In many ways, third-party cookies are an advertiser’s dream come true. They provide personalized consumer information for targeted ads. Unfortunately for advertisers, these cookies have faced *backlash due to privacy concerns. Some believe third-party cookies may soon be banned, and the world will enter a “post-third-party-cookie” era.
Third-party cookies are such a controversial issue that some governments have placed restrictions on their use. A prime example is the European Union’s “cookie law,” which requires Web sites to gain permission from users before using cookies, except for those that are absolutely essential. Tech companies have also pushed for increased privacy protection. Apple led the way by making its web navigation tool, Safari, the first major browser to block third-party cookies by default. Following Apple’s lead, Google, which used to rely on third-party cookies to deliver targeted advertising, has also announced plans to phase out tracking cookies.
Advertisers, marketers, and social media companies will take the biggest hit in a “cookieless” Internet landscape. Without detailed analyses of consumer behavior from tracking cookies, they may have to depend more on first-party cookies. This could include more requests for consumers to input email addresses and other information in exchange for free content. Surveys and artificial intelligence might be increasingly used to examine consumer data and predict customer actions. While moving away from third-party cookies will be challenging for many companies, they will undoubtedly find new ways to target consumers. Hopefully, Internet users will continue to benefit from increased security.
Photo: Adobestock 照片：Adobestock
*雖backlash（強烈反對）在字典多列為可數名詞，但若指的是普遍的強烈反對，而非特別指單一事件的反彈，則可視為不可數名詞來使用。
從很多方面來說，第三方cookie是廣告商的夢想成真。它們為目標式廣告提供個人化的消費者資訊。對於廣告商來說，不幸的是，這些cookie因隱私問題而遭受反彈。有些人認為第三方cookie可能不久就會被禁用，而世界將進入「後第三方 cookie」的時代。
第三方cookie是一項頗具爭議的問題，所以一些政府針對第三方cookie的使用有所限制。一個主要的例子是歐盟的「cookie規範」，該規範要求除了絕對必要的cookie之外，網站在使用cookie前必須獲得使用者的允許。科技公司也推動隱私保護的加強。Apple一馬當先，讓其網頁瀏覽工具Safari成為第一個預設封鎖第三方cookie的主流瀏覽器。繼Apple之後，過去依賴第三方cookie來提供目標式廣告的Google也宣布計畫，將逐步淘汰用於追蹤的cookie。
廣告商、行銷商和社群媒體公司將在「無cookie」的網路情勢中受到最嚴重的衝擊。若無法從追蹤cookie取得消費者行為的詳細分析，這些公司可能就得更加依賴第一方cookie。這可能包含更常請消費者輸入電子郵件地址和其他資訊以換取免費內容。可能會更常利用調查和人工智慧來查看消費者數據、預測顧客行為。雖然棄用第三方cookie對許多公司來說頗具挑戰性，但它們多半會找到瞄準消費者的新方法。希望網路使用者會繼續受益於提高的安全性。
What Did You Learn?
1. From (A) to (F) below, choose the answers that describe the main purposes of first-party cookies.
（多選題）
(A) To block certain Web sites.
(B) To make Web sites easier to use.
(C) To increase profits for Web sites.
(D) To gather information for advertisers.
(E) To track users across different Web sites.
(F) To reduce the repetition of keying in information.
2. Which word in the Day 2 passage means “a strong negative public reaction”?（簡答）
3-4. 請從第二天文章選出兩個單詞（word），分別填入下列兩個空格，並視語法需要作適當的字形變化，使句子語意完整、語法正確，且符合文意。每格限填一個單詞（word）。（填充）
The __3__ surrounding third-party cookies has caused authorities to take action. For instance, the European Union __4__ the use of non-essential cookies only when users have given their consent.
答案: 1. B, F 2. backlash 3. controversy 4. permits
Words in Use
1. personalized a. 為個人特製的
Nora loves the personalized recommendations the streaming service gives her.
諾拉喜歡該串流媒體服務所提供的個性化推薦。
2. ban vt. 禁止
The nation decided to ban smoking in public places to protect public health.
該國決定禁止在公共場所吸菸，以保護公眾健康。
3. era n. 時代，年代
The invention of the Internet marked the beginning of the digital era.
網路的發明標誌著數位時代的開始。
4. controversial a. 有爭議的
A lot of people are against the controversial law.
許多人反對那條充滿爭議的法律。
5. restriction n. 限制
place restrictions on... 對……加以限制
The firm placed restrictions on employee access to sensitive data.
該公司限制員工存取敏感資料。
Practical Phrases
1. be a dream come true 美夢成真
Winning the championship was a dream come true for the team.
贏得冠軍對這個團隊來說是夢想成真。
2. except for... 除了……外（不包含）
Everyone attended the meeting except for Tom, who was sick.
除了生病的湯姆外，每個人都參加了會議。
3. push for... 推動……；極力要求……
Environmental activists push for stricter regulations on carbon emissions.
環保人士強烈呼籲要有更嚴格的法規來管理碳排放。
4. phase out... / phase... out 逐漸淘汰……
The university decided to phase out traditional teaching methods and adopt more modern approaches.
那所大學決定逐步淘汰傳統的教學方法，並採用更現代的方式。
5. take a / the hit 受到打擊
The singer’s reputation took a hit from the scandal.
那歌手的名譽因為醜聞而受到打擊。
聽文章朗讀及講解: https://ivy.pse.is/455bfu
本文出自常春藤解析英語雜誌: www.ivy.com.tw
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