Name: Facebook可能高估了它的廣告影響力 (Facebook May Be Overestimating Its Ad Reach)
Uploaded: 2021-01-14T07:03:57.000Z
Duration: 2 min 30 s

Another interesting story you worked on about Facebook today.

Analyst reported out that Facebook is saying it can reach people who don't exist.

分析師透露，臉書表示他們可以觸及不存在的人

They're inflating these numbers of people that they say exist that this analyst says don't exist.

臉書正在膨脹其觸及人數，且聲稱這些人確實存在，但分析師卻認為那些人根本不存在

Ok, so on one hand we're talking about the estimated reach of a Facebook ad.

好，所以一方面我們在談論臉書廣告的預估觸及率

On the other hand, we're talking about the numbers that are in the US census.

另一方面，我們在談論美國人口統計顯示出的數據

So Facebook says it can reach more people that are in the US census.

所以臉書表示它可以觸及更多美國人口

Of course that implies that... in Facebook, which is a place where we have real names,

當然那意味著... 在臉書上我們用真實姓名

we have identities, Facebook sells its advertising based on that.

我們擁有身分，而臉書基於那些資料來投放廣告

There might be some fake names, fake identities or duplicate accounts or whatever it might be.

但也可能有一些假名字、假身份、雙重帳號或任何其他形式

What Facebook says in response is that they don't mean to totally match the census.

臉書針對這個問題所做出的回應是，他們並不打算完全與人口統計一致

there are often visitors or people who are in a place that are not actual residents of that place.

經常有遊客或人們待在那兒，而他們也不是那個地方的居民

And that the advertisers only pay for the people that they reach.

而且廣告商只為所觸及的人們付費

So, this analyst report is coming from Brian Wieser of Pivotal.

這份分析報告來自市場研究公司 Pivotal Research 的分析師 Brian Wieser

And I'm curious... He's saying there's like a ten million dollar, ten million person difference.

我很好奇，它裡面提到實際觸及人次的差距高達一千萬人

I mean, do these other kinds of people that Facebook is talking about... Can they really be ten million of them?

我是指，臉書所指的這類型的人... 真的有多到一千萬人嗎？

Yeah, I think that what this comes back to is this debate we've had for more than a year now

是啊，我認為這又回到一年多來的爭論重點

about how much we can really trust metrics on digital properties.

關於我們究竟能信任數位資產的指標到何種程度

And Facebook had a little bit of controversy last year

when it said that they inflated some metrics it was giving advertisers.

當時他們表示膨脹了一些提供給廣告商的參考指標

but it did cause a ripple effect in the advertising industry

但這在廣告界確實產生了連鎖效應

We don't really know if all of the people that Facebook says we're reaching

我們真的不知道臉書說所接觸到的所有人

are actually people or if they're fake accounts,

是否真的是人，還是只是假帳號

or if they are actually looking at these ads,

或者他們實際上正在觀看這些廣告

In that case, it would be like a bot clicking on the ad which is not actually human.

在這種情況下，這會像是機器人去點擊廣告，而非人類所點擊的

So they've been trying to fix their system,

they've been trying to work with third-party verifiers,

他們一直試圖與第三方驗證機構合作

to make sure that these numbers are legit.

Meanwhile, this report from Wieser at Pivotal Research

同時，來自 Pivotal Research 分析師 Brian Wieser 的這份報告

gives more fodder to this argument from advertisers that they need more transparency from Facebook.

更增強了這項爭論 —— 廣告商需要臉書拿出更透明的數據