大型科技公司的广告透明度下降，阻碍了问责制

一项对广告透明度工具的研究显示，大型科技公司在提高广告实践透明度方面所做的努力仍然不够。尽管欧盟数字服务法案 (DSA) 已实施，该法案要求平台提供可搜索的公共广告库，但许多平台未能提供全面且实用的存储库。独立研究人员在获取重要数据和进行有效影响评估方面面临重大障碍。该研究强调了对准确性问题、数据缺失和历史信息访问受限的担忧，限制了分析定向广告对社会影响的能力。这种透明度的缺乏阻碍了对依赖最大化用户参与度来获取广告收入的商业模式的问责。

Big Tech Ad Transparency Tools Fall Short, Hinder Accountability

大型科技广告透明度工具不足，阻碍问责

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.

尽管欧盟的数字服务法案（DSA）要求提高在线广告的透明度，但一份综合报告揭示了科技巨头提供的广告监管工具的重大缺陷。 Mozilla 和虚假信息研究公司 CheckFirst 进行的独立评估发现，所审查的平台均未完全达到预期的透明度和问责制目标。

"Huge Variation," but None Fully Functional

“变化巨大”，但没有一个功能齐全

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.

该报告强调了平台产品的“巨大差异”，但最终得出的结论是，没有一个平台提供功能齐全的广告存储库。尽管 Meta、Apple 和 TikTok 等科技巨头已经实施了广告库，但它们仍然缺乏有意义的研究和监督所必需的关键数据和功能。

Vital Data Missing, Tools Lacking

重要数据缺失，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.

评估发现，平台经常遗漏广告库中的重要数据，包括定位标准、广告覆盖范围和广告商信息。此外，所提供的工具通常功能有限，阻碍了研究人员有效浏览、搜索和过滤广告的能力。

Transparency Theater

透明剧场

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.

该报告表明，科技巨头可能正在参与“合规剧场”，为满足监管要求提供最小的努力，同时故意限制透明度。许多平台可能正在测试 DSA 执行机制的界限，或者将创收置于法律合规之上。

X, AliExpress Receive Worst Marks

X，速卖通获得最差分数

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 因其广告透明度努力而获得最低评分，由于各自的广告库严重缺乏重要数据和功能，被认为“完全令人失望”。

Inaccurate Information, Incomplete Data

信息不准确、数据不完整

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.

该报告还对平台提供的信息的准确性和完整性表示担忧。研究人员发现用户界面中显示的广告与广告存储库中列出的广告之间存在差异，这使人们对这些工具的可信度产生了怀疑。

Recommendations for Improvement

改进建议

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.

为了提高广告透明度，该报告向科技巨头和执法机构提出了一系列建议。其中包括旨在提高可用性的设计更改，例如无需登录的公共访问、无限制的浏览和高级搜索功能。

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.

对于执法者来说，该报告主张制定指导方针，设定广告透明度的最低标准，并采用标准化 API 来促进研究访问和跨平台比较。

DSA Enforcement Looms

DSA 执法迫在眉睫

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 授权执法机构对违规行为处以高达全球年营业额 6% 的处罚。不合规的平台可能面临巨额罚款，这表明科技巨头在广告透明度方面表现不佳可能会产生潜在后果。

Amazon's Reluctance

亚马逊的不情愿

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，尽管法院命令撤销了其 DSA 义务的豁免，但亚马逊尚未实施广告库。该报告表明，亚马逊可能故意在其广告透明度工具中引入摩擦，阻碍研究人员的监督。

Conclusion

结论

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.

报告的结论是，虽然科技巨头提供的广告库代表着进步，但其功能和数据完整性未达到预期。有限的透明度削弱了研究人员监控在线广告影响的能力，也削弱了科技巨头对其严重依赖用户参与和扩大广告浏览量的商业模式负责的能力。缺乏合规性和不准确的信息进一步阻碍了 DSA 所设想的全面监督。