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全文字数：1418字

阅读时间：15分钟

上期翻译答案

Encouragingly, meat substitutes – including those made from lab-cultured animal cells, plants and microbial proteins –arealready proving quite popular with the general public.

鼓舞人心的是，肉类替代品——包括那些由实验室培养的动物细胞、植物和微生物蛋白——已经证明广受大众欢迎。

《本期内容》

双语阅读

For digital-ad sellers, 2021 was always going to be a hard act to follow. As work, play and shopping shifted online during the covid-19 pandemic, internet advertising boomed. In America spending rose by 38%, to $211bn, compared with average annual growth of 21% in the preceding five years, according to eMarketer, a research firm.

对于数字广告销售商来说，2021年的盛景将难以重现。疫情期间，工作、娱乐和购物都转移到线上，网络广告如火如荼。根据研究公司“电子市场”的数据，美国数字广告的支出增长了38%，达到2110亿美元，而在此之前的五年里的平均年增长率为21%。

Smaller social-media firms such as Pinterest and Snap at times hit triple-digit year-on-year quarterly revenue growth. Even giants such as Alphabet (Google’s parent company) and Meta (Facebook’s and Instagram’s), which receive a third and a fifth of the world’s digital-ad dollars, respectively, clocked rates of 50%.

缤趣和快拍等规模较小的社交媒体公司在某些季度里收入同比增长甚至达到三位数。就连分别拿走了全球数字广告收入三分之一和五分之一的巨头Alphabet（谷歌的母公司）和Meta（Facebook和Instagram的母公司）增速也达到50%。

The contrast with 2022 is stark. On July 21st Snap reported that its sales grew by 13%, year on year, in the second quarter, its mostanaemicever. In a letter to investors, the firm confessed that so far this quarter revenue was “approximately flat”. The market was spooked, and the company’s share price fell by almost 40%. The next day Twitter, which also depends on advertising, reported that its revenue had fallen slightly in the three months to June, compared with last year.

2022年与这一盛况形成了鲜明对比。7月21日，快拍报告称其第二季度销售额同比增长了13%，是有史以来最乏力的一次。公司在致投资者的一封信中承认，目前该季度收入“基本持平”。市场惊恐不已，快拍的股价下跌了近40%。第二天，同样依赖广告业务的推特称，与去年同期相比，其第二季度收入也出现了小幅下降。

That triggered concern about the health of online advertising,dragging downthe share prices of the industry’s titans. On July 26th Alphabet duly disclosed Snap-like quarterly sales growth of 13%, down from 62% in the same period last year. That was less terrible than expected (its market value rose by 8% on the news) but still pretty bad (it remains a bit below what it had been before the Snapbombshell). A day later Meta said that its revenue declined for the first time, by 1% year on year.

这引发了人们对线上广告健康状况的担忧，这也把这个行业巨头的股价拖下水。7月26日，Alphabet正式披露的季度销售增长与snap情况类似，从去年同期的62%下降到13%。这没有预期的那么糟糕(消息传出后其市值上涨了8%)，但仍然相当不好(仍略低于Snap投出的重磅炸弹之前的水平)。一天后，Meta表示其收入首次下降，同比下降1%。

Last year’s covid-boostedbaselineis not the only thing weighing on the digital-ad market. Ad-sellers are feeling the delayed effect of Apple’s change last year to the privacy settings on iPhones, whichstops advertisers fromtrackingpeople’s behaviour on its devices, and thus from measuring the effectiveness of digital ads. Snap cited the Apple policy as a reason for recent weak results. Meta estimates that the change will shave $10bn, or 8%, from its revenue this year.

去年新冠病毒提高的基准线并不是拖累数字广告市场的唯一因素。翻译划线句，长按文末小程序码打卡，答案下期公布~快拍将苹果的这一政策列为近期业绩疲弱的原因之一。Meta估计，这一变化将使其今年的收入减少100亿美元，换句话说降幅会达到8%。

本文节选自：The Economist（经济学人）

发布时间：2022.08

作者：Business

原文标题：The online-ad industry is being shaken up

词汇积累

1.anaemic

英/ əˈniːmɪk /美/ əˈniːmɪk /

adj.贫血的，患贫血症的；无活力的

2.bombshell

英/ ˈbɒmʃel /美/ ˈbɑːmʃel /

n.炸弹；突发事件；引起震惊的人或事

3.baseline

英/ ˈbeɪslaɪn /美/ ˈbeɪslaɪn /

n.基线，基准；（网球场、排球场等场地的）底线；（棒球场的）垒线；（印刷）基线；（篮球、网球等场地的）底线

词组搭配

1.drag down 向下拖

2.stop sb from doing sth 阻止某人去做某事 ; 阻止某人干某事 ; 让某人不做某事

写作句总结

原句：On July 21st Snap reported that its sales grew by 13%, year on year, in the second quarter, its most anaemic ever.

结构：On XX, XX reported that its sales grew by XX, year on year, its most anaemic ever.

例句：On this chart，we can find that experts in this area grew by 10%, year on year, it's the most anaemic ever.

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（戳码回复“高数”）

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广告考研(广告考研考什么)