谷歌和脸书被要求公开广告投标机制
<p><span word="Google">Google</span> <span word="and">and</span> <span word="Facebook">Facebook</span> <span word="should">should</span> <span word="be">be</span> <span word="forced">forced</span> <span word="to">to</span> <span word="open">open</span> <span word="up">up</span> <span word="their">their</span> ‘<span word="complex">complex</span> <span word="and">and</span> <span word="opaque">opaque</span> ’ <span word="advertising">advertising</span> <span word="business">business</span>, <span word="so">so</span> <span word="that">that</span> <span word="online">online</span> <span word="news">news</span> <span word="publishers">publishers</span> <span word="can">can</span> <span word="make">make</span> <span word="enough">enough</span> <span word="money">money</span> <span word="to">to</span> <span word="survive">survive</span>, <span word="a">a</span> <span word="report">report</span> <span word="has">has</span> <span word="warned">warned</span>.</p><p>一份报告提醒道，应强制谷歌和脸书开放它们“复杂且隐晦的”广告业务，这样在线资讯出版商才能赚足够的钱生存。</p><p><span word="Online">Online</span> <span word="news">news</span> <span word="providers">providers</span> <span word="struggle">struggle</span> <span word="to">to</span> <span word="make">make</span> <span word="ends">ends</span> <span word="meet">meet</span> <span word="because">because</span> <span word="Google">Google</span> <span word="and">and</span> <span word="Facebook">Facebook</span> <span word="hoover">hoover</span> <span word="up">up</span> <span word="so">so</span> <span word="much">much</span> <span word="of">of</span> <span word="every">every</span> <span word="pound">pound</span> <span word="spent">spent</span> <span word="on">on</span> <span word="advertising">advertising</span> <span word="on">on</span> <span word="news">news</span> <span word="websites">websites</span>. <span word="The">The</span> <span word="report">report</span> <span word="says">says</span> <span word="web">web</span> <span word="giants">giants</span> <span word="should">should</span> <span word="have">have</span> <span word="to">to</span> <span word="sign">sign</span> <span word="up">up</span> <span word="to">to</span> <span word="a">a</span> <span word="new">new</span> <span word="code">code</span> <span word="of">of</span> <span word="conduct">conduct</span> – <span word="overseen">overseen</span> <span word="by">by</span> <span word="a">a</span> <span word="regulator">regulator</span> – <span word="to">to</span> <span word="ensure">ensure</span> <span word="they">they</span> <span word="deal">deal</span> <span word="with">with</span> <span word="publishers">publishers</span> <span word="fairly">fairly</span>.</p><p>因为在资讯网站登广告所花费的每一英镑，谷歌和脸书都会从中抽取大量分成，所以在线资讯供应商很难维持收支平衡。该报告表示，网络巨头应该签署一份新的行为准则，并接受监管者的监督，以确保他们与出版商公平交易。</p><p><span word="It">It</span> <span word="suggests">suggests</span> <span word="that">that</span> <span word="Google">Google</span> <span word="and">and</span> <span word="Facebook">Facebook</span> <span word="should">should</span> <span word="disclose">disclose</span> <span word="how">how</span> <span word="much">much</span> <span word="of">of</span> <span word="every">every</span> <span word="pound">pound</span> <span word="spent">spent</span> <span word="on">on</span> <span word="online">online</span> <span word="advertising">advertising</span> <span word="actually">actually</span> <span word="reaches">reaches</span> <span word="the">the</span> <span word="publisher">publisher</span>, <span word="after">after</span> <span word="it">it</span> <span word="is">is</span> <span word="funnelled">funnelled</span> <span word="through">through</span> <span word="automatic">automatic</span> <span word="bidding">bidding</span> <span word="systems">systems</span>.</p><p>该报告建议，谷歌和脸书应公开自动投标系统从在线广告收入中抽取分成之后，出版商从中能获得多少收益。</p><p><span word="They">They</span> <span word="should">should</span> <span word="also">also</span> <span word="be">be</span> <span word="forced">forced</span> <span word="to">to</span> <span word="give">give</span> <span word="publishers">publishers</span> ‘<span word="early">early</span> <span word="warning">warning</span>’ <span word="about">about</span> <span word="major">major</span> <span word="changes">changes</span> <span word="to">to</span> <span word="their">their</span> ‘<span word="algorithms">algorithms</span> ’ – <span word="computer">computer</span> <span word="codes">codes</span> <span word="that">that</span> <span word="dictate">dictate</span> <span word="the">the</span> <span word="order">order</span> <span word="of">of</span> <span word="search">search</span> <span word="results">results</span> – <span word="to">to</span> <span word="give">give</span> <span word="websites">websites</span> <span word="time">time</span> <span word="to">to</span> <span word="prepare">prepare</span>, <span word="the">the</span> <span word="report">report</span> <span word="says">says</span>.</p>
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