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Twitter上市可能遭遇廣告收入入賬難題

Twitter上市可能遭遇廣告收入入賬難題

Stephen Gandel 2013-10-16
Twitter的廣告收入中有一部分交易并不是簽固定金額合同,,需要根據(jù)轉(zhuǎn)發(fā)量等指標(biāo)衡量廣告效果之后才能最終確定,。因此,它的一部分收入需要根據(jù)估算來入賬,。業(yè)內(nèi)人士稱,,這不是什么大問題,但肯定是Twitter上市進(jìn)程中會(huì)遭遇質(zhì)疑的一個(gè)地方,。當(dāng)初,,團(tuán)購網(wǎng)站Groupon上市時(shí)也曾碰到過類似的麻煩。

????Twitter表示,在大多數(shù)情況下,,只有已經(jīng)提供了服務(wù),、而且已經(jīng)知曉將獲得多少錢的交易,交易收入才會(huì)確認(rèn)入賬,。但在一些更復(fù)雜的交易中,,Twitter會(huì)估算公司可能獲得多少款項(xiàng)。目前不清楚Twitter在多大程度上依賴估算,。

????Wedbush Morgan跟蹤社交媒體公司的分析師邁克爾?帕克特猜測(cè)Twitter只估算長期廣告交易的收入,。而且,帕克特表示,,他認(rèn)為這家公司并沒有太多的長期交易,。

????“我認(rèn)為這不是什么大問題,”帕克特說,?!暗@的確是這家公司會(huì)遭到質(zhì)疑的一個(gè)地方?!保ㄘ?cái)富中文網(wǎng))??

????Twitter says that in most instances it only counts the revenue from a deal after the services have been delivered and the company knows how much it will get paid. But it says in some more complicated deals, it resorts to estimating what it might get paid. It's not clear how often it relies on projections.

????Michael Pachter, an analyst at Wedbush Morgan who follows social media companies, guesses Twitter only estimates revenue in long-term advertising deals. And Pachter says he doesn't believe the company has many of those yet.

????"I don't think it's a big deal," says Pachter. "But it is something the company will be questioned about."?

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