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廣告界聯手抗議蘋果公司

2017/9/19 — 11:57

iOS 11 的預覽(Apple 網站截圖)

iOS 11 的預覽(Apple 網站截圖)

香港廣告界當然沒有這種氣派,廣告人被TVB「欺負」了多年,廣告界也沒有誰跑出來說什麼。廣告業多年積下不少「惡客惡行」,業界各自「為兩餐」也甚少有人跑出來發聲。

蘋果剛發表iPhone X 和 iPhone 8,但很多人也沒太留意三個月前在蘋果WWDC發佈Safari的更新設定,對廣告界有很巨大的影響。

簡單點說,是Apple將會在明日(香港時間20/9)推出的iOS 11中,加入限制在safari以cookies等方法為廣告客戶進行追蹤的程式(Intelligent Tracking Prevention)。Apple當然不是說要與廣告商作對,「It’s not about blocking ads, but your privacy is protected.」。

廣告

為此,美國版的4As、2As等六個廣告業協會聯手發公開信,形容新safari勢將影響整個互聯網的架構,而事實是越來越精準的targeting被safari打散,廣告收入將受嚴重打擊。

蘋果回應美國傳媒時則強調保護私穩的重要性,並明確指出當今的ad tracking技術已能夠追蹤個人絕大部分的瀏覽紀錄。但廣告行業協會則認為,這將使廣告效用降低,導致用戶體驗不佳。

廣告

美國的科技網站評論,蘋果這個反追蹤技術,最大的受益者可能是已經在網上廣告增長中賺取90%利潤的Facebook和Google,受最大影響的反而是其他廣告追蹤服務。而Google也剛宣佈Chrome將會在明年初推出類似Safari的限制功能。

這宗新聞在香港的廣告界似乎沒太大討論,似乎廣告人不太關注,而看廣告的人也沒太留意發生了什麼事。


其他伸延閱讀:

【廣告人,AI殺到喇! 】https://goo.gl/X6J22q

【Marketing需要data analyst多過creative廣告人?】https://goo.gl/jpy4nE

【AI殺入廣告業前奏-behavioural targeting】https://goo.gl/m3hBp8

#廣告101開page #10周年 #吳博林 #保障私隱 #applesafari #IntelligentTrackingPrevention

P.S. An Open Letter from the Digital Advertising Community (September 14, 2017)

The undersigned organizations are leading trade associations for the digital advertising and marketing industries, collectively representing thousands of companies that responsibly participate in and shape today’s digital landscape for the millions of consumers they serve.

We are deeply concerned about the Safari 11 browser update that Apple plans to release, as it overrides and replaces existing user-controlled cookie preferences with Apple’s own set of opaque and arbitrary standards for cookie handling.

Safari’s new “Intelligent Tracking Prevention” would change the rules by which cookies are set and recognized by browsers. In addition to blocking all third-party cookies (i.e. those set by a domain other than the one being visited), as the current version of Safari does, this new functionality would create a set of haphazard rules over the use of first-party cookies (i.e. those set by a domain the user has chosen to visit) that block their functionality or purge them from users’ browsers without notice or choice.

The infrastructure of the modern Internet depends on consistent and generally applicable standards for cookies, so digital companies can innovate to build content, services, and advertising that are personalized for users and remember their visits. Apple’s Safari move breaks those standards and replaces them with an amorphous set of shifting rules that will hurt the user experience and sabotage the economic model for the Internet.

Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice. As organizations devoted to innovation and growth in the consumer economy, we will actively oppose any actions like this by companies that harm consumers by distorting the digital advertising ecosystem and undermining its operations.

We strongly encourage Apple to rethink its plan to impose its own cookie standards and risk disrupting the valuable digital advertising ecosystem that funds much of today’s digital content and services.

 

Signed,

American Association of Advertising Agencies (4A’s)
American Advertising Federation (AAF)
Association of National Advertisers (ANA)
Data & Marketing Association (DMA)
Interactive Advertising Bureau (IAB)
Network Advertising Initiative (NAI)
 

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