{"id":23267,"date":"2020-08-10T12:29:14","date_gmt":"2020-08-10T04:29:14","guid":{"rendered":"https:\/\/www.awoo.com.tw\/?p=23267"},"modified":"2024-09-18T12:03:17","modified_gmt":"2024-09-18T04:03:17","slug":"google-phase-out-third-party-cookies","status":"publish","type":"post","link":"https:\/\/www.awoo.ai\/zh-hant\/blog\/google-phase-out-third-party-cookies\/","title":{"rendered":"\u8fce\u63a5\u96b1\u79c1\u6b0a\u81f3\u4e0a\u6642\u4ee3\uff0c\u7576\u4eca\u7684\u5a92\u9ad4\u5ee3\u544a\u5e02\u5834\u8a72\u4f55\u53bb\u4f55\u5f9e\uff1f"},"content":{"rendered":"<p>\u6642\u81f3\u4eca\u65e5\uff0c\u6bcf\u4f4d\u4f7f\u7528\u8005\u65bc\u7db2\u8def\u4e0a\u7684\u4efb\u4f55\u884c\u70ba\u90fd\u6642\u6642\u523b\u523b\u88ab\u8a18\u9304\u8457\uff0c\u9664\u4e86\u88dd\u7f6e\u4f7f\u7528\u7fd2\u6163\u5916\u3001\u9019\u4e9b\u6578\u64da\u591a\u534a\u6210\u70ba\u4e86\u5ee3\u544a\u5546\u6295\u653e\u5ee3\u544a\u7684\u91cd\u8981\u76ee\u6a19\u8ffd\u8e64\u689d\u4ef6\u3002\u7576\u4eba\u5011\u4eab\u53d7\u8457 cookie 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\u8490\u96c6\u6578\u64da\u7684\u300c\u9078\u64c7\u6b0a\u300d\uff0c\u5c0d\u65bc\u4efb\u4f55\u4e00\u500b\u7db2\u7ad9\u6b32\u8490\u96c6\u4f7f\u7528\u8005\u6578\u64da\u6642\u3001\u5fc5\u5148\u7d93\u904e\u4f7f\u7528\u8005\u7684\u540c\u610f\u3002\u4ee5 Chrome \u70ba\u4f8b\uff0c\u73fe\u5728\u6bcf\u9032\u5230\u4e00\u500b\u964c\u751f\u7db2\u7ad9\u6642\uff0c\u4f7f\u7528\u8005\u90fd\u80fd\u81ea\u7531\u884c\u4f7f\u9078\u64c7\u6b0a\uff1a<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-23268\" src=\"https:\/\/www.awoo.com.tw\/wp-content\/uploads\/2020\/08\/\u6771\u68ee\u65b0\u805e-300x153.png\" alt=\"\" width=\"391\" height=\"199\" \/><br \/>\n\u9019\u4e5f\u9806\u52e2\u8b93\u7db2\u7ad9\u6240\u6709\u8005\u6216\u4f01\u696d\u4e3b\u5011\u4e86\u89e3\u5230\u6301\u7e8c\u5145\u5be6\u7db2\u7ad9\u5167\u5bb9\u8207 SEO \u7684\u91cd\u8981\u6027\uff1b\u7576\u7db2\u7ad9\u80fd\u63d0\u4f9b\u5177\u50f9\u503c\u7684\u5167\u5bb9\u8207\u826f\u597d\u7684\u67b6\u69cb\u53d6\u5f97\u4f7f\u7528\u8005\u7684\u4fe1\u4efb\u611f\u6309\u4e0b\u300c\u5141\u8a31\u300d\uff0c\u7db2\u7ad9\u6240\u6709\u8005\u5247\u80fd\u518d\u5229\u7528\u9019\u4e9b\u884c\u70ba\u6578\u64da\u66f4\u7cbe\u9032\u7db2\u7ad9\u512a\u5316\uff0c\u5f62\u6210\u4e00\u7a2e\u826f\u6027\u5faa\u74b0\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E5%BB%A3%E5%91%8A%E4%B8%BB\"><\/span><span style=\"color: #008080;\">\u5ee3\u544a\u4e3b<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u76f8\u8f03\u4e00\u822c\u4f7f\u7528\u8005\uff0c\u8fd1\u5e74\u300c\u96b1\u79c1\u81f3\u4e0a\u300d\u7684\u8da8\u52e2\u5c0d\u5ee3\u544a\u4e3b\u4f86\u8aaa\u5c31\u6c92\u90a3\u9ebc\u6a02\u89c0\u4e86\uff0c\u9996\u7576\u5176\u885d\u7684\u5c31\u662f\u300c<strong>\u7a0b\u5e8f\u5316\u8cfc\u8cb7\u5ee3\u544a (Programmatic Buying)<\/strong> \u300d\u3002<br \/>\n\u773e\u6240\u7686\u77e5\uff0c\u7a0b\u5e8f\u5316\u8cfc\u8cb7\u5ee3\u544a\u7684\u6838\u5fc3\u50f9\u503c\u5373\u662f\u300c\u8b93\u5c0d\u7684\u4eba\uff0c\u5728\u5c0d\u7684\u6642\u9593\uff0c\u770b\u5230\u5c0d\u7684\u5ee3\u544a\u300d\uff0c\u800c\u80fd\u9054\u5230\u5982\u6b64\u795e\u5947\u7684\u8de8\u5e73\u53f0\u3001\u8de8\u88dd\u7f6e\u3001\u7cbe\u6e96\u6295\u653e\u5ee3\u544a\u7684\u80cc\u5f8c\uff0c\u4ef0\u8cf4\u7684\u5c31\u662f cookie \u8207\u5176\u4ed6\u6578\u4f4d\u6307\u7d0b\u6578\u64da\u7684\u8490\u96c6\uff1b\u7576\u8490\u96c6\u7684\u7ba1\u9053\u88ab\u963b\u64cb\u3001\u6216\u9650\u5236\u5c0e\u81f4\u6578\u64da\u91cf\u5927\u5e45\u4e0b\u964d\u6642\uff0c\u5728 deta base \u57fa\u6578\u4e0d\u8db3\u7684\u60c5\u6cc1\u4e0b\uff0c\u7121\u8ad6\u518d\u5f37\u7684 AI \u6f14\u7b97\u6280\u8853\u6050\u6015\u5de7\u5a66\u4e5f\u96e3\u70ba\u7121\u7c73\u4e4b\u708a\u3002<br \/>\n\u5c0d\u6b64\uff0c\u9577\u671f\u4f9d\u8cf4\u7a0b\u5e8f\u5316\u8cfc\u8cb7\u5ee3\u544a\u7684\u5ee3\u544a\u4e3b\u5011\u88ab\u8feb\u5c0b\u6c42\u5f71\u97ff\u76f8\u5c0d\u8f03\u5c0f\u7684\u5e73\u53f0\u4ee5\u7dad\u6301\u81ea\u8eab\u5ee3\u544a\u6536\u76ca\uff0c\u5982 Google Ads\u3001FB \u7686\u662f\u4e0d\u932f\u7684\u9078\u64c7\uff1b\u4f46 FB \u4eca\u5e74\u56e0\u6d88\u6975\u8655\u7406\u5e73\u53f0\u4e2d\u4ec7\u6068\u3001\u66b4\u529b\u3001\u7a2e\u65cf\u6b67\u8996\u3001\u653f\u6cbb\u8272\u5f69\u7684\u5ee3\u544a\u8207\u5167\u5bb9\u5f15\u767c\u4e86\u5168\u7403\u6578\u5341\u500b\u8de8\u570b\u4f01\u696d\u7684\u62b5\u5236\uff0c\u5c31\u5f62\u8c61\u800c\u8a00\uff0cGoogle Ads \u513c\u7136\u6210\u70ba\u4e86\u73fe\u4eca\u66ff\u4ee3\u65b9\u6848\u7684\u9996\u9078\u3002<br \/>\n\u63a8\u85a6\u95b1\u8b80\uff1a<a href=\"https:\/\/www.awoo.com.tw\/blog\/google-ads-dsa-nununi\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u6539\u5584\u52d5\u614b\u641c\u5c0b\u5ee3\u544a\u8f49\u63db\u6210\u6548\uff0cnununi(2021\/03\u5df2\u66f4\u540d\u70ba<strong>\u5546\u54c1\u63a8\u85a6\u5f15\u64ce<\/strong>)+google DSA\u958b\u767c\u51fa\u66f4\u591a\u641c\u5c0b\u53ef\u80fd\u6027<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E4%B8%83%E5%82%B7%E6%8B%B3%EF%BC%9F%E6%B7%98%E6%B1%B0%E7%AC%AC%E4%B8%89%E6%96%B9Cookie%E5%B0%8DGoogle%E5%BB%A3%E5%91%8A%E7%9A%84%E5%BD%B1%E9%9F%BF\"><\/span>\u4e03\u50b7\u62f3\uff1f\u6dd8\u6c70\u7b2c\u4e09\u65b9Cookie\u5c0dGoogle\u5ee3\u544a\u7684\u5f71\u97ff<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u6b63\u7576\u5168\u7403\u6b63\u56e0 Google \u81ea\u884c\u5ba3\u5e03\u300c\u672a\u4f86 Chrome \u5c07\u6dd8\u6c70\u7b2c\u4e09\u65b9 cookie\u300d\u800c\u932f\u6115\u6642\uff0c\u4e0b\u4e00\u79d2\u99ac\u4e0a\u7522\u751f\u7684\u7591\u60d1\u662f \u2013 \u90a3 Google \u81ea\u5df1\u7684\u5ee3\u544a\u5462\uff1f<br \/>\nGoogle \u8457\u5be6\u6253\u51fa\u4e86\u4e00\u8a18\u50b7\u4eba\u4e03\u5206\uff0c\u640d\u5df1\u4e09\u5206\u7684\u300c\u4e03\u50b7\u62f3\u300d\uff01<br \/>\n\u96b1\u79c1\u653f\u7b56\u5c0d\u65bc Google \u5ee3\u544a\u71df\u6536\u5fc5\u5b9a\u9020\u6210\u5f71\u97ff\uff0cAlphabet Q1 2020 Q1 \u8ca1\u5831\u4e2d Google \u7684\u5ee3\u544a\u6536\u5165\u70ba 338 \u5104\u7f8e\u5143\u3001\u4f54\u7e3d\u9ad4\u71df\u6536\u768482%\uff0c\u5982\u6b64\u4f9d\u8cf4\u5ee3\u544a\u505a\u70ba\u6536\u76ca\u4f86\u6e90\u7684\u4f01\u696d\u70ba\u4f55\u9084\u6703\u62ff\u77f3\u982d\u7838\u81ea\u5df1\u7684\u8173\uff1f\u5176\u5be6\u5169\u5927\u7b54\u6848\u547c\u4e4b\u6b32\u51fa\uff1a<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E6%8F%90%E5%8D%87Google%E8%87%AA%E5%AE%B6%E7%9A%84%E4%BC%81%E6%A5%AD%E5%BD%A2%E8%B1%A1\"><\/span><span style=\"color: #008080;\">\u63d0\u5347Google\u81ea\u5bb6\u7684\u4f01\u696d\u5f62\u8c61<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google\u8cb4\u70ba\u5168\u7403\u9818\u5c0e\u79d1\u6280\u516c\u53f8\uff0c\u5149\u662fGmail\u4e00\u9805\u670d\u52d9\u6bcf5\u4eba\u5c31\u67091\u4eba\u5728\u4f7f\u7528\uff0c\u96a8\u8457\u5168\u7403\u96b1\u79c1\u6b0a\u610f\u8b58\u62ac\u982d\u7684\u6d6a\u6f6e\u4e0b\uff0cGoogle\u70ba\u56e0\u61c9\u6b64\u8da8\u52e2\uff0c\u4e5f\u5411\u5168\u7403\u7528\u6236\u558a\u51fa\u300c\u96b1\u79c1\u81f3\u4e0a\u300d\u7684\u53e3\u865f\uff0c\u4e26\u5728 Google I\/O 2019 \u958b\u767c\u8005\u5927\u6703\u4e0a\uff0c\u5b98\u65b9\u5206\u4eab\u6578\u500b\u7ba1\u7406\u96b1\u79c1\u6b0a\u8207\u5b89\u5168\u6027\u5de5\u5177\uff0c\u76f8\u8f03\u7af6\u722d\u5c0d\u624b\u66fe\u6709\u904e\u500b\u8cc7\u5916\u6d29\u7684\u919c\u805e\uff0cGoogle \u6b64\u8209\u5de7\u5999\u5730\u63d0\u5347\u81ea\u5bb6\u4f01\u696d\u7684\u5f62\u8c61\uff0c\u4ea6\u80fd\u907f\u514d\u7528\u6236\u96b1\u79c1\u6b0a\u722d\u8b70\u906d\u5230\u7f8e\u570b\u653f\u5e9c\u8d77\u8a34\u8abf\u67e5\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E7%99%BC%E5%B1%95%E5%A4%9A%E5%85%83%E8%92%90%E9%9B%86%E6%95%B8%E6%93%9A%E6%96%B9%E5%BC%8F%EF%BC%8C%E6%9C%89%E6%81%83%E7%84%A1%E6%81%90\"><\/span><span style=\"color: #008080;\">\u767c\u5c55\u591a\u5143\u8490\u96c6\u6578\u64da\u65b9\u5f0f\uff0c\u6709\u6043\u7121\u6050<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Chrome \u505a\u70ba\u5168\u7403\u5e02\u4f54\u7387\u6700\u9ad8\u7684\u700f\u89bd\u5668\uff0c\u64c1\u6709\u5168\u7403\u6700\u9802\u5c16\u7684\u6578\u64da\u7814\u7a76\u5718\u968a\u3001\u8207\u6578\u4ee5\u300c\u5104\u300d\u8a08\u7684\u7db2\u7ad9\u7d44\u6210\u5ee3\u544a\u806f\u64ad\u7db2\uff0c\u61c9\u8a72\u6c92\u4eba\u9084\u89ba\u5f97\u300ccookie \u662f Google \u552f\u4e00\u8490\u96c6\u4f7f\u7528\u8005\u8cc7\u8a0a\u7684\u9014\u5f91\u300d\u5427\uff1f\u5927\u53ef\u731c\u6e2c\u5176\u50c5\u662f\u6578\u5341\u6216\u6578\u767e\u7a2e\u53d6\u5f97\u6578\u64da\u7684\u65b9\u5f0f\u4e4b\u4e00\u800c\u5df2\u3002<br \/>\n\u6bd4\u65b9\u8aaa\uff0c\u4eca\u5929\u7576\u8981\u67b6\u8a2d\u4e00\u500b\u5b8c\u5584\u7684\u7db2\u7ad9\uff0c\u4f60\u6703\u4f7f\u7528 Search Console \u5206\u6790\u7db2\u7ad9\u5f8c\u53f0\u6578\u64da\u3001\u8a2d\u5b9a Google Tag Manager \u9032\u884c\u6a19\u7c64\u7ba1\u7406\u3001\u57cb\u8a2d Google Analytics \u7528\u65bc\u4f7f\u7528\u8005\u884c\u70ba\u8ffd\u8e64\u7b49\u3002\u6b64\u5916\uff0cGoogle \u5b98\u65b9\u627f\u8a8d\uff0c\u5373\u4f7f\u95dc\u9589\u4e86\u624b\u6a5f\u7684\u5b9a\u4f4d\u670d\u52d9\uff0cGoogle \u4ecd\u662f\u53ef\u4ee5\u900f\u904e\u624b\u6a5f\u9644\u8fd1\u7684 Wi-Fi \u6216\u7121\u7dda\u7db2\u8def\u4f86\u77e5\u9053\u7528\u6236\u4f4d\u7f6e\uff0cGoogle \u6280\u8853\u767c\u5c55\u81f3\u4eca\uff0c\u5176\u5be6\u5df2\u7d93\u53d6\u5f97\u591a\u5143\u4e14\u53ef\u89c0\u7684\u4f7f\u7528\u8005\u884c\u70ba\u6578\u64da\u4f86\u505a\u70ba\u5ee3\u544a\u6295\u653e\u3001\u518d\u884c\u92b7\u4ee5\u53ca\u7522\u54c1\/\u5e02\u5834\u7814\u7a76\u7b49\u7528\u9014\uff0c\u800c\u6dd8\u6c70\u7b2c\u4e09\u65b9 Cookie\uff0c\u5c0d\u65bc Google \u81ea\u8eab\u4f86\u8aaa\uff0c\u4e26\u4e0d\u6703\u7522\u751f\u91cd\u50b7\u7684\u5a01\u8105\u3002<br \/>\n\u5c31\u7b97\u4eca\u5929 Google \u81ea\u5bb6\u7a0b\u5e8f\u5316\u8cfc\u8cb7\u5ee3\u544a\u5e73\u53f0 DoubleClick \u5012\u4e0b\u4e86\uff0cGoogle Ads \u6240\u5e36\u4f86\u7684\u6536\u76ca\u4ecd\u7136\u6703\u662f Google \u79d1\u6280\u9f8d\u982d\u5730\u4f4d\u7121\u6cd5\u88ab\u64bc\u52d5\u7684\u539f\u56e0\u4e4b\u4e00\u3002<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E7%B5%90%E8%AA%9E\"><\/span>\u7d50\u8a9e<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u7e3d\u7d50\u4f86\u8aaa\uff0c\u96b1\u79c1\u653f\u7b56\u7684\u7d42\u6975\u76ee\u6a19\u5c0d\u65bc\u4f7f\u7528\u8005\u80fd\u4eab\u53d7\u4e00\u500b\u66f4\u5b89\u5168\u7684\u7db2\u8def\u74b0\u5883\uff0c\u7db2\u7ad9\u9ad4\u9a57\u4e5f\u6703\u6709\u6240\u63d0\u5347\uff1b\u800c\u5ee3\u544a\u4e3b\u7684\u8ab2\u984c\uff0c\u4fbf\u662f\u5982\u4f55\u5c07\u539f\u672c\u7684\u884c\u92b7\u9810\u7b97\u91cd\u65b0\u5206\u914d\u5728\u5c0d\u7684\u5ee3\u544a\u5a92\u9ad4\u3001\u9054\u5230\u6700\u4f73\u6548\u76ca\u3002\u5728\u9019\u5168\u7403\u7a0b\u5e8f\u5316\u8cfc\u8cb7\u5ee3\u544a\u4e3b\u7d1b\u7d1b\u51fa\u8d70\u3001FB \u5f62\u8c61\u91cd\u632b\u7684\u80cc\u666f\u4e0b\uff0cGoogle Ads \u9806\u52e2\u6536\u650f\u4e86\u9019\u4e9b\u65bc\u5e02\u5834\u6e38\u79fb\u7684\u8cc7\u91d1\u8207\u672a\u4f86\u7522\u751f\u7684\u7814\u7a76\u6578\u64da\uff0c\u54ea\u6015\u5728\u75ab\u60c5\u885d\u64ca\u4e0b\uff0cGoogle Ads \u7d42\u7a76\u6703\u662f\u6700\u5f8c\u7b11\u8457\u7684\u8d0f\u5bb6\u3002<br \/>\n\u60f3\u8981\u77ad\u89e3\u96b1\u79c1\u6b0a\u62ac\u982d\u7684\u6642\u4ee3\uff0c\u696d\u754c\u9818\u8896\u5982\u4f55\u5e36\u9818\u4f01\u696d\u8d70\u5411\u53e6\u4e00\u500b\u9ad8\u5cf0\uff1f\u6b61\u8fce\u5831\u540d\u4ee5\u4e0b\u6d3b\u52d5\uff1a<\/p>\n<p class=\"google-fonts-blocks\"><span style=\"font-size: 14pt; color: #339966;\"><strong>\u4e9e\u6d32\u884c\u92b7\u79d1\u6280\u9ad8\u5cf0\u6703 Martech Asia 2020<\/strong><\/span><\/p>\n<p>\u6d3b\u52d5\u65e5\u671f\uff1a2020\/09\/15 (\u4e8c) 9:00-18:30<br \/>\n\u6d3b\u52d5\u5730\u9ede\uff1a\u53f0\u5927\u96c6\u601d\u6703\u8b70\u4e2d\u5fc3<br \/>\n\u6d3b\u52d5\u7c21\u4ecb\uff1a<\/p>\n<div>\n<div class=\"_1t_p clearfix\">\n<div class=\"_41ud\">\n<div class=\"clearfix _o46 _3erg _29_7 direction_ltr text_align_ltr\">\n<div id=\"js_27\" class=\"_3058 _ui9 _hh7 _6ybn _s1- _52mr _3oh-\" data-tooltip-content=\"2020\u5e748\u67089\u65e5 9:19\" data-hover=\"tooltip\" data-tooltip-position=\"left\">\n<div class=\"_aok _7i2m\" tabindex=\"0\"><span class=\"_3oh- _58nk\">\u96b1\u79c1\u6b0a\u6230\u5f79\u5f37\u52e2\u4f86\u8972\uff01\u9762\u81e8\u7bc0\u7bc0\u6500\u5347\u7684\u6d88\u8cbb\u8005\u610f\u8b58\uff0c\u54c1\u724c\u8a72\u5982\u4f55\u61c9\u5c0d\u6578\u64da\u56f0\u5883\uff1f\u6700\u65b0\u7684\u5168\u7403\u6280\u8853\u6578\u64da\u5206\u6790\u9769\u65b0\uff0c\u4e00\u6b21\u5e36\u7d66\u53f0\u7063\u4f01\u696d\u696d\u8005\u3002Google\u3001Facebook \u540c\u53f0\u63a5\u7e8c\u6f14\u8b1b\uff0c\u4ee5\u53ca\u5168\u7403 CRM \u5de8\u64d8 Salesforce\u3001\u570b\u969b\u958b\u5e97\u5e73\u53f0\u7ff9\u695a Shopify\u3001\u65e5\u672c\u7b2c\u4e00\u9867\u5ba2\u9ad4\u9a57\u4e92\u52d5\u5e73\u53f0 Repro\u3001\u65e5\u672c\u5e02\u4f54\u7387\u8d85\u904e 90% \u7684 CDP \u9f8d\u982d Treasure Data \u4ee5\u53ca\u53f0\u7063 MarTech \u9818\u5c0e\u54c1\u724c 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href=\"https:\/\/www.thinkwithgoogle.com\/intl\/zh-tw\/tools\/doubleclick-digital-marketing-platform\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">DoubleClick \u6578\u4f4d\u884c\u92b7\u5e73\u53f0<\/span><\/a><br \/>\n<a href=\"https:\/\/medium.com\/@s489791150\/2020-%E8%98%8B%E6%9E%9Cwwdc%E5%BE%8Cidfa%E5%B7%B2%E6%AD%BB-%E5%B0%8D%E5%BB%A3%E5%91%8A%E8%B2%B7%E9%87%8F%E7%94%9F%E6%85%8B%E7%9A%84%E5%BD%B1%E9%9F%BF%E6%98%AF%E4%BB%80%E9%BA%BC-545318e52c99\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">2020 \u860b\u679cWWDC\u5f8cIDFA\u5df2\u6b7b? 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