谷歌等互联网巨头向广告屏蔽软件投降|必威

2024-12-01 18:36:01　　点击量：661

本文摘要：Google, Amazon, Microsoft and Taboola have quietly paid the German start-up behind Adblock Plus, the world’s most popular software for blocking online advertising, to stop blocking ads on their sites.谷歌(Google)、亚马逊(Amazon)、微软公司(Microsoft)和Taboola悄悄地支付世界最热门在线广告屏蔽软件Adblock Plus背后的德国初创企业一笔钱，交换条件后者仍然屏幕它们网站上的广告。

Google, Amazon, Microsoft and Taboola have quietly paid the German start-up behind Adblock Plus, the world’s most popular software for blocking online advertising, to stop blocking ads on their sites.谷歌(Google)、亚马逊(Amazon)、微软公司(Microsoft)和Taboola悄悄地支付世界最热门在线广告屏蔽软件Adblock Plus背后的德国初创企业一笔钱，交换条件后者仍然屏幕它们网站上的广告。The deals, which are confidential but whose existence has been confirmed by the Financial Times, demonstrate that some of the biggest participants in the $120bn online advertising market see the rise of ad-blocking as a material threat to their revenues.这些交易是保密的，但它们的不存在已获得英国《金融时报》的证实。这些交易证明，价值1200亿美元的在线广告市场的一些仅次于参与者，将广告屏蔽软件的兴起视作对其营收的贯彻威胁。

Adblock Plus has become one of the most popular free extensions on Chrome and Firefox browsers in recent years as internet users have attempted to eliminate the interruption of advertising. Eyeo, the German company that produces the software, says it has been downloaded more than 300m times worldwide and has more than 50m monthly active users.随着互联网用户想方设法避免广告导致的阻碍，Adblock Plus近年来已沦为Chrome和火狐(Firefox)浏览器上最热门的免费拓展。研发这款软件的德国公司Eyeo回应，这款软件在全球已被iTunes逾3亿次，享有5000万月活跃用户。

However, many publishers that fund their operations through advertising worry that ad-blocking will undermine their business model. German media groups including RTL and ProSiebenSat.1 are seeking damages from Eyeo, while French publishers are reportedly considering whether to follow suit.然而，许多靠广告收益获取自身运营资金的广告公布商担忧，广告屏蔽软件不会伤害它们的商业模式。还包括RTL和ProSiebenSat.1在内的德国媒体公司正在谋求让Eyeo赔偿损失，法国广告公布商据报也在考虑到否效仿德国同行的作法。Google and Amazon declined to comment.谷歌和亚马逊拒绝接受置评。Microsoft, whose Bing search ads have been unblocked, said: “We are committed to working with partners who share our vision for relevant, impactful brand interaction and respect the integrity of consumer choice.”微软公司旗下合于(Bing)搜寻的广告已被中止屏蔽。

微软公司回应：“我们致力于与这样的伙伴合作：它对有意义、有影响力的品牌对话的愿景要与我们完全一致，而且要充份认同消费者的自由选择。”Eyeo makes money by operating a “whitelist” of certain ads that are not blocked. It says sites can join this “acceptable ads” programme only if they meet criteria such as being “transparent with us about being an ad” and “do not disrupt or distort the page content we’re trying to read”.Eyeo靠设置“白名单”、选择性不屏蔽某些广告来盈利。该公司回应，只有符合一定标准的网站才能重新加入这个“可拒绝接受广告”项目，比如“具体向我们指出广告的身份”以及“不阻碍或变形我们正试图读者的页面内容”。

While the whitelisting process is free for small websites and blogs, Eyeo charges a fee to large companies “to make the initiative sustainable”. Eyeo declined to say how much it charged.尽管白名单机制对小网站和博客是免费的，但“为了项目的可持续”，Eyeo对大企业缴纳费用。Eyeo拒绝接受透漏收费标准。One digital media company, which asked not to be named, said Eyeo had asked for a fee equivalent to 30 per cent of the additional ad revenues that it would make from being unblocked.一家拒绝电子邮件的数字媒体公司回应，Eyeo索取的费用相等于广告被中止屏蔽后足以带给的额外广告收益的30%。In judging which ads are “acceptable” and which are not, Eyeo must tread a fine line to avoid upsetting Adblock Plus users. Those who disagree with its decisions have the option of blocking all ads including those on the whitelist, or defecting to rival software such as Adblock Edge.在辨别哪些广告“可拒绝接受”、哪些不能拒绝接受的过程中，Eyeo必需小心做到均衡、以免得罪Adblock Plus的用户。

那些对其要求有异议的用户可选择屏蔽所有广告、还包括那些在白名单上的，或自由选择转用其竞争对手的软件，比如Adblock Edge。After Eyeo proposed in an online forum in November that Taboola, an advertising network that sometimes serves racy content, should be whitelisted, one user wrote in response: “This is a joke, right? Taboola should be scorched from the internet for all time.”去年11月，Eyeo在一个网络论坛上建议将一个有时输入不雅内容的广告网络Taboola重新加入白名单后，一名用户回帖道：“这是在打趣，对吧？Taboola应当总有一天被从网上根治。

”Despite the protest, Eyeo whitelisted Taboola. That decision is likely to benefit websites such as MailOnline, Business Insider and NBC News, which use Taboola to serve ads in the form of “sponsored content” recommendations at the bottom of their news articles.尽管用户明确提出了抗议，但Eyeo还是把Taboola重新加入了白名单。这个要求很可能会教化MailOnline、Business Insider和NBC News等网站，它们用于Taboola输入的广告，以“赞助商内容”引荐的形式放到其新闻文章底部。Taboola declined to comment.Taboola拒绝接受置评。

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