谷歌将允许网站屏蔽利润丰厚的个性化广告

谷歌将允许网站屏蔽利润丰厚的个性化广告

Websites and apps using Google’s advertising tools will be able to block personalized ads to internet users in California and elsewhere as part of the company’s effort to help them comply with the state’s new privacy law, it told clients this week.

谷歌本周告知客户，使用谷歌广告工具的网站和应用程序将能够阻止针对加州和其他地方互联网用户的个性化广告，这是该公司帮助他们遵守加州新隐私法的努力的一部分。

The California Consumer Privacy Act, which goes into effect on Jan. 1, requires large businesses to let consumers opt out of the sale of their personal data. Lobbying by internet companies earlier this year failed to have the law exclude personalized ads, leaving the most popular and lucrative online ads in jeopardy.

将于明年1月1日生效的《加州消费者隐私法》(California Consumer Privacy Act)要求大型企业允许消费者选择不出售个人数据。今年早些时候，互联网公司的游说未能使法律排除个性化广告，使最受欢迎和最赚钱的在线广告处于危险之中。

Advertisers sometimes spend up to 10 times more money to place personalized ads, which take into account a consumer’s browsing history, interests and past behavior when determining which message to display.

广告客户有时会多花10倍的钱来投放个性化广告，这些广告在决定显示何种信息时，会考虑消费者的浏览历史、兴趣和过去的行为。

It is unclear how many publisher and advertiser clients will enable the new restrictions, as interpretations of the law may vary. Google declined to elaborate on whether further measures related to the new law were forthcoming.

目前还不清楚有多少出版商和广告客户会支持新的限制，因为法律的解释可能会有所不同。谷歌拒绝详细说明是否会出台与新法相关的进一步措施。

Websites and apps selling ads through Google tools such as AdSense and Ad Manager are not required to make significant changes under the company’s new compliance terms, which it posted online and sent to clients over the last three days.

根据公司新的合规条款，通过AdSense和Ad Manager等谷歌工具销售广告的网站和应用程序不需要做出重大改变。

But ad sellers can choose to stop personalized ads either to all consumers with internet addresses originating in California or to any individual worldwide who blocks the sale of personal data.

但广告销售商可以选择停止向所有来自加州的互联网地址的消费者投放个性化广告，也可以选择停止向全球任何阻止个人数据销售的个人用户投放个性化广告。

Google said that when the “restricted data processing” is triggered, ads will only be based off general data such as the user’s city-level location or the subject of the page where the ad is appearing.

谷歌表示，当“限制数据处理”被触发时，广告将仅基于一般数据，如用户所在城市级别的位置或广告所在页面的主题。

Additionally, Google will not record personal information for future advertising purposes in the restricted mode.

此外，谷歌将不会在限制模式下记录个人信息，以备将来广告之需。

Advertisers using Google’s tools also will have the choice to restrict data processing, though they would then lose features used to personalize ads to consumers who, for instance, have visited a particular store or installed a particular app.

使用谷歌工具的广告客户也可以选择限制数据处理，不过这样一来，他们就会失去一些用于个性化广告的功能，比如针对那些访问过特定商店或安装过特定应用程序的消费者。