但是真实身份识别的诱惑依然存在。毕竟,这是大多数公司跟踪了解顾客的途径。雅虎公司(Yahoo Inc.)的一名高管说,传统实体商店“在顾客购物或签名办理会员卡时就能够获取姓名、居住城市以及电子邮件地址等信息。
Yahoo offers a service, Audience Match, that lets retailers find and target their customers online. Yahoo says that it uses anonymization and doesn't give names or Web-browsing information to advertisers.
雅虎公司提供一项名为“对号入座(Audience Match)的服务,让零售商可以找到并锁定他们的网络客户。雅虎说它使用了匿名化措施,并不向广告商提供用户的真实姓名和网络浏览信息。
In the past, tracking companies and retailers had a tougher time identifying online users. Today, a single Web page can contain computer code from dozens of different ad companies or tracking firms. These separate chunks of code often share information with each other. For example: If, like Mr. Morar the car-shopper, you give your name to a website, it can sometimes be seen by other companies with ads or special coding on the site.
过去,追踪公司和零售商识别网络用户的真实身份比较困难。今天,仅仅一个网页里就可能有十多家不同广告公司或追踪公司的电脑代码。这些各自独立的代码块经常互相共享信息。比如:如果你像购车人莫勒一样,将自己的名字提交给一家网站,其它在该网站发布广告或者拥有特别代码的公司就有可能会看到你名字。
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