{"id":2405,"date":"2025-11-14T11:19:16","date_gmt":"2025-11-14T10:19:16","guid":{"rendered":"https:\/\/o-seznam.cz\/pravni-informace\/?page_id=2405"},"modified":"2026-01-28T15:12:34","modified_gmt":"2026-01-28T14:12:34","slug":"czech-ad-id","status":"publish","type":"page","link":"https:\/\/o-seznam.cz\/pravni-informace\/ochrana-udaju\/czech-ad-id\/","title":{"rendered":"Czech Ad ID\u00a0"},"content":{"rendered":"\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>Czech Ad ID je spole\u010dn\u00fdm projektem spole\u010dnosti Seznam.cz, a.s. a sdru\u017een\u00ed Czech Publisher Exchange z.s.p.o. (CPEx). Czech Ad ID je projektem, kter\u00fd m\u00e1 umo\u017enit pseudonymizovanou a pro u\u017eivatele bezpe\u010denou identifikaci u\u017eivatel\u016f v \u010desk\u00e9m online prost\u0159ed\u00ed a nahradit tak kon\u010d\u00edc\u00ed cookies t\u0159et\u00edch stran. Podle souhlasu ud\u011blen\u00e9ho u\u017eivatelem prost\u0159ednictv\u00edm p\u0159\u00edslu\u0161n\u00e9 zapojen\u00e9 webov\u00e9 str\u00e1nky m\u016f\u017ee Czech Ad ID fungovat ve dvou re\u017eimech:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Spole\u010dnost Seznam.cz i sdru\u017een\u00ed CPEx maj\u00ed souhlas vyu\u017e\u00edvat Czech Ad ID pouze ka\u017ed\u00e1 samostatn\u011b, tj. odd\u011blen\u011b v r\u00e1mci sv\u00e9 vlastn\u00ed s\u00edt\u011b. Pro takov\u00e9 zpracov\u00e1n\u00ed jsou oba dva subjekty samostatn\u00fdm spr\u00e1vcem. Informaci o tomto zpracov\u00e1n\u00ed na\u0161\u00ed spole\u010dnost\u00ed naleznete n\u00ed\u017ee. Informaci o samostatn\u00e9m zpracov\u00e1n\u00ed sdru\u017een\u00edm CPEx <a href=\"https:\/\/www.cpex.cz\/pro-uzivatele\/ochrana-soukromi\/czech-ad-id-ochrana-osobnich-udaju\/\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"is-style-link-external\">naleznete zde<\/a><\/li>\n\n\n\n<li>Spole\u010dnost Seznam.cz a sdru\u017een\u00ed CPEx maj\u00ed souhlas vyu\u017e\u00edvat Czech Ad ID spole\u010dn\u011b, tj. vz\u00e1jemn\u00fdm sd\u00edlen\u00edm do sv\u00fdch s\u00edt\u00ed. Pro takov\u00e9 zpracov\u00e1n\u00ed jsou oba dva subjekty pova\u017eov\u00e1ny za spole\u010dn\u00e9 spr\u00e1vce osobn\u00edch \u00fadaj\u016f a informaci o tomto zpracov\u00e1n\u00ed naleznete <a href=\"https:\/\/www.czechadid.cz\/ochrana-osobnich-udaju\/\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"is-style-link-external\">na t\u00e9to str\u00e1nce<\/a><\/li>\n<\/ul>\n\n\n\n<p>Vyu\u017e\u00edvat reklamn\u00ed c\u00edlen\u00ed na z\u00e1klad\u011b Czech Ad ID mohou za spln\u011bn\u00ed podm\u00ednek i dal\u0161\u00ed partne\u0159i, nap\u0159. vydavatel\u00e9, agentury a inzerenti na \u010desk\u00e9m i zahrani\u010dn\u00edm trhu. N\u00e1sledn\u00e9 zpracov\u00e1n\u00ed osobn\u00edch \u00fadaj\u016f t\u011bmito zapojen\u00fdmi partnery v\u0161ak nen\u00ed p\u0159edm\u011btem spole\u010dn\u00e9ho spr\u00e1vcovstv\u00ed.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\"><strong>Jak Czech Ad ID funguje?<\/strong><\/h2>\n\n\n\n<p>Z\u00e1kladn\u00edm \u00fadajem pro vytvo\u0159en\u00ed Czech Ad ID je e-mailov\u00e1 adresa, kterou n\u00e1m u\u017eivatel poskytne nap\u0159. p\u0159i registraci do na\u0161ich slu\u017eeb.&nbsp;<\/p>\n\n\n\n<p>E-mailov\u00e1 adresa je pak ve dvou kroc\u00edch p\u0159evedena do zak\u00f3dovan\u00e9 formy. Nap\u0159. e-mailov\u00e1 adresa <a href=\"mailto:uzivatel@priklad.cz\" target=\"_blank\" rel=\"noreferrer noopener\">uzivatel@priklad.cz<\/a> m\u016f\u017ee ve v\u00fdsledn\u00e9 zak\u00f3dovan\u00e9 podob\u011b vypadat takto: bffa8a26-0a8e-4642-9849-d48288398ba0&nbsp;<\/p>\n\n\n\n<p>Tato pseudonymizovan\u00e1 podoba e-mailu je pak pou\u017eita k \u00fa\u010del\u016fm popsan\u00fdm n\u00ed\u017ee.&nbsp;<\/p>\n\n\n\n<p>Czech Ad ID je generov\u00e1no a pou\u017eito pouze na webech\/mobiln\u00edch aplikac\u00edch, kter\u00fdm u\u017eivatel\u00e9 poskytli emailovou adresu a kter\u00fdm ud\u011blili informovan\u00fd souhlas.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\"><strong>Jak\u00e1 data zpracov\u00e1v\u00e1me?<\/strong><\/h2>\n\n\n\n<p>E-mail u\u017eivatele, jeho hashovanou podobu a samotn\u00e9 Czech ad ID (tzn. zak\u00f3dovan\u00fd a pseudonymizovan\u00fd identifik\u00e1tor). D\u00e1le tak\u00e9 logy (\u00fadaje) vztahuj\u00edc\u00ed se k vytvo\u0159en\u00ed Czech Ad ID.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Pr\u00e1vn\u00edm z\u00e1kladem pro vytvo\u0159en\u00ed Czech Ad ID a zpracov\u00e1n\u00ed \u00fadaj\u016f pro v\u011bt\u0161inu \u00fa\u010del\u016f (viz n\u00ed\u017ee) je souhlas u\u017eivatele, u zpracov\u00e1n\u00ed log\u016f a dal\u0161\u00edch \u00fadaj\u016f pro \u00fa\u010dely IT bezpe\u010dnosti je pak pr\u00e1vn\u00edm z\u00e1kladem tzv. opr\u00e1vn\u011bn\u00fd z\u00e1jem. U zpracov\u00e1n\u00ed pro pln\u011bn\u00ed povinnost\u00ed podle GDPR pak pln\u011bn\u00ed pr\u00e1vn\u00ed povinnosti.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\"><strong>Kam se data ukl\u00e1daj\u00ed?<\/strong><\/h2>\n\n\n\n<p>E-mail, jeho hashovan\u00e1 podoba i samotn\u00e9 Czech Ad ID jsou ulo\u017eeny na nami provozovan\u00fdch zabezpe\u010den\u00fdch serverech um\u00edstn\u011bn\u00fdch v \u010cR.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\"><strong>K jak\u00fdm \u00fa\u010del\u016fm je vyu\u017e\u00edv\u00e1me?<\/strong><\/h2>\n\n\n\n<p>Vytvo\u0159en\u00ed\/shrom\u00e1\u017ed\u011bn\u00ed a sd\u00edlen\u00ed spole\u010dn\u00e9ho technick\u00e9ho prost\u0159edku jako obdoby s\u00ed\u0165ov\u00e9ho identifik\u00e1toru pro vy\u010dlen\u011bn\u00ed a op\u011btovn\u00e9 rozpozn\u00e1n\u00ed registrovan\u00e9ho u\u017eivatele, ani\u017e by byl p\u0159\u00edmo identifikov\u00e1n. Tento identifik\u00e1tor pak m\u016f\u017ee b\u00fdt pou\u017eit na:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00edlen\u00ed reklamy na z\u00e1klad\u011b historie prohl\u00ed\u017een\u00ed do syst\u00e9mu zapojen\u00fdch webov\u00fdch str\u00e1nek\/mobiln\u00edch aplikac\u00ed (tzn. nap\u0159. reklamn\u00ed s\u00edt\u011b budou schopny zjistit, \u017ee r\u016fzn\u00e9 str\u00e1nky nav\u0161t\u00edvil stejn\u00fd u\u017eivatel, nebudou v\u0161ak v\u011bd\u011bt, o koho se jedn\u00e1, budou schopny zjistit pouze jeho z\u00e1jmy), nap\u0159:&nbsp;\n<ul class=\"wp-block-list\">\n<li>C\u00edlen\u00ed na tematick\u00e1 publika (nap\u0159. Z\u00e1jem o m\u00f3du, Z\u00e1jem o technologie, apod.)<\/li>\n\n\n\n<li>Retargeting apod.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Technick\u00e9 doru\u010den\u00ed a m\u011b\u0159en\u00ed reklamy (frequency capping, m\u011b\u0159en\u00ed zobrazen\u00ed reklamy, m\u011b\u0159en\u00ed konverz\u00ed apod.)<\/li>\n\n\n\n<li>Identifik\u00e1tor a logy s n\u00edm spojen\u00e9 mohou b\u00fdt u\u017eity tak\u00e9 k zaji\u0161t\u011bn\u00ed IT bezpe\u010dnosti a pln\u011bn\u00ed povinnost\u00ed podle GDPR&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Czech Ad ID m\u016f\u017ee b\u00fdt u\u017eito jin\u00fdmi stranami i k dal\u0161\u00edm \u00fa\u010del\u016fm, nap\u0159.: c\u00edlen\u00ed obsahu na z\u00e1klad\u011b historie prohl\u00ed\u017een\u00ed webov\u00fdch str\u00e1nek (se souhlasem),webov\u00e1 analytika a reporting (m\u011b\u0159en\u00ed n\u00e1v\u0161t\u011bvnosti, historie prohl\u00ed\u017een\u00ed apod.), v\u00fdvoj a zlep\u0161ov\u00e1n\u00ed produkt\u016f (se spouhlasem), pokud k tomu m\u00e1 v\u0161ak dan\u00fd subjekt adekv\u00e1tn\u00ed souhlas.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\"><strong>S k\u00fdm data sd\u00edl\u00edme?<\/strong><\/h2>\n\n\n\n<p>Samotn\u00fd e-mail ve sv\u00e9 p\u016fvodn\u00ed \u010diteln\u00e9 podob\u011b (nap\u0159. uzivatel@priklad.cz) jako prim\u00e1rn\u00ed ID zpracov\u00e1v\u00e1 jen Seznam.cz a nen\u00ed tedy sd\u00edlen s t\u0159et\u00edmi stranami.\u00a0<\/p>\n\n\n\n<p>Sekund\u00e1rn\u00ed ID (tzn. pseudonymizovan\u00fd e-mail v zak\u00f3dovan\u00e9 podob\u011b) m\u016f\u017ee b\u00fdt sd\u00edleno s:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Medi\u00e1ln\u00edmi domy, vydavateli, zadavateli reklamy a reklamn\u00edmi agenturami, kter\u00e9 jsou do syst\u00e9mu zapojeny&nbsp;<\/li>\n\n\n\n<li>Aktu\u00e1ln\u011b p\u0159ipojen\u00fdmi vydavatelstv\u00edmi CPExu:&nbsp;\n<ul class=\"wp-block-list\">\n<li><a class=\"is-style-link-external\" href=\"https:\/\/www.mafra.cz\/o-spolecnosti.aspx?y=mafra_all\/pouceni.htm&amp;cat=pouceni#cookies-test\" target=\"_blank\" rel=\"noreferrer noopener\">Mafra a.s.<\/a>&nbsp;<\/li>\n\n\n\n<li><a class=\"is-style-link-external\" href=\"https:\/\/www.cncenter.cz\/cookies\" target=\"_blank\" rel=\"noreferrer noopener\">Czech News Center a.s.<\/a>&nbsp;<\/li>\n\n\n\n<li><a class=\"is-style-link-external\" href=\"https:\/\/www.economia.cz\/prohlaseni-o-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">Economia a.s.<\/a>&nbsp;<\/li>\n\n\n\n<li><a class=\"is-style-link-external\" href=\"https:\/\/www.vlmedia.cz\/podminky\/zasady-zpracovani-osobnich-udaju\" target=\"_blank\" rel=\"noreferrer noopener\">Vltava Labe Media a.s.<\/a>&nbsp;<\/li>\n\n\n\n<li><a class=\"is-style-link-external\" href=\"https:\/\/www.csfd.cz\/cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">POMO Media Group s.r.o.<\/a>&nbsp;<\/li>\n\n\n\n<li><a class=\"is-style-link-external\" href=\"https:\/\/www.iprima.cz\/cookies\" target=\"_blank\" rel=\"noreferrer noopener\">FTV Prima, spol. s r. o.<\/a>&nbsp;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Syst\u00e9my pro automatizovan\u00fd prodej a\/nebo n\u00e1kup reklamy (nap\u0159. <a class=\"is-style-link-external\" href=\"https:\/\/rubiconproject.com\/privacy-policy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Magnite<\/a>, <a class=\"is-style-link-external\" href=\"https:\/\/pubmatic.com\/legal\/privacy-policy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pubmatic<\/a>, <a class=\"is-style-link-external\" href=\"https:\/\/site.adform.com\/privacy-center\/platform-privacy\/product-and-services-privacy-policy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adform<\/a>, atd.)<\/li>\n\n\n\n<li>Syst\u00e9my pro spr\u00e1vu a distribuci publik (nap\u0159. Adform)<\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Czech Ad ID je spole\u010dn\u00fdm projektem spole\u010dnosti Seznam.cz, a.s. a sdru\u017een\u00ed Czech Publisher Exchange z.s.p.o. (CPEx). Czech Ad ID je projektem, kter\u00fd m\u00e1 umo\u017enit pseudonymizovanou a pro u\u017eivatele bezpe\u010denou identifikaci u\u017eivatel\u016f v \u010desk\u00e9m online prost\u0159ed\u00ed a nahradit tak kon\u010d\u00edc\u00ed cookies t\u0159et\u00edch stran. Podle souhlasu ud\u011blen\u00e9ho u\u017eivatelem prost\u0159ednictv\u00edm p\u0159\u00edslu\u0161n\u00e9 zapojen\u00e9 webov\u00e9 str\u00e1nky m\u016f\u017ee Czech Ad ID [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":0,"parent":9,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-sidemenu","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"page_category":[3],"page_tag":[],"class_list":["post-2405","page","type-page","status-publish","hentry"],"acf":[],"lang":"cs","translations":{"cs":2405,"en":2665},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/pages\/2405","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/comments?post=2405"}],"version-history":[{"count":14,"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/pages\/2405\/revisions"}],"predecessor-version":[{"id":2449,"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/pages\/2405\/revisions\/2449"}],"up":[{"embeddable":true,"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/pages\/9"}],"wp:attachment":[{"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/media?parent=2405"}],"wp:term":[{"taxonomy":"page_category","embeddable":true,"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/page_category?post=2405"},{"taxonomy":"page_tag","embeddable":true,"href":"https:\/\/o-seznam.cz\/pravni-informace\/wp-json\/wp\/v2\/page_tag?post=2405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}