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Joined 1 year ago
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Cake day: June 15th, 2023

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  • Basically with passkeys you have a public/private key pair that is generated for each account/each site and stored somewhere on your end somehow (on a hardware device, in a password manager, etc). When setting it up with the site you give your public key to the site so that they can recognize you in the future. When you want to prove that it’s you, the website sends you a unique challenge message and asks you to sign it (a unique message to prevent replay attacks). There’s some extra stuff in the spec regarding how the keys are stored or how the user is verified on the client side (such as having both access to the key and some kind of presence test or knowledge/biometric factor) but for the most part it’s like certificates but easier.





  • I’d imagine that making it a user choice gets around some of the regulatory hurdles in some way. I can see them making a popup in the future to not use third-party cookies anymore (or partition per site them like Firefox does) but then they can say that it’s not Google making these changes, it’s the user making that choice. If you’re right that there’s few that would answer yes, then it gets them the same effective result for most users without being seen to force a change on their competitors in the ad industry.

    What’s the UK CMA going to do, argue that users shouldn’t be given choices about how they are tracked or how their own browser operates?



  • They definitely knew it would impact their ad business but I think what did it was the competition authorities saying they couldn’t do it to their competitors either, even if they were willing to take the hit on their own services.

    Impact on their business (bold added): https://support.google.com/admanager/answer/15189422

    • Programmatic revenue impact without Privacy Sandbox: By comparing the control 2 arm to the control 1 arm, we observed that removing third-party cookies without enabling Privacy Sandbox led to -34% programmatic revenue for publishers on Google Ad Manager and -21% programmatic revenue for publishers on Google AdSense.
    • Programmatic revenue impact with Privacy Sandbox: By comparing the treatment arm to control 1 arm, we observed that removing third-party cookies while enabling the Privacy Sandbox APIs led to -20% and -18% programmatic revenue for Google Ad Manager and Google AdSense publishers, respectively.