大型科技公司的廣告透明度下降，阻礙了問責制

一項針對廣告透明度工具的研究顯示，大型科技公司在提高廣告實務透明度方面所做的努力仍然不夠。儘管歐盟數位服務法案 (DSA) 已實施，該法案要求平台提供可搜尋的公共廣告庫，但許多平台未能提供全面且實用的儲存庫。獨立研究人員在獲取重要數據和進行有效影響評估方面面臨重大障礙。該研究強調了對準確性問題、數據缺失和歷史資訊存取受限的擔憂，限制了分析定向廣告對社會影響的能力。這種透明度的缺乏阻礙了對依賴最大化用戶參與度來獲取廣告收入的商業模式的問責。

Big Tech Ad Transparency Tools Fall Short, Hinder Accountability

大型科技廣告透明度工具不足，阻礙問責

Despite the European Union's Digital Services Act (DSA) mandating greater transparency in online advertising, a comprehensive report reveals significant shortcomings in the ad oversight tools provided by tech giants. An independent assessment conducted by Mozilla and disinformation research firm CheckFirst finds that none of the platforms examined fully meet the intended transparency and accountability goals.

儘管歐盟的數位服務法案（DSA）要求提高網路廣告的透明度，但一份綜合報告揭示了科技巨頭提供的廣告監管工具的重大缺陷。 Mozilla 和假資訊研究公司 CheckFirst 進行的獨立評估發現，所審查的平台均未完全達到預期的透明度和問責目標。

"Huge Variation," but None Fully Functional

“變化巨大”，但沒有一個功能齊全

The report highlights a "huge variation" in platform offerings, but ultimately concludes that none provide a fully functional ad repository. While tech giants like Meta, Apple, and TikTok have implemented ad libraries, they still lack crucial data and functionality essential for meaningful research and oversight.

該報告強調了平台產品的“巨大差異”，但最終得出的結論是，沒有一個平台提供功能齊全的廣告儲存庫。儘管 Meta、Apple 和 TikTok 等科技巨頭已經實施了廣告庫，但它們仍然缺乏有意義的研究和監督所需的關鍵數據和功能。

Vital Data Missing, Tools Lacking

重要資料缺失，工具缺乏

The assessment finds that platforms frequently omit vital data from their ad libraries, including targeting criteria, ad reach, and advertiser information. Additionally, the tools provided often suffer from limited functionality, hindering researchers' ability to browse, search, and filter ads effectively.

評估發現，平台經常遺漏廣告庫中的重要數據，包括定位標準、廣告覆蓋範圍和廣告商資訊。此外，所提供的工具通常功能有限，阻礙了研究人員有效瀏覽、搜尋和過濾廣告的能力。

Transparency Theater

透明劇場

The report suggests that tech giants may be engaging in "compliance theater," providing minimal effort to meet regulatory requirements while intentionally limiting transparency. Many platforms may be testing the boundaries of the DSA's enforcement mechanisms or prioritizing revenue generation over legal compliance.

該報告表明，科技巨頭可能正在參與“合規劇場”，為滿足監管要求提供最小的努力，同時故意限制透明度。許多平台可能正在測試 DSA 執行機制的界限，或將創造收入置於法律合規之上。

X, AliExpress Receive Worst Marks

X，速賣通獲得最差分數

AliExpress and X receive the lowest ratings for their ad transparency efforts, deemed as "utter disappointments" due to the severe lack of vital data and functionality in their respective ad libraries.

AliExpress 和 X 因其廣告透明度努力而獲得最低評分，由於各自的廣告庫嚴重缺乏重要數據和功能，被認為「完全令人失望」。

Inaccurate Information, Incomplete Data

資訊不準確、數據不完整

The report also raises concerns about the accuracy and completeness of information provided by platforms. Researchers found discrepancies between ads displayed in the user interface and those listed in ad repositories, casting doubt on the trustworthiness of these tools.

該報告還對平台提供的資訊的準確性和完整性表示擔憂。研究人員發現使用者介面中顯示的廣告與廣告儲存庫中列出的廣告之間存在差異，這使人們對這些工具的可信度產生了懷疑。

Recommendations for Improvement

改進建議

To enhance ad transparency, the report proposes a series of recommendations for tech giants and enforcement authorities. These include design changes to improve usability, such as public access without login requirements, unrestricted browsing, and advanced search functionalities.

為了提高廣告透明度，該報告向科技巨頭和執法機構提出了一系列建議。其中包括旨在提高可用性的設計更改，例如無需登入的公共存取、無限的瀏覽和高級搜尋功能。

For enforcers, the report advocates for the development of guidelines setting minimum standards for ad transparency, as well as the adoption of standardized APIs to facilitate research access and cross-platform comparisons.

對於執法者來說，該報告主張制定指導方針，設定廣告透明度的最低標準，並採用標準化 API 來促進研究訪問和跨平台比較。

DSA Enforcement Looms

DSA 執法迫在眉睫

The DSA empowers enforcement authorities to impose penalties of up to 6% of global annual turnover for compliance failures. Non-compliant platforms risk hefty fines, signaling potential consequences for tech giants' lackluster approach to ad transparency.

DSA 授權執法機構對違規行為處以高達全球年營業額 6% 的處罰。不合規的平台可能面臨巨額罰款，這表明科技巨頭在廣告透明度方面表現不佳可能會產生潛在後果。

Amazon's Reluctance

亞馬遜的不情願

In a notable absence, Amazon has yet to implement an ad library, despite a court order reversing its exemption from DSA obligations. The report suggests that Amazon may intentionally introduce friction into its ad transparency tools, hindering researcher oversight.

值得注意的是，儘管法院命令撤銷了其 DSA 義務的豁免，但亞馬遜尚未實施廣告庫。該報告表明，亞馬遜可能故意在廣告透明度工具中引入摩擦，阻礙研究人員的監督。

Conclusion

結論

The report concludes that while the provision of ad libraries by tech giants represents progress, their functionality and data completeness fall short of expectations. The limited transparency undermines researchers' ability to monitor the impact of online advertising and hold tech giants accountable for their business models heavily reliant on user engagement and amplifying ad views. The lack of compliance theater and inaccurate information further hinders the comprehensive oversight envisioned by the DSA.

報告的結論是，雖然科技巨頭提供的廣告庫代表進步，但其功能和資料完整性未達預期。有限的透明度削弱了研究人員監控線上廣告影響的能力，也削弱了科技巨頭對其嚴重依賴用戶參與和擴大廣告瀏覽量的商業模式負責的能力。缺乏合規性和不準確的資訊進一步阻礙了 DSA 所設想的全面監督。