谷歌痛下杀手，砸了自家饭碗？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【摘要】谷歌这么做，意欲何为？</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">| 科 <strong style="color: blue;">| </strong>技 | 杂 <strong style="color: blue;">| </strong>谈 |</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中国通信行业<span style="color: black;">第1</span>自<span style="color: black;">媒介</span></span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文作者：雷科技互联网组</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文<span style="color: black;">源自</span></span><span style="color: black;">：</span><span style="color: black;">雷科技(leitech)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">杂谈投稿邮箱：631255063@qq.com</span></p><span style="color: black;">此前，谷歌母<span style="color: black;">机构</span>AIphabet<span style="color: black;">颁布</span>了2020年Q4季度财报。财报<span style="color: black;">表示</span>，AIphabet第四季度总营收568.98亿美元，同比增长23%；净利润152.27亿美元，同比增长43%。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中，<span style="color: black;">宣传</span>业务贡献了81%的收入，是谷歌母<span style="color: black;">机构</span>2020年第四季度的<span style="color: black;">重点</span>收入<span style="color: black;">源自</span>。从下面的财报<span style="color: black;">能够</span>看出，Google Advertising（谷歌<span style="color: black;">宣传</span>）营收461.99亿美元，同比增长22%，贡献了超8成的营收。</p>
</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ncqN8l14plYO03QIhMfY3fneT44A2EOJsrsFsNfRHxEdnGm1Aw5XOyKzSI65289AoicqMITKxpR8fTYLsApvB0w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">可是，<span style="color: black;">此刻</span>谷歌却要主动降低“恰饭”的收入，这<span style="color: black;">到底</span>是怎么一回事呢？</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">整件事的来龙去脉</span></strong></span></p><span style="color: black;">据Forbes（福布斯）中文网<span style="color: black;">报告</span>，谷歌计划停止<span style="color: black;">跟踪</span>个人用户的网页浏览习惯，或是<span style="color: black;">再也不</span>售卖<span style="color: black;">宣传</span>。<span style="color: black;">倘若</span><span style="color: black;">信息</span>属实，谷歌这一<span style="color: black;">措施</span>将对<span style="color: black;">全部</span>数字<span style="color: black;">宣传</span>行业带来巨大影响。</span><span style="color: black;">谷歌<span style="color: black;">暗示</span>，Chrome浏览器将<span style="color: black;">再也不</span><span style="color: black;">跟踪</span>用户浏览记录，停用第三方cookies（储存在用户本地端上的数据）的<span style="color: black;">同期</span><span style="color: black;">亦</span>不会采用新的<span style="color: black;">跟踪</span>模式。事实上，从去年<span style="color: black;">起始</span>，谷歌就<span style="color: black;">已然</span>宣布计划在2022年停用第三方cookies。<span style="color: black;">此刻</span>看来，这一计划可能要提前实施了。</span><span style="color: black;">谷歌<span style="color: black;">宣传</span>隐私<span style="color: black;">制品</span>总监David Temkin<span style="color: black;">暗示</span>，许多用户在<span style="color: black;">运用</span>Chrome时，担心个人信息会被推送的<span style="color: black;">宣传</span>所窃取，为<span style="color: black;">认识</span>决用户的隐私忧虑，<span style="color: black;">她们</span>将对Chrome浏览器做出<span style="color: black;">有些</span>新的改变，例如停止第三方cookies；采用新模式，在不<span style="color: black;">跟踪</span>个人用户网页浏览习惯的<span style="color: black;">状况</span>下，让数字<span style="color: black;">宣传</span><span style="color: black;">机构</span><span style="color: black;">能够</span>推送用户感兴趣的<span style="color: black;">宣传</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ncqN8l14plYO03QIhMfY3fneT44A2EOJJM46aO4hH2g7Apibz2jM01hMHBAkProctKGn1vtbsqL5J4QF7A6hTeA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上面<span style="color: black;">咱们</span>讲到Chrome浏览器将<span style="color: black;">再也不</span><span style="color: black;">运用</span>cookies，<span style="color: black;">所说</span>cookies指的<span style="color: black;">便是</span>网站服务器放在你电脑里的一个TXT文件。这个文件里存放着你<span style="color: black;">拜访</span>网站<span style="color: black;">关联</span>的<span style="color: black;">有些</span>东西，当你下一次<span style="color: black;">拜访</span>网站时，cookies会记住你上次<span style="color: black;">拜访</span>网站<span style="color: black;">关联</span>的状态<span style="color: black;">或</span>设置，让服务器<span style="color: black;">能够</span><span style="color: black;">按照</span>这些浏览记录，去针对性的发送页面的<span style="color: black;">关联</span>信息。</p>
</span><span style="color: black;"><span style="color: black;">另外</span>，cookies能够记录用户名和<span style="color: black;">秘码</span>，方便用户下次<span style="color: black;">拜访</span>网站时<span style="color: black;">能够</span>快速登录。<span style="color: black;">针对</span>谷歌<span style="color: black;">宣传</span><span style="color: black;">来讲</span>，cookies的<span style="color: black;">功效</span>还是很大的，<span style="color: black;">由于</span><span style="color: black;">仅有</span>在网站<span style="color: black;">拜访</span>者的电脑上<span style="color: black;">安置</span>cookies才可实现监测。</span><span style="color: black;">简单点来讲，<span style="color: black;">便是</span>cookies负责记录用户身份和浏览习惯，<span style="color: black;">宣传</span>主则<span style="color: black;">经过</span>这些信息为用户<span style="color: black;">供给</span>个性化服务，例如将用户感兴趣的信息放在网站显眼的位置，或推送<span style="color: black;">宣传</span>信息。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ncqN8l14plYO03QIhMfY3fneT44A2EOJe0kdnqQQicUpnibnZMgiavXicibL1bP5RSMibGyicgD1tzHLIJU7NvicCwskIw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;">倘若</span>cookies<span style="color: black;">运用</span><span style="color: black;">欠妥</span>的话，确实会<span style="color: black;">引起</span>用户个人信息泄漏。<span style="color: black;">意见</span><span style="color: black;">大众</span>不要<span style="color: black;">运用</span>浏览器的自动<span style="color: black;">保留</span>用户名和<span style="color: black;">秘码</span>功能，或<span style="color: black;">有些</span><span style="color: black;">敏锐</span>网站。</span><span style="color: black;">理论上来讲，投放<span style="color: black;">宣传</span>并不需要用户个人信息。<span style="color: black;">然则</span>有了cookies的<span style="color: black;">帮忙</span>，<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>做到更加<span style="color: black;">精细</span>的营销，<span style="color: black;">能够</span>针对用户浏览习惯投放相应的<span style="color: black;">宣传</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">守护</span>用户隐私，苹果才是“吾辈<span style="color: black;">榜样</span>”</span></strong></span></p><span style="color: black;">事实上，谷歌并不是<span style="color: black;">第1</span>个改变<span style="color: black;">宣传</span><span style="color: black;">跟踪</span>规则的科技<span style="color: black;">机构</span>。苹果<span style="color: black;">始终</span><span style="color: black;">败兴</span>都将<span style="color: black;">守护</span>用户隐私<span style="color: black;">做为</span>自家<span style="color: black;">制品</span>的<span style="color: black;">重点</span>卖点之一，此前，苹果在CES 2019的会场外竖起了<span style="color: black;">宣传</span>牌，<span style="color: black;">宣传</span>牌上的英文翻译过来<span style="color: black;">便是</span>在iPhone上<span style="color: black;">出现</span>的事，只会留在iPhone上。这句<span style="color: black;">宣传</span>语想要表达的意思是<span style="color: black;">运用</span>iPhone，用户的隐私<span style="color: black;">能够</span>得到<span style="color: black;">保证</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ncqN8l14plYO03QIhMfY3fneT44A2EOJDFMCKiaqibqGftTIp3CA2CnoDQSXEH3GJOwDRlDiczv9F8e7sF9ibyZ6Bw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">随后，苹果还发布了有史<span style="color: black;">败兴</span><span style="color: black;">第1</span>部以“隐私<span style="color: black;">守护</span>”功能为主的<span style="color: black;">宣传</span>片《Private Side》。<span style="color: black;">宣传</span><span style="color: black;">经过</span>细节和场景的切换，展示人们在<span style="color: black;">平常</span>生活中对自己隐私的<span style="color: black;">警觉</span>和<span style="color: black;">守护</span>，从而<span style="color: black;">明显</span>iPhone隐私<span style="color: black;">守护</span>功能。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ncqN8l14plYO03QIhMfY3fneT44A2EOJsUdw7CFNYmibnwVZnGplsU1xZB2JiasfkmpKkZlNGJuFdlYCVnyiawq9A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">而iPhone上的隐私<span style="color: black;">守护</span>功能，在iOS 14中得到了进一步完善。<span style="color: black;">例如</span>剪贴板<span style="color: black;">拜访</span>提醒功能，举个例子，你在<span style="color: black;">微X</span>复制了一段宝贝口令，打开淘宝会自<span style="color: black;">活动</span>出商品链接，这个过程<span style="color: black;">便是</span>淘宝<span style="color: black;">拜访</span>了你的剪贴板，更新到iOS 14后，只要有应用<span style="color: black;">拜访</span>用户的剪贴板，iPhone的屏幕就会弹出某应用-粘贴自：某应用。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ncqN8l14plYO03QIhMfY3fneT44A2EOJQsfNE1a6lbwvs1jAR9I36gicuRV5WEmjhWnPMcLAFXafnoHFGribrp4Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">再<span style="color: black;">例如</span>App跟踪管控功能，<span style="color: black;">非常多</span>应用在<span style="color: black;">运用</span>过程中会偷偷跟踪用户数据，典型的案例有你在用淘宝<span style="color: black;">查找</span>一件宝贝，之后的几天首页都会给你推送类似的商品。iPhone升级到iOS 14后，<span style="color: black;">倘若</span>App想要跟踪用户数据，就必须发送弹窗请求<span style="color: black;">得到</span>用户许可。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ncqN8l14plYO03QIhMfY3fneT44A2EOJvLhBHpkGYUfAqjr6HIF6ibmNoUpNEo2WPIxbopmPibj3v2eUtr1ssoEg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">仔细观察后你会<span style="color: black;">发掘</span>，这些iOS 14上的隐私<span style="color: black;">守护</span>功能都遵循同一条的规则，那<span style="color: black;">便是</span>用户同意后，<span style="color: black;">研发</span>者<span style="color: black;">才可</span>够从iPhone上收集和共享数据，从而改变App跟踪用户数据的方式。</span><span style="color: black;"><span style="color: black;">然则</span>iOS 14上的这些隐私<span style="color: black;">守护</span>功能，<span style="color: black;">诱发</span>了Facbook<span style="color: black;">剧烈</span>的不满。此前，Facebook在《纽约时报》上刊登<span style="color: black;">宣传</span>，以千万中小企业的名义公开批评苹果霸权。<span style="color: black;">原由</span>是苹果宣布在iOS 14上推出的<span style="color: black;">哪些</span>隐私<span style="color: black;">守护</span>功能，限制了<span style="color: black;">宣传</span>投放，阻止了<span style="color: black;">宣传</span>主的<span style="color: black;">精细</span>营销，<span style="color: black;">这般</span>一来，<span style="color: black;">哪些</span>在iPhone上投放<span style="color: black;">精细</span><span style="color: black;">宣传</span><span style="color: black;">得到</span>盈利的<span style="color: black;">机构</span>，就需要花费<span style="color: black;">海量</span>时间和财力重新寻找用户的兴趣。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">苹果CEO库克认为，Facebook不把用户当人看，利用用户的个人信息从<span style="color: black;">宣传</span>中获利。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ncqN8l14plYO03QIhMfY3fneT44A2EOJG0jD1uAmZibwNcX8Rnln19oiaE74TkZVOuomVG06pWysVKK8vVqEepuA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">从苹果和facebook之间的争斗<span style="color: black;">能够</span>看出，强制改变<span style="color: black;">宣传</span><span style="color: black;">跟踪</span>规则，可能会<span style="color: black;">诱发</span><span style="color: black;">宣传</span>主的不满，<span style="color: black;">乃至</span>向该<span style="color: black;">机构</span>提起诉讼。<span style="color: black;">倘若</span>谷歌在Chrome浏览器上禁用cookie，可能会失去部分投放<span style="color: black;">宣传</span>的机会，<span style="color: black;">同期</span>还有<span style="color: black;">必定</span>几率让自己惹上不必要的麻烦。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">总结</span></strong></span></p><span style="color: black;">总的<span style="color: black;">来讲</span>，强制改变<span style="color: black;">宣传</span><span style="color: black;">跟踪</span>规则<span style="color: black;">能够</span>说是一把双刃剑，<span style="color: black;">针对</span>用户<span style="color: black;">来讲</span>是利大于<span style="color: black;">坏处</span>，对厂商和<span style="color: black;">宣传</span>主而言，那<span style="color: black;">便是</span><span style="color: black;">坏处</span>大于利。<span style="color: black;">由于</span>谷歌在Chrome浏览器上取消跟踪技术，用户的隐私便<span style="color: black;">能够</span>得到相应的<span style="color: black;">保证</span>，<span style="color: black;">同期</span><span style="color: black;">能够</span>降低<span style="color: black;">运用</span>过程中的<span style="color: black;">宣传</span>影响。</span><span style="color: black;">谷歌的<span style="color: black;">宣传</span>业务<span style="color: black;">能够</span>分为三个部分，分别为AdWords，AdSense和AdMob。AdWords是面向<span style="color: black;">宣传</span>客户的平台，<span style="color: black;">能够</span>让<span style="color: black;">她们</span>在谷歌搜索、Chrome浏览器上看到投放的<span style="color: black;">宣传</span>；AdSense<span style="color: black;">重点</span>面向对象是发布商，<span style="color: black;">经过</span>在网站上投放<span style="color: black;">宣传</span>来获利；AdMob与AdSense类似，只是多了适用于移动应用程序这一选项。</span><span style="color: black;">而谷歌的<span style="color: black;">宣传</span>种类可分为两大类：搜索网络<span style="color: black;">宣传</span>和展示<span style="color: black;">宣传</span>。前者<span style="color: black;">能够</span>让你在<span style="color: black;">运用</span>谷歌搜索时<span style="color: black;">表示</span><span style="color: black;">宣传</span>，例如搜索关键字，结果靠前的网页基本上都是<span style="color: black;">宣传</span>；后者则是你<span style="color: black;">能够</span>在谷歌邮箱、YouTube等谷歌应用中和其他<span style="color: black;">运用</span>AdSense和AdMob的网站上展示<span style="color: black;">宣传</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ncqN8l14plYO03QIhMfY3fneT44A2EOJbTf1ibAArEQEcrhqAic8IRIKATsGPpUUScHJ9d8aUAJeCEb4cXu6eB2A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">除<span style="color: black;">宣传</span>外，谷歌<span style="color: black;">亦</span>有其他<span style="color: black;">源自</span>收入，<span style="color: black;">例如</span>谷歌地图、谷歌翻译、谷歌推出的<span style="color: black;">关联</span>硬件<span style="color: black;">制品</span>（例如Pixel、Chromebook等）。<span style="color: black;">文案</span>开头<span style="color: black;">咱们</span>有讲到，<span style="color: black;">宣传</span><span style="color: black;">始终</span>都是谷歌的<span style="color: black;">重点</span>收入来源，<span style="color: black;">倘若</span>谷歌强制改变<span style="color: black;">宣传</span><span style="color: black;">跟踪</span>规则，可能会影响<span style="color: black;">机构</span>的整体营收，除非谷歌改变<span style="color: black;">此刻</span>的盈利模式。</span><span style="color: black;">至于<span style="color: black;">宣传</span>主，<span style="color: black;">因为</span><span style="color: black;">无</span>了cookies的<span style="color: black;">帮忙</span>，需要花费<span style="color: black;">海量</span>时间和财力重新寻找用户的兴趣<span style="color: black;">兴趣</span>，重新制定<span style="color: black;">精细</span>投放<span style="color: black;">宣传</span>的<span style="color: black;">方法</span>。而<span style="color: black;">针对</span><span style="color: black;">哪些</span>中小型互联网<span style="color: black;">机构</span><span style="color: black;">来讲</span>，可能会断了<span style="color: black;">她们</span>的财路，从而面临破产的<span style="color: black;">危害</span>。</span><span style="color: black;"><span style="color: black;">倘若</span>谷歌想要改变<span style="color: black;">宣传</span><span style="color: black;">跟踪</span>规则，必须满足三个<span style="color: black;">要求</span>：1.不影响<span style="color: black;">机构</span>整体营收；2.<span style="color: black;">能够</span>继续和<span style="color: black;">宣传</span>主们保持友好的合作关系；3.为用户的隐私<span style="color: black;">供给</span>相应的安全<span style="color: black;">保证</span>。总而言之，谷歌或许走上了一条充满艰难险阻的道路。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">全文完，感谢你的耐心阅读，<span style="color: black;">倘若</span>方便，<span style="color: black;">能够</span>点下【赞】<span style="color: black;">或</span>【在看】，谢谢支持。</span></p>
我深受你的启发，你的话语是我前进的动力。 期待楼主的下一次分享！”
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