谷歌、臉書被要求公開廣告投標機制！原因耐人尋味大綱
Google and Facebook should be forced to open up their ‘complex and opaque ’ advertising business, so that online news publishers can make enough money to survive, a report has warned.
一份報告提醒道，應強制谷歌和臉書開放它們“複雜且隱晦的”廣告業務，這樣在線新聞出版商才能賺足夠的錢生存。
Online news providers struggle to make ends meet because Google and Facebook hoover up so much of every pound spent on advertising on news websites. The report says web giants should have to sign up to a new code of conduct – overseen by a regulator – to ensure they deal with publishers fairly.
因爲在新聞網站登廣告所花費的每一英鎊，谷歌和臉書都會從中抽取大量分成，所以在線新聞供應商很難維持收支平衡。該報告表示，網絡巨頭應該簽署一份新的行爲準則，並接受監管者的監督，以確保他們與出版商公平交易。
It suggests that Google and Facebook should disclose how much of every pound spent on online advertising actually reaches the publisher, after it is funnelled through automatic bidding systems.
該報告建議，谷歌和臉書應公開自動投標系統從在線廣告收入中抽取分成之後，出版商從中能獲得多少收益。
They should also be forced to give publishers ‘early warning’ about major changes to their ‘algorithms ’ – computer codes that dictate the order of search results – to give websites time to prepare, the report says.
該報告表示，應該強制谷歌和臉書“提早提醒”出版商其“算法”（規定搜索結果順序的計算機代碼）的重要變更，以便給網站一些準備時間。
The recommendations come in the review of the sustainability of the UK Press, ordered by Theresa May last year and undertaken by former journalist Dame Frances Cairncross.
去年英國首相特麗莎·梅下令審查英國出版業的可持續性，前記者弗朗西絲·凱恩克羅斯爵士在這份報告中提出了這些建議。
In her report, Dame Frances warns that written journalism is ‘at risk’, because of the stranglehold Google and Facebook have on the search and advertising markets and people's data.
在她的報告中，弗朗西絲爵士告誡道，因爲谷歌和臉書在搜索和廣告市場以及個人數據上的壓制，文字新聞業正“處於危險之中”。
