2021年经济学人 手机大数据窥探隐私,苹果新规来帮忙(4)

The inability to share data is forcing advertisers to come up with new ruses¹. One is to bypass rules banning data transfers between ad-tech companies by consolidating². In February AppLovin, a mobile-software firm, acquired Adjust, which provides mobile-ad attribution, reportedly for $1bn. Another is to ask users to “sign in”, which lets an app monitor their behaviour with no need for IDFAS. And instead of targeting individuals, marketers can target broader interest groups—coffee lovers, Daily Mail readers, and so on—much as they did in the pre-internet age. It’s “back to the future”, says Mr Wieser.

由于无法共享数据，广告商不得不另谋出路。一种途径是广告科技公司通过合并来避开禁止公司之间互通数据的规定。今年2月，移动软件公司AppLovin收购了提供移动广告归因的Adjust，据传收购价格为10亿美元。另一种途径是要求用户“登录”，应用程序就可以在无需获取广告商识别码权限的情况下监控用户行为。营销商还可以像前互联网时代所做的那样，将广告投放瞄准更广泛的兴趣群体，如咖啡爱好者、每日邮报读者等，而非针对个人。维瑟表示，这是“回到未来”之举。

Stripped of accurate ways of measuring their impact, “direct-response ads” that require consumers to take an action (like clicking) lose their appeal. Advertisers will again have to gauge³ ads’ effectiveness by looking for a rise in sales in a region where an ad ran but not elsewhere. Because campaigns that promote general awareness⁴ of a brand never benefited as much from tracking, platforms which mostly attract brand advertising⁵ will not feel much difference. Snap, whose social network, popular with teenagers, belongs to that group, posted a year-on-year rise in revenues of 66% in the first quarter.

由于被剥夺了准确衡量成效的方法，要求消费者采取行动（如点击）的“直接反应广告”也失去了吸引力。广告商将不得不通过观测广告投放特定地区（而非其他地方）的销量增长，来再次衡量广告效果。因为提升品牌知名度的广告活动从来没有很大受益于数据跟踪，因此主要吸引品牌广告的平台也不会受到太大波及。深受青少年欢迎的社交网络Snap便属于这类平台，其今年第一季度收入同比增长66%。

The less advertisers know about their audience, the costlier⁶ advertising will become. Facebook has argued this will hurt small businesses. It is probably right, thinks William Merchan of Pathmatics, a data company. Digital ads promise to cut waste in media buys, he says. Now that advertisers are again in the dark about which half of their budget is wasted, they are “going to have to just spend more”.

广告商对他们的消费者了解越少，广告成本就会越高。Facebook辩称，苹果新规将损害小型企业。数据公司Pathmatics的威廉·梅尔科认为，Facebook的说法可能是对的。他说，数字广告可保证减少广告经费的浪费。如今，广告商们又再次一无所知，不知道哪一半的预算被浪费了的他们“将不得不花更多的钱”。

1 ruses   

n.诡计，计策( ruse的名词复数 )

参考例句：

• Buyers use different ruses to wring free credit out of their suppliers. 买主们千方百计想从供货商那儿无息赊购。 来自柯林斯例句

2 consolidating   

v.（使）巩固， （使）加强( consolidate的现在分词 )；（使）合并

参考例句：

• These measures are meant for consolidating the system of basic medical care. 这些举措旨在夯实基层医疗体系，让老百姓看大病不必出远门。 来自互联网
• We are consolidating the Chinese and English versions of our homepage. 我们将为您提供中英文版本一起的主页。 来自互联网

3 gauge   

v.精确计量；估计；n.标准度量；计量器

参考例句：

• Can you gauge what her reaction is likely to be?你能揣测她的反应可能是什么吗？
• It's difficult to gauge one's character.要判断一个人的品格是很困难的。

4 awareness   

n.意识，觉悟，懂事，明智

参考例句：

• There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
• Environmental awareness has increased over the years.这些年来人们的环境意识增强了。

5 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

6 costlier   

adj.昂贵的( costly的比较级 )；代价高的；引起困难的；造成损失的

参考例句：

• Alligator skin is five times more costlier than leather. 鳄鱼皮比通常的皮革要贵5倍。 来自互联网
• Disagreements among creditors can be costlier still. 债权人之间的分歧会加大重组的费用。 来自互联网