{"id":10494,"date":"2024-07-23T12:58:49","date_gmt":"2024-07-23T10:58:49","guid":{"rendered":"https:\/\/refinery89.com\/?p=10494"},"modified":"2024-07-23T12:58:49","modified_gmt":"2024-07-23T10:58:49","slug":"google-zmienia-plany-dotyczace-plikow-cookie-stron-trzecich","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pl\/google-changes-third-party-cookies-plan\/","title":{"rendered":"Google zmienia swoje plany dotycz\u0105ce plik\u00f3w cookie stron trzecich"},"content":{"rendered":"<p>W ci\u0105gu ostatnich kilku lat sporo m\u00f3wi\u0142o si\u0119 o wycofywaniu plik\u00f3w cookie stron trzecich. Przegl\u0105darki internetowe, takie jak Safari firmy Apple i Firefox firmy Mozilla, ju\u017c podj\u0119\u0142y kroki w\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:severaly\">silnie<\/span>\u00a0ograniczenie u\u017cywania plik\u00f3w cookie stron trzecich. <a href=\"https:\/\/www.google.com\/chrome\/\" target=\"_blank\" rel=\"noopener\">Chrome Google<\/a> by\u0142o przeznaczone do tego samego. Jednak teraz wydaje si\u0119, \u017ce te plany zosta\u0142y znacznie zmienione, a mo\u017ce nawet ca\u0142kowicie porzucone.<\/p>\n<p>Nasz wsp\u00f3\u0142za\u0142o\u017cyciel, Rob Ottens, przygotowa\u0142 artyku\u0142, aby rzuci\u0107 \u015bwiat\u0142o na najnowsze wiadomo\u015bci od Google dotycz\u0105ce plik\u00f3w cookie stron trzecich. Czytaj dalej!<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Czym s\u0105 pliki cookie stron trzecich?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Aby lepiej zrozumie\u0107 wp\u0142yw tych decyzji, warto wiedzie\u0107, czym w\u0142a\u015bciwie jest plik cookie strony trzeciej. Pliki cookie same w sobie to ma\u0142e pliki umieszczane w przegl\u0105darce w celu przechowywania pewnych danych dla okre\u015blonych funkcjonalno\u015bci (np. aby utrzyma\u0107 Ci\u0119 zalogowanym na stronie internetowej lub zachowa\u0107 zawarto\u015b\u0107 koszyka podczas przegl\u0105dania sklepu internetowego). Gdy plik cookie jest umieszczany przez sam\u0105 stron\u0119 internetow\u0105, jest to plik cookie pierwszej strony.<\/p>\n<p>W reklamie pliki cookie mog\u0105 przechowywa\u0107 osobisty identyfikator, kt\u00f3ry nast\u0119pnie mo\u017ce zosta\u0107 powi\u0105zany z Twoim profilem u\u017cytkownika w systemie reklamowym. Oznacza to, \u017ce Google, Amazon i inni mog\u0105\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"7c2ff4d7-41a9-4310-949b-863a0dfa4257:built\">budowa\u0107<\/span>\u00a0profil dotycz\u0105cy Twoich zachowa\u0144 podczas przegl\u0105dania, a reklamodawcy mog\u0105 wykorzystywa\u0107 go do kierowania do Ciebie okre\u015blonych, spersonalizowanych reklam. Najbardziej widocznym przyk\u0142adem tego jest sytuacja, gdy przegl\u0105dasz sklep internetowy w poszukiwaniu but\u00f3w, a przez kilka nast\u0119pnych dni widzisz mn\u00f3stwo reklam dotycz\u0105cych tej konkretnej pary but\u00f3w. Plik cookie z tym osobistym identyfikatorem jest umieszczany przez zewn\u0119trzny skrypt na stronie (tag R89 jest r\u00f3wnie\u017c zewn\u0119trznym skryptem) i jest to plik cookie strony trzeciej.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Sk\u0105d te obawy zwi\u0105zane z plikami cookie stron trzecich?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Wraz z rosn\u0105cym naciskiem na ochron\u0119 prywatno\u015bci u\u017cytkownik\u00f3w, w ostatnich latach w centrum uwagi znalaz\u0142y si\u0119 pliki cookie stron trzecich. Wynika to z faktu, \u017ce dzi\u0119ki ich wykorzystaniu systemy reklamowe tworzy\u0142y profile osobowe, co coraz cz\u0119\u015bciej postrzegane jest jako niepokoj\u0105ce zjawisko.<\/p>\n<p>Aby zaradzi\u0107 temu problemowi, niekt\u00f3re przegl\u0105darki internetowe, takie jak Safari i Firefox, wprowadzi\u0142y ograniczenia dotycz\u0105ce plik\u00f3w cookie stron trzecich. W ich ustawieniach pliki cookie stron trzecich podlegaj\u0105 wi\u0119kszym ograniczeniom co do sposobu ich wykorzystania oraz czasu przechowywania w przegl\u0105darce, co skutecznie uniemo\u017cliwia tworzenie profili u\u017cytkownik\u00f3w i wy\u015bwietlanie spersonalizowanych reklam za pomoc\u0105 tej metody. W rezultacie stawki CPM w tych przegl\u0105darkach uleg\u0142y obni\u017ceniu.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Jakie by\u0142y plany Google\u2019a?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Pierwotnie firma Google zamierza\u0142a wprowadzi\u0107 podobne ograniczenia dotycz\u0105ce plik\u00f3w cookie stron trzecich w 2022 roku. Termin ten zosta\u0142 przesuni\u0119ty najpierw na rok 2023, a nast\u0119pnie na rok 2024, a obecnie wydaje si\u0119, \u017ce plany te mog\u0105 zosta\u0107 ca\u0142kowicie porzucone.<\/p>\n<p>Poniewa\u017c Google utrzymuje si\u0119 z reklam (w przeciwie\u0144stwie do Apple i Mozilli), firma planowa\u0142a zast\u0105pi\u0107 pliki cookie stron trzecich rozwi\u0105zaniem Privacy Sandbox. Jest to system wbudowany w sam\u0105 przegl\u0105dark\u0119 Chrome, kt\u00f3ry gromadzi okre\u015blone dane na podstawie historii przegl\u0105dania u\u017cytkownika, a nast\u0119pnie przesy\u0142a je do serwera reklamowego w formie\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:anonimized\">zanonimizowane<\/span>\u00a0w ten spos\u00f3b i umo\u017cliwia reklamodawcom nadal stosowanie cz\u0119\u015bciowo spersonalizowanego kierowania reklam.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Dlaczego zmiana?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Projekt Privacy Sandbox jest testowany od pocz\u0105tku tego roku. W zwi\u0105zku z tym w\u015br\u00f3d organ\u00f3w regulacyjnych, grup reklamowych i wydawc\u00f3w pojawi\u0142y si\u0119 obawy, \u017ce przej\u015bcie na Privacy Sandbox nie zapewni odpowiedniego zast\u0105pienia funkcji plik\u00f3w cookie stron trzecich w spos\u00f3b bardziej przyjazny dla prywatno\u015bci. Testy przeprowadzone przez Criteo sugerowa\u0142y, \u017ce znacznie zwi\u0119kszy to udzia\u0142 Google w rynku reklamy internetowej, podczas gdy testy wydawc\u00f3w wykaza\u0142y spadek ich przychod\u00f3w o 201\u2013341%. Organy regulacyjne (zw\u0142aszcza w Wielkiej Brytanii) obawia\u0142y si\u0119, \u017ce Privacy Sandbox zapewni Google nieuczciw\u0105 przewag\u0119 na rynku reklamy internetowej.<\/p>\n<p>Informacje zwrotne i obawy ze strony tych stron zdaj\u0105 si\u0119 sk\u0142oni\u0107 Google do zmiany stanowiska.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>No i co teraz?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Wiele kwestii pozostaje nadal niejasnych. Wiemy jednak, \u017ce Google zamierza utrzyma\u0107 pliki cookie stron trzecich w najbli\u017cszej przysz\u0142o\u015bci. Tak\u0105 informacj\u0119 przekaza\u0142 wiceprezes ds. Privacy Sandbox na stronie\u00a0<a href=\"https:\/\/privacysandbox.com\/news\/privacy-sandbox-update\/\" target=\"_blank\" rel=\"noopener\">oficjalny blog<\/a>:<\/p>\n<blockquote><p><i>Proponujemy nowe podej\u015bcie, kt\u00f3re zwi\u0119ksza swobod\u0119 wyboru u\u017cytkownik\u00f3w. Zamiast wycofywa\u0107 pliki cookie stron trzecich, wprowadziliby\u015bmy w przegl\u0105darce Chrome now\u0105 funkcj\u0119, kt\u00f3ra pozwoli u\u017cytkownikom na podj\u0119cie \u015bwiadomej decyzji dotycz\u0105cej ca\u0142ego przegl\u0105dania stron internetowych, a tak\u017ce umo\u017cliwi im zmian\u0119 tego wyboru w dowolnym momencie.<\/i><\/p><\/blockquote>\n<p>Wygl\u0105da na to, \u017ce Google zamierza utrzyma\u0107 pliki cookie stron trzecich, ale wprowadzi bardziej przyjazny dla u\u017cytkownika system, kt\u00f3ry pozwoli na ich ograniczenie, je\u015bli u\u017cytkownik wyrazi tak\u0105 ch\u0119\u0107. Nie wiadomo jednak, jak to b\u0119dzie wygl\u0105da\u0142o w praktyce.<\/p>\n<p>Jedn\u0105 z mo\u017cliwo\u015bci jest wy\u015bwietlenie komunikatu podczas instalacji przegl\u0105darki, w kt\u00f3rym u\u017cytkownik b\u0119dzie m\u00f3g\u0142 zdecydowa\u0107, czy je zaakceptowa\u0107, czy nie \u2013 podobnie jak w przypadku komunikatu dotycz\u0105cego zarz\u0105dzania zgodami. Wi\u0119cej szczeg\u00f3\u0142\u00f3w na ten temat pojawi si\u0119 prawdopodobnie w najbli\u017cszych miesi\u0105cach.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Co to oznacza dla naszych wydawc\u00f3w w Refinery?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p><span class=\"ui-provider a b c d e f g h i j k l m n o p q r s t u v w x y z ab ac ae af ag ah ai aj ak\" dir=\"ltr\">W najbli\u017cszej przysz\u0142o\u015bci oznacza to, \u017ce wszystko pozostanie bez zmian i nie b\u0119dzie to mia\u0142o \u017cadnego wp\u0142ywu na wydawc\u00f3w. Nie martwcie si\u0119, b\u0119dziemy \u015bledzi\u0107 sytuacj\u0119 i je\u015bli co\u015b si\u0119 zmieni, podejmiemy natychmiastowe i odpowiednie dzia\u0142ania. W mi\u0119dzyczasie, je\u015bli macie jakie\u015b pytania, <a href=\"https:\/\/refinery89.com\/pl\/skontaktuj-sie-z-nami-refinery89\/\">Nie wahaj si\u0119 skontaktowa\u0107 z nami!<\/a><\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Over the last few years, a lot has been said about the deprecation of third-party cookies. Web browser like Apple&#8217;s Safari and Mozilla&#8217;s Firefox have already made moves in\u00a0severely\u00a0limiting the use of third-party cookies. Google&#8217;s Chrome was set to do the same. However, it seems now those plans have been significantly altered, or maybe scrapped [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":10497,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[44,46,140,68],"class_list":["post-10494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-cookies","tag-google","tag-google-updates","tag-third-party-cookies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Changes Third-party Cookies&#039; Plan | Refinery89<\/title>\n<meta name=\"description\" content=\"Our Co-Founder, Rob Ottens, has prepared an article to shed some light on the recent news from Google regarding Third-Party cookies. Read on!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/pl\/google-zmienia-plany-dotyczace-plikow-cookie-stron-trzecich\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Changes Third-party Cookies&#039; Plan | Refinery89\" \/>\n<meta property=\"og:description\" content=\"Our Co-Founder, Rob Ottens, has prepared an article to shed some light on the recent news from Google regarding Third-Party cookies. Read on!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/refinery89.com\/pl\/google-zmienia-plany-dotyczace-plikow-cookie-stron-trzecich\/\" \/>\n<meta property=\"og:site_name\" content=\"Refinery89\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Refinery89\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-23T10:58:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Third-Party-Cookies-Change.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Miguel Diaz de Teran\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@refinery89\" \/>\n<meta name=\"twitter:site\" content=\"@refinery89\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Miguel Diaz de Teran\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/\"},\"author\":{\"name\":\"Miguel Diaz de Teran\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#\\\/schema\\\/person\\\/73f968c815ae38bf8f48566080fa211e\"},\"headline\":\"Google Changes Third-party Cookies&#8217; Plan\",\"datePublished\":\"2024-07-23T10:58:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/\"},\"wordCount\":832,\"publisher\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/Blog-Post_Third-Party-Cookies-Change.png\",\"keywords\":[\"cookies\",\"Google\",\"google updates\",\"Third-Party Cookies\"],\"articleSection\":[\"News\"],\"inLanguage\":\"pl-PL\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/\",\"url\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/\",\"name\":\"Google Changes Third-party Cookies' Plan | Refinery89\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/it\\\/google-changes-third-party-cookies-plan\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/Blog-Post_Third-Party-Cookies-Change.png\",\"datePublished\":\"2024-07-23T10:58:49+00:00\",\"description\":\"Our Co-Founder, Rob Ottens, has prepared an article to shed some light on the recent news from Google regarding Third-Party cookies. 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