外媒说：手机广告火不起来的三个原因_时事

外媒说：手机广告火不起来的三个原因

Size isn’t the only problem. Advertisers are also limited by what they can find out about smartphone users. It’s not technically possible to use cookies with smartphone apps the way it is with a browser. On the Web, publishers typically record users’ actions so that advertisers can make an educated guess about a user’s identity and interests.

尺寸并非唯一问题。广告客户能获取的智能手机用户的信息也很有限。从技术角度看，智能手机应用无法像浏览器一样使用cookie。网站发布者通常会记录用户的行为，这样广告客户就能更好的猜测用户的身份和兴趣。

“What makes Web ads so attractive to advertisers is the ability to track actions and optimize accordingly, Ms. Chen says. Because a smartphone cannot use the same technology, she says, “your ability to track and optimize is much more blunt, or in some cases nonexistent.

陈女士指出：“网页广告如此吸引广告客户之处在于它能追踪用户行为并据此进行优化。她还表示，由于智能手机无法使用同样的技术，“追踪和优化的能力大为减弱，某些情况下完全没有。

These limitations depress demand for smartphone ads and lead to low prices. A banner ad on a Web page that costs $3 to $5 for every thousand impressions may cost only 75 cents or $1 for a thousand impressions on a smartphone, Ms. Chen says.