Kwaziwai makuki einternet. Mari yakakura inopesana nekodzero kuti isatsvakwe

Mukutanga kwa2020, Google yakazivisa kuti browser yayo iripo pamusika, Chrome, yaizomira kuchengeta yechitatu-bato makuki, ari madiki mafaera anobvumira vashandisi kuronda mushandisi uye kugadzirisa zvemukati zvavanopa, mumakore maviri (1). Mafungiro munyika yezvenhau uye kushambadza anowira pasi kune chirevo: "Uku ndiko kuguma kweInternet sezvatinoziva."

HTTP Cookie (yakaturikirwa secookie) chidimbu chemavara chinotumirwa newebhusaiti kubrowser uye icho bhurawuza inozotumira kumashure nguva inotevera webhusaiti painosvikwa. Inonyanya kushandiswa kuchengetedza zvirongwa semuenzaniso, nekugadzira uye kutumira ID yenguva pfupi mushure mekupinda mukati. Nekudaro, inogona kushandiswa zvakanyanya zvakanyanya ne kuchengetedza chero dataiyo inogona kukodha se tambo yehunhu. Nekuda kweizvozvo, mushandisi haafanire kuisa ruzivo rwakafanana pese paanodzokera kune iyo peji kana kubva kune rimwe peji kuenda kune rimwe.

Iyo cookie mechanism yakaumbwa neyaimbova mushandi weNetscape Communications - Lou Montueluye yakamisikidzwa zvinoenderana neRFC 2109 mukubatana ne David M. Kristol muna 1997. Iyo yazvino chiyero inotsanangurwa muRFC 6265 kubva 2011.

Fox inovhara, Google inopindura

Zvinenge kubvira pakuuya kweInternet makuki inoshandiswa kuunganidza data yemushandisi. Aive uye achiri maturusi makuru. Kushandiswa kwavo kwave kwakapararira. Zvinenge zvese zvidzidzo zvemusika wekushambadzira wepamhepo unoshandiswa makuki yekunangisa, kutangisazve, kuratidza kushambadza kana kugadzira mafambiro emushandisi. Paiva nemamiriro ezvinhu inobata internetuko gumi nemaviri akasiyana masangano anochengeta makuki.

Kukura kukuru kwemari kubva Internet advertising makore ekupedzisira e20 kunyanya nekuda kweiyo micro-targeting iyo yechitatu-bato makuki inopa. Rini digital advertising Izvi zvakabatsira kuwana kupatsanurwa kwevateereri kusati kwamboitika uye hunhu, zvichikubatsira kubatanidza nzira yako yekushambadzira kune mhedzisiro nenzira dzaive dzisingagoneki kuwanikwa mune mamwe echinyakare mafomu enhau.

Vanoshandisa i vatsigiri vezvakavanzika Kwemakore, vanga vachiwedzera kunetseka nezve mashandisiro anoita mamwe makambani makuki echitatu-bato kuteedzera vashandisi pasina kubuda pachena kana kubvumidzwa kwakajeka. Kunyanya kutarisa mushambadzi achidzokorora kutumira zvishambadzo zvakanangwa zvakaita kuti rudzi urwu rwekuronda ruoneke, izvo zvakatsamwisa vashandisi vazhinji. Zvose izvi zvakakonzera kuwedzera kwehuwandu hwevanhu vanoshandisa ad blockers.

Panguva ino, zvinoita sekunge mazuva echitatu-bato makuki akaverengerwa. Vanofanira kunyangarika kubva paInternet uye kugovera magumo etekinoroji yeflash kana kushambadzira kwehasha kunozivikanwa kune vakura vashandisi veInternet. Zviziviso zvekuderera kwavo zvakatanga Moto gavauyo akavhara zvese wechitatu ekutevera makuki (2).

Takatobata nechechitatu-bato cookie ichivharira muApple's Safari browser, asi izvi hazvisati zvaburitsa mhinduro yakafara. Nekudaro, Firefox traffic idambudziko rakakura zvakanyanya rakashamisa musika zvishoma. Zvakaitika pakupera kwa2019. Google's ads yeChrome iri kuverenga sekuita kune aya mafambiro, sezvo vashandisi vanozotanga kutama muzhinji kune zvirinani kuchengetedzwa kwekuvanzika. chirongwa negava muchiratidzo.

2. Vhura makuki ekutevera muFirefox

"Kuvaka Yakanyanya Yakavanzika Network"

Shanduko dzekutonga makuki muChrome (3) zvakaziviswa neGoogle makore maviri pamberi, saka zvinofanirwa kutarisirwa mukati yekutanga hafu ye2022. Zvisinei, haasi munhu wose anotenda kuti pane chikonzero chekunetseka kukuru pamusoro peizvi.

3. Dzima makuki muChrome

Kutanga, nekuti ivo vanotaura kune wechitatu-bato "makuki", kureva, kwete kune mukuru akananga muparidzi wewebhusaiti, asi kune vaanoshanda navo. Nzvimbo yemazuva ano inosanganisa zvirimo kubva kwakasiyana. Semuenzaniso, nhau nemamiriro ekunze zvinogona kubva kune vechitatu bato vanopa. Mawebhusaiti anodyidzana nevanodyidzana tekinoroji kuvagonesa kuendesa ads anoenderana anoratidza zvigadzirwa nemasevhisi anonyanya kufarira kupedzisa vashandisi. Wechitatu bato makuki anobatsira kuziva vashandisi kune mamwe mawebhusaiti anoshandiswa kupa zvinyorwa zvakakodzera uye kushambadzira.

Kudzima yechitatu bato makuki zvichava nemigumisiro yakasiyana. Semuenzaniso, kuchengetedza uye kusaina kune ekunze masevhisi hazvizoshande, uye kunyanya, hazvizogoneke kushandisa chokwadi nesocial network account. Izvo zvakare zvinokudzivirira iwe kubva pakutevera inonzi Ad Conversion Paths, i.e. vashambadziri havazokwanisi kunyatso tevera maitiro uye kukosha kwema ads avo sezvavari ikozvino nekuti hazvibviri kuziva chaizvo izvo vashandisi vari kudzvanya pazviri uye kuti vanoita zviito zvipi. Hazvina kufanana nevashambadziri vanofanira kunetseka, nekuti vaparidzi vanorarama nemari yekushambadzira.

Mune yangu Google blog post Justin Schuh, Chrome's CTO, yakatsanangura kuti kubvisa makuki echitatu kunoitirwa "kugadzira webhu yakavanzika." Nekudaro, vanopikisa shanduko vanopindura kuti echitatu-bato makuki haaburitse dhata remunhu kune aya mapato zvinopesana nezvido zvemushandisi. Mukuita, vashandisi vari paInternet yakavhurika vanozivikanwa neasina kujairika identifier.uye kushambadza uye tekinoroji vadyidzani vanogona chete kuwana kune zvisina kutsanangurwa zvido zvevashandisi uye maitiro. Izvo zvinosiya pakusazivikanwa uku ndezviya zvinounganidza nekuchengetedza ruzivo rwemunhu, hukama hwemunhu uye ruzivo rweshamwari, kutsvaga nekutenga nhoroondo, uye kunyange maonero ezvematongerwo enyika.

Zvinoenderana nedata reGoogle pachayo, shanduko yakarongwa yaizokonzera kudonha kwe62% mumari yevaparidzi. Izvi zvinonyanya kurova vaparidzi kana makambani asingakwanise kuvimba nawo hwaro hwakasimba hwevashandisi vakanyoreswa. Chimwe chirevo chinogona kunge chiri chekuti mushure mekuchinja uku, vashambadziri vazhinji vanogona kutendeukira kuhofori dzakaita seGoogle neFacebook sezvavanokwanisa kudzora nekuyera vateereri vezviziviso. Uye pamwe ndizvo chete.

Kana kuti yakanakira vaparidzi here?

Havasi vese vakapererwa. Vamwe vanhu vanoona kuchinja uku semukana wevaparidzi. Rini chechitatu-bato cookie kunangwa kunyangarika, makuki akakosha, kureva ayo anouya zvakananga kubva kune vabudisi vewebhu, anozonyanya kukosha, vane tariro vanodaro. Vanotenda kuti data kubva kuvaparidzi inogona kutonyanya kukosha kupfuura zvayave nhasi. Uyezve, kana zvasvika ad server tekinorojivaparidzi vanogona kuchinjira kupeji huru zvachose. Nekuda kweizvi, mishandirapamwe inogona kuratidzwa zvakada kufanana neyakatangira shanduko mumabrowser, uye bhizinesi rese rekushambadzira richange riri parutivi rwevaparidzi.

Vamwe vanhu vanotenda kuti mari yekushambadzira mumashambadziro epamhepo icharamba iripo kutamiswa kubva pamaitiro ekunangisa modhi kuenda kumamiriro ezvinhu. Nokudaro, tichapupurira kudzoka kwezvisarudzo kubva kare. Panzvimbo pezviziviso zvinoenderana nenhoroondo yekubhurawuza, vashandisi vanogashira zviziviso zvinoenderana nezvirimo uye dingindira re peji ravanoratidzwa.

Uyezve, panzvimbo makuki inogona kuoneka user IDs. Mhinduro iyi yakatoshandiswa nevatambi vakuru vemusika. Facebook neAmazon vari kushanda pama ID evashandisi. Asi ungawane kupi chitupa chakadaro? Zvino, kana muparidzi aine imwe mhando yesevhisi yepamhepo iyo mushandisi anoda kupinda mairi, ivo vane maID ID. Iyi inogona kunge iri sevhisi yeVoD, bhokisi retsamba, kana kunyoresa. Identifiers inogona kupihwa zvakasiyana data - senge mukadzi, zera, nezvimwe. Chimwe chakanakira ndechekuti pane imwe chiziviso chinopihwa munhukwete yemudziyo chaiwo. Nenzira iyi ads yako yakanangana nevanhu chaivo.

Mukuwedzera, imwe data isingabatanidzi zvakananga nemushandisi, asi zvisina kunanga, inogona kushandiswa pakushambadzira kwakanangwa. Inogona kunge yakanangana nema ads ako zvichienderana nemamiriro ekunze, nzvimbo, mudziyo, inoshanda sisitimu…

Apple yakabatanawo nema tycoon mukurova bhizinesi rekushambadzira repamhepo. iOS 14 kugadzirisa muzhizha ra2020, zvakapa mushandisi sarudzo yekudzima kuteedzera kwemushandisi kuburikidza nemabhokisi enhaurirano achivabvunza kana "vachitenderwa kutevera" uye nekukurudzira maapplication kuti "asatevedze". Zvakaoma kufungidzira vanhu vachinyatso tsvaga sarudzo dzekuchengeta. Apple yakaunzawo smart reporting feature. safari zvakavanzikaizvo zvicharatidza pachena kuti ndiani arikutevera.

Izvi hazvireve kuti Apple inovhara zvachose vashambadziri. Nekudaro, inosvitsa mitsva mitsva-yakatarisana nemitambo mitemo, iyo vanogadzira vanowana mune itsva vhezheni yezvinyorwa zvinonzi. SKADNetwork. Mitemo iyi inobvumira, kunyanya, kuunganidzwa kwedata kusingazivikanwe pasina kudiwa, semuenzaniso, kuve nedhatabhesi remushandisi wega mudura. Izvi zvinoputsa mhando dzekushambadzira dzakashandiswa kwemakore, seCPA nevamwe.

Sezvauri kuona, zvakatenderedza zvisingatarisike madiki makuki kune hondo hombe yeimwe mari yakawanda. Magumo avo anoreva kuguma kwezvimwe zvinhu zvakawanda zvakaendesa kuyerera kwemari vakawanda online pamusika vatambi. Panguva imwecheteyo, kuguma uku, senguva dzose, kutanga kwechinhu chitsva, hazvisati zvanyatsozivikanwa kuti chii.

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