Google : Google 放棄封鎖第三方 Cookie，新方案對廣告商可能帶來更大考驗
Google 最近宣布不會按照原先計劃淘汰第三方 Cookie。不過魔鬼藏在細節裡，新方案對廣告商可能帶來更大考驗！
預計閱讀時間︰5 分鐘
Google 最近宣布，他們不會按照原先計劃在 Chrome 瀏覽器中淘汰第三方 Cookie，讓「Cookie 末日」暫時告一段落。乍看之下，雖然這對廣告業界來說似乎是一個好消息，不過魔鬼藏在細節裡，仔細觀察卻發現現實狀況更為複雜。今天讓我們一起探討。
內容大綱
Google 聲明節錄
Google 聲明的三個關鍵要點
為什麼 Google 會作出這意想不到的決定？
Google 這次決定對品牌及廣告商有什麼影響？
我們應該怎麼做？
Google 聲明節錄
"We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content…
Early testing from ad tech companies, including Google, has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes. At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising…
In light of this, we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time."
Google 聲明的三個關鍵要點
Cookie 末日暫緩
Google 放棄了之前消除第三方 Cookie 的計劃。因此，即使在 2024 年之後，第三方 Cookie 技術仍將繼續得到支持。
用戶選擇成為焦點
Google 正在開發一種「新的 Chrome 體驗」，允許用戶決定是否分享他們的數據，並適用於所有網站。我們預計它可能會像 Google 同意聲明模式那樣，但不是在每個網站都問一次，而是套用到顧客整體的網路瀏覽行為。
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