{"id":338579,"date":"2025-02-27T23:54:03","date_gmt":"2025-02-27T22:54:03","guid":{"rendered":"https:\/\/zakrasnejsivimperk.cz\/?p=338579"},"modified":"2025-02-27T23:54:03","modified_gmt":"2025-02-27T22:54:03","slug":"dtest-reklamy-a-slevy-site-na-miru","status":"publish","type":"post","link":"https:\/\/zakrasnejsivimperk.cz\/?p=338579","title":{"rendered":"dTest: Reklamy a slevy \u0161it\u00e9 \u201ena m\u00edru\u201c"},"content":{"rendered":"

Online nakupov\u00e1n\u00ed, ale i bezc\u00edln\u00e9 brouzd\u00e1n\u00ed po internetu m\u00e1me dnes neodmysliteln\u011b spojen\u00e9 s reklamami, kter\u00e9 n\u00e1s l\u00e1kaj\u00ed ke koupi nejr\u016fzn\u011bj\u0161\u00edch produkt\u016f. Nejde v\u0161ak o n\u00e1hodn\u00e9 nab\u00eddky. \u010casto se zd\u00e1, jako by prodejce p\u0159esn\u011b v\u011bd\u011bl, co chceme, nebo n\u00e1m alespo\u0148 \u0161ikovn\u011b vnukl my\u0161lenku, \u017ee dan\u00fd produkt pr\u00e1v\u011b pot\u0159ebujeme. Jak m\u016f\u017eeme ovlivnit personalizaci reklam? A je v po\u0159\u00e1dku, \u017ee za stejn\u00e9 zbo\u017e\u00ed m\u016f\u017ee n\u011bkdo jin\u00fd zaplatit jinou cenu ne\u017e my?<\/h4>\n

Dobr\u00fd sluha, \u0161patn\u00fd p\u00e1n<\/h6>\n

\"\"S pojmem personalizace se v online prost\u0159ed\u00ed nej\u010dast\u011bji setk\u00e1v\u00e1me pr\u00e1v\u011b ve spojitosti s reklamou. \u201eReklamn\u00ed algoritmy neust\u00e1le sleduj\u00ed na\u0161i aktivitu na internetu, analyzuj\u00ed, jak\u00e9 str\u00e1nky nav\u0161t\u011bvujeme, jak\u00e9 produkty si prohl\u00ed\u017e\u00edme, na jak\u00e9 reklamy klik\u00e1me nebo jak dlouho se zdr\u017e\u00edme u ur\u010dit\u00e9ho obsahu. Na z\u00e1klad\u011b t\u011bchto \u00fadaj\u016f se n\u00e1m zobrazuj\u00ed reklamy odpov\u00eddaj\u00edc\u00ed na\u0161im z\u00e1jm\u016fm,\u201c<\/em> vysv\u011btluje Eduarda Hek\u0161ov\u00e1, \u0159editelka spot\u0159ebitelsk\u00e9 organizace dTest.<\/p>\n

Personalizace ale nen\u00ed jen o reklam\u00e1ch, setk\u00e1v\u00e1me se s n\u00ed skoro v\u0161ude, ani\u017e bychom si to uv\u011bdomovali. T\u0159eba kdy\u017e n\u00e1m streamovac\u00ed platforma doporu\u010d\u00ed film nebo seri\u00e1l na ve\u010der, nebo n\u00e1m hudebn\u00ed aplikace sestav\u00ed playlist na m\u00edru. Personalizace se tak m\u016f\u017ee zd\u00e1t jako u\u017eite\u010dn\u00fd n\u00e1stroj, kter\u00fd n\u00e1m usnad\u0148uje vyhled\u00e1v\u00e1n\u00ed obsahu, a t\u00edm \u0161et\u0159\u00ed n\u00e1\u0161 \u010das.<\/p>\n

Na druhou stranu je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee personalizovan\u00fd obsah a zejm\u00e9na reklamy mohou podv\u011bdom\u011b ovliv\u0148ovat na\u0161e rozhodov\u00e1n\u00ed a tla\u010dit n\u00e1s k impulzivn\u00edm n\u00e1kup\u016fm. \u201ePokud nehl\u00edd\u00e1me, jak\u00e1 data o sob\u011b sd\u00edl\u00edme, m\u016f\u017eeme se snadno dostat do situace, kdy algoritmy v\u011bd\u00ed v\u00edc, ne\u017e bychom cht\u011bli, a p\u0159izp\u016fsobuj\u00ed n\u00e1m nab\u00eddky zp\u016fsobem, kter\u00fd nemus\u00ed b\u00fdt v\u017edy v n\u00e1\u0161 prosp\u011bch. Proto je d\u016fle\u017eit\u00e9 v\u011bnovat pozornost tomu, jak\u00e9 souhlasy ud\u011blujeme a jak spravujeme sv\u00e9 soukrom\u00ed v online prost\u0159ed\u00ed, nap\u0159\u00edklad prost\u0159ednictv\u00edm nastaven\u00ed cookies, spr\u00e1vy reklamn\u00edch preferenc\u00ed nebo vyu\u017e\u00edv\u00e1n\u00ed anonymn\u00edho re\u017eimu prohl\u00ed\u017ee\u010de,\u201c<\/em> upozor\u0148uje Hek\u0161ov\u00e1.<\/p>\n

Personalizovan\u00e1 reklama podl\u00e9h\u00e1 v Evropsk\u00e9 unii regulaci, p\u0159edev\u0161\u00edm d\u00edky obecn\u00e9mu na\u0159\u00edzen\u00ed o ochran\u011b osobn\u00edch \u00fadaj\u016f zn\u00e1m\u00e9mu jako GDPR a ePrivacy sm\u011brnici. Pokud webov\u00e9 str\u00e1nky sb\u00edraj\u00ed osobn\u00ed \u00fadaje spot\u0159ebitel\u016f pro \u00fa\u010dely reklamy, musej\u00ed k tomu z\u00edskat jejich souhlas.<\/p>\n

Odli\u0161n\u00e9 ceny nesm\u00ed b\u00fdt diskriminuj\u00edc\u00ed<\/h6>\n

Ani personalizovan\u00e9 slevy dnes nejsou ni\u010d\u00edm neobvykl\u00fdm. Obchodn\u00edci se sna\u017e\u00ed p\u0159izp\u016fsobit nab\u00eddky tak, aby co nejv\u00edce zaujaly jednotliv\u00e9 z\u00e1kazn\u00edky, a to i t\u00edm, \u017ee jim nab\u00eddnou individu\u00e1ln\u00ed cenu. \u010casto se st\u00e1v\u00e1, \u017ee vlo\u017e\u00edme do ko\u0161\u00edku produkt, ale n\u00e1kup nedokon\u010d\u00edme, a vz\u00e1p\u011bt\u00ed obdr\u017e\u00edme e-mail s exkluzivn\u00ed slevou na stejn\u00fd v\u00fdrobek.<\/p>\n

Tento princip s\u00e1m o sob\u011b nen\u00ed neleg\u00e1ln\u00ed, ale mus\u00ed b\u00fdt transparentn\u00ed. M\u011bli bychom b\u00fdt v\u017edy informov\u00e1ni, \u017ee cena m\u016f\u017ee b\u00fdt stanovena individu\u00e1ln\u011b. \u201eCo je v\u0161ak nep\u0159\u00edpustn\u00e9, je cenov\u00e1 diskriminace na z\u00e1klad\u011b chr\u00e1n\u011bn\u00fdch charakteristik jako je pohlav\u00ed, rasa \u010di n\u00e1rodnost,\u201c<\/em> dopl\u0148uje Hek\u0161ov\u00e1.<\/p>\n

P\u0159edstavte si, \u017ee si b\u011bhem dovolen\u00e9 v zahrani\u010d\u00ed chcete p\u016fj\u010dit auto prost\u0159ednictv\u00edm online rezervace. Vyberete si po\u017eadovan\u00fd model a chyst\u00e1te se dokon\u010dit rezervaci. Jakmile v\u0161ak zad\u00e1te svou adresu trval\u00e9ho bydli\u0161t\u011b, cena se n\u00e1hle zv\u00fd\u0161\u00ed o des\u00edtky \u010di stovky eur. \u201eTakov\u00e1 cenov\u00e1 praxe m\u016f\u017ee b\u00fdt p\u0159\u00edkladem nep\u0159\u00edpustn\u00e9 cenov\u00e9 diskriminace na z\u00e1klad\u011b st\u00e1tn\u00ed p\u0159\u00edslu\u0161nosti nebo bydli\u0161t\u011b, kter\u00e1 je v Evropsk\u00e9 unii zak\u00e1z\u00e1na,\u201c<\/em> uzav\u00edr\u00e1 za dTest Hek\u0161ov\u00e1.<\/p>\n

dTest<\/strong><\/p>\n

\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Online nakupov\u00e1n\u00ed, <\/p>\n","protected":false},"author":2,"featured_media":338580,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[87],"tags":[],"jetpack_featured_media_url":"https:\/\/zakrasnejsivimperk.cz\/wp-content\/uploads\/2025\/02\/27\/ram-dtest.jpg","_links":{"self":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/338579"}],"collection":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=338579"}],"version-history":[{"count":1,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/338579\/revisions"}],"predecessor-version":[{"id":338581,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/338579\/revisions\/338581"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/media\/338580"}],"wp:attachment":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=338579"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=338579"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=338579"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}