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  • Another interesting story you worked on about Facebook today.

    今天有另一則你對臉書的研究

  • 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

  • In fact, by ten million.

    事實上,能觸及到一千萬人

  • 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

  • Explain what's happening here.

    解釋一下究竟是什麼狀況

  • 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

  • In fact, in a lot of geographic regions,

    事實上,在很多地理區域

  • 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?

  • Ten million tourists in America?

    待在美國的一千萬個遊客?

  • 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

    而且去年臉書引發一些爭議

  • 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

  • They fixed those problems.

    而他們修正了那些問題

  • They weren't related to billing,

    那也與計費無關

  • 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

  • where people were thinking...

    人們在思考...

  • 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

  • or if it's click fraud.

    又或者是點擊詐欺

  • 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,

    所以他們一直在努力修復系統

  • 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.

    來確保這些數字是正當的

  • 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

Another interesting story you worked on about Facebook today.

今天有另一則你對臉書的研究

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B1 中級 中文 美國腔 臉書 觸及 分析師 廣告商 點擊 膨脹

Facebook可能高估了它的廣告影響力 (Facebook May Be Overestimating Its Ad Reach)

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    Ann 發佈於 2021 年 01 月 14 日
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