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stdClass Object ( [id] => 1076110 [title] => Google nakon brojnih pritužbi neće više koristiti ‘kolačiće‘ pa uvodi novi sustav zvan FLoC. Ipak, borci za sigurnost podataka i dalje nisu zadovoljni [alias] => google-nakon-brojnih-prituzbi-nece-vise-koristiti-kolacice-pa-uvodi-novi-sustav-zvan-floc-ipak-borci-za-sigurnost-podataka-i-dalje-nisu-zadovoljni [catid] => 423 [published] => 1 [introtext] => [fulltext] =>

 Google polako napušta korištenje "kolačića" za praćenje korisnika koji omogućuju slanje personaliziranih oglasa, ali su svejedno izazvali veliko negodovanje zagovornika prava na zaštitu privatnosti, piše u nedjelju AFP.

Kolačići su uvijek bili glavni način za većinu oglašivača da  prikupe osobne podatke korisnika neizravno putem preglednika ili web stranice kojoj korisnik pristupa. Uključuju podatke posjećene stranice, vrijeme provedeno u pregledavanju web stranica ili postavkama preglednika tijekom generiranja jedinstvenog identifikatora. U nekim slučajevima ovaj kolačić također prikuplja IP adresu.

Prošli mjesec je Google predstavio rezultate testiranja alternativne inačice uvriježene prakse praćenja korisnika, tvrdeći da istovremeno oglašivačima omogućuje slanje relevantnih poruka te učinkovitije štiti privatnost.

Google planira krajem ove godine ukinuti uobičajeni način na koji tvrtke prate korisnike interneta te sa svojim preglednikom Chrome započeti testiranje FLoCa kod oglašivača. 

"Taj pristup učinkovito skriva pojedince 'u gomili' te povijest pretraživanja pojedinca na pregledniku ostaje privatna", objasnila je produkt menadžerica u Google Chetna Bindra predstavljajući sustav Federated Learning of Cohorts (FLoC).

U osnovi, FLoC bi ljude smjestio u grupe na temelju sličnih obrazaca pregledavanja, što znači da bi se za ciljanje koristili samo 'kohortni ID-ovi', a ne i pojedinačni ID-ovi korisnika. Povijest pregledavanja i unosi algoritma ostali bi u pregledniku, a preglednik bi razotkrio samo "kohortu" koja sadrži tisuće ljudi.

"Rezultati pokazuju da kada se radi o publici sa sličnim interesima, FLoC može biti učinkovita zamjena za kolačiće treće strane", dodala je Bindra.

"Oglašavanje je ključno kako bismo web ostavili otvoren za svakoga, no sam ekosustav weba je u opasnosti ukoliko prakse zaštite privatnosti ne drže korak s očekivanjima", poručila je produkt menadžerica.

Zbog rastuće bojazni od kolačića za praćenje i sve veće potpore regulaciji interneta po pitanju zaštite privatnosti, poput uvođenja Opće uredba o zaštiti podataka (GDPR) u Europskoj uniji, taj internetski div želi pronaći način kako učinkovito ciljati oglase bez da previše zna o pojedincima koji se služe internetom.

Prema Googleu, testovi pokazuju da FLoC tehnologija ciljanog oglašavanja  djeluje, dok  oglašivači mogu očekivati da ostvare najmanje 95% stope konverzije za svaki dolar potrošen na oglašavanje u usporedbi s oglašavanjem na temelju kolačića.

Tehnolog Bennet Cyphers iz tvrtke Electronic Frontier Foundation neke kolačiće smatra izuzetno "opakim" što se tiče privatnosti.

"Što se tiče privatnosti, kolačići treće strane su noćna mora. Oglašivači ne moraju znati što je netko ikada učinio da bi mu poslali oglas", rekao je Cyphers.

Safari i Firefox su već odustali od korištenja kolačića treće strane, no Chrome, kao najpopularniji preglednik, ih za sada i dalje koristi.

Prema podacima StatCountera za prošlu godinu, Chrome čini 63 posto globalnog tržišta preglednika.

Cyphers ne ulaže puno nade niti u FLoC, dapače, tvrdi da bi se problemi s privatnošću mogli dodatno pogoršati.

Novi sustav bi mogao kreirati cijele "kohorte" ljudi sa sličnim interesima, pokupiti sve što ste ikada napravili u svom pregledniku i zatim vas etiketirati, objašnjava Cyphers.

"A oglašivači će dekodirati što te etikete znači", zaključio je, dodavši da očekuje da će oglašivači lako utvrditi koje etikete uključuju određene dobne, spolne ili rasne skupine te koji su ljudi skloniji ekstremnim političkim stajalištima.

Koalcija tvrtki "Marketers for an Open Web" pokreće kampanju protiv ideje Googlea o "kohortama" i tvrde da su prijedlozi Googlea "loši za vlasnike neovisnih medija, neovisnu tehnologiju oglašavanja i same oglašivače".

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 Google polako napušta korištenje "kolačića" za praćenje korisnika koji omogućuju slanje personaliziranih oglasa, ali su svejedno izazvali veliko negodovanje zagovornika prava na zaštitu privatnosti, piše u nedjelju AFP.

Kolačići su uvijek bili glavni način za većinu oglašivača da  prikupe osobne podatke korisnika neizravno putem preglednika ili web stranice kojoj korisnik pristupa. Uključuju podatke posjećene stranice, vrijeme provedeno u pregledavanju web stranica ili postavkama preglednika tijekom generiranja jedinstvenog identifikatora. U nekim slučajevima ovaj kolačić također prikuplja IP adresu.

Prošli mjesec je Google predstavio rezultate testiranja alternativne inačice uvriježene prakse praćenja korisnika, tvrdeći da istovremeno oglašivačima omogućuje slanje relevantnih poruka te učinkovitije štiti privatnost.

Google planira krajem ove godine ukinuti uobičajeni način na koji tvrtke prate korisnike interneta te sa svojim preglednikom Chrome započeti testiranje FLoCa kod oglašivača. 

"Taj pristup učinkovito skriva pojedince 'u gomili' te povijest pretraživanja pojedinca na pregledniku ostaje privatna", objasnila je produkt menadžerica u Google Chetna Bindra predstavljajući sustav Federated Learning of Cohorts (FLoC).

U osnovi, FLoC bi ljude smjestio u grupe na temelju sličnih obrazaca pregledavanja, što znači da bi se za ciljanje koristili samo 'kohortni ID-ovi', a ne i pojedinačni ID-ovi korisnika. Povijest pregledavanja i unosi algoritma ostali bi u pregledniku, a preglednik bi razotkrio samo "kohortu" koja sadrži tisuće ljudi.

"Rezultati pokazuju da kada se radi o publici sa sličnim interesima, FLoC može biti učinkovita zamjena za kolačiće treće strane", dodala je Bindra.

"Oglašavanje je ključno kako bismo web ostavili otvoren za svakoga, no sam ekosustav weba je u opasnosti ukoliko prakse zaštite privatnosti ne drže korak s očekivanjima", poručila je produkt menadžerica.

Zbog rastuće bojazni od kolačića za praćenje i sve veće potpore regulaciji interneta po pitanju zaštite privatnosti, poput uvođenja Opće uredba o zaštiti podataka (GDPR) u Europskoj uniji, taj internetski div želi pronaći način kako učinkovito ciljati oglase bez da previše zna o pojedincima koji se služe internetom.

Prema Googleu, testovi pokazuju da FLoC tehnologija ciljanog oglašavanja  djeluje, dok  oglašivači mogu očekivati da ostvare najmanje 95% stope konverzije za svaki dolar potrošen na oglašavanje u usporedbi s oglašavanjem na temelju kolačića.

Tehnolog Bennet Cyphers iz tvrtke Electronic Frontier Foundation neke kolačiće smatra izuzetno "opakim" što se tiče privatnosti.

"Što se tiče privatnosti, kolačići treće strane su noćna mora. Oglašivači ne moraju znati što je netko ikada učinio da bi mu poslali oglas", rekao je Cyphers.

Safari i Firefox su već odustali od korištenja kolačića treće strane, no Chrome, kao najpopularniji preglednik, ih za sada i dalje koristi.

Prema podacima StatCountera za prošlu godinu, Chrome čini 63 posto globalnog tržišta preglednika.

Cyphers ne ulaže puno nade niti u FLoC, dapače, tvrdi da bi se problemi s privatnošću mogli dodatno pogoršati.

Novi sustav bi mogao kreirati cijele "kohorte" ljudi sa sličnim interesima, pokupiti sve što ste ikada napravili u svom pregledniku i zatim vas etiketirati, objašnjava Cyphers.

"A oglašivači će dekodirati što te etikete znači", zaključio je, dodavši da očekuje da će oglašivači lako utvrditi koje etikete uključuju određene dobne, spolne ili rasne skupine te koji su ljudi skloniji ekstremnim političkim stajalištima.

Koalcija tvrtki "Marketers for an Open Web" pokreće kampanju protiv ideje Googlea o "kohortama" i tvrde da su prijedlozi Googlea "loši za vlasnike neovisnih medija, neovisnu tehnologiju oglašavanja i same oglašivače".

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Kenzo Tribouillard/AFP
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Google nakon brojnih pritužbi neće više koristiti ‘kolačiće‘ pa uvodi novi sustav zvan FLoC. Ipak, borci za sigurnost podataka i dalje nisu zadovoljni

Piše Hina
7. veljače 2021. - 16:01
15971284
PREMIUM
Kenzo Tribouillard/AFP

 Google polako napušta korištenje "kolačića" za praćenje korisnika koji omogućuju slanje personaliziranih oglasa, ali su svejedno izazvali veliko negodovanje zagovornika prava na zaštitu privatnosti, piše u nedjelju AFP.

Kolačići su uvijek bili glavni način za većinu oglašivača da  prikupe osobne podatke korisnika neizravno putem preglednika ili web stranice kojoj korisnik pristupa. Uključuju podatke posjećene stranice, vrijeme provedeno u pregledavanju web stranica ili postavkama preglednika tijekom generiranja jedinstvenog identifikatora. U nekim slučajevima ovaj kolačić također prikuplja IP adresu.

Prošli mjesec je Google predstavio rezultate testiranja alternativne inačice uvriježene prakse praćenja korisnika, tvrdeći da istovremeno oglašivačima omogućuje slanje...

#PRIVATNOST#INTERNET#GOOGLE#KOLAČIĆI
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16. svibanj 2024 15:21