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旧事媒体将对告白阻拦软件说不

工夫:2016-07-19 16:08 阅读:

People using ad-blocking software who visited the The New York Times website in March were shown a message. This read: “The best things in life aren’t free”. It went on to explain that “advertising helps us fund our journalism” and gave the visitor two options to read the newspaper’s online content: disable their ad-blocking software or pay for a subscription.

3月份,那些拜访《纽约时报》(New York Times)网站时运用告白阻拦软件的人们看到了如许一则音讯:“生存中最美妙的事物都不是收费的”。接着它表明道“告白赞助着我们的报道”。随后,该网站给拜访者两个选择去阅读报纸的线上内容:禁用他们的告白阻拦软件或为订阅付费。

Many angry internet users took to sites such as Twitter and Reddit to vent their frustrations: “It’s not OK to show me ads that detract from your website design and make it ugly,” said one. Others argued that ads were more than just an irritation as they could compromise user privacy and security.

很多怨愤的网友跑到Twitter和Reddit这类网站上泄愤:“让我看那些有损贵网站设计并让它看起来很丑的告白可不怎样样,”一位网友说。其别人以为告白不只引人厌恶还能够危及用户的隐私和平安。

Despite this opposition, the newspaper is pressing ahead with plans to block the blockers. Dozens of other global media companies are preparing to do the same to protect their online revenues from the rapid and unrelenting rise of ad blocking.

虽然面临如许的支持,这家报纸仍在加紧推行制止阻拦软件的方案。其他很多环球性媒体也预备接纳相反步伐,以维护其在线支出不受迅猛崛起的告白阻拦技能的危害。

PageFair, a company that helps publishers overcome ad-blocking software, had estimated that more than 200m people now use some form of blocker on their laptop or desktop computers, as do more than 420m of the world’s 1.8bn smartphone users.

PageFair,一家协助出书商应对告白阻拦软件的公司,评价出现在有超越2亿人在他们的条记本电脑或台式电脑上运用某种方式的阻拦软件,环球18亿智能手机用户中有超越4.2亿人也是云云。

For years, there was little publishers could do about people using programs such as Adblock Plus and uBlock Origin, which are free to download and highly effective at eliminating ads from web pages. In most cases, the software works by blocking communication between a web browser and a “blacklist” of internet addresses that are known to serve ads. As a second line of attack, blocking software can also prevent the browser from executing certain types of code associated with ads. However, there is an Achilles heel: blockers cannot work if a website serves both ads and content from a single computer server and shields both using techniques such as encryption. In such circumstances, ad blocking software cannot block the ads without also blocking the content.

多年来,关于人们运用Adblock Plus与uBlock Origin这类顺序,出书商能干为力,这些顺序都是收费下载的,并能十分无效地消弭来自网页的告白。大少数状况下,这类软件会制止阅读器衔接到一系列已知的投放告白的网址,这些网址被参加一份“黑名单”中。作为第二道防地,阻拦软件还能制止阅读器实行与告白相干的某些范例的代码。但是,有一个致命缺点:假如某网站由一个盘算机效劳器同时提供告白和内容,并用加密之类的技能维护两者,阻拦软件就无法见效。这种状况下,告白阻拦软件就不克不及只屏蔽告白而不屏蔽内容。

A flurry of start-ups — including Sourcepoint and Secret Media — now offer publishers ways to circumvent ad-blocking software.

一系列首创企业——包罗Sourcepoint和Secret Media——如今均面向出书商提供躲避告白阻拦软件的方案。

Another of these, Oriel, in June launched an anti-ad-blocking tool for WordPress, the content management system and blogging platform used by more than 60m websites. This will allow small bloggers as well as large media companies to take action against blocker software.

另一家公司,Oriel,6月份面向内容办理零碎和博客平台WordPress推出了一个反告白阻拦东西,现在有超越6000万的网站在运用WordPress。由此,不管小博主照旧大型媒体公司,对阻拦软件都将能接纳反制步伐了。

Aidan Joyce, chief executive of Oriel, says: “Ad-blocking technology is a blunt instrument which, by default, makes no differentiation between poor and quality advertising. Most ad-blocking users do not object to a reasonable advertising experience in return for quality free content.”

Oriel的首席实行官艾丹?乔伊斯(Aidan Joyce)说:“告白阻拦技能非常粗犷,基于默许,它对劣质和优质的告白不加区分。少数告白阻拦软件的运用者并不会支持阅览得当的告白来调换收费高质量内容。”

The New York Times found in its March experiment that more than 40 per cent of adblock users agreed to “whitelist” the website — thereby allowing ads to appear on their screens — so they could see the content.

《纽约时报》在其3月份的实验中发明,超越40%的告白阻拦软件运用者赞同将该网站放入“白名单”——由此容许告白在他们的屏幕上表现——如许他们便可以阅览内容。

Mark Thompson, the group’s chief executive, said at a conference in June: “No one who refuses to contribute to the creation of high-quality journalism has the right to consume it. We are not there yet but, if we judge that it will strengthen the long-term prospects of that journalism to prevent non-subscribers who employ ad blockers and refuse to whitelist us from reading it, we’ll do it.”

《纽约时报》首席实行官马克?汤普森(Mark Thompson)在6月份的一个集会上说:“回绝为创作高质量的报道做出奉献的人没有权益消耗它。我们还没有不让那些运用告白阻拦软件、并回绝将我们参加白名单的非订阅用户阅读我们的报道,但是,假如我们判定如许做会增长旧事奇迹的久远开展,我们就会如许做。”

To cater for people who hate advertising, the news organisation plans to introduce a higher-priced, advertisement-free subscription.

为满意厌恶告白的人,这家旧事机构方案推出一份价钱更高、但没有告白的订阅。

Ben Barokas, chief executive of Sourcepoint, predicts that most publishers will have adopted some kind of technology to circumvent ad blockers by 2020. In his view, media groups should offer consumers a range of different ways to access content, including for-free with ads, micropayments and subscriptions.

Sourcepoint的首席实行官本?巴罗卡斯(Ben Barokas)预言,到2020年少数出书商将接纳某种躲避告白阻拦软件的技能。他以为,传媒团体应提供应消耗者一系列差别的办法去获取内容,包罗带告白收费阅读、微领取阅读及付费订阅。

“Ad blocking is a canary in the coal mine for the media industry to be more transactional and more transparent in its relationship with consumers,” Mr Barokas says.

“告白屏蔽比如矿井里的金丝雀,让媒体行业与消耗者的干系更具买卖性也愈加通明,”巴罗卡斯说。

However, Sean Blanchfield, chief executive of PageFair, argues that publishers need to exercise care in how they use ad-blocker circumvention technology. He warns that such technology should not be used to preserve the status quo.

但是,PageFair的首席实行官西恩?布兰奇菲尔德(Sean Blanchfield)以为,关于怎样运用躲避告白阻拦软件的技能,出书者需分外慎重。他正告说这种技能不该用于维持近况。

“Users have fundamental, legitimate concerns,” he says. “Ads that are served today have serious privacy and security problems.”

“用户们的顾忌是最根本的,也是通情达理的,”他说。“现在的告白投放的确存在严峻的隐私平安题目。”

Mr Blanchfield says that PageFair aims to help publishers “redefine the advertising experience in a way that the typical ad-block user wouldn’t find objectionable”.

布兰奇菲尔德说PageFair努力于帮出书者“以一种令典范告白阻拦器用户不会恶感的方法重新界定告白体验。”

He argues that publishers who fail to improve the ads they serve will alienate people and drive them towards platforms such as Facebook.

他以为那些未能改良本身告白的出书商,将会疏远用户并将他们导向Facebook这类平台。

Publishers that ban ad blockers also risk losing their audience to rivals that take a more permissive stance. In some ways that matters little, since ad-block users do not generate ad revenues. But this argument ignores the fact that internet users are not just passive consumers; they often help distribute a publisher’s content by sharing links with friends through email, forums and social media.

禁用告白阻拦软件的出书商们,也面对着读者向更宽容的竞争敌手流失的危害。某种意义上而言那可有可无,由于运用告白阻拦软件的用户并不会带来告白支出。但是这一说法疏忽了互联网用户不只仅是主动消耗者的现实;他们常常经过电子邮件、论坛及交际媒体向冤家们分享链接,从而帮出书商传达内容。

More than half of UK adults using an ad blocker said they would switch it off if doing so was the only way to access a website, according to a survey by YouGov for the Interactive Advertising Bureau. But 39 per cent said they would not disable their ad blocker for any site.

舆观(YouGov)为美国互动告白局(Interactive Advertising Bureau)所做的一份观察表现,在运用告白阻拦软件的英国成年人中,有超越对折的人表现,假如封闭阻拦软件是拜访某网站的独一方法,那他们会关失它。但也有39%的人说他们不会为任何网站禁用本人的告白阻拦软件。

Meanwhile, Sweden’s biggest publishers will join forces next month to call the ad blockers’ bluff. In a month-long experiment the publishers will collectively block people who use ad blocking software. The idea is that by acting en masse, they will be able to turn the ad-blocking tide.

与此同时,瑞典几个最大的出书商下个月将联手叫板告白阻拦软件。在为期一个月的实验中,这些出书商将一同屏蔽运用告白阻拦软件的人。他们盼望经过个人举动,可以改变告白阻拦的场面。