Glossar zur Privacy Sandbox

Die Artikel und die Dokumentation zur Privacy Sandbox setzen Kenntnisse zu Datenschutz, Werbung und Webentwicklung voraus. In diesem Glossar werden wichtige Begriffe im Zusammenhang mit der Privacy Sandbox erläutert.

Anzeigenauktion (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.

Anzeigen-Creative, Creative

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

Eine Anzeigenplattform ist eine Plattform zum Automatisieren des Kaufs und Verkaufs von Anzeigeninventar aus mehreren Werbenetzwerken.

Anzeigeninventar, Werbefläche

Werbefläche ist die Fläche oder Flächen für Anzeigen, die von einer Website verfügbar sind, auf der Werbefläche verkauft wird.

Werbeplattform (AdTech)

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

Advertiser

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

Berichtserfassung, die zusammengefasst werden kann

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.

Aggregierbares Budget für die Berichtsbuchhaltung

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

Aggregierbare Berichte

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.

Aggregationsdienst

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-Caller

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.

Bestätigung

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.

Attribution

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.

Käufer

Ein Käufer ist eine Partei, die in einer Anzeigenauktion ein Gebot für eine Werbefläche abgibt. Dabei handelt es sich wahrscheinlich um eine DSP oder vielleicht der Werbetreibende selbst. Käufer von Werbeflächen sind Inhaber und Verwaltung von Interessengruppen.

Publisher stellen Anzeigeninventar über sogenannte „Anzeigenplattformen“ zur Verfügung. Käufer konkurrieren in Echtzeit über eine DSP um die Möglichkeit, ihre Anzeige zu platzieren.

Informationen zu Käufern von Werbeflächen in der Protected Audience API

Chrom

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

Klick-Conversion (Click-through conversion, CTC)

Eine Klick-Conversion ist eine Conversion, die einer Anzeige zugeordnet wird, auf die geklickt wurde.

Klickrate (Click-through-Rate, CTR)

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

See also impression.

Beitragsbindung

Aggregierbare Berichte können eine beliebige Anzahl von Zählerinkrementen enthalten. Ein Bericht kann beispielsweise die Anzahl der Produkte enthalten, die sich ein Nutzer auf der Website eines Werbetreibenden angesehen hat. Die Summe der Increment-Werte in allen aggregierbaren Berichten, die sich auf ein einzelnes Quellereignis beziehen, darf ein bestimmtes Limit nicht überschreiten, z. B. L1=2^16 (65.536).

Weitere Informationen zu Berichten, die aggregiert werden können

Conversion

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

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.

Koordinator

Entitäten, die für die Schlüsselverwaltung und die Berichtserfassung verantwortlich sind. Ein Koordinator verwaltet eine Liste von Hashes der genehmigten Aggregationsdienstkonfigurationen und konfiguriert den Zugriff auf Entschlüsselungsschlüssel.

Grobe Daten

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.

Datenverwaltungsplattform (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.

Demand-Side-Plattform (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.

Differential Privacy

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.

Domain

Domain. Siehe Top-Level-Domain und eTLD.

Entropie

Die Entropie ist im Bereich des Datenschutzes ein Maß dafür, wie stark ein Datenelement die individuelle Identität offenbart.

Die Datenentropie wird in Bits gemessen. Je mehr diese Daten eine Identität verraten, desto höher ist der Entropiewert.

Daten können kombiniert werden, um eine Person zu identifizieren. Es kann jedoch schwierig sein, herauszufinden, ob neue Daten zur Entropie beitragen. Wenn Sie beispielsweise wissen, dass eine Person aus Australien stammt, wird die Entropie nicht reduziert, wenn Sie bereits wissen, dass die Person von der Känguru-Insel stammt.

Epoche

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.

Bericht auf Ereignisebene

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.

Föderierte Identität (föderierte Anmeldung)

Die föderierte Identität ist eine Drittanbieterplattform, mit der sich Nutzer bei einer Website anmelden können, ohne dass die Website einen eigenen Identitätsdienst implementieren muss.

Umzäunter Frame

Ein (<fencedframe>) ist ein vorgeschlagenes HTML-Element für eingebettete Inhalte, ähnlich wie ein iframe. Im Gegensatz zu iFrames schränkt ein Fenced Frame die Kommunikation mit seinem Einbettungskontext ein, um dem Frame den Zugriff auf websiteübergreifende Daten zu ermöglichen, ohne sie für den Einbettungskontext freizugeben.

Für einige Privacy Sandbox APIs sind möglicherweise ausgewählte Dokumente erforderlich, um in einem Fencing Frame zu rendern. Weitere Informationen zum Fenced Frames-Vorschlag

Fingerabdruck

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.

Oberfläche für die Fingerabdruckerkennung

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).

Eigene

Erstanbieter bezieht sich auf Ressourcen der Website, die Sie besuchen.

Beispiel: Die Seite, die du liest, befindet sich auf der Website developer.chrome.com und enthält von dieser Website angeforderte Ressourcen. Anfragen für diese eigenen Ressourcen werden als Erstanbieteranfragen bezeichnet. Cookies von developer.chrome.com, die auf dieser Website gespeichert werden, werden als eigene Cookies bezeichnet.

Siehe auch Drittanbieter.

Eigenes 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

„Intent to Extend Experiment“ (I2EE) ist die Ankündigung eines Plans zur Verlängerung der Dauer eines Ursprungstests.

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)“ ist eine Ankündigung einer geplanten neuen Funktion von Blink für Nutzer in stabilen Chrome-Versionen.

Impression

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.

Interessenbezogene Werbung

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.

Interessengruppe

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.

Inventar

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

k-Anonymität

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).

Rauschen und Skalierung

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

Eine Nonce ist eine beliebige Zahl, die bei der kryptografischen Kommunikation nur einmal verwendet wird.

Ursprung

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

Ursprungstest

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.

Passive Oberfläche

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.

Publisher

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

Reichweite

Reach represents the total number of people who see an ad or who visit a web page that displays the ad.

Echtzeitgebote (Real-Time Bidding, RTB)

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

Remarketing

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.

Meldequelle

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.

Skalierungsfaktor

Der Skalierungsfaktor ist im Kontext der Attribution Reporting API ein Wert, mit dem Sie einen aggregierbaren Wert multiplizieren. Die Skalierung beeinflusst die Auswirkungen von Störfaktoren und Ihr Beitragsbudget.

Verkäufer

Ein Verkäufer ist der Teilnehmer einer Anzeigenauktion, wahrscheinlich eine SSP oder der Publisher selbst.

Gemeinsame 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.

Website

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

See also Top-Level Domain.

Speicherpartitionierung

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.

Zusammenfassender Bericht

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.

Supply-Side-Plattform, Sell-Side-Plattform

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.

Plattform/Oberfläche

Oberfläche. Weitere Informationen finden Sie unter Fingerabdruckoberfläche und Passive Oberfläche.

Drittanbieter

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.

Drittanbieter-Cookie

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.

Top-Level-Domain (TLD)

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

See also eTLD, site.

Thema

Ein Thema ist ein für Menschen lesbares Thema, das für einen Nutzer von Interesse ist. Es ist Teil der Taxonomie für Themen.

Thementaxonomie

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

Vertrauenswürdige Ausführungsumgebung (Trusted Execution Environment, 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.

User-Agent-Client-Hints (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-String

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.