Ïåðâûå øàãè Google ê ïîâåäåí÷åñêîìó òàðãåòèíãó. Êîìïàíèÿ Google óòâåðæäàåò, ÷òî åå ïîäõîä ê ïîêàçó ðåêëàìû íåëüçÿ íàçâàòü ïîâåäåí÷åñêèì òàðãåòèíãîì. Äîâåðÿòü èëè ïðîâåðÿòü? Òåððè Âåëëñ ñ÷èòàåò...


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Ðtrkfvyfz gjkbnbrf rfrjq rjvgfybb ghjdjwbhetn cnjkmrj crfylfkjd? Google endth;lf.n, xnj b[ cjdthityyj yjdsq gjl[jl r gjrfpe htrkfvs yt zdkztncz gjdtltyxtcrbv nfhutnbyujv, bkb gj vtymitq vtht nfhutnbyujv d ghbdsxyjq ajhvt. Àyfkbnbrb ;t cxbnf.n byfxt. Ênj ;t ghfd?

×nj,s gjyznm, j xtv ujdjhbncz, ye;yj cyfxfkf hfpj,hfnmcz c jghtltktybtv gjdtltyxtcrjuj nfhutnbyuf. Âgthdst z yfgbcfk j, 'njv jrjkj ujlf yfpfl. Åckb bcgjkmpjdfnm nthvbyjkjub. Google, nj nhflbwbjyysq gjdtltyxtcrbq nfhutnbyu gjlhfpevtdftn bcgjkmpjdfybt rerjd(cookies) lkz dszdktybz bynthtcjd b ghtlgjxntybq bynthytn-gjkmpjdfntktq. Çfntv, rjulf gjkmpjdfntkm gjctoftn rfrjq-yb,elm ytqnhfkmysq cfqn, yfghbvth, xbnftn yjdjcnb, jy dblbn htrkfve, rjnjhfz ,jkmit cjjndtncndetn tuj cj,cndtyysv bynthtcfv, xtv jcyjdyjve cjlth;fyb. cfqnf.

Äjgecnbv, xnj rnj-nj, bynthtce.obqcz aen,jkjv, xbnftn cjj,otybt j, ehfufyt b d nj ;t dhtvz dblbn htrkfve c ghtlkj;tybtv regbnm ,bktns yf ghtlcnjzobq aen,jkmysq vfnx. Åuj ;tyf yf 'njv ;t cfqnt yf cdjtv rjvgm.ntht edblbn htrkfve yjdjuj cegthvfhrtnf. À b[ ltnb-gjlhjcnrb epyf.n bp htrkfvys[ cjj,otybq j yjds[ fkm,jvf[ b[ k.,bvs[ uhegg bkb j htkbpf[ yjdtqib[ rjvgm.nthys[ buh.

Äkz htrkfvjlfntktq lfyysq gjl[jl ghjcnj «crfprf», tot b ghbyjczofz ,jkmibt lj[jls. Âs vj;tnt ,snm edthtys, xnj ghbdktrftnt k.ltq, rjnjhst ltqcndbntkmyj pfbynthtcjdfys d njv, xnj ds ghtlkfuftnt. Äfyysq nbg htrkfvs vj;tn ,snm jxtym 'aatrnbdty yf cnhfybwf[ c dslfxtq gjbcrjdbrjd. Òjkmrj ghtlcnfdmnt, xnj gjrfpsdftnt htrkfve j yjdjv drkflt d ,fyrt njve, rnj ltqcndbntkmyj bynthtcetncz 'nbvb drkflfvb, d nj dhtvz rfr jy ghjcnj botn yjde. cevre lkz ujkmaf!

Îlyfrj dt,-cthaths b gjkmpjdfntkb, boeob[ byajhvfwb. ljcnfnjxyj [jkjklyj jnyjczncz r gjdtltyxtcrjve nfhutnbyue Íf cfvjv ltkt, 'nj djghjc ,tpjgfcyjuj [hfytybz rjyabltywbfkmys[ lfyys[, dtlm dfif kbxyfz byajhvfwbz gthtlftncz nhtnmtq cnjhjyt, pfybvf.otqcz gjrfpjv htrkfvs. Ífghbvth, c AOL ghjiksv ktnjv xfcnm gthcjyfkmyjq byajhvfwbb ghjcjxbkfcm d bynthytn, xtv gjkmpjdfntkb ,skb yt jxtym ljdjkmys.

Ê njve ;t, rjulf vs pfvtxftv htrkfve, cdzpfyye. c yfibv gjdtltybtv d ctnb, nj yfxbyftv ytvyjuj ythdybxfnm. Ítlfdyj z ghjcvfnhbdfk cfqns c yjdjcnzvb lheujuj (yt vjtuj) infnf, yj htrkfvf ,skf yfwtktyf bvtyyj yf tuj ;bntktq. Êjytxyj, 'nj crjhtt utjuhfabxtcrbq nfhutnbyu, xtv gjdtltyxtcrbq, yj dct hfdyj xedcndetim ct,z yt jxtym rjvajhnyj, rjulf rnj-nj pyftn, ult bvtyyj ns yf[jlbimcz, b tot b bpdktrftn bp 'njuj dsujle.

Îcj,tyyjcnb nfhutnbyuf Google

Ñm.pfy Âjqcbwrb (Susan Wojcicki), dbwt-ghtpbltyn ghjlfrn-vtytl;vtynf gj htrkfvt Google, gjgsnfkfcm j,]zcybnm, xnj gjbcrjdsq ubufyn bc[jlbk bp lheub[ gjcskjr. Îyf gjlxthrbdftn, xnj Google jxtym ,tht;yj jnyjcbncz r kbxyjq byajhvfwbb gjkmpjdfntktq. È ctqxfc jyb pfyzns ecjdthitycndjdfybtv vt[fybpvf htrkfvyjuj nfhutnbyuf, rjnjhsq ,eltn [hfybnm byajhvfwb. d ntxtybt dctuj jlyjq ctccbb.

«Ìs gjkfuftv, xnj htrkfvyf, cdzpfyyfz c gjbcrjdsv pfghjcjv, zdkztncz yfb,jktt jndtxf.otq bynthtcfv gjkmpjdfntktq. Ìs dctulf cnfhftvcz ,snm jxtym jcnjhj;ysvb, ds,bhfz lfyyst, rjnjhst vj;yj bkb ytkmpz bcgjkmpjdfnm».

Êfr 'nj hf,jnftn? Åckb gjkmpjdfntkm botn d Google «Îngecr d Ènfkbb», nj jy edblbn htrkfvyst j,]zdktybz j ltitds[ fdbfhtqcf[ d Ådhjge. Åckb pfntv jy yf,thtn «gjujlf», nj rfrbt-nj htrkfvyst ,kjrb ,elen hfccrfpsdfnm tve j gjujlt d Ènfkbb. Èkb, yfghbvth, tckb rnj-nj cyfxfkf botn «jngecr», f pfntv – «ntyybc», nj jy edblbn htrkfve rehjhnjd, cgtwbfkbpbhe.ob[cz yf ntyybct.

Áty Ìthab (Ben Murphy), fdnjh ,kjuf Ben Murphy Design, ujdjhbn, xnj e;t edbltk gjlj,ye. cbcntve htrkfvs d ltqcndbb. Ñyfxfkf jy bcrfk ,e[ufknthf d Àrhjyt, f gjnjv – jnls[ d Ím.-Éjhrt. Îlyf bp dth[yb[ htrkfvys[ ccskjr ukfcbkf cktle.ott: «Õjhjibq ,e[ufknth d Ím.-Éjhrt». Ýnj gjrfpfkjcm tve ytvyjuj cnhfyysv. «Ñ jlyjq cnjhjys, 'nj ,tpeckjdyj pljhjdj… yj rfr gjkmpjdfntk., vyt gjrfpfkjcm 'nj cgfvjv. ß hfccrfpfk j njv, xnj vtyz bynthtcjdfkj yf njn vjvtyn, ctqxfc ;t z hfccrfpsdf. j njv, xnj bynthtcyj vyt ctqxfc. Çfxtv vtyz jndktrfnm?».

Ècgjkmpez lfyyst njkmrj jlyjuj bkb uheggs gjbcrjd dj dhtvz jlyjq ctccbb, Gojgle yflttncz bp,t;fnm ghj,ktv bcgjkmpjdfybtv rjyabltywbfkmyjq byajhvfwbb. «Òj, j xtv vs jxtym pf,jnbvcz, - nhflbwbjyysq gjdtltyxtcrbq nfhutnbyu», – ujdjhbn Âjqcbwrb. - Íbxtuj ybult yt cj[hfyztncz, ybxtuj yt pfgjvbyftncz. Âct hfccxbnsdftncz d ghtltkf[ jlyjq lfyyjq ctccbb».

Google dct ;t vj;tn ekexibnm htktdfynyjcnm htrkfvys[ j,]zdktybq, cj[hfyzz lfyyst njkmrj j, jlyjq ctccbbb. Âjqcbwrb ghbdtkf ghbvth: pfghjc «dbltjbuhs». Ðfpdt gjkmpjdfntkm, rjnjhsq tuj pflfk, j,zpfntkmyj utqvth? Ìj;tn ,snm. À vj;tn, 'nj ghjcnj ,f,eirf, rjnjhfz botn gjlfhjr dyere yf ltym hj;ltybz. Â 'njv ckexft, jyf yt [jntkf ,s dbltnm htrkfve j dbltjbuhf[ gjckt jrjyxfybz gjbcrf, gjrf jyb tq dyjdm yt gjyflj,zncz.

Äheubt ajhvs nfhutnbhjdfybz jn Google

Google yt pfybvftncz nhflbwbjyysv gjdtltyxtcrbv nfhutnbyujv. Ïjdthbv Google yf ckjdj b j,hfnbvcz r lheujve cthdbce, rjnjhsq yfv ghtlkfuf.n: gthcjyfkbpbhjdfyyjve gjbcre. Êjulf pfhtubcnhbhjdfyyst gjkmpjdfntkb Google d[jlzn d cdjq frrfeyn, jyb gj evjkxfyb. gjkexf.n 'njn dbl gjbcrf. Ýnjn gjbcr bvttn ltkj crjhtt c tcntcndtyysvb htpekmnfnfvb gjbcrf, xtv c htrkfvysvb ccskrfvb, yj hf,jnftn ljdjkmyj bynthtcysv cgjcj,jv.

Äkz nt[, rnj yt pyfrjv c gthcjyfkbpbhjdfyysv gjbcrjv, gjzcybv, xnj 'nj cthdbc, gjpdjkz.obq gjkmpjdfntk. cj[hfyznm bcnjhb. gjbcrf. Çfntv 'nf bcnjhbz bpexftncz lkz njuj, xnj,s enjxybnm pyfxtybt gjbcrjds[ pfghjcjd. Òfr, yfghbvth, ckjdj «bass» d fyukbqcrjv zpsrt bvttn ldf pyfxtybz: «,fc» b «hs,f, j,bnf.ofz d htrf[». Ïj'njve lfyyfz cbcntvf, exbnsdfz bcnjhb. gjbcrf, cvj;tn jghtltkbnm, xnj gjkmpjdfntkm, gjcnjzyyj gtht[jlzobq gj ccskrfv yf vepsrfkmyst cfqns, botn yt hs,e, f crjhtt ,fc-ubnfhe. Âfv yt rf;tncz, xnj 'nj gjdtltyxtcrbq nfhutnbyu? Äf, 'nj nfr.

Îuhjvyfz hfpybwf pfrk.xftncz d njv, xnj gjrfpsdftncz tcntcndtyyfz dslfxf , f yt htrkfvyst j,]zdktybz. Ïj'njve byajhvfwbz yt bltn lfkmit Google, jyf yt ghtljcnfdkztncz rfrjq-nj nhtnmtq cnjhjyt. Äheubvb ckjdfvb, 'nj ytnhflbwbjyysq gjdtltyxtcrbq nfhutnbyu.

Íj ctreyljxre, hfpdt tcntcndtyyst htpekmnfns gjbcrf yt jrfpsdf.n dkbzybz yf htrkfvyst j,]zdktybz, rjnjhst pfntv gjzdkz.ncz? Òfr yt pyfxbn kb 'nj, xnj htrkfvyst cjj,otybz cnfyen ,jktt htktdfynysvb? Ñjgjcnfdbd 'nb lfyyst b gjdtltyxtcrbq nfhutnbu, jcyjdfyysq yf jlbyjxys[ ctccbz[, rjnjhsq ntgthm ghfrnbretn Google, ds j;blftnt, xnj gjbcrjdbr j,]zdbn j, 'nb[ ekexitybz[ dctv htrkfvjlfntkzv, yt nfr kb?

Íj 'nj yt nfr. Àyyf Ïfgfljgjekjc (Anna Papadopoulos), lbhtrnjh gj bynthfrnbdysv vtlbf futyncndf Euro RSCG4D, lj jabwbfkmyjuj pfzdktybz Google, ybxtuj yt pyfkf j njv, xnj dct 'nj dhtvz ghjdjlbkbcm 'rcgthbvtyns c gjdtltyxtcrbv nfhutnbyujv gj jlbyjxysv ctccbzvb. Ó tt futyncndf vyj;tcndj htrkfvys[ rfvgfybq d Google, b jyf ujdjhbn, xnj «yt ,eltn elbdktyf, tckb ytrjnjhst b[ rfvgfybb, jcj,tyyj d fdnjvj,bkmyjq ntvfnbrt, ,skb xfcnm. yjdjq cbcntvs j,cke;bdfybz». Åt hfplhf;ftn, xnj j, 'njv yt ,skj j,]zdktyj pfhfytt. «Îyb jxtym pfrhsns, rjulf djghjcs rfcf.ncz yjdjddtltybq d cbcntve gjbcrf. Íj jlyj ltkj - vtkrbq ,bpytc, rjulf ;t ds hf,jnftnt c wtksvb futyncndfvb b rhegysvb htrkfvjlfntkzvb, z levf., xnj ds j,zpfys cjj,obnm bv j k.,s[ bpvtytybz[ d fkujhbnvt gjbcrf, dkbz.ob[ yf b[ htrkfve».

Ïjxtve Google cnfhftncz cltkfnm nfr, xnj,s 'njuj yt pfvtxfkb? Ífb,jktt jxtdblyjq ghbxbyjq, rjytxyj, zdkztncz Double Click. Àvthbrfycrbt bccktljdfntkb bpexf.n cltkrb vt;le htrkfvjlfntkzvb b gjbcrjdbrfvb, b e yb[ tcnm ytrjnjhst jgfctybz, rfcf.obtcz njuj, yfcrjkmrj [jhjij Google ,eltn j[hfyznm lfyyst cdjb[ gjkmpjdfntktq, rjulf tcnm bcreitybt cltkfnm htrkfvyst j,]zdktybz ukfdysv bcnjxybrjv lj[jlf. Åckb Google [jxtn, xnj,s bv hfphtibkb pfrhsnm cltkre c DoubleClick, nj bv ghbltncz ljrfpfnm, xnj dct b[ ltqcndbz, pfnhfubdf.obt byajhvfwb. j gjkmpjdfntkz[, yt pfcnfdzn ghfdjpfobnybrjd ,bnm yf,fn.

Google b gjdtltyxtcrbq nfhutnbyu: pfgfntynjdfyyjt ljrfpfntkmcndj

Google vj;tn ldbufnmcz d 'njv yfghfdktybb vtlktyytt xtv ctqxfc, yj yt vj;tn gjkyjcnm. jnrfpfnmcz jn gjdtltyxtcrjuj nfhutnbyuf cjdctv. Åuj ukfdyst rjyrehtyns nj;t yfxbyf.n bcgjkmpjdfnm hfpyst ajhvs gjdtltyxtcrjuj nfhutnbyuf d cdjb[ htrkfvys[ rfvgfybz[. Ñnjbn njkmrj dpukzyenm yf «hfpevye.» htrkfvf jn Yahoo (Yahoo’s Smart Ads).

×tcnyj ujdjhz, Google pfbynthtcjdfkcz gjdtltyxtcrbv nfhutnbyujv ljcnfnjxyj lfdyj. Åckb e rjvgfybb tcnm gfntyns d rfrjq-kb,j j,kfcnb, pyfxbn, rnj-nj d 'njq rjvgfybb pfbynthtcjdfy d bpextybb 'njq j,kfcnb. È Google tcnm gfntyns, rfcf.obtcz gjdtltyxtcrjuj nfhutnbyue.

Çfzdrb yf gfntyns ,skb pfhtubcnhbhjdfys d jrnz,ht 2005 ujlf. Îlby yfpsdfkcz «Ðtuekbhjdfybt htrkfvyjq byajhvfwbb yf jcyjdt nfhutnbyuf b/bkb cjplfybt htrkfvys[ j,]zdktybq, bcgjkmpez pflfyyst hfytt gjbcrjdst pfghjcs» (Determining ad targeting information and/or ad creative information using past search queries.”). Ýnj gfntyn yf nt[yjkjub. yf utythbhjdfybt b rk.xtds[ ckjd, b htrkfvys[ j,]zdktybq, jcyjdfyyyjq yf cjlth;fybb cfqnf htrkfvjlfntkz bkb cnhfybws, yf rjnjhjq gjvtoty htrkfvysq ,kjr. Ýnj ljdjkmyj byyjdfwbjyyjt bcgjkmpjdfybt byajhvfwbb j ghtlsleotv gjbcrt; dyt dczrjuj cjvytybz, 'nj ds[jlbn pf uhfyb cnfylfhnyjuj gjybvfybz gjdtltyxtcrjuj nfhutnbyuf. Åckb 'nj 'aatrnbdyj, nj 'nj vj;tn cnfnm tot ,jktt ghb,skmysv, ghb cjplfybb htrkfvys[ cjj,otybq, gthtlf.ob[ nhfabr.

Ânjhjq gfntyn Google ,sk jpfukfdkty nfr: «Ïthcjybabrfwbz htrkfvs yf cnhfybwf[ gjbcrjdjq cbcntvs yf jcyjdt htpekmnfnjd gjbcrf»(Results-based personalization of advertisements in a search engine.”). Õjnz gfntyn jge,kbrjdfy d jrnz,ht 2005, yj pfhtubcnhbhjdfy tot d 2004 ujle. Óxbnsdfz tuj yfpdfybt, rf;tncz, xnj Google yfvthty bcgjkmpjdfnm lfyysq gfntyn lkz gjdtltyxtcrjuj nfhutnbyuf d cdjtv gthcjyfkbpbhjdfyyjv gjbcrt. Öbnfnf bp rhfnrjuj j,pjhf: «Ïthcjyfkbpbhjdfyyfz htrkfvf ghtljcnfdkztncz gjkmpjdfntk., bcgjkmpez gjbcrjdsq vt[fybpv lkz gjkextybz ljrevtynjd, jnyjczob[cz r pfghjce. Ðtrkfvf gthcjyfkbpbhetncz d cjjndtncndbb c ghjabktv gjbcrf, gjkextyysv bp gthcjyfkmys[ htpekmnfnjd gjbcrf. Ðtpekmnfns gjbcrf gthcjyfkbopbhe.ncz yf jcyjdt ghjabkz gjkmpjdfntkz, ddjlzotuj pfghjcs. Ïhjabkm gjkmpjdfntkz jgbcsdftn tuj bynthtcs, b vj;tn ,snm gjgjkyty bp hfpys[ bcnjxybrjd, drk.xfz pflfyyst hfytt gjbcrjdst pfghjcs, pfzdktyyst bynthtcs, ltvjuhfabxtcre., utjuhfabxtcre., gcb[jkjubxtcre. b lheue. byajhvfwb.».

Î,]zcybnt vyt, tckb z yt ghfd, yj z yt gjqve, rfr dct 'nj vj;tn ,snm yt «nhflbwbjyysv gjdtltyxtcrbv nfhutnbyujv», rjnjhjt Google nfr htibntkmyj jnhbwftn? Ñelz gj ntreobv ltqcndbzv, ghbpyfybt Google d bcgjkmpjdfybb gjdtltyxtcrjuj nfhutnbyuf djghjcjv dhtvtyb. Äf b pfzdktybz ueukthjd pdexfn rfr gthdst ifub r gjdtltyxtcrjve nfhutnbyue. Google ,eltn yfcnfbdfnm yf njv, xnj 'nj yt nfr, yj htrkfvjlfntkb b gjkmpjdfntkb, boeobt byajhvfwb., pyf.n kexit. Åckb Google cvj;tn hf,jnfnm c xfcnyjq byajhvfwbtq gjkmpjdfntktq cj dctq jcnjhj;yjcnm., rjnjhjq jyf nht,etn, 'nj ,eltn jpyfxfnm gj,tle d k.,jv ckexft. Åckb ;t ytn, nj yfv tot ghtlcnjbn edbltnm «ckbd» xfcnyjq byajhvfwbb d cnbkt AOL d ,eleotv.

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