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  • Wavemaker USA
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  • Wavemaker Switzerland FR
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Google odkladá ukončenie používania súborov cookies tretích strán na rok 2024

Novinky30 August 2022
Zdieľať

Google v roku 2019 a v roku 2020 oznámil, že má v pláne odstrániť súbory cookies tretích strán na internete. Spoločnosť chcela do roku 2022 zrušiť podporu súborov cookies tretích strán vo svojom webovom prehliadači Chrome a nahradiť ju novou technológiou, ktorú nazvala Privacy Sandbox.

Teraz však Google oznámil, že sa rozhodol odložiť ukončenie podpory súborov cookies tretích strán na druhú polovicu roka 2024. Anthony Chavez, viceprezident Privacy Sandbox, oznámil toto rozhodnutie 27. júla na blogu spoločnosti.

Google sa rozhodol odložiť postupné ukončenie podpory súborov cookies tretích strán vo webovom prehliadači Chrome, aby poskytol vývojárom a organizáciám viac času na vyhodnotenie a otestovanie svojej služby Google Privacy Sandbox.

google cookies

Pôvodná náhrada súborov cookies tretích strán spoločnosťou Google, FLoC (Federated Learning of Cohorts), sa stretla s veľkým odporom organizácií na celom svete. Výrobcovia prehliadačov, ako napríklad Brave alebo Vivaldi, FLoC priamo odmietli a Google bol donútený začať rozmýšľať a testovať iné riešenie.

FLoC bol prvým pokusom spoločnosti Google o presun sledovania z jednotlivých používateľov na skupiny používateľov. Následne Spoločnosť Google prišla so službou Topics, ktorá sa nestretla s dobrým prijatím ani v komunitách zameraných na ochranu súkromia.

Topics, ktoré sú súčasťou služby Privacy Sandbox, sa pokúšajú priradiť k používateľom obmedzený počet tém. Google plánuje použiť históriu prehliadania na vytvorenie týchto tém, ktoré potom inzerenti použijú na zobrazenie reklamy používateľovi. Podľa Google sa témy často menia a celý proces prebieha lokálne.

Po uvedení služby Topics posunul Google dátum ukončenia cookies tretích strán na rok 2023.

google cookies third party

Teraz sa ukončenie opäť odkladá. Aktualizovaný harmonogram aktuálne vyzerá nasledovne:

  • Dnes – Vývojári môžu testovať API Privacy Sandbox, začínajú sa testy Privacy Sandbox na miliónoch používateľov prehliadača Chrome.
  • Zvyšok roka 2022 a 2023 – skúšky sa rozšíria, aby sa zvýšil počet používateľov.
  • Štvrťrok 2023 – API Privacy Sandbox bude štandardne dostupné v stabilných verziách prehliadača Chrome.
  • Druhá polovica roka 2024 – postupné ukončenie podpory súborov cookies tretích strán v prehliadači Chrome.

google cookies privacy

Zlá správa pre spotrebiteľov, ktorí si cenia súkromie ale dobrá správa pre inzerentov?

Mnohí inzerenti a platformy sa snažili nájsť riešenia mimo Privacy Sandboxu na sledovanie užívateľov, keďže sa očakávalo, že súbory cookies už nebude možné využívať. Vyzerá to tak, že na prípravu budú mať ešte minimálne rok.

Nakoniec, čo presne to znamená pre marketérov?

Zatiaľ to nemá žiadne dôsledky. Regulácia ochrany osobných údajov sa však naďalej vyvíja, a preto sa marketéri musia pripraviť na svet bez súborov cookies tretích strán a iných pseudo-anonymizovaných identifikátorov. Hoci sa táto správa týka konkrétne sledovania založeného na webovom prehliadači, môžeme predpokladať, že akékoľvek zmeny týkajúce sa sledovania v rámci aplikácií pre Android budú nasledovať súbežne alebo po tejto zmene, podobne ako to urobil nedávno konkurenčný Apple vo svojich zariadeniach.

Samozrejme klienti by mali naďalej skúmať a pracovať na vývoji svojich technológií a dátových stratégií, aby sa pripravili na to, že tieto zmeny nakoniec jedného dňa vstúpia do platnosti.

Zdenko Mojto

Performance & Programmatic Lead
Wavemaker Slovakia

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