{"id":29368,"date":"2021-05-14T10:05:34","date_gmt":"2021-05-14T02:05:34","guid":{"rendered":"https:\/\/www.awoo.ai\/?p=29368"},"modified":"2025-04-29T14:41:09","modified_gmt":"2025-04-29T06:41:09","slug":"floc-cookieless","status":"publish","type":"post","link":"https:\/\/www.awoo.ai\/zh-hant\/blog\/floc-cookieless\/","title":{"rendered":"\u4ec0\u9ebc\u662fFLoC\uff1f\u6dd8\u6c70\u7b2c\u4e09\u65b9 Cookie \u5f8c\uff0c\u884c\u92b7\u4eba\u5982\u4f55\u505a\u5230\u7cbe\u6e96\u884c\u92b7"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u96a8\u8457\u5168\u7403\u96b1\u79c1\u6b0a\u610f\u8b58\u7684\u62ac\u982d\uff0cGoogle \u5c07\u5168\u9762\u6dd8\u6c70\u7b2c\u4e09\u65b9 Cookie\uff1b\u64da<\/span><a href=\"https:\/\/www.inside.com.tw\/article\/23443-ios-14-5-users-opt-out-of-ad-tracking\"><span style=\"font-weight: 400;\">\u5831\u5c0e<\/span><\/a><span style=\"font-weight: 400;\">\uff0cIOS14.5 \u4e0a\u7dda\u5f8c\uff0c\u5168\u7403\u540c\u610f\u8b93\u958b\u767c\u5546\u8ffd\u8e64\u6578\u64da\u7684\u4f7f\u7528\u8005\u50c5 12%\u3001\u7f8e\u570b\u4f7f\u7528\u8005\u66f4\u4f4e\u65bc\u5e73\u5747 (4%)\u3002Google \u8207\u82f1\u570b\u7af6\u722d\u53ca\u5e02\u5834\u7ba1\u7406\u5c40\uff08Competition and Markets Authority\uff09\u7684\u5831\u544a\u5206\u5225\u6307\u51fa\uff1aCookieless \u5c0d\u7db2\u7ad9\u6536\u5165\u7684\u5de8\u5927\u5f71\u97ff\u3002\u524d\u8005\u5be6\u9a57\u8072\u7a31\uff0c\u4e0d\u4f7f\u7528\u7b2c\u4e09\u65b9 Cookie \u7684\u7db2\u7ad9\u76f8\u5c0d\u6709\u4f7f\u7528\u7684\u7db2\u7ad9\u6536\u76ca\u6e1b\u5c11 52%\uff1b\u5f8c\u8005\u7684\u8abf\u67e5\u5831\u544a\u5247\u6307\u51fa\uff0c\u505c\u7528\u7b2c\u4e09\u65b9 Cookie \u7684\u65b0\u805e\u7db2\u7ad9\uff0c\u77ed\u671f\u5167\u7684\u5ee3\u544a\u6536\u5165\u6e1b\u5c11 70%\u3002\u5c11\u4e86\u7b2c\u4e09\u65b9 Cookie \u7528\u6236\u884c\u70ba\u5c07\u96e3\u4ee5\u8ffd\u8e64\uff0c\u5c0d\u6b64 Google \u4e5f\u5728 2021 \u5e74\u521d\u767c\u8868\u65b0\u7684\u5ee3\u544a\u8ffd\u8e64\u6280\u8853 FLoC\uff0c\u9019\u9805\u6280\u8853\u7684\u8ffd\u8e64\u904b\u4f5c\u6a21\u5f0f\u70ba\u4f55\uff1f\u672a\u4f86\u5c07\u5982\u4f55\u5f71\u97ff\u884c\u92b7\u7522\u696d\uff1fawoo \u5e36\u60a8\u901a\u76e4\u4e86\u89e3\u4f55\u8b02 FLoC \u53ca Cookieless \u6642\u4ee3\u4e0b\u6709\u54ea\u4e9b\u53ef\u80fd\u7684\u66ff\u4ee3\u65b9\u6848\u3002<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u986f\u793a\/\u96b1\u85cf\u5167\u5bb9\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span 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id=\"%E5%9C%A8FLoC%E4%B9%8B%E5%89%8D%EF%BC%8C%E5%9F%BA%E6%96%BC%E7%AC%AC%E4%B8%89%E6%96%B9Cookie%E7%9A%84%E5%BB%A3%E5%91%8A%E8%BF%BD%E8%B9%A4\"><\/span><span style=\"font-weight: 400;\">\u5728FLoC\u4e4b\u524d\uff0c\u57fa\u65bc\u7b2c\u4e09\u65b9Cookie\u7684\u5ee3\u544a\u8ffd\u8e64<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u7576\u4f7f\u7528\u8005\u5728\u700f\u89bd\u7db2\u7ad9\u6642\uff0c\u7db2\u7ad9\u6703\u8490\u96c6\u4f7f\u7528\u8005\u7684\u700f\u89bd\u884c\u70ba\u6578\u64da\uff0c\u7b2c\u4e09\u65b9\u5e73\u53f0\u6703\u7372\u5f97\u9019\u4e9b\u4f7f\u7528\u8005\u700f\u89bd\u7d00\u9304\uff0c\u4e26\u5c07\u5176 Cookie \u6578\u64da\u6574\u7406\u5f8c\u63d0\u4f9b\u7d66\u5ee3\u544a\u670d\u52d9\u5546\uff0c\u56e0\u6b64\u7576\u5ee3\u544a\u670d\u52d9\u5546\u7684 Cookie \u6578\u64da\u6108\u591a\u6642\uff0c\u5ee3\u544a\u6295\u653e\u6703\u6108\u7cbe\u6e96\u3002\u4ee5\u5f80\uff0c\u7576\u4f7f\u7528\u8005\u641c\u5c0b\u300c\u4e94\u661f\u7d1a\u98ef\u5e97\u300d\uff0c\u4e26\u5728\u98ef\u5e97\u7db2\u7ad9\u700f\u89bd\u4e86\u623f\u578b\u76f8\u95dc\u5167\u5bb9\u5f8c\uff0c\u700f\u89bd\u5176\u4ed6\u7db2\u7ad9\u5c31\u6703\u770b\u5230\u300c\u4e94\u661f\u7d1a\u98ef\u5e97\u300d\u5ee3\u544a\uff0c\u4e26\u5728\u4f4f\u5bbf\u8a02\u8cfc\u7db2\u7ad9\u7372\u5f97\u8a72\u98ef\u5e97\u7684\u63a8\u85a6\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u7136\u800c\uff0c\u9019\u6a23\u7684\u5ee3\u544a\u6295\u653e\u65b9\u5f0f\u5f80\u5f80\u6709\u7a2e\u88ab\u770b\u5149\u5149\u7684\u611f\u89ba\uff0c\u4e8b\u5be6\u4e0a\u7d55\u5927\u90e8\u5206\u7684\u7db2\u8def\u4f7f\u7528\u8005\u4e26\u975e\u6709\u610f\u8b58\u6216\u5177\u9ad4\u4e86\u89e3\u4e0b\u540c\u610f Cookie \u7684\u4f7f\u7528\uff0c\u57fa\u65bc\u96b1\u79c1\u4fdd\u8b77\uff0cGoogle \u4fbf\u5ba3\u5e03\u8981\u5728 2022 \u5e74\u524d\u5168\u9762\u6dd8\u6c70\u7b2c\u4e09\u65b9 Cookie \u7684\u8ffd\u8e64\uff0c\u4e0d\u904e\uff0cGoogle \u7684\u5ee3\u544a\u6536\u5165\u5360\u6574\u9ad4\u71df\u6536 80%\uff0c\u5728\u6dd8\u6c70\u7b2c\u4e09\u65b9 Cookie \u7684\u540c\u6642\uff0c\u52e2\u5fc5\u5f97\u7aef\u51fa\u76f8\u5c0d\u61c9\u7684\u89e3\u6c7a\u65b9\u6848\uff0c\u964d\u4f4e\u5f71\u97ff\u5ee3\u544a\u6536\u5165\u7684\u98a8\u96aa\uff0c\u56e0\u6b64\uff0cGoogle \u5728\u4eca\u5e74\u5e74\u521d\u63a8\u51fa\u4e86\u65b0\u7684\u5ee3\u544a\u8ffd\u8e64\u6280\u8853\u300cFLoC\u300d\uff0c\u4e26\u5ba3\u7a31\u8a72\u6280\u8853\u5728\u5ee3\u544a\u63a8\u85a6\u65b9\u9762\u7684\u6548\u679c\u5df2\u9054\u5230\u7b2c\u4e09\u65b9 Cookie \u7684 95%\u3002<\/span><\/p>\n<p>\u63a8\u85a6\u95b1\u8b80\uff1a<a href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/martech-asia-2021-mike\/\" target=\"_blank\" rel=\"noopener\">\u5168\u901a\u8def\u6642\u4ee3\u4e0b\uff0c\u5982\u4f55\u5584\u7528 MarTech \u6253\u9020\u5c08\u5c6c\u54c1\u724c\u7684\u5f71\u97ff\u529b<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E4%BB%80%E9%BA%BC%E6%98%AFFLoC%EF%BC%9F%E8%AA%8D%E8%AD%98Google%E6%96%B0%E5%BB%A3%E5%91%8A%E6%8A%80%E8%A1%93FLoC\"><\/span><span style=\"font-weight: 400;\">\u4ec0\u9ebc\u662fFLoC\uff1f\u8a8d\u8b58Google\u65b0\u5ee3\u544a\u6280\u8853FLoC<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">FLoC (Federated Learning of Cohorts, FLoC \u7fa4\u9ad4\u7cbe\u6e96\u7684<\/span><b>\u806f\u76df\u5f0f\u5b78\u7fd2<\/b><span style=\"font-weight: 400;\">)\uff0c\u662f\u4ee5\u300c\u4f7f\u7528\u8005\u700f\u89bd\u884c\u70ba\u300d\u6b78\u7d0d\u70ba\u300c\u5411\u91cf\u300d(\u5373\u5177\u6709\u5927\u5c0f\u8207\u65b9\u5411\u7684\u91cf\uff0c\u5982\uff1a\u504f\u597d\u3001\u589e\u6e1b\u3001\u6bd4\u4f8b)\uff0c\u518d\u5c07\u773e\u591a\u7684\u300c\u5411\u91cf\u300d\u6578\u503c\u4f9d\u7167\u76f8\u95dc\u6027\u505a\u7d44\u5408\u3002\u7576\u5ee3\u544a\u4e3b\u91dd\u5c0d\u67d0\u4e00\u5546\u54c1\u9032\u884c\u5ee3\u544a\u6295\u653e\u6642\uff0c\u5c31\u80fd\u900f\u904e\u8a72\u5546\u54c1\u8207\u53ef\u80fd\u7684\u300c\u6f5b\u5728\u5ba2\u7fa4\u300d\u505a\u914d\u5c0d\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-29370\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/cover_6-1.png\" alt=\"\" width=\"960\" height=\"420\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/cover_6-1.png 960w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/cover_6-1-600x263.png 600w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/cover_6-1-768x336.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p style=\"text-align: center;\">(\u5716\u7247\u4f86\u6e90\uff1aGoogle\uff0cGoogle\u4ee5\u5206\u7fa4(Cohort)\u65b9\u5f0f\u9032\u884c\u5ee3\u544a\u6295\u653e)<\/p>\n<p><span style=\"font-weight: 400;\">\u4ee5\u5f80\u7b2c\u4e09\u65b9 Cookie \u662f\u57fa\u65bc\u500b\u4eba\u5316\u700f\u89bd\u7d00\u9304\u7684\u8ffd\u8e64\uff0c\u800c FLoC \u5247\u662f\u5c07\u985e\u4f3c\u700f\u89bd\u8db3\u8de1\u7684\u4f7f\u7528\u8005\u5206\u9580\u5225\u985e\u3001\u9032\u884c\u5206\u7fa4 (Cohort)\uff0c\u800c\u5ee3\u544a\u4e3b\u91dd\u5c0d\u67d0\u4e00\u5546\u54c1\u6295\u653e\u5ee3\u544a\u6642\uff0c\u662f\u900f\u904e\u5546\u54c1\u8207\u53ef\u80fd\u5c0d\u8a72\u5546\u54c1\u7684\u6f5b\u5728\u9867\u5ba2\u300c\u7fa4\u9ad4\u300d\u505a\u914d\u5c0d\uff0c\u5176\u512a\u9ede\u6709\u4e8c\uff1a<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E9%9A%B1%E7%A7%81%E7%82%BA%E4%B8%8A%EF%BC%9A%E7%94%A8%E6%88%B6%E8%A1%8C%E7%82%BA%E7%9A%84%E4%BF%9D%E5%AF%86\"><\/span><span style=\"font-weight: 400;\">\u96b1\u79c1\u70ba\u4e0a\uff1a\u7528\u6236\u884c\u70ba\u7684\u4fdd\u5bc6<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Google \u8072\u7a31<\/span><b>\u300c\u4e0d\u518d\u8ffd\u8e64\u500b\u4eba\u700f\u89bd\u884c\u70ba\u300d<\/b><span style=\"font-weight: 400;\">\uff0c\u800c\u4ee5\u6a5f\u5668\u5b78\u7fd2\u5c0d\u7528\u6236\u6578\u64da\u9032\u884c\u5206\u6790\uff0c\u518d\u5c07<\/span><b>\u300c\u5171\u6709\u504f\u597d\u8005\u5206\u985e\u70ba\u7fa4\u7d44\u300d<\/b><span style=\"font-weight: 400;\">\u3002\u9019\u8b93\u904e\u53bb\u5c08\u6ce8\u500b\u4eba\u7684\u700f\u89bd\u884c\u70ba\uff0c\u8f49\u79fb\u5230\u5c08\u6ce8\u7fa4\u9ad4\u7684\u96c6\u9ad4\u504f\u597d\uff0c\u884c\u92b7\u4eba\u54e1\u3001\u5ee3\u544a\u4e3b\u3001<a href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/how-to-choose-ads-agency\/\">\u5ee3\u544a\u4ee3\u7406\u5546<\/a>\u672a\u4f86\u80fd\u4e86\u89e3\u7684\u53ea\u6709\u7fa4\u9ad4\u7279\u5fb5\uff0c\u85c9\u6b64\u4fdd\u8b77\u4f7f\u7528\u8005\u7684\u500b\u4eba\u96b1\u79c1\u3002Google \u7522\u54c1\u7d93\u7406 David Temkin \u8868\u793a\uff1a\u300c\u6578\u4f4d\u5ee3\u544a\u8207\u500b\u4eba\u96b1\u79c1\u5fc5\u9808\u9f4a\u982d\u4e26\u9032\uff0c\u5ee3\u544a\u7684\u4fbf\u5229\u4e0d\u8a72\u8b93\u4f7f\u7528\u8005\u5931\u53bb\u81ea\u7531\u3001\u9762\u5c0d\u98a8\u96aa\u3002\u300d<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E6%95%B8%E6%93%9A%E7%8D%A8%E5%AE%B6%EF%BC%9A%E7%94%9F%E6%85%8B%E7%B3%BB%E6%A8%A1%E5%BC%8F%E7%9A%84%E5%BB%BA%E7%AB%8B\"><\/span><span style=\"font-weight: 400;\">\u6578\u64da\u7368\u5bb6\uff1a\u751f\u614b\u7cfb\u6a21\u5f0f\u7684\u5efa\u7acb<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u7576\u7db2\u9801\u7b2c\u4e09\u65b9 Cookie 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