But, for online ads, we can switch things up.

但至於網路廣告就會有所改變了。

Online ads can use geographic targeting and cookies to target their messages so you see the right ad at the right time.

網路廣告可以使用地理定向和 Cookie 來鎖定他們的訊息，因此讓你在對的時間看到對的廣告。

Ad servers can deduce a user's geographic location by their IP address, which is like a zip code for your computer.

廣告伺服器可以根據用戶的 IP 位址推斷出用戶的地理位置，它就像是電腦的郵遞區號。

For example, by knowing your IP address, advertisers can serve an offer specific to your area.

例如，藉由知道你的 IP 位址，廣告商可以提供你所在地區的特定報價。

Ad servers also recognize users based on cookie information.

廣告伺服器還會根據 Cookie 資訊識別用戶。

You may see more relevant ads based on prior visits you've made to an advertiser's site.

它會根據你曾造訪過的廣告網站，讓你可以看到更多相關的廣告。

Say you've just been eyeing a pair of super cool kicks on a company's website.

假設你最近在公司的網站看上了一雙超酷的鞋款。

Later in the day, you might see an ad from that same company where they're offering free shipping.

當日稍晚，你可能就會看到同一間公司在免運的廣告。

Free shipping sounds great, but... let's talk about those cookies.

免運聽起來棒極了，但... 讓我們來談談這些 Cookie。

Cookies are text files assigned to your browser once you've visited a website.

Cookie 是你造訪網站後，歸類給瀏覽器的文字檔。

When you go back to that website, it'll see that your browser has the cookie and will read it.

當你再次回到那個網站，它就會看到你的瀏覽器有 Cookie 並讀取它。

The cookie helps the site recognize your browser, and will restore any information you might have entered before.

Cookie 可以幫助網站識別你的瀏覽器，並還原你以前可能輸入過的任何資訊。

You can see examples of cookies in action if you return to a site and don't have to sign in again.

例如，如果你返回到某個網站，且不必再登入一次。

Or when you return to a retail site to find your items patiently waiting for you in your shopping cart.

或當你回到一個零售網站，發現你想買的物品在購物車中耐心地等待。

These are examples of first-party cookies ⏤ cookies set by the site that you're on.

這些是第一方 Cookie 的例子，Cookie 會在你所在網站上設置。

It's important to keep in mind that cookies are anonymous.

要記住 Cookie 是匿名的，這很重要。

The text file associates a random unique number with the computer and browser.

文字檔會將一個獨一無二的隨機編碼與電腦和瀏覽器做連結。

So, if you use different devices or browsers to visit the same website, each browser will have a different cookie.

所以，如果你使用不同的設備或瀏覽器訪問同一網站，每個瀏覽器就會有不同的 Cookie。

There are also third-party cookies.

他們也是第三方 Cookie。

These are used by ad servers.

這些都是廣告伺服器使用的。

Online ads use third-party cookies to recognize the same user across multiple websites.

網路廣告會使用第三方 Cookie 來辨識多個網站中的同一用戶。

That free shipping ad we mentioned earlier? That's an example of third-party cookies at work.

我們前面提到的免運廣告就是個第三方 Cookie 在工作上的例子。

When you went to supercoolkicks.com to check out those shoes, they allowed their ad server to set a third-party cookie on your browser.

當你在 supercoolkicks.com 上看看那些鞋子，他們會允許他們的廣告伺服器在你的瀏覽器上設定第三方 Cookie。

So, when you visited that news site later in the day, the ad server recognized their cookie and used the information in it to show you that offer.

所以， 當你之後再造訪那個網站時，廣告伺服器辨識出他們的 Cookie，並用這些資訊顯示出這個折扣。

Geographic targeting and cookies help advertisers show relevant messages to potential customers,

地理定向和 Cookie 幫助廣告商向潛在顧客顯示出相關訊息，

and they sometimes even help customers get deals on stuff they buy online.

而他們有時候甚至會幫助顧客在網路上找到他們想購賣的東西。