Name: Google 靠你賺爆數十億？！帶你看清背後的秘密！(How Google Makes Billions Off You—And How To Opt Out | Incognito Mode | WIRED)
Uploaded: 2025-09-20T15:15:49.000Z
Duration: 9 min 13 s

Google is everywhere online, from Gmail to Maps, YouTube, Search.

從 Gmail 到地圖、YouTube、搜索，谷歌在網上無處不在。

You can't go online without interacting with Google in some way.

如果不以某種方式與谷歌互動，你就無法上網。

情態副詞

And while pretty much everybody knows that Google makes money from advertising, which makes all these services free or mostly free, you might not know how deep it goes.

雖然幾乎每個人都知道谷歌靠廣告賺錢，這使得所有這些服務都是免費或基本免費的，但你可能不知道這其中的水有多深。

For example, in 2024, Google made nearly 75% of its revenue from advertising alone.

例如，2024 年，谷歌近 75% 的收入僅來自廣告。

That means 264 billion dollars from ad sales.

這意味著 2640 億美元來自廣告銷售。

猜猜是什麼讓這些廣告如此有效？

It's your data, your location data, your search history, where you go online, what ads you see, the music you listen to, potentially health information.

這是你的數據、你的位置數據、你的搜索歷史、你上網的地點、你看到的廣告、你聽的音樂，還有可能是你的健康資訊。

All of this is feeding into Google's ad ecosystem.

所有這一切都在為谷歌的廣告生態系統服務。

Today, we're doing a deep dive into how Google makes its billions off of you.

今天，我們將深入探討谷歌如何從你身上賺取數十億美元。

那麼，谷歌的影響力到底有多大？

Let's start by breaking down just a few of Google's most popular platforms.

讓我們從 Google 最受歡迎的幾個平臺開始分析。

Google Chrome has 67.9% of the worldwide browser market share.

谷歌 Chrome 瀏覽器佔全球瀏覽器市占率的 67.9%。

The next closest is Apple Safari, with just over 16%.

緊隨其後的是蘋果 Safari 瀏覽器，比例略高於 16%。

YouTube has 122 million daily active users.

YouTube 每天有 1.22 億活躍用戶。

Gmail, which is by far the most popular email service, has over 1.8 billion users worldwide.

Gmail 是迄今為止最受歡迎的電子郵件服務，在全球擁有超過 18 億用戶。

Android holds over 71% of the global OS market share.

安卓佔據了全球作業系統市場 71% 以上的市佔率。

Google Maps has two billion monthly users.

And Google Search, which is synonymous with searching online, owns nearly 90% of the search market share.

而谷歌搜索作為在線搜索的代名詞，擁有近 90% 的搜索市佔率。

Although Google does make money from other things like Google Cloud or selling phones or services like YouTube TV, the vast majority of its revenue comes from ads.

雖然谷歌也從其他方面賺錢，如谷歌雲端、銷售手機或 YouTube TV 等服務，但其絕大部分收入來自廣告。

Google started serving ads in October of 2000.

Google 於 2000 年 10 月開始提供廣告服務。

If you spend any time online, you've seen these ads become increasingly targeted using Google's ad tech.

如果你經常上網，就會發現這些廣告利用谷歌的廣告技術變得越來越有針對性。

Not only do advertisers know exactly what you want to buy, they know exactly when you're most likely to buy it.

廣告商不僅清楚地知道你想買什麼，還清楚地知道你什麼時候最有可能買。

And while Google has added privacy protections over the years, it's still making profit from your data.

雖然這些年來谷歌增加了隱私保護措施，但它仍在利用你的數據牟利。

So what information is Google collecting about you?

那麼，谷歌收集了你的哪些資訊呢？

To find out, all you have to do is go to your app store and look under the developer privacy disclosure.

要想知道答案，只需進入應用商店，在 "開發者隱私披露 "下查找即可。

If I go to Google, scroll down to the privacy disclosure, you can see all the different categories of data that Google collects about you, s.

如果我訪問谷歌，向下滑動到隱私披露，你就可以看到谷歌收集的關於你的所有不同類別的數據，

such as location, contact info, search history, browsing history, identifiers, analytics like purchases, user contact

如位置、聯繫資訊、搜索歷史、瀏覽歷史、標識符、分析（如購買）、用戶聯繫人。

Let's compare Google to Brave, which makes a privacy-centric browser that competes with Chrome.

讓我們將谷歌與 Brave 做個比較，後者製作了一款以隱私為中心的瀏覽器，可與 Chrome 瀏覽器競爭。

According to Brave's privacy disclosure, it only collects data about you and it only collects two things, usage data and identifiers, which is just like your username or account ID.

根據 Brave 的隱私披露，它只收集關於你的數據，而且只收集兩樣東西：使用數據和標識符，也就是你的用戶名或帳號 ID。

那麼，谷歌是如何收集這些數據的呢？

Well, there's basically two different categories.

There's inputs, which includes things like search history, your YouTube watch history, your browsing data when you're using Chrome, map searches and more.

輸入內容包括搜索歷史記錄、YouTube 觀看歷史記錄、使用 Chrome 瀏覽器時的瀏覽數據、地圖搜索等。

And you might not know this is happening.

而你可能不知道這一切正在發生。

This is through things like cookies, fingerprinting and location tracking, which, yeah, Google is collecting the data when you enter something into maps,

這是透過 cookies、指紋識別和位置跟蹤等手段實現的，是的，當你在地圖上輸入內容時，谷歌就在收集數據，

but it's also collecting data in the background.

For example, if you search shoe stores near me, it has to know your location to know what's near you.

例如，如果你搜索 "我附近的鞋店"，它必須知道你的位置，才能知道你附近有哪些鞋店。

One of the ways Google passively collects data about you is through cookies.

谷歌被動收集用戶數據的方式之一是通過 cookies。

Now, you've probably seen cookies somewhere on the web, maybe everywhere.

現在，你可能已經在網絡上的某個地方看到過 cookies，也許隨處可見。

Those little pop ups that come up on nearly every website that say, "Do you want to accept these cookies?"

幾乎每個網站都會彈出這樣的小窗口：「你是否願意接受這些 cookies？」

"Do you want to accept only necessary cookies?"

「是否只接受必要的 cookies？」

At the most basic, cookies are little bits of data that websites download under your browser to store little bits of information about your usage.

從最基本的角度講，cookie 是網站下載到瀏覽器中的小數據，用於存儲有關您使用情況的小資訊。

Google uses all different types of cookies.

谷歌使用各種不同類型的 cookies。

Some of these are deemed functionality cookies.

And these are things that just make websites or apps work.

而這些只是讓網站或應用程式正常運行的東西。

And then there's advertising cookies, which are the ones you really need to be concerned about.

還有廣告 cookies，這才是你真正需要關注的。

These can be used to track the performance of ads, but they're also used to track a bunch of information about what you do online,

這些資訊可用於追蹤廣告效果，但也用於追蹤你在網上做了什麼、

what your preferences are, what you look at on certain web pages and where you go all across the Internet.

你的偏好是什麼、你在某些網頁上看了什麼以及你在整個互聯網上去了哪裡等大量資訊。

You don't need to be using Chrome to download Google cookies.

下載 Google cookies 不需要使用 Chrome 瀏覽器。

這些資訊在整個網絡上都是持久的。

And unless you're taking steps to block more invasive cookies, you're still downloading them to your machine.

除非你採取了措施來阻止更具侵略性的 cookies，否則你仍然會把它們下載到你的機器上。

Now, Google is not the only company that uses cookies.

現在，使用 cookies 的公司不止谷歌一家。

But because Google is the world's largest advertising company, you're likely to run into its cookies pretty much everywhere you go online.

但是，由於谷歌是全球最大的廣告公司，所以你上網的任何地方都可能會遇到它的 cookies。

Now, cookies themselves are not inherently nefarious.

Just the primary way that companies like Google have tracked people online, collected their data and fueled the surveillance economy.

這只是谷歌等公司在網上追蹤人們、收集他們的數據並助長監控經濟的主要方式。

Now, you may have heard that Google planned to kill third party cookies in Chrome.

你可能已經聽說谷歌計劃在 Chrome 瀏覽器中封殺第三方 cookies。

At the end of 2024, Google reversed its decision and is continuing to allow third party cookies in Chrome.

2024 年底，谷歌改變了決定，繼續在 Chrome 瀏覽器中允許第三方 cookies。

But the company says it's continuing to experiment with new ways to serve personalized ads that it says are less invasive.

但該公司表示，它正在繼續嘗試新的方式來提供個性化廣告，並稱這種方式的侵犯性較小。

One of those experiments appears to be what's called fingerprinting.

其中一項實驗似乎就是所謂的指紋識別。

Fingerprinting is collecting a bunch of data about your device when you're using it to connect to the Internet.

指紋識別就是在你使用設備連接互聯網時收集有關設備的大量數據。

This data can include what type of operating system you're using, what device you're using, even how fast your battery is draining.

這些數據可以包括你正在使用的作業系統類型、你正在使用的設備，甚至你的電池耗電速度。

All of this data can be combined to create a unique ID for you.

所有這些數據都可以組合起來，為你打造一個獨一無二的 ID。

Fingerprinting isn't really about your device's data.

指紋識別其實與設備數據無關。

It's really that all that data combined creates a unique profile, which can then be used to identify you and serve you personalized advertisements.

實際上，所有這些數據結合起來就形成了一個獨特的個人資料，然後就可以用來識別你的身份，為你提供個性化的廣告服務。

Whereas a cookie is downloading all the information about what you're doing on the Internet, fingerprinting is downloading all the information about your specific device.

Cookies 下載的是你在網上的所有資訊，而指紋識別下載的是你特定設備的所有資訊。

And because you're the primary user of that computer, those characteristics are tied to you, used to create a unique ID that's then used to serve you personalized ads.

因為你是這臺電腦的主要用戶，所以這些特徵會與你綁定，用來創造一個獨一無二的 ID，然後用來為你提供個性化的廣告。

But changing the device you use to access the Internet every single time is impossible.

但每次都更換上網設備是不可能的。

That's why privacy advocates think fingerprinting is a more nefarious form of tracking than cookies.

這就是為什麼隱私權倡導者認為指紋識別是比 cookies 更邪惡的追蹤方式。

In February 2025, Google changed its policies about fingerprinting.

2025 年 2 月，谷歌修改了有關指紋識別的政策。

It used to ban the practice, but now it seems to be allowing it.

它曾經禁止這種做法，但現在似乎允許了。

Really, the details at this moment aren't that clear.

真的，目前的細節還不是很清楚。

But this may be one of the ways that Google is getting past cookies and using other ways to track people online.

不過，這可能是谷歌超越 cookies 並使用其他方式追蹤線上用戶的方法之一。

You might think Google is selling your data, but the company says that's not right.

你可能會認為谷歌在出售你的數據，但該公司表示這是不對的。

Unlike data brokers, which actually do sell data directly to whoever wants to buy it, Google sells access to audiences.

數據經紀商實際上是將數據直接賣給想買數據的人，而谷歌不同，它出售的是閱聽人的訪問權。

Using Google's ad platforms, an advertiser can pick exactly who they want to advertise to.

利用谷歌的廣告平臺，廣告商可以準確地選擇廣告對象。

Say you're a shoe company that wants to advertise to people between the ages of 20 and 40 and people who make between 80,000 and $200,000 a year.

假設你是一家鞋業公司，希望向 20 歲至 40 歲、年收入在 8 萬至 20 萬美元之間的人投放廣告。

Google's ad platforms allow you to do that.

谷歌的廣告平臺允許你這樣做。

They do this through a real time bidding process that puts people into segments or buckets.

他們透過即時競價流程將人們劃分為不同的群體或區域。

These buckets can include a bunch of different characteristics.

這些桶可以包含一系列不同的特徵。

For example, someone who's in tech is middle age, makes a certain amount of money, has a certain amount of kids and drives a certain type of car.

例如，從事技術工作的人到了中年，掙了一定數額的錢，有一定數量的孩子，開著某種類型的汽車。

Real time bidding platforms allow advertisers to use complex algorithms who rapidly bid on advertisements that then show up all across the web.

即時競價平臺允許廣告商使用複雜的算法對廣告進行快速競價，然後將廣告顯示在整個網絡上。

Now, Google says all this data is anonymized and the company isn't giving advertisers direct access to your data.

現在，谷歌表示所有這些數據都是匿名的，公司不會讓廣告商直接訪問你的數據。

They're just giving them a bunch of details about who you are based on the data it's collected.

他們只是根據收集到的數據，告訴他們你是誰的一些細節。

This means they can serve highly personalized ads.

這意味著他們可以提供高度個性化的廣告。

So if your data is all anonymized, why does any of this matter?

那麼，如果你的數據都是匿名的，這又有什麼關係呢？

First of all, studies have shown that it's almost trivial to use anonymized data to identify individuals.

首先，研究表明，使用匿名數據識別個人身份幾乎微不足道。

Secondly, you might not want a big company that's going to do whatever it's going to do with your data, having such a wealth of information about you.

其次，你可能不希望一家大公司掌握你如此豐富的資訊，然後對你的數據為所欲為。

This is amplified in the age of AI with Google rolling out its own generative AI platforms like Gemini.

在 AI 時代，隨著谷歌推出自己的生成式 AI 平臺（如 Gemini），這種情況被進一步放大。

Now, Google says it doesn't use any of your private data like your emails, what's in your Google Docs or search history to train its large language models.

現在，谷歌表示它不會使用你的任何私人數據，如電子郵件、谷歌文檔中的內容或搜索歷史記錄來訓練其大型語言模型。