Privacy Sandbox 术语表

Privacy Sandbox 文章和文档假定读者了解隐私保护、广告和 Web 开发方面的概念。本术语表介绍了与 Privacy Sandbox 相关的关键术语。

广告竞价 (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.

广告素材

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.

广告资源、广告空间

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

广告平台（广告技术平台）

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

广告客户

An advertiser is a company that pays to advertise its products.

可汇总报告的会计核算

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.

可汇总报告的会计核算预算

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

可汇总的报告

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.

汇总服务

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 调用方

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.

证明

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.

归因

归因是指识别有助于带来结果的用户操作。

例如，广告点击次数或观看次数与转化次数之间的关联。

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

采购员

买方是在广告竞价中针对广告空间出价的一方，有可能是 DSP 或广告主本身。广告空间买方拥有并管理兴趣群体。

发布商通过称为广告交易平台的市场提供广告资源，而买方通过 DSP 实时竞争投放广告的机会。

了解 Protected Audience API 中的广告空间买方。

Chromium

Chromium 是一个开源网络浏览器项目。Chrome、Microsoft Edge、Opera 等 浏览器都基于 Chromium

点击型转化 (CTC)

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

点击率 (CTR)

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

See also impression.

贡献绑定

可汇总报告可以包含任意数量的计数器增量。例如，报告中可能包含用户在广告客户网站上查看过的产品数量。与单个来源事件相关的所有可汇总报告中增量的总和不得超过给定限制，例如 L1=2^16 (65,536)。

如需了解详情，请参阅可汇总报告说明。

转化

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 是网站可存储在用户浏览器中的一小段文本数据。 当用户在网络上移动时，网站可以使用 Cookie 保存与用户关联的信息（或对网站后端服务器上存储的数据的引用）。

例如，网店即使用户未登录也可以保留购物车详细信息，或者网站可以记录用户在其网站上的浏览活动。请参阅第一方 Cookie 和第三方 Cookie。

协调者

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.

粗糙数据

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.

数据管理平台 (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.

需求方平台 (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.

差分隐私

差分隐私是指通过共享有关数据集的信息来揭示行为模式，而不泄露个体的私密信息或个体是否属于该数据集的技术。

网域

Domain. See Top-Level Domain and eTLD.

熵

隐私领域的熵衡量了一个数据项揭示了个体身份。

数据熵以位为单位进行衡量。能够揭示身份认同数据越多，其熵值就越高。

可以通过组合数据来识别个人，但可能很难弄清楚新数据是否增加了熵。例如，如果您已经知道某个人来自堪格鲁岛，则知道此人来自澳大利亚并不能降低熵。

周期

In the Topics API, an epoch is the period of time during which the browser infers topics for a user based on their browsing activity. It is currently set to one week.

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.

事件级报告

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.

联合身份（联合登录）

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.

Fenced frame

(<fencedframe>) 建议用于嵌入内容，类似于 iframe。与 iframe 不同，围栏框架会限制与其嵌入上下文的通信，以允许框架访问跨网站数据，而无需与嵌入上下文共享数据。

某些 Privacy Sandbox API 可能需要特定文档才能在围栏框架中呈现。详细了解围栏框架提案。

数字“指纹”收集

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.

数字“指纹”收集界面

A fingerprinting surface is something that can be used (probably in combination with other surfaces) to identify a particular user or device.

For example, the navigator.userAgent() JavaScript method and the User-Agent HTTP request header provide access to a fingerprinting surface (the User-Agent string).

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

Intent to Extend Experiment (I2EE) is an announcement of a plan to extend the duration of an origin trial.

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) is an announcement of a plan to make a new feature of Blink available to users in stable versions of Chrome.

展示

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.

针对用户兴趣投放广告 (IBA)

针对用户兴趣投放广告 (IBA) 是一种个性化广告形式，即系统会根据用户兴趣（从用户的活动推断出）选择为他们投放的广告，这些活动包括用户最近访问过的网站或在 Android 设备上使用过的应用。这与内容相关广告不同，后者旨在将广告与用户正在查看的内容相匹配。

兴趣群体

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.

广告资源

广告资源是网站上可用的广告位。广告位是可用来展示广告的 HTML 标记（通常是 <div> 标记）。

k-匿名性

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).

噪声和缩放

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

A nonce is an arbitrary number used only once in cryptographic communication.

来源

来源由架构（协议）、主机名（网域）和用于访问的网址的端口定义。

例如：https://developer.chrome.com

来源试用

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.

被动表面

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.

发布商

In the Privacy Sandbox context, a publisher is a site with ad space that is paid to display ads.

覆盖面

覆盖面是指看到广告或访问了展示广告的网页的用户总数。

实时出价 (RTB)

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

再营销

再营销是向曾经在其他网站上访问过您网站的用户投放广告的做法。

例如，网店可以向以前在您的网站上查看过玩具的用户展示玩具促销广告。

报告来源

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.

缩放比例

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.

卖家

A seller is the party running an ad auction, likely to be an SSP or maybe the publisher itself.

共享 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.

网站

A site is equivalent to an eTLD+1 along with a scheme (protocol).

See also Top-Level Domain.

存储分区

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.

摘要报告

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.

供应方平台、卖方平台

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.

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.

顶级域名 (TLD)

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

See also eTLD, site.

主题

A topic is a human-readable topic of interest of a user and is part of the Topics taxonomy.

主题分类法

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

可信执行环境 (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.

用户代理客户端提示 (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."

用户代理字符串

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.