{"id":24521,"date":"2024-07-24T09:38:31","date_gmt":"2024-07-24T07:38:31","guid":{"rendered":"https:\/\/verteco.shop\/eu-vs-google-the-tech-giant-prohraje-miliardy-ve-prospech-inzerentu\/"},"modified":"2025-05-06T21:14:40","modified_gmt":"2025-05-06T19:14:40","slug":"eu-vs-google-the-tech-giant-prohraje-miliardy-ve-prospech-inzerentu","status":"publish","type":"post","link":"https:\/\/verteco.shop\/cs\/eu-vs-google-the-tech-giant-prohraje-miliardy-ve-prospech-inzerentu\/","title":{"rendered":"EU vs Google: Technologick\u00fd gigant p\u0159ich\u00e1z\u00ed o miliardy ve prosp\u011bch inzerent\u016f"},"content":{"rendered":"\n

Monopoln\u00ed praktiky spole\u010dnosti Google a intervence EU<\/h4>\n\n

P\u0159ed rozhodnut\u00edm Evropsk\u00e9 komise provozoval Google svou str\u00e1nku s v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed s reklamn\u00ed platformou zn\u00e1mou jako N\u00e1kupy Google. Tento syst\u00e9m byl p\u0159\u00edstupn\u00fd v\u00fdhradn\u011b internetov\u00fdm obchod\u016fm, co\u017e znev\u00fdhod\u0148ovalo ostatn\u00ed subjekty, zejm\u00e9na Srovn\u00e1vac\u00ed n\u00e1kupy (CSS), od poctiv\u00e9 sout\u011b\u017ee. Po dlouh\u00e9m \u0159\u00edzen\u00ed a tlaku ze strany EU byl Google nucen zm\u011bnit sv\u016fj p\u0159\u00edstup pod hrozbou je\u0161t\u011b p\u0159\u00edsn\u011bj\u0161\u00edch sankc\u00ed \u2013 potenci\u00e1ln\u011b kolem 5 % sv\u00fdch ro\u010dn\u00edch glob\u00e1ln\u00edch p\u0159\u00edjm\u016f. <\/p>\n\n

Vznik slu\u017eby porovn\u00e1vac\u00edho n\u00e1kupu (CSS)<\/h4>\n\n

V reakci na rozhodnut\u00ed Evropsk\u00e9 komise spustil Google program Comparison Shopping Service (CSS), jeho\u017e c\u00edlem je diverzifikovat reklamy s produktov\u00fdmi informacemi (PLA), \u010dasto ozna\u010dovan\u00e9 jako \u201en\u00e1kupn\u00ed reklamy\u201c nebo \u201eN\u00e1kupy Google\u201c. Tento krok vydl\u00e1\u017edil cestu pro nov\u00e9 mo\u017enosti pro maloobchodn\u00edky a poskytovatele slu\u017eeb srovn\u00e1v\u00e1n\u00ed cen spravedliv\u011b sout\u011b\u017eit na trhu. <\/p>\n\n

V\u00fdhody pro maloobchodn\u00edky<\/h4>\n\n

Nov\u00fd syst\u00e9m CSS nab\u00edz\u00ed obchodn\u00edk\u016fm zna\u010dn\u00e9 v\u00fdhody. Prodejci, kte\u0159\u00ed p\u0159ejdou na platformy CSS, mohou u\u0161et\u0159it a\u017e 20 % n\u00e1klad\u016f na reklamu. Tento efekt \u00faspory n\u00e1klad\u016f pramen\u00ed z pr\u00e1vn\u00edho mand\u00e1tu v\u016f\u010di spole\u010dnosti Google, kter\u00fd spole\u010dnost donutil ud\u011blit slu\u017eb\u00e1m srovn\u00e1v\u00e1n\u00ed cen p\u0159\u00edstup do sv\u00e9ho syst\u00e9mu. V d\u016fsledku toho mohou tyto srovn\u00e1vac\u00ed slu\u017eby pracovat s mar\u017e\u00ed a prod\u00e1vat kliknut\u00ed na weby sv\u00fdch inzerent\u016f. <\/p>\n\n

\u00daspora n\u00e1klad\u016f na reklamu<\/h4>\n\n

Vzhledem k tomu, \u017ee Google mus\u00ed vyhov\u011bt rozhodnut\u00ed Evropsk\u00e9ho soudu, mus\u00ed do sv\u00e9ho syst\u00e9mu umo\u017enit p\u0159\u00edstup i dal\u0161\u00edm slu\u017eb\u00e1m srovn\u00e1v\u00e1n\u00ed cen. To umo\u017e\u0148uje maloobchodn\u00edk\u016fm pokra\u010dovat v inzerci stejn\u00fdm zp\u016fsobem p\u0159i zachov\u00e1n\u00ed mar\u017ee a\u017e 20 %. Inzerenti tak mohou dos\u00e1hnout o 20 % v\u00edce v\u00fdsledk\u016f se stejn\u00fdm rozpo\u010dtem. <\/p>\n\n

\"-<\/figure>\n\n

Jak m\u016f\u017eete m\u00edt prosp\u011bch<\/h4>\n\n

Pokud chcete efektivn\u011b a cenov\u011b v\u00fdhodn\u011b zv\u00fd\u0161it viditelnost sv\u00fdch produkt\u016f online, zva\u017ete v\u00fdhody pou\u017e\u00edv\u00e1n\u00ed platformy, jako je verteco Shop. Tato platforma nab\u00edz\u00ed mo\u017enost dos\u00e1hnout o 20 % efektivn\u011bj\u0161\u00ed ceny za proklik (CPC), co\u017e v\u00e1m umo\u017en\u00ed z\u00edskat o 20 % vy\u0161\u0161\u00ed n\u00e1v\u0161t\u011bvnost, ani\u017e byste nav\u00fd\u0161ili v\u00fddaje na reklamu. Verteco Shop v\u00e1m m\u016f\u017ee pomoci dos\u00e1hnout lep\u0161\u00edch v\u00fdsledk\u016f ve va\u0161em marketingov\u00e9m \u00fasil\u00ed za stejnou cenu. Nav\u0161tivte www.verteco.shop<\/a> a za\u010dn\u011bte vyu\u017e\u00edvat v\u00fdhod, kter\u00e9 EU umo\u017enila! <\/p>\n","protected":false},"excerpt":{"rendered":"

V roce 2017 za\u017eila krajina online marketingu seismick\u00fd posun. Google, tit\u00e1n ve vyhled\u00e1v\u00e1n\u00ed a online reklam\u011b, \u010delil rekordn\u00ed pokut\u011b 2,4 miliardy eur od Evropsk\u00e9 komise za zneu\u017eit\u00ed sv\u00e9ho monopoln\u00edho postaven\u00ed. Toto rozhodnut\u00ed, pova\u017eovan\u00e9 za \u201enez\u00e1konn\u00e9 podle pravidel hospod\u00e1\u0159sk\u00e9 sout\u011b\u017ee EU\u201c, slou\u017eilo jako katalyz\u00e1tor nov\u00fdch p\u0159\u00edle\u017eitost\u00ed pro online maloobchodn\u00edky. <\/p>\n","protected":false},"author":1,"featured_media":24494,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,227],"tags":[],"class_list":["post-24521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-cs","category-novinky-o-css"],"_links":{"self":[{"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/posts\/24521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/comments?post=24521"}],"version-history":[{"count":0,"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/posts\/24521\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/media\/24494"}],"wp:attachment":[{"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/media?parent=24521"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/categories?post=24521"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/verteco.shop\/cs\/wp-json\/wp\/v2\/tags?post=24521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}