San Francisco: Google<\/a> is weaning itself off user-tracking \"cookies<\/a>\" which allow the web giant to deliver personalized ads but which also have raised the hackles of privacy defenders. 旧金山:谷歌摆脱了该项服务”饼干”,允许网络巨头提供个性化的广告,但也激怒了隐私捍卫者。
Last month, Google unveiled the results of tests showing an alternative to the longstanding tracking practice, claiming it could improve online privacy while still enabling advertisers to serve up relevant messages.
\"This approach effectively hides individuals 'in the crowd' and uses on-device processing to keep a person's web history private on the browser,\" Google product manager Chetna Bindra explained in unveiling the system called Federated Learning of Cohorts (FLoC).
\"Results indicate that when it comes to generating interest-based audiences, FLoC can provide an effective replacement signal for third-party cookies.\"
Google plans to begin testing the FLoC approach with advertisers later this year with its Chrome browser.
\"Advertising is essential to keeping the web open for everyone, but the web ecosystem is at risk if privacy practices do not keep up with changing expectations,\" Bindra added.
Google has plenty of incentive for the change. The US internet giant<\/a> has been hammered by critics over user privacy, and is keenly aware of trends for legislation protecting people's data rights.
Growing fear of cookie-tracking has prompted support for internet<\/a> rights legislation such as GDPR in Europe and has the internet giant devising a way to effectively target ads without knowing too much about any individual person.
- 'Privacy nightmare' - Some kinds of cookies -- which are text files stored when a user visits a website -- are a convenience for logins and browsing at frequently visited sites.
Anyone who has pulled up a registration page online only to have their name and address automatically entered where required has cookies to thank. But other kinds of cookies are seen by some as nefarious.
\"Third-party cookies are a privacy nightmare,\" Electronic Frontier Foundation<\/a> staff technologist Bennet Cyphers told AFP.
\"You don't need to know what everyone has ever done just to serve them an ad.\"
He reasoned that advertising based on context can be effective; an example being someone looking at recipes at a cooking website being shown ads for cookware or grocery stores.
Safari and Firefox<\/a> browsers have already done away with third-party cookies, but they are still used at the world's most popular browser - Chrome.
Chrome accounted for 63 percent of the global browser market last year, according to StatCounter.
\"It's both a competitive and legal liability for Google to keep using third-party cookies, but they want their ad business to keep humming,\" Cyphers said.
Cyphers and others have worries about Google using a secret formula to lump internet users into groups and give them \"cohort\" badges of sorts that will be used to target marketing messages without knowing exactly who they are.
\"There is a chance that it just makes a lot of privacy problems worse,\" Cyphers said, suggesting the new system could create \"cohort\" badges of people who may be targeted with little transparency..
\"There is a machine learning black box that is going to take in every bit of everything you have even done in your browser and spit out a label that says you are this kind of person,\" Cyphers said.
\"Advertisers are going to decode what those labels mean.\"
He expected advertisers to eventually deduce which labels include certain ages, genders or races, and which are people prone to extreme political views.
A Marketers for an Open Web business coalition is campaigning against Google's cohort move, questioning its effectiveness and arguing it will force more advertisers into its \"walled garden.\"
\"Google's proposals are bad for independent media owners, bad for independent advertising technology and bad for marketers,\" coalition director James Rosewell said in a release.
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上个月,谷歌公布的测试结果显示替代长期跟踪实践,声称它可以提高在线隐私,同时仍然允许广告商提供相关信息。
“这种方法有效地隐藏了个人在人群中,使用设备内置处理保持一个人的网络历史记录私人在浏览器上,“谷歌产品经理Chetna宾德拉解释揭幕的系统称为联合学习军团(絮状物)。
谷歌计划今年晚些时候开始测试絮状物的方法与广告商的Chrome浏览器。
“广告是至关重要的对每个人都保持网络开放,但是网络生态系统风险如果隐私惯例没有跟上变化的预期,”宾德拉补充道。
谷歌有很多改变的动机。的美国互联网巨头在用户隐私一直受批评,也深知立法趋势的数据保护人民的权利。
害怕cookie-tracking促使支持增长互联网权利立法如GDPR在欧洲,互联网巨头设计一种有效的目标广告不知道太多的任何个人。
——隐私噩梦”——一些饼干,这是文本文件存储在用户访问一个网站,是一个方便登录和浏览常访问的站点。
只停一个注册页面的在线的人都有他们的名字和地址自动进入,需要感谢饼干。但是其他类型的饼干被一些人看作是邪恶的。
“第三方饼干是一个隐私噩梦,”电子前沿基金会班纳特技术人员密码告诉法新社。
“你不需要知道每个人都有过只是为他们的广告。”
他推断,广告基于上下文可以有效;一个例子是有人看食谱烹饪炊具或杂货店网站显示广告。
Safari和火狐第三方浏览器已经废除了饼干,但是他们依然在世界上最受欢迎的浏览器,使用Chrome。
Chrome占去年全球浏览器市场的63%,根据StatCounter。
“这是一个竞争和法律责任对谷歌继续使用第三方的饼干,但他们希望他们的广告业务继续增长,“密码说。
密码和其他人担心谷歌用一个秘密公式将互联网用户到组,给他们各种各样的“队列”徽章将用于目标营销信息完全不知道他们是谁。
“有机会,它只是让很多隐私问题更糟糕的是,“密信说,表明新系统可以创建“队列”徽章的人可能是有针对性的小透明。
“机器学习有一个黑盒,将所有你的每一点甚至在浏览器和吐出一个标签,说你是这种人,“密码说。
“广告商要解码这些标签是什么意思。”
他预计广告商最终推断出标签包括特定的年龄,性别或种族,这是人们倾向于极端的政治观点。
开放网络的营销人员业务联盟发起反对谷歌的队列,质疑其有效性和争论将迫使更多的广告商“围墙花园”。
“谷歌的提议是不利于独立媒体所有者,不利于独立广告技术和对营销人员,“联合导演詹姆斯·Rosewell在一份新闻稿中说。
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San Francisco: Google<\/a> is weaning itself off user-tracking \"cookies<\/a>\" which allow the web giant to deliver personalized ads but which also have raised the hackles of privacy defenders.
Last month, Google unveiled the results of tests showing an alternative to the longstanding tracking practice, claiming it could improve online privacy while still enabling advertisers to serve up relevant messages.
\"This approach effectively hides individuals 'in the crowd' and uses on-device processing to keep a person's web history private on the browser,\" Google product manager Chetna Bindra explained in unveiling the system called Federated Learning of Cohorts (FLoC).
\"Results indicate that when it comes to generating interest-based audiences, FLoC can provide an effective replacement signal for third-party cookies.\"
Google plans to begin testing the FLoC approach with advertisers later this year with its Chrome browser.
\"Advertising is essential to keeping the web open for everyone, but the web ecosystem is at risk if privacy practices do not keep up with changing expectations,\" Bindra added.
Google has plenty of incentive for the change. The US internet giant<\/a> has been hammered by critics over user privacy, and is keenly aware of trends for legislation protecting people's data rights.
Growing fear of cookie-tracking has prompted support for internet<\/a> rights legislation such as GDPR in Europe and has the internet giant devising a way to effectively target ads without knowing too much about any individual person.
- 'Privacy nightmare' - Some kinds of cookies -- which are text files stored when a user visits a website -- are a convenience for logins and browsing at frequently visited sites.
Anyone who has pulled up a registration page online only to have their name and address automatically entered where required has cookies to thank. But other kinds of cookies are seen by some as nefarious.
\"Third-party cookies are a privacy nightmare,\" Electronic Frontier Foundation<\/a> staff technologist Bennet Cyphers told AFP.
\"You don't need to know what everyone has ever done just to serve them an ad.\"
He reasoned that advertising based on context can be effective; an example being someone looking at recipes at a cooking website being shown ads for cookware or grocery stores.
Safari and Firefox<\/a> browsers have already done away with third-party cookies, but they are still used at the world's most popular browser - Chrome.
Chrome accounted for 63 percent of the global browser market last year, according to StatCounter.
\"It's both a competitive and legal liability for Google to keep using third-party cookies, but they want their ad business to keep humming,\" Cyphers said.
Cyphers and others have worries about Google using a secret formula to lump internet users into groups and give them \"cohort\" badges of sorts that will be used to target marketing messages without knowing exactly who they are.
\"There is a chance that it just makes a lot of privacy problems worse,\" Cyphers said, suggesting the new system could create \"cohort\" badges of people who may be targeted with little transparency..
\"There is a machine learning black box that is going to take in every bit of everything you have even done in your browser and spit out a label that says you are this kind of person,\" Cyphers said.
\"Advertisers are going to decode what those labels mean.\"
He expected advertisers to eventually deduce which labels include certain ages, genders or races, and which are people prone to extreme political views.
A Marketers for an Open Web business coalition is campaigning against Google's cohort move, questioning its effectiveness and arguing it will force more advertisers into its \"walled garden.\"
\"Google's proposals are bad for independent media owners, bad for independent advertising technology and bad for marketers,\" coalition director James Rosewell said in a release.
<\/p><\/body>","next_sibling":[{"msid":80731946,"title":"Apple may discontinue iPhone 12 mini in second quarter this year, says report","entity_type":"ARTICLE","link":"\/news\/apple-may-discontinue-iphone-12-mini-in-second-quarter-this-year-says-report\/80731946","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":80732011,"entity_type":"ARTICLE","title":"Google moves away from diet of 'cookies' to track users","synopsis":"Last month, Google unveiled the results of tests showing an alternative to the longstanding tracking practice, claiming it could improve online privacy while still enabling advertisers to serve up relevant messages.","titleseo":"telecomnews\/google-moves-away-from-diet-of-cookies-to-track-users","status":"ACTIVE","authors":[],"analytics":{"comments":0,"views":312,"shares":0,"engagementtimems":1403000},"Alttitle":{"minfo":""},"artag":"AFP","artdate":"2021-02-07 11:39:32","lastupd":"2021-02-07 11:44:50","breadcrumbTags":["google","web cookies","Electronic Frontier Foundation","Firefox","US Internet giant","User tracking","international","tech news","Internet","Cookies"],"secinfo":{"seolocation":"telecomnews\/google-moves-away-from-diet-of-cookies-to-track-users"}}" data-news_link="//www.iser-br.com/news/google-moves-away-from-diet-of-cookies-to-track-users/80732011">
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