Privacy Sandbox 术语表

Privacy Sandbox 文章和文档假定读者了解隐私权、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

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

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

广告客户是指付费宣传其产品的公司。

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

由广告技术平台运营的服务，用于处理可汇总报告以创建摘要报告。

如需详细了解汇总服务的背景信息，请参阅我们的说明文档和完整条款列表。

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

一种用于对软件身份进行身份验证的机制，通常使用加密哈希或签名。对于汇总服务提案，认证会将广告技术平台运营的汇总服务中运行的代码与开源代码进行匹配。

详细了解认证。

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 是 Chrome 使用的渲染引擎，作为 Chromium 项目的一部分开发。

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 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)

点击型转化是指归因于用户点击的广告的转化。

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

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.

周期

在 Topics API 中，“周期”是指浏览器根据用户的浏览活动为其推断主题的时间段。当前设置为 1 周。

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 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）

联合身份是一个第三方平台，可让用户登录网站，而无需网站实现自己的身份服务。

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.

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

实验意图 (I2E) 表示我们计划向用户发布一项新的 Blink 功能以进行测试（通常是通过源试用）。

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

在汇总过程中向摘要报告添加的统计噪声，用于保护隐私并确保最终报告提供匿名化衡量信息。

详细了解加法噪声机制，该机制是从拉普拉斯分布中提取的。

Nonce

Nonce 是在加密通信中仅使用一次的任意数字。

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

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)

实时出价是一种自动竞价机制，用于买卖网站上的广告展示，在网页加载期间完成。

再营销

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.

举报来源

接收可汇总报告的实体，也就是您或调用了 Attribution Reporting API 的广告技术平台。可汇总的报告会从用户设备发送到与报告来源关联的知名网址。报告来源是在注册期间指定的。

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

卖方是进行广告竞价的一方，可能是 SSP，也可能是发布商本身。

共享 ID

计算值，由 shared_info、reporting_origin、destination_site（仅限 Attribution Reporting API）、source_registration-time（仅限 Attribution Reporting API）、scheduled_report_time 和版本组成。

如果多个报告在 shared_info 字段中具有相同的属性，则应具有相同的共享 ID。共享 ID 在可汇总报告的会计核算中发挥着重要作用。

详细了解可信服务器。

网站

网站相当于一个 eTLD+1，并包含一个协议。

另请参阅顶级域名。

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”收集和被动表面。

第三方是指由与您正在访问的网站不同的网域提供的资源。

例如，网站 foo.com 可能会使用来自 google-analytics.com 的分析代码（通过 JavaScript）、来自 use.typekit.net 的字体（通过链接元素）以及来自 vimeo.com 的视频（在 iframe 中）。另请参阅第一方。

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 服务说明文档和汇总服务说明文档。

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

用户代理字符串是 HTTP 标头，服务器和网络对等方可使用它请求有关应用、操作系统、供应商或用户代理版本的标识信息。用户代理字符串会广播一大串数据，这会给用户隐私带来问题。我们提议通过减少用户代理来移除敏感信息并减少被动数字“指纹”收集。

.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.