New initiatives to explore the balance between the user's privacy and content provider
Microsoftが「透明性のある広告」を提案。Canary版「Microsoft Edge」でテストMicrosoft announced on December 10 (local time) that it has launched a "Transparent Ads" in the preview version of the CANARY channel "Microsoft Edge".It is a new mechanism that clarifies personal data collected by advertising, so that the user can control how far the tracking (behavioral tracking) is tolerated.
In recent years, excess tracking for personalization in online advertisements has become a problem, and many web browsers have a function to block trackers to protect privacy ("EDGE" has three stages of basic, balance and strict.Equipped with a selectable tracking prevention function).
「Edge」は基本・バランス・厳重の3段階が選べるトラッキングの防止機能を搭載
However, personalized advertisements that meet each user's interests and preferences are often more useful than independent and low -quality advertisements.An effective advertisement is essential for content creators to make a profit.After all, the current web content is the only way to create an account and buy a paid subscription or enjoy it for free instead of an ad.And the latter task depends on how to balance the user's privacy and the content provider's revenue.
As an effort to explore the balance between user privacy and content providers, Google is known for "privacy sandbox" and "Federated Learning of Cohorts" (FLOC).However, the approach of analyzing the user's browsing history by machine learning and providing it to advertisers is not much understood, and the opposition is strong.
Googleが「Chrome」でテストしている「プライバシー サンドボックス」Meanwhile, Microsoft's "Transparent Advertising" approach is first requested to advertise providers to follow privacy standards.Unsupported advertising tracking is excluded in the "balance" mode (default) of tracking prevention function.If you want to display personalized ads in the default "Edge" settings, you must be a "well -behaved" ad.
「透明性のある広告」アプローチに準拠しない広告プロバイダーはGoogleも含めて既定でトラッキングをブロック。「お行儀のよい」広告だけにトラッキングを許すAdvertising providers who comply with "Transparent Ads" provide the specified meta information to the web browser.As a result, "Edge" can provide the following information to the user from the address bar panel.
For example, if you say, "The advertisement posted by a local unknown shop is welcome, so you can inform the place of residence, but you do not want to know your age and gender because you do not want to display only hair restorers."The estimation is allowed, but it will be possible to use it to refuse.Of course, tracking, including "transparent ads", can be banned.
「Edge」のアドレスバーからアクセスできるパネルで広告が何をしているのかをわかりやすく表示This "transparent advertisement" can be tested in the latest version of the Canary Build.When you open the demo page, a [Advertising on this page] icon appears on the address bar of "Edge". If you click it, a list of "Transparent ads" listed on the page will be listed.You can click the item to scroll to the position of the ad, or access the web page (temporary) to opt out tracking.
デモページで［このページの広告］機能を体験関連リンク