{"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-muda-plano-de-cookies-de-terceiros","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/google-changes-third-party-cookies-plan\/","title":{"rendered":"Google Altera Plano de Cookies de Terceiros"},"content":{"rendered":"<p>Nos \u00faltimos anos, muito se tem falado sobre a deprecia\u00e7\u00e3o dos cookies de terceiros. Navegadores da web como Safari da Apple e Firefox da Mozilla j\u00e1 tomaram medidas em\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:severaly\">severamente<\/span>\u00a0limitando o uso de cookies de terceiros. <a href=\"https:\/\/www.google.com\/chrome\/\" target=\"_blank\" rel=\"noopener\">Chrome do Google<\/a> estava programado para fazer o mesmo. No entanto, parece que agora esses planos foram significativamente alterados, ou talvez descartados completamente.<\/p>\n<p>Nosso cofundador, Rob Ottens, preparou um artigo para esclarecer as not\u00edcias recentes do Google sobre cookies de terceiros. Leia mais!<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>O que s\u00e3o cookies de terceiros?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Para ter um melhor entendimento do impacto dessas decis\u00f5es, \u00e9 bom saber o que \u00e9 um cookie de terceiros. Cookies em si s\u00e3o pequenos arquivos colocados no navegador para lembrar alguns dados para certas funcionalidades (por exemplo, para mant\u00ea-lo logado em um site ou para manter seu carrinho de compras enquanto voc\u00ea navega em uma loja online). Quando o cookie \u00e9 colocado pelo pr\u00f3prio site, \u00e9 um cookie de primeira parte.<\/p>\n<p>Na publicidade, os cookies podem armazenar um ID pessoal, que pode ent\u00e3o ser vinculado ao seu perfil de usu\u00e1rio em um sistema de an\u00fancios. Isso significa que Google, Amazon e outros podem\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"7c2ff4d7-41a9-4310-949b-863a0dfa4257:built\">construir<\/span>\u00a0um perfil sobre seu comportamento de navega\u00e7\u00e3o e os anunciantes podem us\u00e1-lo para direcionar an\u00fancios espec\u00edficos e personalizados para voc\u00ea. Um exemplo mais vis\u00edvel disso \u00e9 quando voc\u00ea est\u00e1 navegando em uma loja online de sapatos e, nos dias seguintes, v\u00ea um monte de publicidade sobre aquele par de sapatos espec\u00edfico. O cookie com aquele ID pessoal \u00e9 colocado por um script externo no site (a tag \u00fanica R89 \u00e9 tamb\u00e9m um script externo) e \u00e9 um cookie de terceiros.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Por que tanta preocupa\u00e7\u00e3o com os cookies de terceiros?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Com o crescente foco na privacidade do usu\u00e1rio, os cookies de terceiros se tornaram um ponto focal nos \u00faltimos anos. Isso ocorre porque, com o uso deles, sistemas de publicidade criaram perfis pessoais, o que est\u00e1 sendo cada vez mais visto como algo preocupante.<\/p>\n<p>Para lidar com essa preocupa\u00e7\u00e3o, alguns navegadores da web restringiram os cookies de terceiros, como Safari e Firefox. Em sua configura\u00e7\u00e3o, o cookie de terceiros \u00e9 mais limitado em como pode ser usado e por quanto tempo permanece no navegador, removendo efetivamente a possibilidade de criar perfis de usu\u00e1rio e fazer an\u00fancios mais personalizados por meio desse m\u00e9todo. O resultado disso tem sido a queda nas taxas de CPM nesses navegadores.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Quais eram os planos do Google?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>O Google originalmente queria impor uma limita\u00e7\u00e3o semelhante aos cookies de terceiros em 2022. O prazo foi adiado para 2023, depois para 2024 e agora parece que os planos podem ser descartados por completo.<\/p>\n<p>Uma vez que o pr\u00f3prio Google depende de publicidade (ao contr\u00e1rio da Apple e da Mozilla), seu plano era substituir o cookie de terceiros pelo Privacy Sandbox. Este \u00e9 um sistema dentro do pr\u00f3prio navegador Chrome que coleta certos dados com base no hist\u00f3rico de navega\u00e7\u00e3o dos usu\u00e1rios, envia-os para o servidor de an\u00fancios em um\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:anonimized\">anonimizado<\/span>\u00a0maneira e permite que os anunciantes ainda fa\u00e7am segmenta\u00e7\u00e3o semi-personalizada.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Por que a mudan\u00e7a?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>O Privacy Sandbox est\u00e1 em fase de testes desde o in\u00edcio deste ano. Com base nisso, surgiu uma preocupa\u00e7\u00e3o entre reguladores, grupos de publicidade e editores de que a migra\u00e7\u00e3o para o Privacy Sandbox n\u00e3o substituiria adequadamente a funcionalidade dos cookies de terceiros de uma forma mais favor\u00e1vel \u00e0 privacidade. Testes da Criteo sugeriram que isso aumentaria significativamente a participa\u00e7\u00e3o de mercado do Google na publicidade online, enquanto testes realizados por editores observaram uma queda na receita que variou de 20% a 34%. \u00d3rg\u00e3os reguladores (especialmente no Reino Unido) temiam que o Privacy Sandbox significasse uma vantagem injusta para o Google no mercado de publicidade online.<\/p>\n<p>O feedback e as preocupa\u00e7\u00f5es dessas partes parecem ter levado o Google a mudar sua posi\u00e7\u00e3o.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>E agora?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Ainda h\u00e1 muitas coisas obscuras. O que sabemos \u00e9 que o Google est\u00e1 propondo manter os cookies de terceiros por um futuro pr\u00f3ximo. Isso foi dito pelo seu vice-presidente do Privacy Sandbox em\u00a0<a href=\"https:\/\/privacysandbox.com\/news\/privacy-sandbox-update\/\" target=\"_blank\" rel=\"noopener\">blog oficial<\/a>:<\/p>\n<blockquote><p><i>Estamos propondo uma abordagem atualizada que eleva a escolha do usu\u00e1rio. Em vez de descontinuar cookies de terceiros, introduzir\u00edamos uma nova experi\u00eancia no Chrome que permitiria \u00e0s pessoas fazer uma escolha informada que se aplicaria em toda a sua navega\u00e7\u00e3o na web, e elas poderiam ajustar essa escolha a qualquer momento.<\/i><\/p><\/blockquote>\n<p>Parece que o Google manter\u00e1 os cookies de terceiros, mas criar\u00e1 um sistema mais amig\u00e1vel para limit\u00e1-los se o usu\u00e1rio desejar. Como isso se pareceria ainda n\u00e3o est\u00e1 claro.<\/p>\n<p>Uma possibilidade \u00e9 uma mensagem quando o navegador \u00e9 instalado em que o usu\u00e1rio faz uma escolha para aceit\u00e1-las ou n\u00e3o, semelhante a uma mensagem de gerenciamento de consentimento. Mais detalhes sobre isso provavelmente aparecer\u00e3o nos pr\u00f3ximos meses.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>O que isso significa para os nossos editores na 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\">Para o futuro pr\u00f3ximo, isso significa que tudo permanecer\u00e1 como est\u00e1 e n\u00e3o haver\u00e1 impacto para os publicadores. N\u00e3o se preocupem, ficaremos de olho e, se algo mudar, tomaremos uma a\u00e7\u00e3o imediata e adequada. Enquanto isso, se tiverem alguma d\u00favida, <a href=\"https:\/\/refinery89.com\/pt\/fale-conosco-refinery89\/\">N\u00e3o hesite em entrar em contato!<\/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. 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