In addition, the website may ask the attester for more information about your device ( “low-entropy signals”), such as how often you use it.Ī scheme of web environment integrity attestation proposed by Google engineers. The website then “inspects” the token’s payload to see if it has any security problems or has been modified in any way. To do this, the attester sends a special code called a token that describes your device in a “low-entropy” way, meaning with basic information, to the website. In short, with the Web Environment Integrity API, when you visit a website, the website can ask a third party called an “attester” to prove that your device or application is real and trustworthy. Its stated goal is to make the Web safer by letting websites verify that the devices and apps that visit them are safe and genuine in such a way so as not to facilitate fingerprinting and infringe on users’ privacy. A group of Google engineers have proposed an API called Web Environment Integrity. Now it looks like instead of trying to ban ad blockers outright, Google has taken a more roundabout approach. The lion’s share of Google’s profits, about 80%, comes from online advertising. The reason for this long-running tug-of-war is that Google is not only the maker of the world’s most popular browser, Chrome, and a long list of other services used daily by billions of users, but first and foremost it is an ad tech giant. The “Big G” first went on the warpath against ad blockers about 10 years ago: that included a mass purge of ad blockers from the Google Play Store in 2013-2014, changes to developer policies to specifically target ad blockers in 2016, and most recently, Google-owned YouTube launching a crackdown on ad blocking users. Let’s face it: Google has never been a fan of ad blocking.
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