谷歌將允許網(wǎng)站屏蔽利潤(rùn)豐厚的個(gè)性化廣告

谷歌將允許網(wǎng)站屏蔽利潤(rùn)豐厚的個(gè)性化廣告

Websites and apps using Google’s advertising tools will be able to block personalized ads to internet users in California and elsewhere as part of the company’s effort to help them comply with the state’s new privacy law, it told clients this week.

谷歌本周告知客戶，使用谷歌廣告工具的網(wǎng)站和應(yīng)用程序?qū)⒛軌蜃柚贯槍?duì)加州和其他地方互聯(lián)網(wǎng)用戶的個(gè)性化廣告，這是該公司幫助他們遵守加州新隱私法的努力的一部分。

The California Consumer Privacy Act, which goes into effect on Jan. 1, requires large businesses to let consumers opt out of the sale of their personal data. Lobbying by internet companies earlier this year failed to have the law exclude personalized ads, leaving the most popular and lucrative online ads in jeopardy.

將于明年1月1日生效的《加州消費(fèi)者隱私法》(California Consumer Privacy Act)要求大型企業(yè)允許消費(fèi)者選擇不出售個(gè)人數(shù)據(jù)。今年早些時(shí)候，互聯(lián)網(wǎng)公司的游說(shuō)未能使法律排除個(gè)性化廣告，使最受歡迎和最賺錢的在線廣告處于危險(xiǎn)之中。

Advertisers sometimes spend up to 10 times more money to place personalized ads, which take into account a consumer’s browsing history, interests and past behavior when determining which message to display.

廣告客戶有時(shí)會(huì)多花10倍的錢來(lái)投放個(gè)性化廣告，這些廣告在決定顯示何種信息時(shí)，會(huì)考慮消費(fèi)者的瀏覽歷史、興趣和過(guò)去的行為。

It is unclear how many publisher and advertiser clients will enable the new restrictions, as interpretations of the law may vary. Google declined to elaborate on whether further measures related to the new law were forthcoming.

目前還不清楚有多少出版商和廣告客戶會(huì)支持新的限制，因?yàn)榉傻慕忉尶赡軙?huì)有所不同。谷歌拒絕詳細(xì)說(shuō)明是否會(huì)出臺(tái)與新法相關(guān)的進(jìn)一步措施。

Websites and apps selling ads through Google tools such as AdSense and Ad Manager are not required to make significant changes under the company’s new compliance terms, which it posted online and sent to clients over the last three days.

根據(jù)公司新的合規(guī)條款，通過(guò)AdSense和Ad Manager等谷歌工具銷售廣告的網(wǎng)站和應(yīng)用程序不需要做出重大改變。

But ad sellers can choose to stop personalized ads either to all consumers with internet addresses originating in California or to any individual worldwide who blocks the sale of personal data.

但廣告銷售商可以選擇停止向所有來(lái)自加州的互聯(lián)網(wǎng)地址的消費(fèi)者投放個(gè)性化廣告，也可以選擇停止向全球任何阻止個(gè)人數(shù)據(jù)銷售的個(gè)人用戶投放個(gè)性化廣告。

Google said that when the “restricted data processing” is triggered, ads will only be based off general data such as the user’s city-level location or the subject of the page where the ad is appearing.

谷歌表示，當(dāng)“限制數(shù)據(jù)處理”被觸發(fā)時(shí)，廣告將僅基于一般數(shù)據(jù)，如用戶所在城市級(jí)別的位置或廣告所在頁(yè)面的主題。

Additionally, Google will not record personal information for future advertising purposes in the restricted mode.

此外，谷歌將不會(huì)在限制模式下記錄個(gè)人信息，以備將來(lái)廣告之需。

Advertisers using Google’s tools also will have the choice to restrict data processing, though they would then lose features used to personalize ads to consumers who, for instance, have visited a particular store or installed a particular app.

使用谷歌工具的廣告客戶也可以選擇限制數(shù)據(jù)處理，不過(guò)這樣一來(lái)，他們就會(huì)失去一些用于個(gè)性化廣告的功能，比如針對(duì)那些訪問(wèn)過(guò)特定商店或安裝過(guò)特定應(yīng)用程序的消費(fèi)者。