23考研外刊閱讀《經濟學人》雙語精讀版訓練--網絡廣告業多年滾滾財運到頭，迎來更多不確定性
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全文字數：1418字
閱讀時間：15分鐘
上期翻譯答案
Encouragingly, meat substitutes – including those made from lab-cultured animal cells, plants and microbial proteins –arealready proving quite popular with the general public.
鼓舞人心的是，肉類替代品——包括那些由實驗室培養的動物細胞、植物和微生物蛋白——已經證明廣受大衆歡迎。
《本期內容》
雙語閱讀
For digital-ad sellers, 2021 was always going to be a hard act to follow. As work, play and shopping shifted online during the covid-19 pandemic, internet advertising boomed. In America spending rose by 38%, to $211bn, compared with average annual growth of 21% in the preceding five years, according to eMarketer, a research firm.
對於數字廣告銷售商來說，2021年的盛景將難以重現。疫情期間，工作、娛樂和購物都轉移到線上，網絡廣告如火如荼。根據研究公司“電子市場”的數據，美國數字廣告的支出增長了38%，達到2110億美元，而在此之前的五年裡的平均年增長率爲21%。
Smaller social-media firms such as Pinterest and Snap at times hit triple-digit year-on-year quarterly revenue growth. Even giants such as Alphabet (Google’s parent company) and Meta (Facebook’s and Instagram’s), which receive a third and a fifth of the world’s digital-ad dollars, respectively, clocked rates of 50%.
繽趣和快拍等規模較小的社交媒體公司在某些季度裡收入同比增長甚至達到三位數。就連分別拿走了全球數字廣告收入三分之一和五分之一的巨頭Alphabet（谷歌的母公司）和Meta（Facebook和Instagram的母公司）增速也達到50%。
The contrast with 2022 is stark. On July 21st Snap reported that its sales grew by 13%, year on year, in the second quarter, its mostanaemicever. In a letter to investors, the firm confessed that so far this quarter revenue was “approximately flat”. The market was spooked, and the company’s share price fell by almost 40%. The next day Twitter, which also depends on advertising, reported that its revenue had fallen slightly in the three months to June, compared with last year.
2022年與這一盛況形成了鮮明對比。7月21日，快拍報告稱其第二季度銷售額同比增長了13%，是有史以來最乏力的一次。公司在致投資者的一封信中承認，目前該季度收入“基本持平”。市場驚恐不已，快拍的股價下跌了近40%。第二天，同樣依賴廣告業務的推特稱，與去年同期相比，其第二季度收入也出現了小幅下降。
That triggered concern about the health of online advertising,dragging downthe share prices of the industry’s titans. On July 26th Alphabet duly disclosed Snap-like quarterly sales growth of 13%, down from 62% in the same period last year. That was less terrible than expected (its market value rose by 8% on the news) but still pretty bad (it remains a bit below what it had been before the Snapbombshell). A day later Meta said that its revenue declined for the first time, by 1% year on year.
這引發了人們對線上廣告健康狀況的擔憂，這也把這個行業巨頭的股價拖下水。7月26日，Alphabet正式披露的季度銷售增長與snap情況類似，從去年同期的62%下降到13%。這沒有預期的那麼糟糕(消息傳出後其市值上漲了8%)，但仍然相當不好(仍略低於Snap投出的重磅炸彈之前的水平)。一天後，Meta表示其收入首次下降，同比下降1%。
Last year’s covid-boostedbaselineis not the only thing weighing on the digital-ad market. Ad-sellers are feeling the delayed effect of Apple’s change last year to the privacy settings on iPhones, whichstops advertisers fromtrackingpeople’s behaviour on its devices, and thus from measuring the effectiveness of digital ads. Snap cited the Apple policy as a reason for recent weak results. Meta estimates that the change will shave $10bn, or 8%, from its revenue this year.
去年新冠病毒提高的基準線並不是拖累數字廣告市場的唯一因素。翻譯劃線句，長按文末小程序碼打卡，答案下期公佈~快拍將蘋果的這一政策列爲近期業績疲弱的原因之一。Meta估計，這一變化將使其今年的收入減少100億美元，換句話說降幅會達到8%。
本文節選自：The Economist（經濟學人）
發佈時間：2022.08
作者：Business
原文標題：The online-ad industry is being shaken up
詞彙積累
1.anaemic
英/ əˈniːmɪk /美/ əˈniːmɪk /
adj.貧血的，患貧血症的；無活力的
2.bombshell
英/ ˈbɒmʃel /美/ ˈbɑːmʃel /
n.炸彈；突發事件；引起震驚的人或事
3.baseline
英/ ˈbeɪslaɪn /美/ ˈbeɪslaɪn /
n.基線，基準；（網球場、排球場等場地的）底線；（棒球場的）壘線；（印刷）基線；（籃球、網球等場地的）底線
詞組搭配
1.drag down 向下拖
2.stop sb from doing sth 阻止某人去做某事 ; 阻止某人幹某事 ; 讓某人不做某事
寫作句總結
原句：On July 21st Snap reported that its sales grew by 13%, year on year, in the second quarter, its most anaemic ever.
結構：On XX, XX reported that its sales grew by XX, year on year, its most anaemic ever.
例句：On this chart，we can find that experts in this area grew by 10%, year on year, it's the most anaemic ever.
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