广告商以公平和透明为由, 将大科技推向披露数字广告拍卖秘密。 Advertisers push Big Tech to reveal digital ad auction secrets, citing fairness and transparency concerns.

主要广告商和行业团体正在敦促Google、Meta和亚马逊等大科技公司对数字拍卖采用自愿透明度标准,寻求更明确地披露投标规则、定价因素和拍卖机制。 Major advertisers and industry groups are urging Big Tech firms like Google, Meta, and Amazon to adopt voluntary transparency standards for digital ad auctions, seeking clearer disclosure of bidding rules, pricing factors, and auction mechanics. 媒体评分理事会提出这些标准,以加强方案广告的问责制,在80%的数字广告销售中使用的闭路拍卖通常涉及暗中调整,从而影响结果。 The Media Rating Council proposes these standards to increase accountability in programmatic advertising, where closed-loop auctions—used in 80% of digital ad sales—often involve hidden adjustments that can influence outcomes. 批评者认为,不透明使平台能够操纵价格,有可能使广告商的成本膨胀,减少出版商的收入。 Critics argue opacity enables platforms to manipulate prices, potentially inflating costs for advertisers and reducing publisher revenue. 尽管谷歌拒绝加入, 梅塔和亚马逊也参与其中。 Though Google declined to join, Meta and Amazon are participating. 这一举动遵循了谷歌从事反竞争行为,包括秘密推动竞争对手的投标的法律结论。 The move follows legal findings that Google engaged in anti-competitive behavior, including secretly boosting rivals’ bids. 广告商现在寻求对过去策略进行结构性改革,比如威胁削减开支。 Advertisers now seek structural reforms over past tactics like threatening to cut spending.