群組代表與再行銷名單對應的一群有共同興趣的使用者。

每個興趣群組都有擁有者。不同類型的擁有者會建立不同類型的興趣群組，其中包含各種用途。

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 is the measure of anonymity within a data set. If you have k anonymity, you can't be distinguished from k-1 other individuals in the data set. In other words, k individuals have the same information (including you).

雜訊和縮放

匯總過程中加入至摘要報表的統計雜訊，可保護隱私權，並確保最終報表提供匿名評估資訊。

進一步瞭解加法雜訊機制，這是從 Laplace 分配繪製而來。

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

來源試用是一種試用機制，可讓使用者存取全新或實驗性功能，以便建立功能，讓使用者在這項功能全面推出前，可以先試用一段時間。

當 Chrome 為某項功能提供來源試用時，可以註冊「來源」試用，以便該來源的所有使用者都能使用這項功能，而不必要求使用者切換標記或改用 Chrome 的其他版本 (但可能需要升級)。來源試用可讓開發人員使用新功能建構試用版和原型。試用有助於 Chrome 工程師瞭解新功能的運用方式，以及這些功能如何與其他網路技術互動。

詳情請參閱：開始使用 Chrome 來源試用。

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)

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

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

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.

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 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.