An early morning in Greenwich Village sparks an epiphany about the growing chasm between the old and new worlds of advertising. My television displays the outdated stationary, scattershot approach to selling products: The talk show I’m watching is interrupted by a commercial for feminine incontinence pads. Wow, did they ever get my profile wrong!
分钟后，在街上出来，我进入了移动数字广告的新时代。当我在销售时搜索智能手机时，谷歌立即找到我并建议附近的斯凯克斯店。但是Facebook的Waylays Me。当我通过星巴克时，一个难以抵制的舌头促销，在我的手机屏幕上伴随着新闻饲料。
Over the past decade the traditional advertising market has been shattered by a high-tech earthquake. Internet advertising — dominated by Facebook and Google — has devastated print publication revenue and is now devouring the main income source of theTV broadcasting and cable industry。到明年年底，数字广告支出可能超过商业广告的电视收入。
The two Internet giants use different strategies to capture ad revenue: Google depends on its search engine, whereas Facebook uses its vast社交网络。最终，营销人员可能被迫决定哪种策略最适合其产品。但广告市场如此之大，这两家公司迄今为止避免了对抗。“我认为他们没有参加摊牌，”T. Rowe价格媒体和电信基金的投资组合经理Paul Greene说，它拥有Facebook和字母，谷歌的父母，在其36亿美元的资产中。“谷歌和Facebook还有巨大的收入口袋，而不互相攻击。”
谷歌总部位于加利福尼亚州的山景，使其成为无人驾驶汽车，云计算和智能家居设备的项目的头条新闻。Facebook，距离梅洛公园仅有十英里外，已成为新闻行业最强大的来源。但最重要的是，这两个硅谷巨头是广告平台 - 世界上最有效和普遍普遍存在。广告提供超过90％的收入和利润。
谷歌enjoys a near-monopoly of online searches. As its chief executive officer, Sundar Pichai, tirelessly proclaims, “Google’s mission is to organize the world’s information and make it universally accessible and useful.” Facebook has a stranglehold on social networking. Its mantra, cited at every company presentation by co-founder and CEO Mark Zuckerberg, is “to give everyone in the world the power to share anything with anyone.”
Investors wax enthusiastic over both approaches to advertising. Google is unbeatable for consumers who have already decided to purchase a product and are searching for a favored brand at the cheapest price. “Per unit of time spent, search monetizes dramatically better than any other form of advertising, and it always will,” says Gavin Baker, who manages the Fidelity OTC Portfolio, whose $13.3 billion in assets include Alphabet and Facebook.
But there is a whole advertising market that search cannot address: the ability to offer products to consumers based on the interests and preferences they have shared in their Internet communications with friends and family. And Facebook, which pioneered social networking, is virtually unchallenged in this market. “Advertisers increasingly view Facebook as a platform where you can reach very large audiences and target people down to the micro, individual level,” says Eric Sheridan, a New York–based media analyst for UBS Securities.
目前，谷歌父母的字母是较大的公司，市场上限比Facebook和去年的收入高近50％，这比其竞争对手的4倍。但Facebook的收益比2016年上半年的谷歌增长了三倍以上。并且Facebook让用户只要谷歌所做的两倍，就可以粘在其应用程序中。更多“眼球”时间最终转化为更高的广告收入。
谷歌显然是担心其竞争对手的rapid gains. A spokesman said it was company policy not to make Google executives available for a story that would include interviews with Facebook executives. By contrast, Facebook offered interviews without preconditions with two of its leading advertising managers: Will Platt-Higgins, vice president for global client partnerships, and Patrick Harris, global director of agency development.
所有字母和Facebook晒太阳斯都在华尔街的钦佩。他们是由股权分析师的压倒性共识的额定购买和强大的购买;没有单一分析师在任何一个分析师都有一个卖出或低位的评分。两家公司都有毛利率，几乎没有历史先例：62.4％，对于去年的Facebook的谷歌和84％。
像这些边缘一样，消灭了疯狂的男人广告时代的任何遗迹。Don Draper对客户的慢，昂贵的面对面的投球让您在五寸iPhone和三星Galaxy屏幕上更便宜，更快的计算机生成的广告。麦迪逊大道的一个反复的Maxim是，机构必须在合适的时间向合适的人提供正确的广告。“但是，越来越多的人在该等方程式的正确时间由机器处理，”基于纽约广告代理商的深度焦点主席Ian Schafer说。“而且机器可能尚未负责创建正确的广告，而且也可以由机器选择。”
没有公司有更聪明的机器 - 武装最新人工智能- 而不是谷歌和Facebook。After claiming two thirds of the $59 billion in U.S. online advertising revenue last year, the pair stand to increase their market shares in 2016 thanks to their mastery of the two foremost media trends: the shift from desktop computers to mobile phones and the increasing use of video rather than words in advertisements.
“The most intimate device in our lives is the smartphone,” says Rich Greenfield, a New York–based media analyst at global brokerage BTIG. “So the whole media world is trying to go mobile.” Facebook is the leader. Only four years ago desktop computers accounted for almost all ad revenue at Facebook; today 84 percent of this income is generated on smartphones. At Google mobile ads account for slightly more than half of revenue.
但谷歌在Facebook中远远领先于视频，因为YouTube的爆炸性增长，谷歌亚慱体育app在十年前购买了165亿美元。在令人垂涎的18岁的市场中，YouTube甚至在广播和有线电视中统治至高无上。“虽然电视网络正在失去观众，但我们在每个地区和各个屏幕上都在增长，”Youtube首席执行官苏珊·苏珊·苏珊·苏珊在六月在加利福尼亚州阿纳海姆举行的一年一度的在线 - 视频大会上，他们在vidcon举行了大约20,000名广告高管的观众亚慱体育app。“今天更多千禧一代tune into YouTube on mobile alone during prime time than to cable or broadcast TV networks.” According to investors, the future looks ever brighter.
“如果有的话，每个人都低估了YouTube的潜力，”T. Rowe价格的Greene说。
即使在谷歌和Facebook之前充分利用他们的视频潜力，两家公司都在竞争设备上努力，以获得增强和虚拟现实亚慱体育app。扎克伯格相信VR.有一天可以提出智能手机作为与互联网的主要连接，作为广告平台。两年前的公司Facebook购买了20亿美元的公司耳机，被认为是市场上最先进的VR设备。“显然，Facebook凭借Oculus，Facebook进一步沿着虚拟现实，”麦古瑞首都纽约媒体分析师Ben Schachter说。“但谷歌正在进行很多投资。”
Given the extraordinary speed of Internet developments, there is no assurance that Google and Facebook can stave off future threats. Amazon.com, for example, could leverage its e-commerce might into advertising. Snapchat, a five-year-old messaging and photo-sharing service with enormous appeal among younger people, is growing at a Facebook-like pace.
但是，现在，谷歌和Facebook面临的最严重的问题与他们在全球各地引发的恐惧症状有关。在欧洲，谷歌坚持指责滥用其主导地位，以抵御较小的竞争对手，因此争夺几个可能花费数十亿美元的套装。在美国，Facebook在保守派中引起了疑似，即其新闻报道倾向于自由主义者。与此同时，每个政治条纹的新闻出版物都遭到Facebook作为一种更广泛地曝光其内容和广告资料的载体。
Some investors are wary of the new shareholding class created by Google’s and Facebook’s founders to ensure they will continue to guide their companies without pressure from Wall Street (see “Facebook和Google拥抱创新，而不是公司治理，“）。“有些创始人似乎只是因为股东提供资本并不意味着他们应该享有相应的权利，”纽约的关联研究集团股权研究公司的高级分析师Brian Wieser说。
20多岁的天才建立企业的天才在几年内飙升到商业世界的巅峰之内，这样的哈布里斯是可以理解的。Sergey Brin，俄罗斯移民和拉里页面是博士学位。斯坦福大学计算机科学的学生在1996年创建了一个研究项目的搜索引擎。一年后他们将其作为一个Web域，Google.com和1998年将其正式纳入谷歌。到那时它已经跳过过去的更多成熟的搜索引擎，如雅虎！和lycos。
In 2000, Google began to display text-based ads on its web pages. The business accelerated so rapidly that in 2001, on the advice of investors, Brin and Page hired Eric Schmidt, a seasoned software executive who had headed Novell for four years, as Google’s first CEO. Three years later came an IPO, which valued Google at more than $23 billion. Today Brin and Page, both only 43, are worth more than $37 billion apiece. Schmidt, 61, is now executive chairman of Alphabet, with an $11.3 billion fortune of his own.
Facebook’s ascent has been even more spectacular. The hit 2010 filmThe Social Networkchronicled Zuckerberg’s sharp-elbowed sprint to create Facebook with several college classmates in 2004 before dropping out of Harvard University and moving to Silicon Valley. A key step in managing Facebook’s fast growth was the hiring of Sheryl Sandberg as chief operating officer in 2008. She had spent the previous seven years at Google, in charge of global online ad sales. Numerous other talented Google alumni also flocked to Facebook, which gained a reputation as the Internet’s hottest company.
2012年首次公开募股后的四年中，Facebook比历史上的任何业务达到3000亿美元的市场上限。今天Zuckerberg，32岁，是地球上最富有的人类，个人价值超过550亿美元。
But Facebook’s path was not trouble-free. In 2011, Google launched its own social network, Google+, in a head-on challenge to its upstart rival. Moreover, the shift from desktop to mobile was under way. Doubts among analysts and investors that Facebook could manage the transition led to an initially disappointing response to the company’s IPO. “We had a sell rating at the time,” recalls BTIG’s Greenfield. “But Facebook succeeded because Zuckerberg pivoted the company better than anybody else in media has ever been able to do.”
甚至在证明其到移动迁移是成功的之前，Facebook仍采购了250亿美元的收购狂欢，旨在扩大其用户数量并将其保持在线更长。这些采购中最大的是防守：2012年的10亿美元用于Instagram，一家照片共享应用程序，以及2014年为Whatsapp的往返2180亿美元，这是一个带有绝大多数用户在北美国家的广大用户的消息服务。在两种情况下，扎克伯格确定这些快速增长的初创企业竞争同样的年轻观众Facebook。
Today Facebook counts 1.7 billion users. Many of them overlap with the 1 billion users each at Facebook Messenger and WhatsApp, and the 500 million users at Instagram. For now only Facebook and Instagram are advertising platforms. This has left investors drooling over the company’s growth prospects once monetization begins at Messenger and WhatsApp.
尽管大型领导谷歌仍然享有，但汹涌的向上轨迹在Facebook上诱导了无敌的感觉。凭借5420亿美元的市场上限，仅次于苹果公开上市公司中的苹果，而字母表的估值远远超过Facebook的37.3亿美元。谷歌的2015年谷歌的745亿美元收入为童装Facebook为179亿美元。但Facebook正在以热情的节奏增长。2016年上半年，该公司118亿美元的收入比同期的66％高66％，净收入爆炸了254％，达到42亿美元。谷歌的前半年收入为418亿美元，比去年同期增加了19％，净收入增加了23％，达到91亿美元。
During recent quarterly earnings calls, Zuckerberg has evoked a limitless future, with a tripling of Facebook users to 5 billion-plus and a 20-fold rise in business advertisers within a decade. Meanwhile, COO Sandberg gets high marks from analysts for answering arcane financial questions with lively examples and anecdotes about business clients large and small. “She does a very good job of putting a human face on what Facebook is trying to do with both their advertising and user engagement platforms,” says UBS’s Sheridan.
相比之下，Google盈利呼叫似乎可以干燥。更强调的是成本控制，部分原因是公司的远期，未来派项目尚未表现出利润。作为谷歌控股公司作为谷歌控股公司的去年的创作是通过证明管理层的主要专注于谷歌广告收入来吸取投资者。自我驾驶汽车，智能家居设备和生命科学研究的未经证实的资金，如自动驾驶汽车，智能家居设备和生命科学研究现在与其他赌注另行分组。In recent months there have been three high-level executive departures from these noncore activities: in June, Tony Fadell, head of Nest, Alphabet’s smart-home devices, followed in August by Chris Urmson, a leader of the self-driving car project, and Bill Maris, chief executive of GV, the venture finance arm.
“The company wasn’t as aligned with shareholders as it should have been,” says Michael Nathanson, analyst and partner at New York–based MoffettNathanson, a leading media research firm. “So the separation of Google and Other Bets is hopefully a step in that direction.”
But Google has fallen short on other fronts. Despite owning Android, the world’s leading mobile operating system, Google has lagged Facebook in the transition from desktops to smartphones. Although Google was an early pioneer in cloud computing, it has dropped far behind market leaders Amazon and Microsoft Corp. Even more disappointing, Google+ — the social network that was supposed to provide an alternative to Facebook — has fallen on its face. Alphabet does not disclose the number of Google+ users, but some analysts estimate it has no better than a low-single-digit share of the social networking market. In 2014, Vic Gundotra quit as head of Google+ and left the company. Nowadays little is heard about Google+. “To some extent, Google has become a reactive company,” says Colin Sebastian, San Francisco–based analyst for Robert W. Baird & Co.
由于YouTube的现象，这些挫折对谷歌更容易忍受。十亿观众 - 互联网上几乎一半的人 - 使用该应用程序。在观看时间方面，YouTube比Facebook视频总数大六倍。亚慱体育app虽然谷歌未透露其YouTube收入，但2016年4月瑞银研究报表估计2015年，视频应用程序贡献了85亿美元，谷谷谷物广告收入的12.6％;亚慱体育app这是两年前的YouTube的份额。
As part of Google’s search engine, YouTube can instantly gratify users curious to view and hear anything from Winston Churchill delivering his “blood, toil, tears and sweat” speech to Parliament in 1940 to Maria Callas singing her famed “Casta Diva” aria from Bellini’s诺玛在1957年的La Scala到了恐怖的开放场景Jaws（1975）。就像几乎所有YouTube产品一样，这些视频剪辑前面是广告。亚慱体育app
作为流行音乐的流媒体，YouTube正在快速追赶市场领导者Spotify和Apple音乐。在已经遗弃电视的电缆刀具中，有利于视频流，YouTube已成为Netflix和Amazon Prime的严重替代品。亚慱体育app
YouTube的气球观众和广告收入对于广播和电缆行业来说是可怕的新闻。可以承受它的广告商一直喜欢电视。如果广告商想要一名男性观众3000万名观众，它会在ESPN上购买老虎机。但是YouTube就像瞄准男性观众一样高效，并且更便宜。“达到可以在互联网上制造，”T. Rowe Price的Greene说。“你可以去谷歌并要求购买3000万男性观众的广告时间。他们是否正在观看ESPN上的大学橄榄球比赛或在YouTube上旅行视频？“亚慱体育app
Increasingly, brand-name companies are coming to the same conclusion. In a testimonial at YouTube’s Brandcast conference for advertisers, held in May at New York City’s Javits Center, Jack Hollis, chief marketing officer for Toyota Motor Sales U.S.A., recounted how and why his company became an early adopter of online video.
Back in 2010, Toyota launched the Sienna. Like all minivans, the Sienna was burdened with a boring, suburban image. “We set out to change that perception,” Hollis said. A TV commercial would be too costly and brief, so Toyota chose a zanier, less expensive approach on YouTube. To a background rap beat, a balding, middle-aged dad and streaky-blonde mom in a shapeless sweater sway to the music. In the next scene Dad, with a feather boa around his neck, plays tea party with his little girl and suddenly sends the cups flying off the table with a sweep of his arm. The music volume rises and the lyrics extol the Sienna: “It’s the swagger wagon.”
The offbeat, two and a half minute ad went viral. “It became an instant hit, connecting millions of parents who just wanted to feel a little bit cool,” Hollis said. More to the point, he added, the commercial helped drive a nearly 50 percent boost in Sienna sales year-over-year.
大多数视频亚慱体育app广告，无论是在youtube或facebook上，都没有差不多。在允许查看者跳到他们搜索的视频剪辑之前，您平均运行六秒钟。亚慱体育appFacebook视亚慱体育app频广告倾向于在查看者击中跳过按钮之前持续三秒钟。Facebook的静默视频广告称为自亚慱体育app动播放，立即将品牌放在移动屏幕上，并立即将品牌放在移动屏幕上，以确保消息通过他们的新闻源滚动之前通过观众才能完成。
但是，在9月下旬，Facebook承认客户夸张的客户，Autoplay观众实际在跳过内容之前实际看着视频广告。亚慱体育app在披露前几个月，批评者敦促谷歌，Facebook和其他互联网广告商转向独立公司来测量观众数据时间。“Companies are paying for ads that in some cases aren’t ever viewed, and that’s causing marketers to ask new questions about the effectiveness of their digital marketing,” says Jonah Goodhart, chief executive of Moat Analytics, a New York–based firm that measures the effectiveness of digital ads.
Still, there is little dispute that Facebook and Google target audiences far more effectively than television or print publications can. “When you show an ad on television, you don’t know who’s watching it or if they are sitting in front of the TV or have gone to the bathroom,” says Fidelity’s Baker. By contrast, Google and Facebook have immense data troves on their users. “They have built ad inventory exchanges that enable advertisers to use that data to target people wherever they are,” says Deep Focus chairman Schafer.
Facebook和谷歌窃据的数据的深度和粒度有时会让企业客户惊喜，这些客户认为他们比任何外人都能更好地了解他们的消费者。在目前经典的广告案例中，Wendy的Co.两年前接近Facebook，帮助推出新的烧烤三明治。Wendy希望广告活动专注于南部和西方国家的25至34岁，其居民已知烧烤爱好者。
But Facebook’s news feeds uncovered two surprising data insights that ended up shifting Wendy’s campaign: The best potential market was states like Vermont, where consumers complained about not having access to quality barbecue, and barbecue lovers in the targeted 25- to 34-year-old demographic group had a strong affinity for TV and film stars from the 1980s.
Wendy’s responded by pushing the new barbecue sandwich with quirky Facebook video ads featuring Ralph Macchio from theKarate Kidmovies and (Stone Cold) Steve Austin, a former World Wrestling Entertainment star. “It wound up being Wendy’s best-selling sandwich to date,” says Patrick Harris, Facebook’s agency development chief.
Such data-driven advertising is a far cry from the world depicted onMad Men。Among the most memorable episodes of the hit series is “The Carousel” (2007), in which Don Draper makes his pitch to Eastman Kodak Co. to market a new revolving slide projector. Using photos from his own failing marriage, Draper goes back and forth in time to recapture the best moments and create a sense of nostalgia around the new product. The two Kodak ad executives are left speechless. So were real-life ad people. “As I watched the episode, the hair on my arms went up because I have been in a room experiencing that kind of presentation to a client,” recalls Nancy Hill, CEO of the American Association of Advertising Agencies (4A’s), a century-old industry lobbying group.
Unfortunately for traditional ad agencies, such moments are rare nowadays. “Some of that still exists on the ad creation side of our business,” says Deep Focus’s Schafer. “But in ad distribution — the media-buying side of the business — it’s driven by machines.” Soon machines may claim the creative side.
Two start-ups, Wochit and Wibbitz, with offices in New York and Tel Aviv, use machines to analyze and summarize newspaper and magazine articles, then locate photographs and videos from news industry sources to accompany the stories. The firms’ clients include Gannett Co., Hearst Corp., Time Inc. and Tronc (formerly Tribune Publishing), among others. It’s a short step to using the same automation techniques to create and sell video ads. In June, YouTube began offering YouTube Director, an app that allows businesses to produce their own video ads.
传统的广告机构正在转变为客户与勇敢的新互联网世界之间的中介机构。“这是艰难的代理人，”宾夕法尼亚州谢谢，Facebook的全球账户副总裁和赛马和赛马和灰色集团的前广告代理执行委员会。“客户希望他们的代理商用手带走，并通过这个新的广告世界引导他们，并告诉他们这一切都会好起来的。”
Traditional television also faces a diminished role. Digital ad spending — with the lion’s share going to Google and Facebook — is expected to overtake TV by the end of next year, according to ZenithOptimedia, a London-based subsidiary of public relations and advertising multinational Publicis Groupe. The firm predicts that by the beginning of 2018 Internet advertising will account for 37.6 percent of an estimated $603 billion in global ad spending, compared with 34.1 percent for TV.
Rather than attempting to fight off the inevitable, TV is choosing to collaborate with the digital giants. Television advertising is still the best platform for selling a mass brand like Head & Shoulders shampoo, but it works even better when a version of the same ad is also shown on YouTube or Facebook to younger, cordless viewers. Broadcast and cable networks turn to the Internet to drive what they call tune-ins. “They use Facebook to encourage people to tune in and watch their shows, or to tease a commercial before it airs on TV,” says Platt-Higgins.
所有这一切都适用于传统广告代理商和电视广播公司的艰巨地平线。但中小型企业生活在一个黄金时代的机会。无法负担电视广告或印刷媒体广告，少得多的广告代理商，这些业务突然被谷歌搜索，YouTube和Facebook授权，以便在其邮政编码和全国各地的客户到达客户。
Sparkle in Pink, a Riverton, Utah–based small business selling girls’ clothing, went national and increased its monthly sales by 9 percent beginning last year after uploading a slide-show ad and instant-shop button on its Facebook page. Patsy’s Pizzeria, whose clientele is mostly within a five-block radius in Greenwich Village, is on YouTube with a mouthwatering demonstration of a pizza’s preparation, from raw, kneaded dough to its retrieval from the oven by a wooden paddle.
在Facebook上已经有超过300万个中小型企业广告，数字巨头估计，在未来五到十年中，总数可能会增加到6000万。“如果你是一个刚从划痕开始的干燥清洁剂，你就没有钱保留了一个机构，”普利克斯说。“但是您拥有一个智能手机，允许您拍摄和编辑电影并使用Facebook的目标工具来联系您的受众，这通常是一个非常本地的工具。这是一个总比赛更换器。“
智能手机的力量为更大的企业呈指数级倍增。在他们与亚马逊领导的在线零售商，砖和砂浆巨头的战争中Wal-Mart商店和目标公司最初观看了令人沮丧的智能手机：购物者走下了商店的通道比较亚马逊交易价格。但是，今天连锁店拥抱移动和团队与Facebook和Google一起开发绘制购物者的在线产品。
“手机是目标的前门，”零售商的当时首席营销官杰夫琼斯杰夫琼斯告诉一位在1月拉斯维加斯的消费电子展上的广告商观众。以来，超过一半的目标数字销售是在智能手机上进行的，自2014年以来为200％的跳跃。
大部分增加与由目标和Facebook开发的名为车轮的应用程序相关联。它允许目标上传其整个目录，并为正在仔细考虑购买的Facebook用户提供产品。早上火车上的通勤者可能会为她的孩子浏览互联网，而是推迟交易。下次她继续她的Facebook新闻饲料时，将在她的移动屏幕上弹出床的目标广告，如果她的Facebook好友也购买产品，她将有资格获得未来的折扣。
According to Jones, who recently was hired by Uber Technologies CEO Travis Kalanick as president of the ride-sharing service, Target shoppers were four times more likely to buy a product if their friends had purchased the same item. Cartwheel claims more than 22 million active users and $3 billion-plus in sales for Target in the three years since its launch.
fast-shift刀枪不入不是保证ing high-tech era. Search engine pioneer Yahoo! reached a peak valuation of $125 billion in January 2000; this past July its Internet business was acquired by Verizon Communications for $4.8 billion.
一个过度依赖广告收入可能prove risky for both Google and Facebook. A popular backlash is building against the flood of mobile ads. According to PageFair, a company that tracks this phenomenon, one in five smartphone owners worldwide are using mobile ad–blocking browsers. That’s a whopping 90 percent rise in the year ended March 31.
“毫无疑问，广告阻止是一种威胁，”4A的山丘说。“它来了，因为我们为消费者创造了可怕的体验。我们已经把大量的广告赶到了非常小的空间。“
新的互联网广告竞争对手也为统治双垄构造了潜在的头痛。Snapchat，2013年Facebook拒绝了30亿美元收购提供的私人消息和照片共享服务，现在价值超过180亿美元;它已成为Facebook最严重的社交网络威胁，并索赔了每日18至34岁的所有美国人之间的一半。
世界上最大的在线零售商亚马逊完全不同，更有效的危险，计划介绍自己的消费品品牌。客户已经使用亚马逊以最低的价格定位商品，并提供免费（以及视频流），如果他们每年99美元的价格注册亚马逊素数。亚慱体育app这意味着公司几乎没有必要在Facebook和Google上宣传或市场。
然而，现在，谷歌和Facebook面临的最大威胁源于涉及数字巨头规模的监管机构和政治家。在欧洲监管机构指责谷歌使用其压倒性优势作为Android移动操作系统的搜索引擎和所有者来扼杀竞争对手。“Google’s magnificent innovations don’t give it the right to deny competitors the chance to innovate,” said European Commissioner for Competition Margrethe Vestager at a July press conference in Brussels, at which she announced the third set of antitrust charges against Google in 18 months. The company, which could face fines of more than $7 billion, is contesting the charges.
Meanwhile, Facebook has come under criticism in the U.S. because of its overpowering role in the news industry. In May it faced accusations from conservatives in the media and in Congress that its news feed had a liberal bias. Assurances by Zuckerberg and other Facebook executives in meetings with Republican politicians defused the controversy. But only a few weeks later, Facebook was again the focus of media concern, this time for announcing that it intended to give more prominence on its news feed to text, photos and video exchanges among friends and relatives than to articles and videos from news organizations.
在转变中的出版商之间的认情强调了Facebook已归功于新闻传播和媒体广告收入的平台。根据PEW研究中心的2016年研究，所有美国成年人的44％定期依赖Facebook获取新闻;40岁以下的绝大多数人已经使Facebook成为政治新闻的首选。出版物发现，他们的故事比在自己的网站上更广泛地阅读Facebook的新闻饲料。
These controversies haven’t dampened ambitions or rivalries at Google and Facebook. The digital giants are battling each other for future advantage on two fronts: extending their reach to the billions of people in emerging markets who aren’t yet connected to the Internet, and increasing the user time spent on their platforms through augmented and virtual reality technology. The ultimate prize — an ever-larger share of global advertising revenue — remains the same.
虽然大约20亿人现在可以访问互联网，但谷歌和Facebook相信额外的40亿用户，其中许多生活在移动通信网格之外，可以在未来十年内上线。谷歌正在投资一个名为Loon的项目，这些项目将在平流层中使用气球来束缚自由互联网接入较贫穷的社区。与一个项目被称为Aquila，Facebook正在投注太阳能蠕动来做同样的事情。
Both companies are also spending billions of dollars on transoceanic cables. Facebook is joining Microsoft in installing a transatlantic fiber-optic cable, while Google is investing in undersea connections between the U.S. West Coast and Asia and from the U.S. East Coast to South America. “These are the kinds of projects that carriers, not Internet companies, normally undertake,” says Akshay Sharma, research director at Gartner, a technology advisory firm based in Stamford, Connecticut. “But you add a lot of value by owning your own infrastructure network.”
在已经在线的市场中，谷歌和Facebook的下一个边疆是增强和虚拟现实。AR涉及使用计算机生成的输入 - 包括声音，视频和图形 - 增强现场，直接观点的现实世界。亚慱体育app最近的神奇宝贝突出的潜力突出了热潮，其中使用智能手机的玩家试图在不同的环境中捕捉怪物，例如购物中心，公园和公共建筑物。
分析师已经赞美的可能性f monetizing AR experiences on Facebook and Google mobile platforms. “In the near future you will be able to walk into a Home Depot or Lowe’s, provide salespeople with the measurements of your kitchen and be shown on your smartphone how and where a refrigerator would fit into the space,” says Macquarie’s Schachter. “It’s hard to say if that’s advertising or a sales tool or both.”
虚拟现实提供了更沉浸的体验，因为我发现在Facebook的纽约办事处测试Oculus耳机。护目镜和耳机完全阻挡了外部世界，因为我被保育的电脑推出了30分钟的程序。我陷入了一系列360度的环境：与野生动物的武器景观，一个水下的景观，在鱼类游泳过去，通过卡通机器人举行的搏击芭蕾舞。
There are more-ominous episodes as well. A romantic evening view of Manhattan, with lights twinkling on buildings and on the span of the Brooklyn Bridge, suddenly provokes a sickening sense of vertigo when I realize I’m standing on the ledge of a skyscraper. Worse is yet to come. At the end of a long, dark, cavernous hall, I make out the roars and silhouette of Tyrannosaurus rex. Suddenly aware of my presence, the monster charges, its massive jaws, legs and tail missing me by inches.
虽然很容易了解这些VR程序的潜力，以便在线保持观众，但尚不清楚他们将如何进化到广告平台。在Facebook中探索的一种可能性，谷歌和各种广告科技公司迎合了数字庞然大物，是“动态创意” - 这一过程通过客户的已知偏好立即组装广告。Facebook或Google VR设备上的服装亚慱体育app和运动服视频广告可能以蓝色到一个查看器的色调和redddish色调显示给另一个观众。
Virtual reality videos on smartphones, desktops or TV will take ad enhancement a quantum leap forward. “It sounds spooky, but there will be cameras behind the screen so that advertisers know exactly who is watching, which helps greatly with targeting,” predicts Fidelity’s Baker, looking ten to 15 years ahead. “Eventually, you will see yourself in the commercial for a convertible car.”
But maybe by then the vehicle will be driverless, powered by Google technology. And the subject of the commercial — maybe shown on a Facebook app — will be sitting in a passenger seat.