{"id":118135,"date":"2024-07-23T09:43:41","date_gmt":"2024-07-23T07:43:41","guid":{"rendered":"https:\/\/prohoster.info\/blog\/novosti-interneta\/google-peredumala-otkazyvatsya-ot-storonnih-cookie-v-chrome-no-obeshhaet-povysit-konfidenczialnost"},"modified":"2024-07-23T09:43:41","modified_gmt":"2024-07-23T07:43:41","slug":"google-peredumala-otkazyvatsya-ot-storonnih-cookie-v-chrome-no-obeshhaet-povysit-konfidenczialnost","status":"publish","type":"post","link":"https:\/\/prohoster.info\/cs\/blog\/news\/google-peredumala-otkazyvatsya-ot-storonnih-cookie-v-chrome-no-obeshhaet-povysit-konfidenczialnost","title":{"rendered":"Google se rozhodla nezru\u0161it t\u0159et\u00ed strany cookie v Chromu, ale slibuje zv\u00fd\u0161it ochranu soukrom\u00ed","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Po mnoha letech nejistoty Google ozn\u00e1mila, \u017ee u\u017e nezva\u017euje pl\u00e1ny na \u00fapln\u00e9 zru\u0161en\u00ed t\u0159et\u00edch stran cookie v prohl\u00ed\u017ee\u010di Chrome. M\u00edsto toho bude p\u0159edstaven nov\u00fd rozhran\u00ed, kter\u00e9 u\u017eivatel\u016fm umo\u017en\u00ed vybrat si, zda cht\u011bj\u00ed sd\u00edlet sv\u00e9 \u00fadaje s webov\u00fdmi str\u00e1nkami a inzerenty. Standard zobrazov\u00e1n\u00ed a anal\u00fdzy reklamy Privacy Sandbox je st\u00e1le pova\u017eov\u00e1n firmou za d\u016fle\u017eitou iniciativu, ale u\u017e ne jako jedinou alternativu.<\/p>\n

<\/center> \t\t\t\t \"Google <\/p>\n

Podle informac\u00ed<\/a><\/noindex> \u010dasopisu Digiday, Google tuto z\u00e1le\u017eitost projedn\u00e1v\u00e1 s regula\u010dn\u00edmi org\u00e1ny, v\u010detn\u011b \u00da\u0159adu pro hospod\u00e1\u0159skou sout\u011b\u017e a trhy ve Velk\u00e9 Brit\u00e1nii (CMA) a \u00da\u0159adu komisa\u0159e pro informace (ICO), a pl\u00e1nuje v bl\u00edzk\u00e9 dob\u011b uspo\u0159\u00e1dat sch\u016fzku s p\u0159edstaviteli reklamn\u00edho pr\u016fmyslu. I p\u0159es to z\u016fst\u00e1vaj\u00ed podrobnosti o realizaci nov\u00e9ho \u0159e\u0161en\u00ed zat\u00edm nejasn\u00e9 a p\u0159esn\u00e9 term\u00edny realizace nejsou stanoveny.<\/p>\n

Spole\u010dnost zd\u016fraz\u0148uje, \u017ee Privacy Sandbox (\"p\u00edsek\") z\u016fst\u00e1v\u00e1 prioritn\u00edm sm\u011brem a pl\u00e1nuje nad\u00e1le investovat do jeho rozvoje. \"Budeme i nad\u00e1le poskytovat API rozhran\u00ed Privacy Sandbox a investovat do technologie, abychom je\u0161t\u011b v\u00edce zv\u00fd\u0161ili ochranu soukrom\u00ed a u\u017eivatelskou p\u0159\u00edv\u011btivost Chrome,\" uvedl Google a ozn\u00e1mil pl\u00e1ny na p\u0159id\u00e1n\u00ed nov\u00fdch funkc\u00ed do \"p\u00edsku\", jako je ned\u00e1vno ozn\u00e1men\u00e1 ochrana IP adres v re\u017eimu anonymn\u00edho prohl\u00ed\u017een\u00ed Chrome. <\/p>\n

<\/center> <\/p>\n

Tento krok m\u016f\u017ee b\u00fdt z\u00e1chranou pro reklamn\u00ed pr\u016fmysl, kter\u00fd se ob\u00e1val d\u016fsledk\u016f vypnut\u00ed t\u0159et\u00edch stran cookies. Z\u00e1rove\u0148, pokud u\u017eivatel\u00e9 Chrome masov\u011b odm\u00edtnou sledov\u00e1n\u00ed, mohou se API rozhran\u00ed \"p\u00edsku\" st\u00e1t hlavn\u00edm n\u00e1strojem pro c\u00edlen\u00ed reklamy.<\/p>\n

Google p\u0159in\u00e1\u0161\u00ed povzbudiv\u00e9 v\u00fdsledky vlastn\u00edch test\u016f Privacy Sandbox, kter\u00e9 demonstruj\u00ed potenci\u00e1l pro zachov\u00e1n\u00ed efektivity reklamy bez pou\u017e\u00edv\u00e1n\u00ed t\u0159et\u00edch stran cookies. Nicm\u00e9n\u011b, mnoz\u00ed vydavatel\u00e9 jsou skepti\u010dt\u00ed v\u016f\u010di Privacy Sandbox a st\u011b\u017euj\u00ed si na nedostate\u010dnou transparentnost, omezen\u00e9 mo\u017enosti testov\u00e1n\u00ed a pokles p\u0159\u00edjm\u016f z reklamy.<\/p>\n

Podle ned\u00e1vn\u00fdch test\u016f proveden\u00fdch Googlem od ledna do b\u0159ezna tohoto roku prok\u00e1zaly alternativy nab\u00edzen\u00e9 prost\u0159ednictv\u00edm Privacy Sandbox nad\u011bjn\u00e9 v\u00fdsledky. Nap\u0159\u00edklad v Google Display Ads do\u0161lo k obnoven\u00ed reklamn\u00edch v\u00fddaj\u016f o 89 %, a v Display & Video 360 o 86 %. N\u00e1vratnost investic \u010dinila 97 % a 95 % respektive. Tato data d\u00e1vaj\u00ed nad\u011bji, \u017ee technologie Privacy Sandbox mohou pomoci obnovit reklamn\u00ed v\u00fdkonnost bez pou\u017eit\u00ed cookies t\u0159et\u00ed strany.<\/p>\n

Nicm\u00e9n\u011b, toto jsou pouze p\u0159edb\u011b\u017en\u00e9 v\u00fdsledky a odborn\u00edci na reklamu upozor\u0148uj\u00ed, \u017ee testov\u00e1n\u00ed Privacy Sandbox na 1 % u\u017eivatel\u00edch Chrome omezuje mo\u017enost z\u00edsk\u00e1n\u00ed spolehliv\u00fdch z\u00e1v\u011br\u016f. Krom\u011b toho v posledn\u00edch m\u011bs\u00edc\u00edch poklesl z\u00e1jem vydavatel\u016f o testov\u00e1n\u00ed a n\u011bkte\u0159\u00ed z nich p\u0159estali v\u011bnovat zdroje t\u011bmto experiment\u016fm.<\/p>\n

Rozhodnut\u00ed Google ponechat cookies t\u0159et\u00edch stran v Chrome, kter\u00e9 vytv\u00e1\u0159ej\u00ed p\u0159\u00edmo samotn\u00e9 weby, by mohlo b\u00fdt po\u017eehn\u00e1n\u00edm pro reklamn\u00ed pr\u016fmysl, ale tak\u00e9 zpochyb\u0148uje dlouhodobou strategii ochrany soukrom\u00ed a dat u\u017eivatel\u016f. Zat\u00edmco spole\u010dnost bude d\u00e1le rozv\u00edjet Privacy Sandbox, pro inzerenty a webov\u00e9 vydavatele z\u016fst\u00e1v\u00e1 ot\u00e1zka otev\u0159en\u00e1.<\/p>\n

Zdroj:<\/strong><\/p>\n