专家采访
Expert profile:
Ivy Zeng is the founder and CEO of Morketing-one of the most globally influential digital marketing media companies in China. With over ten years of experience in marketing, online advertising, e-commerce, and digital media, Ivy holds unique and thorough opinions in those fields.
曾巧，Morketing创始人兼CEO，带领Morketing成为全球顶级和中国最具创新力的营销媒体之一。她有着10年以上营销、在线广告、电子商务和数字媒体行业的工作经验，在媒体运营、内容创作、数字营销和推广上有自己独到的观点。
Lead-in:
With the disruptive development of digital media, transparency of information and media distribution has become increasingly controversial, as it is both enabled and disabled by the convenience of the internet. Ivy-founder of Morketing-has provided her insights based on more than ten years of deep plowing in the field.
数字媒体的飞速发展使得信息和媒体传播的透明度成为颇具争议性的话题，因为互联网的便利性对于这一领域既有推动，又有阻碍作用。Morketing的创始人曾巧在该领域深耕十多年，下面的采访中包含了她与我们分享的观察和调研结果。
What factors or incidents have caused “transparency”， especially “media transparency”， to become a public focus in recent years?
哪些因素或事件致使“透明度”，尤其是媒体透明度成为近年的公众关注热点？
（1） Under the overall economic background, advertisers tend to work with a tightened budget and focus more on the ROI of advertising investment.
（2） The industrial chain of programmatic buying involves multi-layer agents, which caused the existence of abundant gray areas. Meanwhile, the cost of defending regulated rights is higher than that of falsifying internet traffic flow.
（3） The constant battle between two parties over the fake traffic flow was aggravated by the fact that technological development helped to simplify the process and lower the cost of the cheating behaviors.
（1）整体经济环境下行，广告主的营销预算收紧，更加注重广告投放的ROI；
（2）程序化购买的产业链存在多级代理商，路径复杂，存在大量灰色区域，广告维权成本远高于制造虚假流量成本；
（3）流量作弊方和反作弊方在技术上持续博弈，技术进步带来的操作简化、成本降低加剧虚假流量恶化。
What are the major aspects that reveal the lack of transparency in media and information?
当代中国媒体和信息的不透明度主要体现在哪些方面？
Similar to that of other countries, the lack of transparency in media and information are mainly embodied in fake and invalid traffic flow. Currently, the opacity level varies in the process of programmatic buying, which is aggravated by factors like too many middlemen and complicated agency channels. Of course, advertisers have realized the necessity of inspecting advertising media, and in return, it will promote the acceptance of data monitoring by those media.
与国外情况类似，中国媒体和信息的不透明度主要体现在虚假流量与无效流量层面。目前程序化购买流程中仍然存在不同程度的环节不透明情况（包括中间商过多，代理路径复杂等）。当然，广告主也愈加认识到，对于广告媒体开展监测的必要性，而这也必将反推广告媒体对于数据监测职能的接纳。
What are the positive and negative influence that the internet （social media） boom has on media transparency?
互联网（社交媒体的崛起）对于媒体透明度的有哪些积极和消极的影响？
Positive: The rise of social media has provided a decentralized distribution channel allowing a “face-to-face” interaction between brands and customers. Benefiting from the connectivity and immediacy of social media platforms, brands can obtain direct feedback and react swiftly. The internet has made it possible to collect, quantify, and analyze brand’s influencing power and consequently increase media transparency.
社交媒体的崛起提供了一种去中心化的传播路径、让品牌直接与公众“面对面”沟通；得益于社交平台的即时性和连接性，品牌能够收集到来自消费者的直接反馈，并迅速对相应舆情做出反应；互联网技术让媒体的影响力数据变得可收集、可量化、可分析，推动媒体透明度提升。
Negative: phenomena such as paid endorsements and commentaries emerged along with the Internet, and are extremely difficult to distinguish manually. Targeted investigation would result in a waste of technical sources.
互联网带来新的挑战在于“网络水军”等现象。由于“网络水军”数量庞大，仅仅依靠人工识别十分困难，往往需要进行技术层面上的针对性排查，导致额外的资源浪费。
What’s the consumer expectation for public media transparency and brand PR execution?
消费者对于公知媒体和品牌公关的透明度执行持什么态度和期待？
Brand transparency can help customers build their trust and royalty. Based on third-party research, 89% of the people are willing to give the high-transparency brands a second chance after an unpleasant experience, and 85% would support such companies through a crisis. In addition, transparency is also beneficial for increasing sales-53% of consumers consider repeat purchases and 42% intend to recommend high-transparency brands to their friends and family.
品牌的透明度有助于消费者对品牌建立信任度和忠诚度。第三方调研数据表明， 86%的消费者对透明度较高的企业更加忠诚。89%的人愿意在经历过糟糕的消费体验后给透明度较高的品牌第二次机会，85%的人愿意支持这样的企业渡过危机。此外，透明度也有助于企业拉动销售，53%的消费者会考虑对高透明度品牌进行复购，42%的人群表示会向亲朋好友推荐高透明度品牌。
Did Morketing conduct specialized research in term of media transparency? What are the major findings?
Morketing是否在媒体透明度方面做过专项调研？有哪些主要发现？
Morketing has interviewed industry experts upon the topic “advertising monitoring” and “media transparency”。 Below is a summary of the insights:
（1） In 2018, the amount of annual abnormal traffic flow was 30.2% in China’s internet advertising market, which resulted in a loss of 26 billion RMB. This sets a grim standard for abnormal traffic flow.
（2） In order to build trust between advertisers, media, and collaborative corporations, as well as between customers and brands, real data is indispensable, and could boost up the trade efficiency and help sustain the entire ecosystem.
（3） Besides obtaining basic transaction data, the methodology of digital marketing needs to be further improved, so that corporations can both deepen and extend the measurement system and establish a comprehensive business chain.
Morketing曾就“广告监测”、“媒体透明度”问题采访过行业资深人士，其观点总结如下：
（1）中国互联网广告市场中，2018年全年异常流量的占比为30.2%，中国品牌广告市场因异常流量造成的损失约为260亿人民币，异常流量问题形势仍较为严峻；
（2）在广告主和媒介之间、企业和企业之间、企业和消费者之间都需要有真实的数据作为度量，建立起信任之后，不仅交易的效率得到提升，整个生态也会更健康地实现可持续发展；
（3）除了基础的业务数据的获取，数字营销还需进一步完善方法论，帮助企业解决测量的广度和深度的问题，打通企业业务的全链条。
For brands, what methods can be used to increase transparency?
对于品牌而言，有哪些可以提高透明度的执行方式？
（1） It is important to actively promote the establishment of a visible industry measurement system. Learning from the regions with more abundant experience and combining the uniquely shaped Chinese internet environment is the best way to accomplish this. It is vital to clarify the measurements and data index for basic rules in order to improve in the future.
（2） Keep an open mind and accept third-party inspections. Prior to this, advertisers were too concerned about data safety and data privacy to open up for monitoring. Besides, big corporates usually have closed data loop and do not wish to be interrupted.
（3） Say no to abnormal traffic flow and vote against cheating. The complicated industrial chain of fake traffic flow covered a myriad of grey areas, which was conducive to distorting the industrial chain.
（1）积极推动行业建立统一的可见性测量标准。行业标准的制定可以参考已经成熟的地区标准，结合中国的互联网特色生态环境进行调整。标准需要对衡量维度和数据指标做出明确规定，建立基本规则才有进一步优化的空间；
（2）保持开放心态，接受经过认证的第三方监测。此前，广告主因担心数据安全和数据隐私两大问题而不愿开放监测；另一方面，大型企业基于其自身数据闭环，也不希望进行数据监测。但开放的系统才能不断改良不断深化合作，最终实现共赢；
（3）坚决拒绝异常流量，反对流量作弊。虚假流量的复杂产业链下存在大量灰色空间，层层传导下，广告主终将承担畸形产业链带来的苦果。
What are good international practices in terms of inspecting and maintaining media transparency?
在媒体透明度的监督和保持方面，国际上有哪些值得借鉴的操作？
（1） IAB Europe released open-source GDPR （General Data Protection Regulation）。
（2） Giant internet companies like Google, Twitter, and Apple have all started to promote the transparency of products and content internally.
（3） In 2018, IBM, Tegna and block chain company MasHive co-founded block chain advertising alliance AdLedger, aiming to solve problems with block chain technology.
（1）IAB欧洲区发布开源GDPR透明度和准许框架技术规范草案；
（2）谷歌、Twitter、苹果等一些互联网大公司在内部推动产品与内容的透明度；
（3）IBM、Tegna 和区块链公司 MadHive 于 2018 年创立区块链广告联盟AdLedger，尝试使用区块链技术解决问题。
