未解决垄断担忧，谷歌Cookie淘汰计划再次“翻车”

21财经04-26

21世纪经济报道见习记者肖潇北京报道谷歌再次延迟了Chrome浏览器中第三方Cookie的淘汰时间，这是2019年以来该计划的第三次推迟。当地时间周二，谷歌在官网声明中解释，行业和监管部门的反对是本次推迟的主要原因，“我们认识到，协调行业、监管机构和开发商的不同反馈方面存在挑战。”Cookie是存储在浏览器中、用来保存用户浏览信息的文件，广告公司可以利用Cookie精准投放个性化广告。近年来，...

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北京报道谷歌再次延迟了Chrome浏览器中第三方Cookie的淘汰时间，这是2019年以来该计划的第三次推迟。当地时间周二，谷歌在官网声明中解释，行业和监管部门的反对是本次推迟的主要原因，“我们认识到，协调行业、监管机构和开发商的不同反馈方面存在挑战。”Cookie是存储在浏览器中、用来保存用户浏览信息的文件，广告公司可以利用Cookie精准投放个性化广告。近年来，苹果、火狐等浏览器为了保护消费者隐私，陆续淘汰了第三方Cookie。谷歌也一直在计划淘汰方案，其开发出了“隐私沙盒”，希望既不跟踪用户隐私，又能投放个性化广告。然而这一方案历经波折，最大的质疑声来自广告商和反垄断机构。南开大学法学院副院长陈兵此前向21世纪经济报道记者解释，“隐私沙盒”等同于把大权交给了谷歌，广告主能看到什么级别的用户信息，完全由谷歌决定。谷歌既是数字服务的提供商，又是数字广告的巨头，“隐私沙盒”可能牺牲广告商、出版商和应用开发商的利益，继续强化谷歌的权力。（详见：深度丨第三方Cookie终曲唱响，数字广告行业或重新洗牌）在英国反垄断机构（CMA）的介入下，今年一月，谷歌几经修改的第三方Cookie淘汰计划终于得到批准——谷歌开始对1%的Chrome用户禁用第三方cookie，并计划在年底全面淘汰。不过CMA的监管力度没有松懈，其一直在继续市场调查，并有权随时叫停谷歌。在今年二月的评估测试中，非营利组织IAB技术实验室测试了谷歌隐私沙盒的效果，发现隐私沙盒会让数字广告行业更难展示有效的广告，并可能使较小的品牌和出版商处于很大的劣势。IAB技术实验室着重分析了“保护受众的API（PAAPI）”这一技术。PAAPI是谷歌重新投放个性化广告的关键机制，它根据用户的兴趣、特性，将用户分为不同群体，并生成竞标价。IAB指出，使用这一功能来进行数字广告投放，大部分案例的准确度和透明度都不够。尽管谷歌指出IAB的报告存在技术错误，今年二月，CMA还是叫停了谷歌淘汰第三方Cookie的计划，要求谷歌在解决反竞争的疑虑之前，不得继续推行。可以说英国监管方担心的，仍然是隐私沙盒会增加谷歌自身的竞争优势。目前谷歌正在和CMA进行讨论，谷歌在声明中表示：“重要的是，现在CMA有足够的时间来审查，包括行业测试的结果。” 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