Google Backtracks On Third Party Cookie Policy, Sparks Gains In Ad Tech And Publisher Stocks
Google Backtracks On Third Party Cookie Policy, Sparks Gains In Ad Tech And Publisher Stocks
Alphabet Inc's (NASDAQ:GOOG) (NASDAQ:GOOGL) Google reversed its long-standing plan to eliminate cookies in its Chrome browser due to industry and regulatory pushback.
由於行業板塊和監管壓力，Alphabet Inc（納斯達克股票代碼：GOOG，納斯達克股票代碼：GOOGL）的Google逆轉了其長期計劃，取消Cookies在其Chrome瀏覽器中的計劃。
Advertisers and publishers use cookies and small text snippets to identify users and target ads.
廣告主和發佈商使用Cookies和小文本片段來識別用戶並定向廣告。
This decision follows objections from digital advertising companies and regulators to Google's proposed alternative technologies.
由於數字廣告公司和監管機構對Google提出的替代技術提出反對意見，因此Google做出了這一決定。
Ad-tech players protested, accusing Google of attempting to strengthen its monopoly in the space and making it more difficult for advertisers to track their ads' performance.
廣告技術參與者抗議，指控Google試圖加強其在市場上的壟斷地位，並使廣告商更難跟蹤廣告的表現。
Instead of eliminating cookies, Google will now prompt Chrome users to decide whether to enable or disable cookies.
Google現在不會取消Cookies，而是會提示Chrome用戶決定是否啓用或禁用Cookies。
This move will keep the internet free and support advertisers relying on cookies to track user data. Websites will continue to display consent boxes for cookies, maintaining the current user experience, CNBC reports.
這一舉措將維護互聯網的自由，支持依賴Cookies來跟蹤用戶數據的廣告商。CNBC報道稱，網站將繼續顯示Cookies的同意框，保持當前的用戶體驗。
Google aims to address industry concerns and maintain advertising effectiveness by keeping cookies. However, regulators like the U.K.'s Information Commissioner's Office expressed disappointment, emphasizing the need for better online privacy protections.
Google旨在通過保留Cookies來解決行業問題和保持廣告效果。但是，像英國信息專員辦公室這樣的監管機構表達了失望情緒，並強調需要更好的在線隱私保護。
Google's decision means that advertisers can continue using valuable data for targeted ads while users have more control over their cookie preferences. Despite this change, the push for greater online privacy remains strong.
Google的決定意味着廣告商可以繼續使用有價值的數據進行定向廣告，而用戶則可以更好地控制自己的Cookie偏好。儘管有這一變化，人們對更大的在線隱私保護的追求仍然很強烈。
Nearly 40.9% of websites worldwide use cookies to collect user data, CNBC cites W3Techs web technology research firm.
CNBC援引W3Techs網站技術研究公司的數據稱，全球近40.9%的網站使用Cookies收集用戶數據。
Google's reversal had a varied impact on ad tech stocks Tuesday. The Trade Desk, Inc (NASDAQ:TTD), Magnite, Inc (NASDAQ:MGNI), DoubleVerify Holdings, Inc (NYSE:DV), Perion Network Ltd (NASDAQ:PERI), Criteo (NASDAQ:CRTO), and Outbrain Inc (NASDAQ:OB) stocks gained close to 1%-2%. Digital Turbine, Inc (NASDAQ:APPS), PubMatic, Inc (NASDAQ:PUBM), and Integral Ad Science Holding Corp (NASDAQ:IAS) gained 3%-4%.
Google的這一逆轉對廣告技術股票的影響各不相同，星期二（3月9日），The Trade Desk, Inc（納斯達克股票代碼：TTD），Magnite, Inc（納斯達克股票代碼：MGNI），DoubleVerify Holdings, Inc（紐約證券交易所股票代碼：DV），Perion Network Ltd（納斯達克股票代碼：PERI），Criteo（納斯達克股票代碼：CRTO）和Outbrain Inc（納斯達克股票代碼：OB）股票漲幅接近1%-2%。Digital Turbine, Inc（納斯達克股票代碼：APPS），PubMatic, Inc（納斯達克股票代碼：PUBM）和Integral Ad Science Holding Corp（納斯達克股票代碼：IAS）上漲了3%-4%。
Publisher stocks, including New York Times Co (NYSE:NYT), News Corp (NASDAQ:NWS), MarketWise, Inc] (NASDAQ:MKTW), Gannett Co, Inc (NYSE:GCI), and Scholastic Corp (NASDAQ:SCHL), are up following the update.
更新後，包括紐約時報公司（紐約證券交易所股票代碼：NYT），News Corp（納斯達克股票代碼：NWS），MarketWise, Inc（納斯達克股票代碼：MKTW），Gannett Co, Inc（紐約證券交易所股票代碼：GCI）和Scholastic Corp（納斯達克股票代碼：SCHL）在內的發佈商股票也有所上漲。
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譯文內容由第三人軟體翻譯。