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。此术语表介绍了关键术语。

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

广告交易平台是一种用于自动买卖来自多个广告联盟的广告资源的平台。

广告资源、广告空间

广告资源空间是指销售广告空间的网站提供的广告空间。

广告平台(广告技术平台)

广告平台是指提供广告投放服务的公司。

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

分布式账本,位于两个协调者中,用于跟踪分配的隐私预算并强制执行“无重复”规则。这是位于协调器中并在其中运行的隐私保护机制,可确保没有任何报告在通过汇总服务时超出分配的隐私预算。

详细了解批处理策略与可汇总报告之间的关系

可汇总报告的会计核算预算

对预算的引用,用于确保不会对单个报告进行多次处理。

可汇总的报告

可汇总的报告是从单个用户设备发送的经过加密的报告。这些报告包含有关跨网站用户行为和转化的数据。转化(有时称为归因触发器事件)和相关指标由广告客户或广告技术平台定义。每个报告均已加密,以防止各方访问底层数据。

详细了解可汇总的报告

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

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.

Chromium

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

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.

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.

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.

协调者

负责密钥管理和汇总报告会计核算的实体。协调者会维护已获批准的汇总服务配置的哈希列表,并配置对解密密钥的访问权限。

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

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.

网域

网域。请参阅顶级域名eTLD

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.

纪元

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

事件级报告:将(广告端)的特定广告点击或观看与转化端数据相关联。为了通过限制跨网站联接用户身份来保护用户隐私,转化端数据非常有限,并且数据非常嘈杂。

Federated Credential Management API (FedCM)

Federated Credential Management API 是联合身份服务的隐私保护方法提案。这样一来,用户无需与身份服务或网站共享其个人信息即可登录网站。

FedCM 以前称为 WebID,且仍处于 W3C 中的开发阶段

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

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.

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

第一方资源是指来自您当前访问的网站的资源。

例如,您正在阅读的网页位于 developer.chrome.com 网站上,其中包含从该网站请求的资源。针对这些第一方资源的请求称为“第一方请求”。当您在此网站上存储的 developer.chrome.com 中的 Cookie 称为第一方 Cookie

另请参阅第三方

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

扩展实验 (I2EE) 的意图是关于延长源试用时长的计划公告。

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) 是一项计划公告,旨在说明我们计划在稳定版 Chrome 中向用户提供 Blink 的新功能。

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)

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.

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

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

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

被动 Surface 是每个网站都可以使用的“指纹表面”(例如用户代理字符串、IP 地址和 Accept-Language 标头),无论网站是否要求使用它们。

被动界面很容易消耗网站的隐私预算。

Privacy Sandbox 计划提议用主动方式替换被动界面来获取特定信息,例如使用客户端提示一次获取用户的语言,而不是为对每台服务器的每个响应都使用 Accept-Language 标头。

Protected Audience API

Protected Audience API 是 FLEDGE API 的新名称。

发布商

在 Privacy Sandbox 环境中,发布商是一个设有广告空间的网站,可通过付费来展示广告。

覆盖面

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

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

Attribution Reporting API 和 Private Aggregation API 报告类型。摘要报告包含汇总的用户数据,并且可能包含添加了噪声的详细转化数据。摘要报告由汇总报告组成。与事件级报告相比,这些报告具有更高的灵活性,并提供更丰富的数据模型,对于转化价值等某些用例尤其如此。

供应方平台、销售方平台

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。请参阅数字“指纹”收集被动表面

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.

Topics 分类

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)

计算机硬件和软件的安全配置,可让外部方验证机器上运行的软件的确切版本,而无需担心信息泄露。通过 TEE,外部方可以确认软件的行为和功能与其制造商声称的完全一致,不多不少。

如需详细了解用于 Privacy Sandbox 方案的 TEE,请参阅 Protected Audience API 服务说明文档汇总服务说明文档

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

借助 worklet,您可以运行特定的 JavaScript 函数并将信息返回给请求者。在 Worklet 中,您可以执行 JavaScript,但无法与外部页面进行交互或通信。

Worklet 通过 Shared Storage API 存储和提取数据。