{"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-andrar-sina-planer-for-tredjepartscookies","status":"publish","type":"post","link":"https:\/\/refinery89.com\/sv\/google-changes-third-party-cookies-plan\/","title":{"rendered":"Google \u00e4ndrar planerna f\u00f6r tredjepartscookies"},"content":{"rendered":"<p>Under de senaste \u00e5ren har det pratats mycket om att tredjepartscookies fasas ut. Webb-webbl\u00e4sare som Apples Safari och Mozillas Firefox har redan tagit steg i\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:severaly\">allvarligt<\/span>\u00a0begr\u00e4nsa anv\u00e4ndningen av tredjepartskakor. <a href=\"https:\/\/www.google.com\/chrome\/\" target=\"_blank\" rel=\"noopener\">Googles Chrome<\/a> var inst\u00e4llt p\u00e5 att g\u00f6ra detsamma. Det verkar dock nu som att dessa planer har \u00e4ndrats avsev\u00e4rt, eller kanske skrotats helt.<\/p>\n<p>V\u00e5r medgrundare, Rob Ottens, har skrivit en artikel f\u00f6r att belysa de senaste nyheterna fr\u00e5n Google om tredjepartscookies. L\u00e4s vidare!<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Vad \u00e4r en tredjepartscookie?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>F\u00f6r att f\u00e5 en b\u00e4ttre f\u00f6rst\u00e5else av p\u00e5verkan av dessa beslut \u00e4r det bra att veta vad en tredjepartscookie faktiskt \u00e4r. Cookies i sig \u00e4r sm\u00e5 filer som placeras i webbl\u00e4saren f\u00f6r att komma ih\u00e5g viss data f\u00f6r vissa funktioner (t.ex. f\u00f6r att h\u00e5lla dig inloggad p\u00e5 en webbplats eller f\u00f6r att beh\u00e5lla din kundvagn medan du handlar i en onlinebutik). N\u00e4r cookien placeras av webbplatsen sj\u00e4lv \u00e4r det en f\u00f6rstapartscookie.<\/p>\n<p>I annonsering kan cookies lagra ett personligt ID som sedan kan kopplas till din anv\u00e4ndarprofil i ett annonssystem. Detta inneb\u00e4r att Google, Amazon och andra kan\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"7c2ff4d7-41a9-4310-949b-863a0dfa4257:built\">bygga<\/span>\u00a0en profil kring ditt surfbeteende och annons\u00f6rer kan anv\u00e4nda den f\u00f6r att rikta specifika, anpassade annonser mot dig. Ett av de mest synliga exemplen p\u00e5 detta \u00e4r n\u00e4r du surfar i en onlinebutik efter skor och sedan under de n\u00e4rmaste dagarna ser massor av reklam om just de skorna. Cookien med det personliga ID:t placeras av ett externt skript p\u00e5 webbplatsen (R89-taggen \u00e4r ocks\u00e5 ett externt skript) och \u00e4r en tredjepartscookie.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Varf\u00f6r all oro kring tredjepartscookies?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Med det \u00f6kande fokuset p\u00e5 anv\u00e4ndarnas integritet har tredjepartscookies blivit en central fr\u00e5ga under de senaste \u00e5ren. Anledningen \u00e4r att reklamssystem genom deras anv\u00e4ndning byggt personliga profiler, vilket i allt h\u00f6gre grad ses som n\u00e5got oroande.<\/p>\n<p>F\u00f6r att hantera denna oro har vissa webbl\u00e4sare, som Safari och Firefox, begr\u00e4nsat tredjepartscookies. I deras inst\u00e4llningar \u00e4r tredjepartscookies mer begr\u00e4nsade i hur de kan anv\u00e4ndas och hur l\u00e4nge de finns kvar i webbl\u00e4saren, vilket effektivt tar bort m\u00f6jligheten att bygga anv\u00e4ndarprofiler och g\u00f6ra mer personliga annonser genom denna metod. Resultatet har blivit att CPM-priserna har sjunkit i dessa webbl\u00e4sare.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Vilka var Googles planer?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Google hade ursprungligen f\u00f6r avsikt att inf\u00f6ra en liknande begr\u00e4nsning f\u00f6r tredjepartscookies \u00e5r 2022. Denna tidsfrist sk\u00f6ts upp till 2023, sedan till 2024, och nu verkar det som om planerna kan komma att skrotas helt och h\u00e5llet.<\/p>\n<p>Eftersom Google sj\u00e4lv finansieras genom annonser (till skillnad fr\u00e5n Apple och Mozilla) var f\u00f6retagets plan att ers\u00e4tta tredjepartscookies med Privacy Sandbox. Det \u00e4r ett system inbyggt i webbl\u00e4saren Chrome som samlar in vissa uppgifter baserat p\u00e5 anv\u00e4ndarens surfhistorik och skickar dessa till annonsservern i en\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:anonimized\">anonymiserad<\/span>\u00a0s\u00e4tt och till\u00e5ter annons\u00f6rer att \u00e4nd\u00e5 g\u00f6ra semi-personlig riktning.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Varf\u00f6r \u00e4ndringen?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Privacy Sandbox har testats sedan tidigare i \u00e5r. Detta har v\u00e4ckt oro hos tillsynsmyndigheter, annonsn\u00e4tverk och webbplats\u00e4gare, som befarar att \u00f6verg\u00e5ngen till Privacy Sandbox inte p\u00e5 ett tillr\u00e4ckligt integritetsv\u00e4nligt s\u00e4tt kommer att ers\u00e4tta funktionaliteten hos tredjepartscookies. Tester fr\u00e5n Criteo tyder p\u00e5 att det skulle \u00f6ka Googles marknadsandel av onlineannonsering avsev\u00e4rt, medan utgivarnas tester visade att deras int\u00e4kter minskade med mellan 201 % och 341 %. Tillsynsmyndigheter (s\u00e4rskilt i Storbritannien) oroade sig f\u00f6r att Privacy Sandbox skulle inneb\u00e4ra en or\u00e4ttvis f\u00f6rdel f\u00f6r Google p\u00e5 marknaden f\u00f6r onlineannonsering.<\/p>\n<p>Synpunkterna och farh\u00e5gorna fr\u00e5n dessa parter verkar ha f\u00e5tt Google att \u00e4ndra sin inst\u00e4llning.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>S\u00e5 vad nu?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Mycket \u00e4r fortfarande oklart. Det vi vet \u00e4r att Google f\u00f6resl\u00e5r att tredjepartscookies ska finnas kvar under \u00f6versk\u00e5dlig framtid. Detta har framh\u00e5llits av f\u00f6retagets vice vd f\u00f6r Privacy Sandbox p\u00e5\u00a0<a href=\"https:\/\/privacysandbox.com\/news\/privacy-sandbox-update\/\" target=\"_blank\" rel=\"noopener\">officiell blogg<\/a>:<\/p>\n<blockquote><p><i>Vi f\u00f6resl\u00e5r en uppdaterad strategi som ger anv\u00e4ndarna st\u00f6rre valfrihet. Ist\u00e4llet f\u00f6r att fasa ut tredjepartscookies vill vi inf\u00f6ra en ny funktion i Chrome som g\u00f6r det m\u00f6jligt f\u00f6r anv\u00e4ndarna att fatta ett v\u00e4lgrundat beslut som g\u00e4ller f\u00f6r all deras webbsurfning, och de ska kunna \u00e4ndra detta val n\u00e4r som helst.<\/i><\/p><\/blockquote>\n<p>Det verkar som om Google kommer att beh\u00e5lla tredjepartscookies, men samtidigt inf\u00f6ra ett mer anv\u00e4ndarv\u00e4nligt system som g\u00f6r det m\u00f6jligt f\u00f6r anv\u00e4ndaren att begr\u00e4nsa dem om hen s\u00e5 \u00f6nskar. Hur detta skulle se ut \u00e4r \u00e4nnu oklart.<\/p>\n<p>En m\u00f6jlighet \u00e4r ett meddelande n\u00e4r webbl\u00e4saren installeras d\u00e4r anv\u00e4ndaren g\u00f6r ett val om att acceptera dem eller inte, liknande ett meddelande om samtyckeshantering. Mer detaljer kring detta kommer sannolikt att dyka upp under de kommande m\u00e5naderna.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Vad inneb\u00e4r detta f\u00f6r v\u00e5ra utgivare p\u00e5 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\">F\u00f6r den n\u00e4rmaste framtiden inneb\u00e4r detta att allt f\u00f6rblir som det \u00e4r och det kommer inte att p\u00e5verka utgivare. Oroa dig inte, vi h\u00e5ller \u00f6gonen \u00f6ppna och om n\u00e5got f\u00f6r\u00e4ndras kommer vi att agera omedelbart och p\u00e5 ett adekvat s\u00e4tt. Under tiden, om du har n\u00e5gra fr\u00e5gor, <a href=\"https:\/\/refinery89.com\/sv\/kontakta-oss-refinery89\/\">Tveka inte att h\u00f6ra av dig!<\/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\/sv\/google-andrar-sina-planer-for-tredjepartscookies\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\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. 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