{"id":225240,"date":"2021-12-01T10:55:05","date_gmt":"2021-12-01T09:55:05","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=225240"},"modified":"2024-12-16T15:45:15","modified_gmt":"2024-12-16T14:45:15","slug":"opt-in-cookies-a-co-zmenit-na-svem-webu-od-noveho-roku","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/opt-in-cookies-a-co-zmenit-na-svem-webu-od-noveho-roku\/","title":{"rendered":"Opt-in Cookies a co zm\u011bnit na sv\u00e9m webu od nov\u00e9ho roku"},"content":{"rendered":"<p>Bezpe\u010dnost na internetu a sb\u00edr\u00e1n\u00ed dat u\u017eivatel\u016f je dlouhodob\u011b pal\u010div\u00e9 t\u00e9ma, kter\u00e9 nelze jednodu\u0161e uchopit. Po zaveden\u00ed GDPR, Opt-out cookies a po zm\u011bn\u00e1ch souhlasu se zpracov\u00e1n\u00edm cookies v iOS 14 n\u00e1s od ledna 2022 \u010dek\u00e1 dal\u0161\u00ed a mnohem dramati\u010dt\u011bj\u0161\u00ed omezen\u00ed sledov\u00e1n\u00ed u\u017eivatel\u016f. A to nejen pro reklamn\u00ed syst\u00e9my, ale hlavn\u011b pro v\u0161echny, kte\u0159\u00ed pracuj\u00ed v reklam\u011b. V situaci, kdy p\u0159esn\u00e1 data jsou \u010d\u00edm d\u00e1l t\u00edm v\u011bt\u0161\u00ed sci-fi, nastupuje \u00e9ra zcela nov\u00e9ho druhu marketingu a m\u011b\u0159en\u00ed u\u017eivatelsk\u00e9 n\u00e1v\u0161t\u011bvnosti.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jak rozd\u011blujeme cookies<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Sledovac\u00ed a konverzn\u00ed cookies<\/strong>, kter\u00e9 umo\u017e\u0148uj\u00ed analyzovat v\u00fdkon r\u016fzn\u00fdch prodejn\u00edch kan\u00e1l\u016f. Nap\u0159\u00edklad Google Analytics.<\/li><li><strong>Marketingov\u00e9 cookies<\/strong>, kter\u00e9 pom\u00e1haj\u00ed personalizovat obsah reklamy a efektivn\u011bji zac\u00edlit na z\u00e1kazn\u00edka. Pat\u0159\u00ed sem v podstat\u011b v\u0161echny reklamn\u00ed syst\u00e9my a jejich k\u00f3dy a pixely (Google Ads, Sklik, Facebook Pixel, atd.)<\/li><li><strong>Analytick\u00e9 a esenci\u00e1ln\u00ed cookies<\/strong>, kter\u00e9 pom\u00e1haj\u00ed zefektivnit u\u017eivatelsk\u00e9 prost\u0159ed\u00ed internetov\u00e9 str\u00e1nky a z\u00e1kladn\u00ed funk\u010dnost webu.<\/li><\/ul>\n\n\n\n<p>D\u00e1le se cookies daj\u00ed rozli\u0161it na cookies prvn\u00ed strany a cookies t\u0159et\u00edch stran:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Cookies prvn\u00ed strany<\/strong> jsou ulo\u017eeny p\u0159\u00edmo na webu nebo eshopu. Znamen\u00e1 to nap\u0159\u00edklad, \u017ee eshop si pamatuje obsah va\u0161eho ko\u0161\u00edku i p\u0159i dal\u0161\u00ed n\u00e1v\u0161t\u011bv\u011b.<\/li><li><strong>Cookies t\u0159et\u00edch stran<\/strong> jsou cookies reklamn\u00edch syst\u00e9m\u016f, jako je pr\u00e1v\u011b Google Ads, Facebook, Instagram, atd.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Rozd\u00edl mezi Opt-out a nov\u00fdm Opt-In<\/strong><\/h2>\n\n\n\n<p>St\u00e1vaj\u00edc\u00ed <strong>Opt-out \u0159e\u0161en\u00ed<\/strong> p\u0159edpokl\u00e1d\u00e1, \u017ee <strong>u\u017eivatel p\u0159i p\u0159\u00edchodu na v\u00e1\u0161 web SOUHLAS\u00cd se sledov\u00e1n\u00edm a sb\u00edr\u00e1n\u00edm cookies.<\/strong> Jako provozovatel webu byste m\u011bl u\u017eivateli d\u00e1t mo\u017enost jednoduchou cestou toto nastaven\u00ed zm\u011bnit, tedy d\u00e1t u\u017eivateli mo\u017enost zak\u00e1zat sledov\u00e1n\u00ed. K tomu slou\u017e\u00ed v\u0161em zn\u00e1m\u00e9 cookies li\u0161ty. Podle mnoh\u00fdch pr\u016fzkum\u016f u\u017eivatel\u00e9 tyto li\u0161ty bu\u010f zcela ignoruj\u00ed, nebo od\u0161krtnou souhlas, aby se dostali d\u00e1le na web.<\/p>\n\n\n\n<p>Nov\u00e1 metoda Opt-in ji\u017e od po\u010d\u00e1tku p\u0159edpokl\u00e1d\u00e1, \u017ee <strong>u\u017eivatel NESOUHLAS\u00cd<\/strong> <strong>se sledov\u00e1n\u00edm a sb\u00edr\u00e1n\u00edm cookies.<\/strong> Jako provozovatel webu byste <strong>nem\u011bl shroma\u017e\u010fovat \u017e\u00e1dn\u00e9 cookies<\/strong> u\u017eivatele. I nad\u00e1le m\u016f\u017eete u\u017eivateli d\u00e1t p\u0159es cookie li\u0161tu mo\u017enost nastaven\u00ed zm\u011bnit a zapnout sledov\u00e1n\u00ed. Jin\u00fdmi slovy <strong>dokud u\u017eivatel transparentn\u011b v cookie li\u0161t\u011b s\u00e1m nezaklikne, \u017ee chce b\u00fdt sledov\u00e1n, nem\u00e1te pr\u00e1vo u\u017eivatele sledovat ani ukl\u00e1dat cookies o jeho n\u00e1v\u0161t\u011bv\u011b.&nbsp;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pro\u010d to \u0159e\u0161\u00edme<\/strong><\/h2>\n\n\n\n<p>Na prvn\u00ed pohled se to m\u016f\u017ee zd\u00e1t jako nepodstatn\u00fd rozd\u00edl. Ov\u0161em vzhledem k tomu, \u017ee na cookie li\u0161ty klik\u00e1 naprost\u00e9 minimum u\u017eivatel\u016f a jejich ochota nechat se sledovat je kv\u016fli skand\u00e1l\u016fm s \u00faniky informac\u00ed a Facebooku nulov\u00e1, p\u0159edstavuje to pro marketing a analytiku v\u00fdrazn\u00fd probl\u00e9m. V praxi to bude znamenat, \u017ee se v\u00e1m v Google Analytics ztrat\u00ed velk\u00e1 \u010d\u00e1st n\u00e1v\u0161t\u011bvnosti, nebude mo\u017en\u00e9 pou\u017e\u00edvat plnohodnotn\u011b remarketing a p\u0159\u00ednos jednotliv\u00fdch zdroj\u016f n\u00e1v\u0161t\u011bvnosti bude velmi zkreslen\u00fd. Vyhodnocov\u00e1n\u00ed reklamn\u00edch kampan\u00ed bude tak\u00e9 velmi zav\u00e1d\u011bj\u00edc\u00ed a hrani\u010dn\u00ed s odhady.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Co se m\u011bn\u00ed od 1. ledna 2022<\/strong><\/h2>\n\n\n\n<p>Od 1. ledna 2022 bude pro v\u0161echny provozovatele web\u016f a eshop\u016f povinn\u00e9 implementovat Opt-in \u0159e\u0161en\u00ed do webov\u00fdch prezentac\u00ed a obchod\u016f. Je tedy t\u0159eba se na tuto zm\u011bnu p\u0159ipravit. V technick\u00e9m \u0159e\u0161en\u00ed je to v podstat\u011b mal\u00e1 zm\u011bna v k\u00f3du. Ov\u0161em v \u0159e\u010di marketingu a analytiky si budete muset stanovit nov\u00e9 c\u00edle a hlavn\u011b nov\u00fd syst\u00e9m, jak\u00fdm budete reklamy vyhodnocovat a p\u0159id\u011blovat jim rozpo\u010dty. S t\u00edmto v\u00e1m pom\u016f\u017ee profesion\u00e1ln\u00ed agentura.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>P\u0159\u00edklad cookie li\u0161ty<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/nXP1v7-kk-_8QGSK1Y5eiHnssjRtHmTwiROsvBrEVzLWyU59s1d_hgcZ3rpg3LHNzF_kigvdpzMg5lM3CfPg6_5N4c6w1Wgcl7gDdqXKX_GhWUmwwI198FwxjfRT4tq2jXJIf2oV\" alt=\"\"\/><\/figure>\n\n\n\n<p>P\u0159\u00edklad spr\u00e1vn\u011b pou\u017eit\u00e9 cookie li\u0161ty z webu <a href=\"http:\/\/www.bonprix.cz\">www.bonprix.cz<\/a>. U\u017eivatel m\u00e1 mo\u017enost sledov\u00e1n\u00ed na jedno kliknut\u00ed \u00fapln\u011b odm\u00edtnout. P\u0159\u00edpadn\u011b p\u0159es tla\u010d\u00edtko Nastaven\u00ed m\u016f\u017ee zvolit, jak\u00fd druh cookie se bude ukl\u00e1dat.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Magnas v\u00e1m samoz\u0159ejm\u011b dok\u00e1\u017ee v t\u00e9to ot\u00e1zce pomoci a nastavit odpov\u00eddaj\u00edc\u00ed strategii.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Vladim\u00edr Nagl \u2013 Performance strategist &#8211; Magnas Performance<\/p>","protected":false},"excerpt":{"rendered":"<p>Bezpe\u010dnost na internetu a sb\u00edr\u00e1n\u00ed dat u\u017eivatel\u016f je dlouhodob\u011b pal\u010div\u00e9 t\u00e9ma, kter\u00e9 nelze jednodu\u0161e uchopit. Po zaveden\u00ed GDPR, Opt-out cookies a po zm\u011bn\u00e1ch souhlasu se zpracov\u00e1n\u00edm cookies v iOS 14 n\u00e1s od ledna 2022 \u010dek\u00e1 dal\u0161\u00ed a mnohem dramati\u010dt\u011bj\u0161\u00ed omezen\u00ed sledov\u00e1n\u00ed u\u017eivatel\u016f. A to nejen pro reklamn\u00ed syst\u00e9my, ale hlavn\u011b pro v\u0161echny, kte\u0159\u00ed pracuj\u00ed v [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-225240","post","type-post","status-publish","format-standard","hentry","category-nezarazene"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Opt-in Cookies a co zm\u011bnit na sv\u00e9m webu od nov\u00e9ho roku | Magnas<\/title>\n<meta name=\"description\" content=\"Jsme kreativn\u011b medi\u00e1ln\u00ed uskupen\u00ed propojuj\u00edc\u00ed medi\u00e1ln\u00ed a kreativn\u00ed slu\u017eby. Stav\u00edme na \u00fazk\u00e9m propojen\u00ed strategie, medi\u00e1ln\u00edho pl\u00e1nov\u00e1n\u00ed, offline i online v\u00fdkonu, kreativn\u00edch n\u00e1pad\u016f a produkce. Pom\u00e1h\u00e1me firm\u00e1m rozv\u00edjet p\u0159\u00edb\u011bh jejich zna\u010dky, p\u0159in\u00e1\u0161\u00edme strategick\u00fd pohled do jejich byznysu nebo \u201ejen\u201c pom\u00e1h\u00e1me r\u016fstu prodej\u016f. Ka\u017ed\u00e1 organizace m\u00e1 jin\u00e9 pot\u0159eby, pom\u00e1h\u00e1me spole\u010dn\u011b nastavit ty spr\u00e1vn\u00e9 c\u00edle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.magnas.cz\/en\/opt-in-cookies-a-co-zmenit-na-svem-webu-od-noveho-roku\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Opt-in Cookies a co zm\u011bnit na sv\u00e9m webu od nov\u00e9ho roku | Magnas\" \/>\n<meta property=\"og:description\" content=\"Jsme kreativn\u011b medi\u00e1ln\u00ed uskupen\u00ed propojuj\u00edc\u00ed medi\u00e1ln\u00ed a kreativn\u00ed slu\u017eby. Stav\u00edme na \u00fazk\u00e9m propojen\u00ed strategie, medi\u00e1ln\u00edho pl\u00e1nov\u00e1n\u00ed, offline i online v\u00fdkonu, kreativn\u00edch n\u00e1pad\u016f a produkce. Pom\u00e1h\u00e1me firm\u00e1m rozv\u00edjet p\u0159\u00edb\u011bh jejich zna\u010dky, p\u0159in\u00e1\u0161\u00edme strategick\u00fd pohled do jejich byznysu nebo \u201ejen\u201c pom\u00e1h\u00e1me r\u016fstu prodej\u016f. 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