????選項(xiàng)1將削弱能夠發(fā)布有效廣告的媒體站點(diǎn)，選項(xiàng)2和3會(huì)讓這些站點(diǎn)徹底消失,。那么,，廣告業(yè)的求生之路究竟在何方呢？

????如果這一幕不那么可怕,，那幾乎是件挺有意思的事情,。廣告在我們的經(jīng)濟(jì)中發(fā)揮著巨大的作用，為了保持廣告市場(chǎng)主要通貨（“印象”）的流動(dòng)性,，我們創(chuàng)造了一個(gè)允許廣告欺詐（把沒有人能夠看到的廣告算作印象）的體系,。更有甚者，為了行業(yè)的正常運(yùn)作,，我們還“需要”允許這種行為,。

????消除欺詐行為是完全可能的，但廣告業(yè)正在抵制,，因?yàn)檫@樣做將大大提高印象的價(jià)格（因?yàn)檫@是“真正的印象”）,，使得傳統(tǒng)的廣告印象再也無法互相比較。此外,，老牌的大型互聯(lián)網(wǎng)印象生產(chǎn)者將遭受重創(chuàng)?，F(xiàn)在,，隨著谷歌公司(Google)的尼爾?莫漢加入了這場(chǎng)辯論，我們或許終于開始朝著真實(shí)的印象”有所動(dòng)作,。不過,，這僅僅是個(gè)開始。盡管鑒于谷歌的業(yè)界領(lǐng)袖地位,，這是一個(gè)意義重大的開始，但真正的挑戰(zhàn)在于,，這樣一個(gè)建立在通過垃圾和欺詐維持低價(jià)之上的行業(yè),，是否能夠吞下由此產(chǎn)生的供應(yīng)受限，從而導(dǎo)致感知價(jià)格進(jìn)一步上漲這個(gè)后果,；是否還將迎來更多的痛苦,。

????大品牌和小企業(yè)每年花費(fèi)數(shù)千億美元的廣告開支。當(dāng)這些資金首次進(jìn)入廣告市場(chǎng)時(shí),，定價(jià)采用了一種能夠維持相同術(shù)語和單一通貨單位（“印象”）的方式,。盡管這種模式向來存在浪費(fèi)現(xiàn)象，但數(shù)字媒體創(chuàng)造欺詐的能力正在導(dǎo)致當(dāng)前的危機(jī),。

????幾十年來,，數(shù)萬億美元花費(fèi)在了“印象”這一通貨上面。盡管你或許認(rèn)為作為如此巨額資金的追逐對(duì)象,，“印象”肯定有一個(gè)非常規(guī)范的定義,，但它從來都沒有過，也不可能有,。這種狀況一直延續(xù)至今日,。從現(xiàn)在的情形看，廣告業(yè)似乎不屑于留下印象了,。（財(cái)富中文網(wǎng)）

????本文作者喬?馬爾契斯是真實(shí)媒體公司創(chuàng)始人兼CEO,，此前擔(dān)任 Fuse-TV有線電視網(wǎng)營(yíng)銷和多媒體平臺(tái)開發(fā)事務(wù)主管。

????譯者：葉寒???

????Option one will diminish the outlets for effective advertising, while options two and three eliminate it altogether. Where will that leave the advertising industry?

????It would almost be funny if it wasn't so terrible. Advertising plays a massive role in our economy, and in an effort to keep the market for the main currency of advertising (the impression) liquid, we have created a system that not only allows advertising fraud (counting impressions that no human could ever see), but we NEED to allow it in order to function.

????Getting rid of fraud is 100% possible, but the industry is resisting it, because it would drastically increase the price of impressions, as the would be "real impressions," and make it no longer apples to apples with traditional advertising impressions. In addition, the established big Internet impression generators would take a huge hit. Now, with Google's (GOOG) Neal Mohan debating entering the fray, we might finally get some movement toward "real impressions." But this is just the beginning, although with Google's leadership it is a big beginning, the real challenge will be if an industry built on keeping prices low through waste and fraud can swallow the resulting limitations in supply, and therefore higher perceived prices, or if there is yet to be more pain.

????Hundreds of billions of dollars are spent every year on advertising by huge brands and small business alike. When these dollars were first introduced to the market they were priced in a way to be able to keep the same terminology, and a single unit of currency, the "impression." While there has always been some waste in the model, digital's ability to create fraud is causing the current crisis.

????For decades trillions of dollars have changed hands on the currency of the "impression." And while you would think with all that money depending on it, "impression" would have a very standard definition, it never has. It couldn't. Until today. And now the industry doesn't want it.

????Joe Marchese is the founder and CEO of true[X] media and previously was head of marketing and multi-platform development for the cable television network Fuse-TV.