每天一篇经济学人 | Digital advertising 数字广告（2022

Digital advertising

related vocabulary：

1. adman 广告商
2. first-party data 一手数据
3. streaming service 流媒体服务
4. streamer 流媒体
5. Internet-connected tvs 互联网电视
6. Voice-activated assistant 语音助手，像siri
7. smart speaker 智能音箱
8. in-game purchases

Vocabulary：

1. impervious 不受影响的 A be previous to B A对B不受影响
2. slide = get worse 下滑，衰落，逐渐陷入 eg. the West's slides towards a recession
3. run out of the road = reach a point can't make any further progress （事情）无路可走，（人）走投无路 eg. the strategy is running out of road.
4. lay off 解雇,裁员 作为动词用法，lay off sb；layoff作名词有两个意思停工期和裁员，作为停工期是不可数名词，作为裁员是可数名词，常以复数的形式出现 eg. 裁员 ：The recent economic crisis has led to massive layoffs. 休赛期：Foster is playing again after a six-week layoff due to injury.
5. cyclical 周期性的 cyclical problem
6. offset v 抵消，弥补， 过去式和过去分词仍为offset 用法：A offset B = B is offset by A
7. rake in = earn a large amount of money 赚大钱 eg.He rakes in over $200,000 a year.
8. monetize = change sth into money = make money from sth 获利，货币化（变现）
9. well-placed 有能力的
10. trio = a group of three people or things.
11. next in lines 紧随其后
12. forthcoming 即将到来
13. plateau 趋于稳定，到达了平台期 The economic slowdown has caused our sales to plateau.

Nice sentence：

1. The rapidly growing industry was largely impervious to the business cycle.
2. Last quarter Meta reported its first-ever year-on-year decline in revenues. 上个季度Meta报告其收入首次同比下降
3. They might once have hoped to offset the digital-ad pies's slower growth by grabbing a larger slice of it.
4. As digital advertising enters a period of transformation, the challengers look well-placed to increase the gains.
5. Amazon executive now talk of advertising as one of the company's three "engines" alongside retail and cloud computing.
6. Its business-to-business ads let it monetise the time users spend on it as a rate rougly four times that of Facebook. 将用户使用时间进行变现
7. Its rules, introduced last year, have made it much harder for advertisers to follow users around the web and serve them ads based on their intersts.
8. The crackdown on tracking has been especially hard(=severe) on platforms that serve display ads, which target consumers on the basis of their intersts, as opposed to things they have actively serched for. By contrast, big-tech companies are insulated against anti-tracking initiatives. They rely mostly on "first party" data of their own. For example, Amazon's ads are based on what users serch for on its site; type "socks" into its search bar and you'll see sponsored promotions for exactly that. Even more, through its move into payments it could learn about customers' shopping habits. None of this would require tracking, since the behaviour all happens on Amazon's platform.
9. The other big change coming to advertising is the migration of television-viewing from broadcast and cable to internet-connected tvs, capable of delievering targeted ads.
10. Audio is undergoing a similar digitisation to video, as listening switches to streamed music and podacating.
11. Last year King generated revenue of $2.6bn from ads and in-game purchases by its quarter of a billion players.