{"id":3942,"date":"2021-05-25T12:35:35","date_gmt":"2021-05-25T10:35:35","guid":{"rendered":"https:\/\/pragent.hu\/?p=3942"},"modified":"2021-05-25T12:51:52","modified_gmt":"2021-05-25T10:51:52","slug":"adatvedelem-vs-marketing-a-21-szazadban-ki-a-vegso-gyoztes","status":"publish","type":"post","link":"https:\/\/pragent.hu\/en\/adatvedelem-vs-marketing-a-21-szazadban-ki-a-vegso-gyoztes\/","title":{"rendered":"Adatv\u00e9delem vs. marketing a 21. sz\u00e1zadban: ki a v\u00e9gs\u0151 gy\u0151ztes?"},"content":{"rendered":"
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Mit jelent val\u00f3j\u00e1ban az adatv\u00e9delem?<\/strong><\/p>

Amikor adatv\u00e9delemr\u0151l besz\u00e9l\u00fcnk, sokakban t\u00e9vesen az a k\u00e9p \u00e9l, hogy vagyunk mi, mint\u00a0<\/span>term\u00e9szetes\u00a0<\/span>szem\u00e9lyek, \u00e9s vannak\u00a0<\/span>olyan\u00a0<\/span>adataink, melyeket hozz\u00e1nk k\u00f6tnek, tov\u00e1bbadnak<\/span>.<\/span>\u00a0<\/span>Legrosszabb esetben att\u00f3l tartunk, hogy\u00a0<\/span>nyilv\u00e1noss\u00e1gra hoz<\/span>z\u00e1k \u0151ket\u00a0<\/span>\u00e9s att\u00f3l a perct\u0151l kezdve, hogy mi ehhez hozz\u00e1j\u00e1rulunk,<\/span>\u00a0<\/span>mindennel kapcsolatba hozhat\u00f3<\/span>ak vagyunk<\/span>.<\/span>\u00a0<\/span>A mai vil\u00e1gban pedig sz\u00e1mos vissza\u00e9l\u00e9si lehet\u0151s\u00e9gr\u0151l hallunk, \u00edgy\u00a0<\/span>nem csoda, hogy egy\u00e1ltal\u00e1n nem szeretj\u00fck megadni az adatainkat<\/span>.<\/span>\u00a0<\/span>Joggal vannak olyan f\u00e9lelmeink, hogy felhaszn\u00e1lj\u00e1k azokat \u00fczleti c\u00e9lokra, a hozz\u00e1j\u00e1rul\u00e1sunkt\u00f3l f\u00fcggetlen\u00fcl.<\/span>\u00a0<\/span>Az igazs\u00e1g azonban enn\u00e9l\u00a0<\/span>sokkal\u00a0<\/span>\u00e1rnyal<\/span>tabb \u00e9s nem is\u00a0<\/span>annyira\u00a0<\/span>\u00f6sszeesk\u00fcv\u00e9s-elm\u00e9letszer\u0171, mint ahogyan azt els\u0151re gondoln\u00e1nk. Az adatv\u00e9delem int\u00e9zm\u00e9nye ugyanis a szem\u00e9lyes adatok gy\u0171jt\u00e9s\u00e9vel<\/span>\u00a0\u00e9s<\/span>\u00a0feldolgoz\u00e1s\u00e1val foglalkozik, \u00e9s\u00a0<\/span>els\u0151sorban magukon az adatokon van a hangs\u00faly, nem pedig a szem\u00e9lyeken.<\/span>

<\/span><\/p>

Az Apple ism\u00e9t internett\u00f6rt\u00e9nelmet \u00edr\u00a0<\/strong><\/p>

Az iOS legut\u00f3bbi, 14.5-\u00f6s verzi\u00f3sz\u00e1m\u00fa rendszerfriss\u00edt\u00e9ssel\u00a0<\/span>az Apple\u00a0<\/span>alaposan felr\u00fagta\u00a0<\/span>az adatgy\u0171jt\u00e9si norm\u00e1kat. A\u00a0<\/span>rendszer leg\u00fajabb v\u00e1ltozat\u00e1val egyetemben<\/span>\u00a0meg\u00e9rkezett az\u00a0<\/span>AppTransparencyTracking<\/span><\/i>\u00a0(ATT), melynek c\u00e9lja, hogy a felhaszn\u00e1l\u00f3k applik\u00e1ci\u00f3n k\u00edv\u00fcli tev\u00e9kenys\u00e9gei ne legyen k\u00f6vethet\u0151k. A friss\u00edt\u00e9s\u00a0<\/span>\u00e9lesed\u00e9se \u00e9s az alkalmaz\u00e1sok \u00fajb\u00f3li elind\u00edt\u00e1sa<\/span>\u00a0ut\u00e1n\u00a0<\/span>a k\u00e9sz\u00fcl\u00e9k\u00a0<\/span>egy pop-<\/span>up<\/span>\u00a0(el\u0151ugr\u00f3) ablakban\u00a0<\/span>teszi fel<\/span>\u00a0<\/span>a k\u00e9rd\u00e9st\u00a0<\/span>az iOS<\/span>\u00a0rendszert<\/span>\u00a0futtat\u00f3 k\u00e9sz\u00fcl\u00e9kek tulajdonosai<\/span>nak:\u00a0<\/span>hozz\u00e1j\u00e1rulnak-e<\/span>\u00a0ahhoz, hogy a jelenleg fut\u00f3 alkalmaz\u00e1s az onnan megnyitott weblapokon<\/span>\u00a0vagy<\/span>\u00a0webshopokban k\u00f6vethesse \u0151ket<\/span>.\u00a0<\/span>Egy j\u00f3\u00a0<\/span>precedens<\/span>\u00a0erre a Facebook<\/span>\u00a0esete<\/span>, ahol viszonylag nagy sz\u00e1mban szerepelnek kifel\u00e9 mutat\u00f3 linkek, \u00edgy teh\u00e1t a platform\u00f3ri\u00e1s\u00a0<\/span>eset\u00e9ben a k\u00f6vet\u00e9st megtagad\u00f3 felhaszn\u00e1l\u00f3knak \u201ecsup\u00e1n\u201d a Facebookon bel\u00fcli tev\u00e9kenys\u00e9g\u00fckr\u0151l lehet k\u00f6vetkeztet\u00e9seket levonni \u00e9s\u00a0<\/span>arra\u00a0<\/span>remarketinget<\/span>\u00a0alkalmazni. A\u00a0<\/span>Facebook\u00a0<\/span>ugyanis a friss\u00edt\u00e9s \u00f3ta\u00a0<\/span>t\u00f6bb\u00e9 m\u00e1r\u00a0<\/span>nem l\u00e1tja, hogy\u00a0<\/span>az iOS 14.5-\u00f6t futtat\u00f3<\/span>\u00a0felhaszn\u00e1l\u00f3<\/span>i<\/span>\u00a0k\u00f6z\u00fcl h\u00e1nyan n\u00e9ztek meg<\/span>, p\u00e9ld\u00e1ul\u00a0<\/span>egy cip\u0151t\u00a0<\/span>egy webshopban<\/span>,\u00a0<\/span>vagy ak\u00e1r,\u00a0<\/span>hogy ki milyen t\u00e9m\u00e1j\u00fa weboldalakat n\u00e9zeget.\u00a0<\/span>Az \u00edgy bek\u00f6vetkez\u0151\u00a0<\/span>adatkies\u00e9s miatt<\/span>\u00a0pedig<\/span>\u00a0sokkal nehezebb is szem\u00e9lyre szabott hirdet\u00e9seket\u00a0<\/span>mutatni,\u00a0<\/span>\u00e9s\u00a0<\/span>ebb\u0151l\u00a0<\/span>tov\u00e1bbi konverzi\u00f3kat<\/span>\u00a0\u00e9s konzekvenci\u00e1kat levonni<\/span>.<\/span>
<\/span>\u00a0<\/span><\/p>

Apple kontra Facebook\u00a0<\/strong><\/p>

Erre pr\u00f3b\u00e1l most a Facebook egy kiskaput bevezettetni a weboldalak, webshopok tulajdonosaival. Ez pedig a Facebook\u00a0<\/span>K\u00e9ppont\u00a0<\/span>(<\/span>angolul\u00a0<\/span>Pixel<\/span>).\u00a0<\/span>A\u00a0<\/span>K\u00e9ppont\u00a0<\/span>egy olyan, weboldalakba be\u00e9p\u00edthet\u0151 k\u00f3d, mellyel a Facebook tov\u00e1bb tudja k\u00f6vetni a felhaszn\u00e1l\u00f3kat \u00e9s azok tev\u00e9kenys\u00e9g\u00e9t, akkor is, ha m\u00e1r nem a Facebook fel\u00fclet\u00e9n j\u00e1rnak.\u00a0<\/span>Maga a met\u00f3dus<\/span>\u00a0egy\u00e9bk\u00e9nt<\/span>\u00a0nem \u00fajkelet\u0171, hiszen a Facebook\u00a0<\/span>K\u00e9ppont\u00a0<\/span>2015 \u00f3ta\u00a0<\/span>m\u0171k\u00f6dik<\/span>, de a Google is k\u00edn\u00e1l ilyen megold\u00e1sokat\u00a0<\/span>m\u00e1r\u00a0<\/span>2013 \u00f3ta.<\/span>\u00a0<\/span>A\u00a0<\/span>Facebook\u00a0<\/span>K\u00e9ppont\u00a0<\/span>k\u00e9t r\u00e9szb\u0151l \u00e1ll: egy alapk\u00f3db\u00f3l (<\/span>base<\/span>\u00a0<\/span>code<\/span>) \u00e9s egy esem\u00e9nyk\u00f3db\u00f3l (<\/span>event<\/span>\u00a0<\/span>code<\/span>).<\/span>\u00a0Az alapk\u00f3d k\u00e9pes megmondani, hogy ki mit tekintett meg egy weboldalon, m\u00edg az esem\u00e9nyk\u00f3d m\u00e1r eg\u00e9sz konkr\u00e9t adatokat is k\u00e9pes visszaadni: k<\/span>i<\/span>\u00a0az, aki\u00a0<\/span>regisztr\u00e1lt,\u00a0<\/span>fel<\/span>iratkozott a h\u00edrlev\u00e9lre,\u00a0<\/span>v\u00e1s\u00e1rolt\u00a0<\/span>vagy\u00a0<\/span>elhagyta a kosarat.<\/span>

<\/span><\/p>

Mi\u00e9rt sz\u00fcks\u00e9ges m\u00e9gis egy extra weboldal elem?\u00a0<\/strong><\/p>

Ez azonban\u00a0<\/span>sajnos\u00a0<\/span>csak f\u00e9lmegold\u00e1s az \u00edgy kies\u0151 adatokra, hiszen\u00a0<\/span>az a diagnosztika, amit a Facebook alapj\u00e1raton mag\u00e1t\u00f3l vizsg\u00e1lt, most a weboldal- \u00e9s webshoptulajdonosokt\u00f3l f\u00fcgg. Ha \u0151k nem \u00e9p\u00edtik be a\u00a0<\/span>K\u00e9ppontot\u00a0<\/span>az oldalukba, a Facebook horizontja is k\u00f6d\u00f6sebb. E<\/span>z\u00e9rt\u00a0<\/span>a\u00a0<\/span>K\u00e9ppont\u00a0<\/span>m\u00e9g mindig a legjobb megold\u00e1s arra, hogy min\u00e9l \u00e1rnyaltabb \u00e9s\u00a0<\/span>optimaliz\u00e1ltabb<\/span>\u00a0k\u00e9pet kapjunk a k\u00f6vet\u0151ink Facebookon k\u00edv\u00fcli tevek\u00e9nys\u00e9gr\u0151l.\u00a0<\/span>Egy biztos: ak\u00e1r\u00a0<\/span>be\u00e9p\u00edtj\u00fck a Facebook<\/span>\u00a0<\/span>K\u00e9ppontot,<\/span>\u00a0<\/span>a k\u00f6z\u00f6ss\u00e9gi oldal\u00a0<\/span>statisztikai modellez\u00e9st alkalmaz<\/span>\u00a0a pontosabb eredm\u00e9ny \u00e9rdek\u00e9ben<\/span>.<\/span>\u00a0<\/span>A<\/span>\u00a0legalaposabbak m\u00e9gis akkor vagyunk<\/span>,<\/span>\u00a0ha a K\u00e9ppontot implement\u00e1ljuk<\/span>.

<\/span><\/p>

Mit tartogat a j\u00f6v\u0151 \u00e9s ki lesz a nyertes?<\/strong><\/p>

Jelen pillanatban tal\u00e1n neh\u00e9z<\/span>\u00a0<\/span>lenne abszol\u00fat<\/span>\u00a0gy\u0151ztest hirdetni az adatv\u00e9delem \u00e9s a marketing k\u00f6z\u00f6tt<\/span>,<\/span>\u00a0mindazon\u00e1ltal az adatv\u00e9delem most\u00a0<\/span>szerzett egy kis el\u0151nyt.<\/span>\u00a0<\/span>H<\/span>ogy mi lesz ezut\u00e1n?\u00a0<\/span>Folyamatos v\u00e1ltoz\u00e1s, amihez mindig igazodnunk kell. A<\/span>z ipar mindig is aktualiz\u00e1l\u00f3dni, igazodni fog az ig\u00e9nyekhez \u00e9s a megold\u00e1sokhoz.\u00a0<\/span>Mi pedig megfigyel\u00fcnk, \u00e9s id\u0151ben adapt\u00e1lunk.<\/span>\u00a0A nyertes pedig az lesz, aki id\u0151ben ismeri fel, ha v\u00e1ltoztat\u00e1sra van sz\u00fcks\u00e9g.\u00a0<\/span>\u00a0<\/span><\/p>

\u00a0<\/span><\/p>

Elakadt\u00e1l a Facebook\u00a0adatv\u00e9delmi vagy Facebook K\u00e9ppont\u00a0be\u00e9p\u00edt\u00e9s\u00e9ben? <\/strong><\/p>

Keress minket, seg\u00edt\u00fcnk!\u00a0<\/strong>
hello@pragent.hu\u00a0<\/strong><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Mit jelent val\u00f3j\u00e1ban az adatv\u00e9delem? Amikor adatv\u00e9delemr\u0151l besz\u00e9l\u00fcnk, sokakban t\u00e9vesen az a k\u00e9p \u00e9l, hogy vagyunk mi, mint\u00a0term\u00e9szetes\u00a0szem\u00e9lyek, \u00e9s vannak\u00a0olyan\u00a0adataink, melyeket hozz\u00e1nk k\u00f6tnek, tov\u00e1bbadnak.\u00a0Legrosszabb esetben att\u00f3l tartunk, hogy\u00a0nyilv\u00e1noss\u00e1gra hozz\u00e1k \u0151ket\u00a0\u00e9s att\u00f3l a perct\u0151l kezdve, hogy mi ehhez hozz\u00e1j\u00e1rulunk,\u00a0mindennel kapcsolatba hozhat\u00f3ak vagyunk.\u00a0A mai vil\u00e1gban pedig sz\u00e1mos vissza\u00e9l\u00e9si lehet\u0151s\u00e9gr\u0151l hallunk, \u00edgy\u00a0nem csoda, hogy egy\u00e1ltal\u00e1n nem szeretj\u00fck megadni […]<\/p>\n","protected":false},"author":1,"featured_media":3944,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_jetpack_memberships_contains_paid_content":false,"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[55],"tags":[],"class_list":["post-3942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalis-transzformacio","entry","has-media"],"yoast_head":"\nAdatv\u00e9delem vs. marketing a 21. sz\u00e1zadban: ki a v\u00e9gs\u0151 gy\u0151ztes? - PR AGENT Communications<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pragent.hu\/en\/adatvedelem-vs-marketing-a-21-szazadban-ki-a-vegso-gyoztes\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adatv\u00e9delem vs. marketing a 21. sz\u00e1zadban: ki a v\u00e9gs\u0151 gy\u0151ztes? - PR AGENT Communications\" \/>\n<meta property=\"og:description\" content=\"Mit jelent val\u00f3j\u00e1ban az adatv\u00e9delem? 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