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微軟抹黑谷歌再出新花樣

微軟抹黑谷歌再出新花樣

Dan Mitchell 2013-02-18
微軟這次打著公益的旗號打擊對手。它利用了公益請?jiān)妇W(wǎng)站,號召人們簽名抵制谷歌的郵件服務(wù),稱谷歌監(jiān)控用戶的郵件內(nèi)容,利用其中的關(guān)鍵字來搞定向廣告投放。同時(shí)吹噓自家的郵件服務(wù)絕對尊重用戶的隱私。

????針對微軟公司(Microsoft)發(fā)起的反谷歌(Google)活動(dòng)“Scroogled”,多數(shù)人都持反對意見,程度之高令人咂舌。科技網(wǎng)站Verge稱這一活動(dòng)為“散布恐慌情緒” 。

????這個(gè)活動(dòng)告訴互聯(lián)網(wǎng)用戶,谷歌通過“解讀”他們電子郵件中的數(shù)據(jù),對他們進(jìn)行“Scroogled”,以便更精準(zhǔn)地投放廣告。實(shí)際上,谷歌公司并沒有專人去讀用戶的 電子郵件(至少這并不是明文規(guī)定的做法)——讀解是由軟件完成的。廣告會(huì)根據(jù)用戶郵件里的關(guān)鍵詞來向進(jìn)行定向投放。有幾項(xiàng)調(diào)查發(fā)現(xiàn),多數(shù)人對此并不知情,而一旦他們了 解到這一點(diǎn),就會(huì)頗感困擾。不管這種擔(dān)憂是否有依據(jù),它卻正是微軟之流要?jiǎng)e有用心地(畢竟它是通過廣告的方式來做的)大肆利用的一種心理。

????但作為該活動(dòng)的一個(gè)環(huán)節(jié),微軟還利用了由大型生活類社區(qū)Care2運(yùn)營的旨在推動(dòng)社會(huì)事業(yè)的倡議網(wǎng)站。為此,微軟在Facebook和Twitter上大發(fā)廣告,倡議人們在一份 所謂的“告訴谷歌別再通過郵件賣廣告”的倡議書上簽字。

????結(jié)果,Care2現(xiàn)在開始考慮修改服務(wù)條款,以避免其他公司仿效微軟,為了商業(yè)目的利用這個(gè)網(wǎng)站。

????微軟這份倡議書的一部分是這樣寫的:“谷歌通過侵犯您的隱私來牟利。他們會(huì)逐字逐句解讀您的私人Gmail郵箱,以便向您定向投放廣告。每封郵件的每個(gè)字都不放 過。哪怕是最私密的郵件也不例外。您還不覺得隱私受到了侵犯嗎?”隨后就開始兜售微軟自己的電郵服務(wù):“在Outlook,尊重您的隱私是我們的頭等大事。但即使您不用Gmail ,只要您的收件人用,谷歌還是會(huì)查閱這些郵件來兜售廣告。根本就別想躲得過去——不管您到底用不用Gmail?!?/p>

????從技術(shù)上來說,這些描述屬實(shí),但“他們”及“細(xì)讀”這類字眼會(huì)讓人想象出一幅谷歌員工查閱人們電郵的情景。哪怕Gmail用戶明知不是這么回事,聽起來還是夠可 怕的。

????微軟并未隱瞞自己是幕后主使的事實(shí),但它也并沒有刻意宣揚(yáng)自己的身份。關(guān)于請?jiān)傅膹V告根本就沒有提到微軟或是Outlook。

????Care2網(wǎng)站負(fù)責(zé)社論及活動(dòng)倡議的副總裁喬?貝克稱:“這件事真讓我們頭疼。它絕對是快突破我們的底線了?!弊詈?,這家網(wǎng)站決定,盡管這次請?jiān)该黠@是廣告活動(dòng)的 一部分,“但至少(微軟)曾經(jīng)有機(jī)會(huì)讓這次請?jiān)赋蔀檎嬲摹顒?dòng)倡議’,”貝克表示。

????Care2自稱為一家“可信的社會(huì)活動(dòng)網(wǎng)絡(luò)”,致力于通過推廣“積極向上的社會(huì)事業(yè)”,如“綠色生活方式,保健,人權(quán)及其他活動(dòng)”來“讓世界變得更美好”。而微 軟這次別有用心、完全稱得上是自私自利的廣告活動(dòng)似乎最適合歸入“其他活動(dòng)”這個(gè)范疇。Care2的服務(wù)條款規(guī)定,“除在專門設(shè)定的特定區(qū)域(如購物區(qū)),”用戶不允許“上 傳,發(fā)布,電郵,傳播或用其他方式讓人獲取任何未經(jīng)許可或未經(jīng)授權(quán)的廣告、推廣材料。‘垃圾郵件’、‘連環(huán)信’、‘傳銷材料’或任何形式的詢價(jià)信息?!?/p>

????貝克稱:“以前我們確實(shí)從來沒見過這樣的廣告形式。”就算有些公司有時(shí)候會(huì)在這個(gè)網(wǎng)站上發(fā)布明顯是為了推廣自己的倡議書,但它們往往不會(huì)像微軟這么露骨地唯 利是圖,而且到目前為止,也確實(shí)有助于推動(dòng)一些社會(huì)事業(yè),比如曾有一家專事保健推廣的公司發(fā)布過一則關(guān)于防治中風(fēng)的倡議書。貝克表示,Scroogled出現(xiàn)之后,“我們就開始 考慮是不是要修改服務(wù)條款了”。

????去年7月,微軟聘用了民主黨的政治運(yùn)作高手馬克?佩恩來負(fù)責(zé)營銷戰(zhàn)略。很多人認(rèn)為,他正是這次Scroogled活動(dòng)的幕后推手。

????微軟并未就評論此次事件的要求作出回應(yīng)。最新情況是:一位微軟的發(fā)言人稱,公司上周四就發(fā)送了一封回應(yīng)郵件,但不知何故,這封郵件始終沒人收到過。上周五晚 些時(shí)候,該發(fā)言人發(fā)送了一份由在線服務(wù)高級總監(jiān)斯蒂芬?維爾茨所作的聲明:“本次倡議的主題就是電子郵件的隱私保護(hù)問題,該倡議發(fā)出的幾天內(nèi)就有6,000人表示認(rèn)可。訪問 我們網(wǎng)站的人數(shù)已超過50萬,上萬人已試用了Outlook的服務(wù)??梢?,這是一個(gè)大眾十分關(guān)注的、嚴(yán)肅的公共政治問題?!蔽④浀哪繕?biāo)是,為本次倡議征集到25,000個(gè)簽名。(財(cái)富中文網(wǎng))

????譯者:清遠(yuǎn)

????The main reaction to Microsoft's "Scroogled" ad campaign against Google has been surprise at the level of negativity."Fearmongering," The Verge calls it.

????The campaign tells Internet users that they're being "scroogled" by Google's practice of "reading" data contained in emails to target ads at them. Of course, nobody at Google actually reads anybody's email (at least, not as a matter of policy) -- it's all done with software. Ads are directed at users based on keywords found in their email. Several surveys have found that most people don't know that, and when they hear it, they find it disturbing. Whether that fear is well-founded or not, it's what Microsoft, somewhat disingenuously (it is advertising after all), is exploiting.

????But as part of the campaign, Microsoft (MSFT) is also exploiting the cause-oriented petition site run by Care2. Microsoft has plastered both Facebook (FB) and Twitter with ads directing people to sign a petition there titled "Tell Google to stop going through your email to sell ads."

????As a result, Care2 is now considering changing the terms of its service to prevent companies from using the site for commercial purposes.

????The petition reads in part: "Google earns money by violating your privacy. They go through every word of your personal Gmail so they can target you with ads. Every word of every email. Even the most private ones. Do you feel violated yet?" And it goes on to tout Microsoft's own email service: "At Outlook, we prioritize your privacy. But even if you don't use Gmail, Google will still go through emails you send to someone who does in order to sell ads. There is absolutely no way to opt out -- whether you're a Gmail user or not."

????All technically true, although words and phrases like "they" and "go through" conjure images of Google (GOOG) employees reading people's email. Even if Gmail users know that's not the case, it still sounds scary.

????Microsoft isn't hiding the fact that it's behind the petition, but it's also not playing up its identity. The ads pointing to the petition don't mention Microsoft or Outlook at all.

????"We really scratched our heads over this one," said Joe Baker, Care2's vice president of editorial and advocacy. "It was pretty close to the line." In the end, the site decided that even though the petition is clearly part of an ad campaign, there was "at least a case [Microsoft] could make" that the petition was "advocacy," Baker said.

????Care2 calls itself a "trusted social action network" that is dedicated to helping "make the world a better place" by promoting "good causes" such as "green living, health, human rights, and more." Microsoft's rather nasty and entirely self-serving ad campaign seems to fit best in the "and more" category. According to Care2's terms of service, users are not allowed to "upload, post, email, transmit, or otherwise make available any unsolicited or unauthorized advertising, promotional materials, 'junk mail,' 'spam,' 'chain letters,' 'pyramid schemes,' or any other form of solicitation, except in those areas (such as shopping rooms) that are designated for such purposes."

????"We've really never seen anything like this before," Baker said. While companies sometimes launch petitions on the site that clearly help them promote themselves, those petitions usually are less obviously mercenary than Microsoft's and have until now always actually promoted some social cause, as when a health-oriented firm posted a petition having to do with stroke prevention. In the wake of the Scroogled petition, "we're thinking about whether we should change our terms," Baker said.

????Microsoft in July hired Mark Penn, a top Democratic political operative, to help with marketing strategy. He is widely believed to be behind the Scroogled campaign.

????Microsoft has not responded to a request for comment. Update: A Microsoft spokesman says the company emailed a response to a request for comment on Thursday, but for some unknown reason, that email was never received. Late Friday, the spokesman forwarded this statement from Stefan Weitz, senior director of online services: "Privacy of email services is a fair subject for a petition, and 6,000 people have said so in just a few days. Over 500,000 people have visited our website and tens of thousands have tried Outlook.com. It is a serious public policy issue a lot of people care about." The company's goal is to reach 25,000 signatures.

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