{"id":3527,"date":"2023-07-31T10:18:51","date_gmt":"2023-07-31T08:18:51","guid":{"rendered":"https:\/\/prodblog.wenet.pl\/?p=3527"},"modified":"2023-08-30T16:19:31","modified_gmt":"2023-08-30T14:19:31","slug":"personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook","status":"publish","type":"post","link":"https:\/\/wenet.pl\/blog\/personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook\/","title":{"rendered":"Personalizacja reklam w Internecie, czyli co o nas wie Google i Facebook?"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"720\" data-src=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min.jpg\" alt=\"personalizacja reklam\" class=\"wp-image-8688 colorbox-3527 lazyload\" data-srcset=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min.jpg 1080w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min-450x300.jpg 450w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min-200x133.jpg 200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min-768x512.jpg 768w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min-696x464.jpg 696w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min-1068x712.jpg 1068w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/personalizacja-reklam-min-630x420.jpg 630w\" data-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1080px; --smush-placeholder-aspect-ratio: 1080\/720;\" \/><\/figure>\n\n\n\n<p><strong>Ka\u017cdy z nas poczu\u0142 kiedy\u015b ten nieprzyjemny dreszcz na grzbiecie, kiedy podczas zwyk\u0142ej przed\u015bniadaniowej przebie\u017cki po Internecie zauwa\u017cyli\u015bmy J\u0104 \u2013 reklam\u0119 personalizowan\u0105. Rozmawiamy od tygodnia o remoncie w \u0142azience, a reklama kilka dni p\u00f3\u017aniej a\u017c krzyczy \u201cNowe, bud\u017cetowe kafelki do \u0142azienki<em>\u201d<\/em>. Inna sytuacja: pisali\u015bmy maila do znajomych z pro\u015bb\u0105 o polecenie szko\u0142y ta\u0144ca, a reklama sugeruje \u201cZumba dla zapracowanych? Teraz ta\u0144szy abonament!<em>\u201d<\/em>.<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/wenet.pl\/blog\/personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook\/#Dostosowanie_przekazu_reklamowego_%E2%80%93_na_czym_polega_personalizacja\" >Dostosowanie przekazu reklamowego &#8211; na czym polega personalizacja?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/wenet.pl\/blog\/personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook\/#Personalizacja_reklam_Google_%E2%80%93_Jakie_dane_przetwarza_Google_i_Facebook\" >Personalizacja reklam Google &#8211; Jakie dane przetwarza Google i Facebook?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/wenet.pl\/blog\/personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook\/#Wykorzystywanie_danych_w_reklamie_spersonalizowanej_a_polityka_prywatnosci_Google\" >Wykorzystywanie danych w reklamie spersonalizowanej a polityka prywatno\u015bci Google<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/wenet.pl\/blog\/personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook\/#Personalizacja_przekazu_reklamowego_%E2%80%93_reklamy_spersonalizowane_i_niespersonalizowane\" >Personalizacja przekazu reklamowego \u2013 reklamy spersonalizowane i niespersonalizowane<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/wenet.pl\/blog\/personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook\/#Wykorzystanie_spersonalizowanych_reklam_Co_uzytkownik_moze_z_tym_zrobic\" >Wykorzystanie spersonalizowanych reklam. Co u\u017cytkownik mo\u017ce z tym zrobi\u0107?<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>T\u0119 histori\u0119 zna ka\u017cdy u\u017cytkownik Internetu\u2026 Rozwa\u017camy p\u00f3\u017aniej: czy to przypadek? Je\u015bli nie \u2013 kt\u00f3rych patent\u00f3w u\u017cy\u0142 Google, aby wypozycjonowa\u0107 mi t\u0119 reklam\u0119? Czy Google mnie pods\u0142uchuje? Czy Facebook czyta moje wiadomo\u015bci? Niepewno\u015b\u0107 wp\u0119dza nas w poczucie l\u0119ku, bo jako ludzie <strong>najbardziej boimy si\u0119 niewiedzy \u2013 zar\u00f3wno w temacie spersonalizowanych reklam, jak i przetwarzania naszych danych osobowych<\/strong> przez portale, kt\u00f3re cz\u0119sto maj\u0105 siedzib\u0119 w USA, wi\u0119c ich legislacja nie zawsze jest zgodna z obowi\u0105zuj\u0105cymi w Europie normami. A skoro to USA to zapewne ameryka\u0144skie tajne s\u0142u\u017cby ju\u017c czytaj\u0105 tw\u00f3j profil na Facebooku i szukaj\u0105 podejrzanych zachowa\u0144. \u017beby unikn\u0105\u0107 niedom\u00f3wie\u0144 i jednocze\u015bnie nie traktowa\u0107 lekcewa\u017c\u0105co tematu \u2013 zmierzmy si\u0119 dzi\u015b z tym, co o nas wie Google i Facebook.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dostosowanie_przekazu_reklamowego_%E2%80%93_na_czym_polega_personalizacja\"><\/span><strong>Dostosowanie przekazu reklamowego &#8211; na czym polega personalizacja?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Personalizacja, a wi\u0119c reklamy ukierunkowane, sprowadza si\u0119 do dostosowania do indywidualnych potrzeb internauty:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>program\u00f3w informatycznych,<\/li>\n\n\n\n<li>stron WWW,<\/li>\n\n\n\n<li>rekomendacji,<\/li>\n\n\n\n<li>reklam.<\/li>\n<\/ul>\n\n\n\n<p>W celu dopasowania tre\u015bci Google stosuje r\u00f3\u017cne dane np. histori\u0119 wyszukiwa\u0144 u\u017cytkownika czy dane demograficzne. Ta efektywna forma marketingu mo\u017ce si\u0119 opiera\u0107 na kategoriach remarketingu i zainteresowaniach.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-6598b816-249c-411d-abb1-65d7e306b7eb\"><span class=\"hs-cta-node hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\" id=\"hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-3527 lazyload\" id=\"hs-cta-img-6598b816-249c-411d-abb1-65d7e306b7eb\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb.png\"  alt=\"Promuj swoj\u0105 firm\u0119\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '6598b816-249c-411d-abb1-65d7e306b7eb', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Personalizacja_reklam_Google_%E2%80%93_Jakie_dane_przetwarza_Google_i_Facebook\"><\/span><strong>Personalizacja reklam Google &#8211; Jakie dane przetwarza Google i Facebook?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Najkr\u00f3tsz\u0105 odpowiedzi\u0105 na to pytanie by\u0142oby: \u201cwszystko\u201d, ale jest to odpowied\u017a mocno nieprecyzyjna. Dodatkowo nie \u0142agodzi ona naszych l\u0119k\u00f3w, wi\u0119c postarajmy si\u0119 udzieli\u0107 lepszej odpowiedzi. Dane gromadzone, analizowane i przetwarzane mo\u017cemy podzieli\u0107 na trzy grupy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Po pierwsze \u2013 <strong>przetwarzane jest to, co sami udost\u0119pniamy w Internecie<\/strong>, na ka\u017cdym portalu. Na Facebooku najcz\u0119\u015bciej jest to imi\u0119, nazwisko, zatrudnienie, wiek, data urodzenia, zwi\u0105zki, zdj\u0119cia i wiele innych. Dla Google jest to nazwa naszego konta e-mailowego, imi\u0119, nazwisko, lista znajomych, dane na Dysku Google\u2026<\/li>\n\n\n\n<li>Po drugie \u2013 <strong>przetwarzane s\u0105 dane wynikaj\u0105ce z naszej aktywno\u015bci<\/strong>, a te r\u00f3wnie\u017c zdradzaj\u0105 o nas wiele informacji. Przyk\u0142adowo przebywam w ka\u017cdy dzie\u0144 roboczy w jednej lokalizacji przez oko\u0142o osiem godzin \u2013 mo\u017cna za\u0142o\u017cy\u0107, \u017ce ta lokalizacja to moje miejsce pracy. Dla Google\u2019a opisywali\u015bmy je w cyklu o <a href=\"https:\/\/wenet.pl\/blog\/czynniki-rankingowe-google-czesc-1-linkowanie-fraza-kluczowa-szybkosc-strony\/\">Czynnikach rankingowych Google<\/a>. Jako reprezentatywne przyk\u0142ady przywo\u0142a\u0107 mo\u017cna: <a href=\"https:\/\/wenet.pl\/blog\/czynniki-rankingowe-google-czesc-5-aktualnosc-powtorne-wejscia-informacje-srodowiskowe\/\">Powt\u00f3rne klikni\u0119cia u\u017cytkownika<\/a>, kt\u00f3re wskazuj\u0105 na nasze du\u017ce zainteresowanie stron\u0105 www lub jej tematyk\u0105 czy <a href=\"https:\/\/wenet.pl\/blog\/czynniki-rankingowe-google-czesc-6-wspolrzedne-geograficzne-ranking-jakosci\/\">Historia konsumowanych medi\u00f3w<\/a>, czyli to, \u017ce Google pami\u0119ta np. to, na jakich filmach byli\u015bmy w kinie oraz obejrzane klipy na YouTube. Dla Facebooka takimi informacjami, zdobytymi na podstawie naszych aktywno\u015bci, s\u0105 nasze polubione strony, grupy, kt\u00f3re budz\u0105 nasze zaanga\u017cowanie, klikni\u0119te reklamy, tre\u015bci oznaczone przez nas jako \u201cnie pokazuj mi takich tre\u015bci\u201d, historia transakcji online, godziny u\u017cytkowania Internetu, dane z Messengera.<\/li>\n\n\n\n<li>Po trzecie \u2013 <strong>predykcje<\/strong> \u2013 na podstawie dw\u00f3ch powy\u017cszych (naszych udost\u0119pnie\u0144 oraz naszych aktywno\u015bci) budowany jest zesp\u00f3\u0142 hipotetycznych cech, kt\u00f3re mog\u0105 nas dotyczy\u0107 lub nas dotycz\u0105. Te predykcje b\u0119d\u0105 mia\u0142y wp\u0142yw na<strong> wy\u015bwietlanie spersonalizowanych reklam<\/strong>. Trafno\u015b\u0107, ilo\u015b\u0107 i jako\u015b\u0107 tych \u201ccech\u201d, kt\u00f3re przypina nam Google lub Facebook, mo\u017ce by\u0107 faktycznie niepokoj\u0105ca. Piszemy \u201ccech\u201d, bo s\u0105 to cechy, aspekty \u017cycia, dane wra\u017cliwe, problemy czy zainteresowania np. impulsywny klient, u\u017cytkownik TikTok, wada s\u0142uchu, kupno samochodu, pogl\u0105dy religijne\u2026 Ta d\u0142uga i szczeg\u00f3\u0142owa lista predykcji na nasz temat, opracowana przez algorytm, nie ma ko\u0144ca. Dodatkowo \u2013 algorytm sam si\u0119 uczy, a karmiony jest tym, co sami mu udost\u0119pniamy, klikamy, co klikaj\u0105 nasi znajomi i osoby o podobnym profilu do nas \u2013 <a href=\"https:\/\/www.facebook.com\/business\/help\/164749007013531?helpref=page_content\">Grupa podobnych odbiorc\u00f3w<\/a>, czyli Lookalike Audience.<\/li>\n<\/ul>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8782d30a-465c-49ee-8ad9-826c889fab51\"><span class=\"hs-cta-node hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\" id=\"hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-3527 lazyload\" id=\"hs-cta-img-8782d30a-465c-49ee-8ad9-826c889fab51\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51.png\"  alt=\"Sprawd\u017a, jak wypromowa\u0107 firm\u0119 na lokalnym rynku &gt;&gt;&gt;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8782d30a-465c-49ee-8ad9-826c889fab51', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Wykorzystywanie_danych_w_reklamie_spersonalizowanej_a_polityka_prywatnosci_Google\"><\/span><strong>Wykorzystywanie danych w reklamie spersonalizowanej a polityka prywatno\u015bci Google<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google odpowiada za zapewnienie ochrony prywatno\u015bci swoich u\u017cytkownik\u00f3w. Skupia si\u0119 r\u00f3wnie\u017c na w\u0142a\u015bciwym wykorzystaniu danych. Dlatego informacje pobierane od internaut\u00f3w nie mog\u0105 sk\u0142ada\u0107 si\u0119 z numer\u00f3w kart kredytowych, rachunk\u00f3w bankowych, przelew\u00f3w czy dowod\u00f3w osobistych i innych poufnych danych. <strong>Reklamy dopasowane <\/strong>nie mog\u0105 wykorzystywa\u0107 takich informacji jak: stan maj\u0105tku, lokalizacja, zdrowie, stanowisko, problemy finansowe, trudne prze\u017cycia, orientacja seksualna czy religia. S\u0105 to g\u0142\u00f3wne <strong>ograniczenia personalizacji reklam<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Personalizacja_przekazu_reklamowego_%E2%80%93_reklamy_spersonalizowane_i_niespersonalizowane\"><\/span><strong>Personalizacja przekazu reklamowego \u2013 reklamy spersonalizowane i niespersonalizowane<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Je\u015bli chodzi o r\u00f3\u017cnice pomi\u0119dzy reklamami spersonalizowanymi i niespersonalizowanymi, to s\u0105 to zastosowane kryteria kierowania. <strong>Skuteczno\u015b\u0107 spersonalizowanych reklam<\/strong> opiera si\u0119 na zebranych danych, a wi\u0119c zachowaniach internaut\u00f3w na stronach WWW czy w aplikacjach, zapytaniach czy danych demograficznych i lokalizacyjnych. Natomiast reklamy niespersonalizowane bazuj\u0105 na informacjach kontekstowych, a wi\u0119c na lokalizacji u\u017cytkownika czy aktualnych tre\u015bciach i zapytaniach.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Wykorzystanie_spersonalizowanych_reklam_Co_uzytkownik_moze_z_tym_zrobic\"><\/span><strong>Wykorzystanie spersonalizowanych reklam. Co u\u017cytkownik mo\u017ce z tym zrobi\u0107?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Przede wszystkim \u2013 nie panikowa\u0107. Personalizacja reklam i budowanie przez Google i przez Facebooka naszego profilu maj\u0105 by\u0107 (w za\u0142o\u017ceniu) korzystne dla nas \u2013 u\u017cytkownik\u00f3w. Jakie s\u0105 <strong>korzy\u015bci personalizacji reklam<\/strong>? Dzi\u0119ki temu widzimy reklamy, kt\u00f3re wi\u0105\u017c\u0105 si\u0119 w jakikolwiek spos\u00f3b z nami, a wi\u0119c z naszymi oczekiwaniami czy potrzebami. Skoro wiemy ju\u017c, co portale przetwarzaj\u0105 na nasz temat,&nbsp;<strong>warto pozna\u0107 i skonfigurowa\u0107 swoje ustawienia reklam<\/strong> w Google oraz na Facebooku. Znajomo\u015b\u0107 \u201cprzypi\u0119tych\u201d do nas zainteresowa\u0144 pozwoli nam zrozumie\u0107, dlaczego widzimy spersonalizowane reklamy.<\/p>\n\n\n\n<p>Powt\u00f3rzmy \u2013 w za\u0142o\u017ceniu \u2013 dostarczanie spersonalizowanych reklam klientom jest korzystne dla u\u017cytkownika. Problem pojawia si\u0119 dopiero wtedy, <strong>kiedy pope\u0142niane s\u0105 <\/strong><a href=\"https:\/\/wenet.pl\/blog\/5-bledow-przy-targetowaniu-reklam-czyli-e-commerce-dla-wytrwalych\/\"><strong>b\u0142\u0119dy w personalizacji reklam<\/strong><\/a><strong>, a reklama staje si\u0119 dla u\u017cytkownika irytuj\u0105ca, lub nawet niew\u0142a\u015bciwa<\/strong>. W praktyce pozycjonowanie reklam pod cechy takie jak \u201cwada s\u0142uchu\u201d albo \u201csk\u0142onno\u015b\u0107 do depresji\u201d budzi skrajne emocje. Wtedy wracamy do punktu wyj\u015bcia: u\u017cytkownik widzi reklam\u0119 personalizowan\u0105 i zamiast zainteresowa\u0107 si\u0119 ni\u0105 i z ch\u0119ci\u0105 w ni\u0105 klikn\u0105\u0107, czuje zdziwienie i niepok\u00f3j. Kierowanie spersonalizowanych reklam to zatem delikatna sprawa. Sprawd\u017a tak\u017ce przyk\u0142ady spersonalizowanej reklamy w Internecie.<\/p><div class=\"lkxyr69f2c71f48306\" ><!-- Komunikacja z klientem -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><span class=\"hs-cta-node hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" id=\"hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-3527 lazyload\" id=\"hs-cta-img-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8265bd58-ea47-4c6a-9f25-dd290dd6f8c8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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<\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.xpuwb69f2c71f46adc {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.xpuwb69f2c71f46adc {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.xpuwb69f2c71f46adc {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.xpuwb69f2c71f46adc {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.xpuwb69f2c71f46adc {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"xnhxj69f2c71f46a50\" ><!-- SEO1 -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2e440e3a-91d6-4b6d-8268-289ea3a8329b\"><span class=\"hs-cta-node hs-cta-2e440e3a-91d6-4b6d-8268-289ea3a8329b\" id=\"hs-cta-2e440e3a-91d6-4b6d-8268-289ea3a8329b\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/2e440e3a-91d6-4b6d-8268-289ea3a8329b\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-3527 lazyload\" id=\"hs-cta-img-2e440e3a-91d6-4b6d-8268-289ea3a8329b\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/2e440e3a-91d6-4b6d-8268-289ea3a8329b.png\"  alt=\"e-book SEO lokalne od A do Z\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '2e440e3a-91d6-4b6d-8268-289ea3a8329b', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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<\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.mudmg69f2c71f469ce {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.mudmg69f2c71f469ce {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.mudmg69f2c71f469ce {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.mudmg69f2c71f469ce {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.mudmg69f2c71f469ce {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"rmfgo69f2c71f46930\" ><div style=\"margin: 20px 0px;\">\n                <!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d24c93bc-7b60-4339-bff4-106b7c262800\"><span class=\"hs-cta-node hs-cta-d24c93bc-7b60-4339-bff4-106b7c262800\" id=\"hs-cta-d24c93bc-7b60-4339-bff4-106b7c262800\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/d24c93bc-7b60-4339-bff4-106b7c262800\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-3527 lazyload\" id=\"hs-cta-img-d24c93bc-7b60-4339-bff4-106b7c262800\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/d24c93bc-7b60-4339-bff4-106b7c262800.png\"  alt=\"jak za\u0142o\u017cy\u0107 sklep internetowy - pobierz e-booka \" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'd24c93bc-7b60-4339-bff4-106b7c262800', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n            <\/div><\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.rmfgo69f2c71f46930 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.rmfgo69f2c71f46930 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.rmfgo69f2c71f46930 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.rmfgo69f2c71f46930 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.rmfgo69f2c71f46930 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;3527&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;5&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;3.4&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Rate this post&quot;,&quot;legend&quot;:&quot;3.4\\\/5 - (5 ocena)&quot;,&quot;size&quot;:&quot;22&quot;,&quot;title&quot;:&quot;Personalizacja reklam w Internecie, czyli co o nas wie Google i Facebook?&quot;,&quot;width&quot;:&quot;89.3&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} ocena)&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 89.3px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 17.6px;\">\n            3.4\/5 - (5 ocena)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Ka\u017cdy z nas poczu\u0142 kiedy\u015b ten nieprzyjemny dreszcz na grzbiecie, kiedy podczas zwyk\u0142ej przed\u015bniadaniowej przebie\u017cki po Internecie zauwa\u017cyli\u015bmy J\u0104 \u2013 reklam\u0119 personalizowan\u0105. Rozmawiamy od tygodnia o remoncie w \u0142azience, a reklama kilka dni p\u00f3\u017aniej a\u017c krzyczy \u201cNowe, bud\u017cetowe kafelki do \u0142azienki\u201d. Inna sytuacja: pisali\u015bmy maila do znajomych z pro\u015bb\u0105 o polecenie szko\u0142y ta\u0144ca, a reklama [&hellip;]<\/p>\n","protected":false},"author":101040,"featured_media":8267,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[145,350,54,75,26,240,113,125],"class_list":["post-3527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-blog","tag-ciekawostka","tag-ciekawostki-2","tag-facebook","tag-google","tag-reklama","tag-reklama-w-google","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Personalizacja reklam w Internecie, czyli co o nas wie Google i Facebook? - WeNet<\/title>\n<meta name=\"description\" content=\"Rozmawiamy od tygodnia o remoncie w \u0142azience, a reklama kilka dni p\u00f3\u017aniej a\u017c krzyczy &quot;Nowe, bud\u017cetowe kafelki do \u0142azienki&quot;. Czy to przypadek?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wenet.pl\/blog\/personalizacja-reklam-w-internecie-czyli-co-o-nas-wie-google-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Personalizacja reklam w Internecie, czyli co o nas wie Google i Facebook?\" \/>\n<meta property=\"og:description\" content=\"Ka\u017cdy z nas poczu\u0142 kiedy\u015b ten nieprzyjemny dreszcz na grzbiecie, kiedy podczas zwyk\u0142ej przed\u015bniadaniowej przebie\u017cki po Intrenecie zauwa\u017cyli\u015bmy J\u0104 \u2013 reklam\u0119 personalizowan\u0105. Rozmawiamy od tygodnia o remoncie w \u0142azience, a reklama kilka dni p\u00f3\u017aniej a\u017c krzyczy &quot;Nowe, bud\u017cetowe kafelki do \u0142azienki&quot;. 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