谷歌、脸书被要求公开广告投标机制！原因耐人寻味

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.
一份报告提醒道，应强制谷歌和脸书开放它们“复杂且隐晦的”广告业务，这样在线新闻出版商才能赚足够的钱生存。

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.
因为在新闻网站登广告所花费的每一英镑，谷歌和脸书都会从中抽取大量分成，所以在线新闻供应商很难维持收支平衡。该报告表示，网络巨头应该签署一份新的行为准则，并接受监管者的监督，以确保他们与出版商公平交易。

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.
该报告建议，谷歌和脸书应公开自动投标系统从在线广告收入中抽取分成之后，出版商从中能获得多少收益。

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.
该报告表示，应该强制谷歌和脸书“提早提醒”出版商其“算法”（规定搜索结果顺序的计算机代码）的重要变更，以便给网站一些准备时间。

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.
去年英国首相特丽莎·梅下令审查英国出版业的可持续性，前记者弗朗西丝·凯恩克罗斯爵士在这份报告中提出了这些建议。

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.
在她的报告中，弗朗西丝爵士告诫道，因为谷歌和脸书在搜索和广告市场以及个人数据上的压制，文字新闻业正“处于危险之中”。