{"id":6909,"date":"2021-07-05T00:00:00","date_gmt":"2021-07-04T23:00:00","guid":{"rendered":"https:\/\/instrid.sk\/uncategorized\/aktualizacia-google-chrome-zmeni-cely-internet-o-co-ide\/"},"modified":"2021-07-05T00:00:00","modified_gmt":"2021-07-04T23:00:00","slug":"aktualizacia-google-chrome-zmeni-cely-internet-o-co-ide","status":"publish","type":"post","link":"https:\/\/instrid.sk\/en\/archiv\/aktualizacia-google-chrome-zmeni-cely-internet-o-co-ide\/","title":{"rendered":"Aktualiz\u00e1cia Google Chrome zmen\u00ed cel\u00fd internet: O \u010do ide?"},"content":{"rendered":"

Prehliada\u010d Google Chrome sa zbavuje s\u00faborov cookies tret\u00edch str\u00e1n. Ak v\u0161etko p\u00f4jde pod\u013ea pl\u00e1nu, najbli\u017e\u0161ia ve\u013ek\u00e1 aktualiz\u00e1cia najpopul\u00e1rnej\u0161ieho webov\u00e9ho prehliada\u010da<\/strong> na svete prep\u00ed\u0161e pravidl\u00e1 online reklamy. Ako to ovplyvn\u00ed internet? Bude ove\u013ea \u0165a\u017e\u0161ie sledova\u0165 aktivitu na internete.<\/p>\n

V\u00fdhra pre ochranu \u00fadajov a Google?<\/h3>\n

Bohu\u017eia\u013e, nie je to tak\u00e9 jednoduch\u00e9. To, \u010do sa jav\u00ed ako ve\u013ek\u00e1 v\u00fdhra pre na\u0161e s\u00fakromie, m\u00f4\u017ee v kone\u010dnom d\u00f4sledku sl\u00fa\u017ei\u0165 iba na posilnenie spolo\u010dnosti Google v marketingovom priemysle a webe ako celku<\/strong>. Kritici a regula\u010dn\u00e9 org\u00e1ny argumentuj\u00fa t\u00fdm, \u017ee tento krok riskuje bankrot men\u0161\u00edch reklamn\u00fdch spolo\u010dnost\u00ed.<\/p>\n

Tento krok by mohol po\u0161kodi\u0165 webov\u00e9 str\u00e1nky, ktor\u00e9 sa pri zar\u00e1ban\u00ed pe\u0148az\u00ed spoliehaj\u00fa na reklamu<\/strong>. Pre v\u00e4\u010d\u0161inu \u013eud\u00ed bude t\u00e1to zmena nevidite\u013en\u00e1, ale Google pl\u00e1nuje prida\u0165 do prehliada\u010da Chrome kontrolu nad reklamou. Google Chrome tak bude zaznamen\u00e1va\u0165 hist\u00f3riu prehliadania a bude sp\u00e1ja\u0165 \u013eud\u00ed do skup\u00edn s podobn\u00fdmi z\u00e1ujmami.<\/p>\n

Google sa tak pl\u00e1nuje zbavi\u0165 infra\u0161trukt\u00fary, ktor\u00e1 umo\u017e\u0148uje individualizovan\u00e9 sledovanie a profilovanie na webe. Nahradia to technol\u00f3giou, ktor\u00e1 umo\u017e\u0148uje vytv\u00e1ranie cielenej reklamy – iba inak. Pl\u00e1n spolo\u010dnosti Google<\/strong> na nahradenie s\u00faborov cookies tret\u00edch str\u00e1n vych\u00e1dza z jej pl\u00e1nu vylep\u0161i\u0165 svet online reklamy bez toho, aby do\u0161lo k bankrotu cel\u00e9ho reklamn\u00e9ho priemyslu.<\/p>\n Google Chrome\n

Okrem odstr\u00e1nenia s\u00faborov cookies tret\u00edch str\u00e1n sa zaober\u00e1 aktualiz\u00e1cia aj \u010fal\u0161\u00edmi probl\u00e9mami. V aktualiz\u00e1cii s\u00fa zahrnut\u00e9 probl\u00e9my ako reklamn\u00e9 podvody, zni\u017eovanie po\u010dtu CAPTCHA<\/strong> ktor\u00e9 ka\u017ed\u00fd z n\u00e1s vid\u00edme pravidelne a zav\u00e1dzan\u00edm nov\u00fdch sp\u00f4sobov, ktor\u00fdmi m\u00f4\u017eu spolo\u010dnosti mera\u0165 v\u00fdkonnos\u0165 ich rekl\u00e1m.<\/p>\n

\u010co hovoria kritici<\/h3>\n

Mnoho kritikov spolo\u010dnosti Google tvrd\u00ed, \u017ee \u010das\u0165 n\u00e1vrhov s\u00fa iba zmenou u\u017e existuj\u00faceho nastavenia v prehliada\u010di<\/strong>. Zmena reklamy je ale pod\u013ea Googlu nevyhnutn\u00e1. Odvetvie online reklamy je, mierne povedan\u00e9, nepraktick\u00e9. Zah\u0155\u0148a miliardy d\u00e1t o v\u0161etk\u00fdch na\u0161ich \u017eivotoch, ktor\u00e9 sa automaticky obchoduj\u00fa ka\u017ed\u00fa sekundu po\u010das d\u0148a.<\/p>\n

Tak\u00e1to podstatn\u00e1 zmena tohto syst\u00e9mu ovplyvn\u00ed mno\u017estvo firiem, od zna\u010diek inzeruj\u00facich produkty a slu\u017eby online a\u017e po siete reklamn\u00fdch technol\u00f3gi\u00ed a spravodajsk\u00e9 organiz\u00e1cie, ktor\u00e9 tieto reklamy \u0161\u00edria do v\u0161etk\u00fdch \u010dast\u00ed webu<\/strong>. Odstr\u00e1nenie s\u00faborov cookies tret\u00edch str\u00e1n z prehliada\u010da Chrome, ktor\u00e9 bolo prv\u00fdkr\u00e1t ozn\u00e1men\u00e9 v janu\u00e1ri 2020, bude trva\u0165 dlh\u0161ie.<\/p>\n

Pod\u013ea mnoh\u00fdch ohlasov boli cookies tret\u00edch str\u00e1n najinv\u00e1znej\u0161ou technol\u00f3giou na svete. Napr\u00edklad najv\u00e4\u010d\u0161ia konkurencia Googlu – Apple s ich prehliada\u010dom Safari, obmedzil cookies tret\u00edch str\u00e1n u\u017e v roku 2017. Firefox ich zablokoval v roku 2019 – probl\u00e9m je tak obrovsk\u00fd, \u017ee tento prehliada\u010d blokuje v s\u00fa\u010dasnosti 10 mili\u00e1rd cookies denne<\/strong>.<\/p>\n

Chrome a cookies tret\u00edch str\u00e1n<\/h3>\n

Ak v s\u00fa\u010dasnosti pou\u017e\u00edvate prehliada\u010d Chrome, nav\u0161t\u00edven\u00e9 weby a\u017e na nieko\u013eko v\u00fdnimiek pridaj\u00fa do v\u00e1\u0161ho zariadenia s\u00fabory cookies tretej strany<\/strong>. Tieto s\u00fabory cookies – men\u0161ie z\u00e1znamy va\u0161ich d\u00e1t – s\u00fa schopn\u00e9 na z\u00e1klade toho sledova\u0165 va\u0161u hist\u00f3riu prehliadania a zobrazova\u0165 reklamy. S\u00fabory cookies tret\u00edch str\u00e1n<\/strong> odosielaj\u00fa v\u0161etky zhroma\u017eden\u00e9 \u00fadaje sp\u00e4\u0165 na in\u00fa dom\u00e9nu, ako je t\u00e1, na ktorej sa moment\u00e1lne nach\u00e1dzate.<\/p>\n

Pre porovnanie, s\u00fabory cookies prvej strany pren\u00e1\u0161aj\u00fa \u00fadaje sp\u00e4\u0165 na vlastn\u00edkov dom\u00e9ny<\/strong>, ktor\u00fa ste v tom \u010dase nav\u0161t\u00edvili. S\u00fabory cookies tret\u00edch str\u00e1n s\u00fa hlavn\u00fdm d\u00f4vodom, pre\u010do v\u00e1s napr\u00edklad top\u00e1nky, na ktor\u00e9 ste sa pozreli pred dvoma t\u00fd\u017ed\u0148ami, st\u00e1le prenasleduj\u00fa po in\u00fdch weboch.<\/p>\n

V\u0161etky \u00fadaje zhroma\u017eden\u00e9 s\u00fabormi cookies tret\u00edch str\u00e1n sa pou\u017e\u00edvaj\u00fa na vytvorenie pou\u017e\u00edvate\u013esk\u00fdch profilov, ktor\u00e9 m\u00f4\u017eu zah\u0155\u0148a\u0165 va\u0161e z\u00e1ujmy, veci, ktor\u00e9 kupujete, a spr\u00e1vanie online<\/strong> – to m\u00f4\u017ee by\u0165 sp\u00e4tne poskytnut\u00e9 sprostredkovate\u013eom \u00fadajov.<\/p>\n Chetna Bindra, Google zdroj: adweek.com\n

\u201eZ\u00e1merom skuto\u010dne bolo vyrie\u0161i\u0165 probl\u00e9m nahradenia star\u0161ej technol\u00f3gie<\/strong>, ako s\u00fa s\u00fabory cookies tret\u00edch str\u00e1n, a in\u00e9, na ochranu s\u00fakromia,\u201c hovor\u00ed Chetna Bindra, ved\u00faca reklamn\u00e9ho oddelenia v spolo\u010dnosti Google.<\/p>\n

Chrome – Aktualiz\u00e1cia a alternat\u00edva<\/h3>\n

Ak\u00e9 s\u00fa teda alternat\u00edvy? Pl\u00e1n spolo\u010dnosti Google je zacieli\u0165 reklamy na v\u0161eobecn\u00e9 z\u00e1ujmy \u013eud\u00ed pomocou syst\u00e9mu AI s n\u00e1zvom Federated Learning of Cohorts (FLoC)<\/strong>. Tento syst\u00e9m vezme okrem in\u00e9ho va\u0161u webov\u00fa hist\u00f3riu a na z\u00e1klade va\u0161ich z\u00e1ujmov v\u00e1s zarad\u00ed do ur\u010ditej skupiny.<\/p>\n

Google zatia\u013e nedefinoval, o \u010do v t\u00fdchto skupin\u00e1ch p\u00f4jde, ale bude zah\u0155\u0148a\u0165 tis\u00edce \u013eud\u00ed, ktor\u00ed maj\u00fa podobn\u00e9 z\u00e1ujmy. Inzerenti potom bud\u00fa m\u00f4c\u0165 zobrazova\u0165 reklamy \u013eu\u010fom na z\u00e1klade skupiny, v ktorej ste. Ak AI spolo\u010dnosti Google zist\u00ed, \u017ee m\u00e1te radi napr\u00edklad tenisky, potom v\u00e1s prirad\u00ed do skupiny s \u010fal\u0161\u00edmi fan\u00fa\u0161ikmi tenisiek<\/strong>.<\/p>\n Google HQ zdroj: wicnews.com\n

V\u0161etko to funguje podobn\u00fdm sp\u00f4sobom, ako napr\u00edklad algoritmus Netflixu <\/strong>ur\u010duje to, na \u010do by ste sa radi pozerali. Va\u0161a hist\u00f3ria prezerania je v podstate podobn\u00e1, ale nie identick\u00e1 s ostatn\u00fdmi. Ak sa napr\u00edklad osobe A a osobe B p\u00e1\u010dia rovnak\u00e9 \u0161tyri hororov\u00e9 filmy, potom je ve\u013ek\u00e1 pravdepodobnos\u0165, \u017ee sa osobe A bude p\u00e1\u010di\u0165 piaty horor, ktor\u00fd si osoba B pr\u00e1ve pozrela.<\/p>\n

Na rozdiel od s\u00faborov cookies tret\u00edch str\u00e1n bud\u00fa v\u0161etky \u00fadaje pou\u017eit\u00e9 na ur\u010denie skupiny, do ktorej sa dostanete, spracovan\u00e9 v prehliada\u010di Chrome. S\u00fabory cookies tret\u00edch str\u00e1n s\u00fa naopak v\u0161ade a dostupn\u00e9.<\/strong> Napriek tejto z\u00e1sadnej zmene sp\u00f4sobu ukladania a spracovania \u00fadajov je syst\u00e9m pri zacielen\u00ed rekl\u00e1m 95% rovnako efekt\u00edvny ako s\u00fabory cookies tret\u00edch str\u00e1n.<\/p>\n

Mnoh\u00ed skeptici s t\u00fdmto nes\u00fahlasia, ale na to u\u017e treba po\u010dka\u0165 do roku 2022, kedy t\u00e1to ve\u013ek\u00e1 aktualiz\u00e1cia pr\u00edde.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Prehliada\u010d Google Chrome sa zbavuje s\u00faborov cookies tret\u00edch str\u00e1n. Ak v\u0161etko p\u00f4jde pod\u013ea pl\u00e1nu, najbli\u017e\u0161ia ve\u013ek\u00e1 aktualiz\u00e1cia najpopul\u00e1rnej\u0161ieho webov\u00e9ho prehliada\u010da na svete prep\u00ed\u0161e pravidl\u00e1 online<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-6909","post","type-post","status-publish","format-standard","hentry","category-archiv","two-columns"],"_links":{"self":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/6909","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/comments?post=6909"}],"version-history":[{"count":0,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/6909\/revisions"}],"wp:attachment":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/media?parent=6909"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/categories?post=6909"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/tags?post=6909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}