????它是十年來(lái)最困擾業(yè)界的技術(shù)難題之一：用戶(hù)正在從臺(tái)式機(jī)和筆記本電腦轉(zhuǎn)向移動(dòng)設(shè)備,，但是移動(dòng)廣告的市場(chǎng)表現(xiàn)卻慘不忍睹,。在智能手機(jī)上賣(mài)廣告尤其困難，它們賣(mài)得比傳統(tǒng)電腦上的廣告便宜得多,，而傳統(tǒng)電腦的廣告已經(jīng)比印刷媒體和廣播的廣告便宜很多了?，F(xiàn)在谷歌公司（Google）認(rèn)為它也許能部分地解決這個(gè)問(wèn)題。

????今年8月,，一項(xiàng)由一家移動(dòng)廣告分析公司發(fā)布的研究發(fā)現(xiàn),，大約40%的移動(dòng)廣告點(diǎn)擊都“毫無(wú)價(jià)值”，因?yàn)樗鼈円词钦`點(diǎn),，要么是點(diǎn)擊欺詐。很難弄清這個(gè)數(shù)字有多精確（而開(kāi)展這項(xiàng)研究的公司很希望這個(gè)數(shù)字越高越好）,，但可以肯定的是,，由于存在這兩種類(lèi)型的點(diǎn)擊，要衡量移動(dòng)廣告的效果（以便借此搞清楚如何為其定價(jià)）幾乎是不可能完成的任務(wù),。

????針對(duì)這種所謂的“粗手指”問(wèn)題——用戶(hù)劃動(dòng)屏幕或點(diǎn)擊其他地方時(shí)出現(xiàn)了誤點(diǎn),，谷歌正打算采用一個(gè)簡(jiǎn)單的解決辦法：彈出一個(gè)帶有“訪問(wèn)此網(wǎng)站”字樣的確認(rèn)鍵。

????這個(gè)辦法當(dāng)然能減少?gòu)V告數(shù)量,，但它也使合理點(diǎn)擊的比例提高了,。谷歌還表示，它可以提升能夠帶來(lái)實(shí)際銷(xiāo)售的廣告所占的比例,。由于谷歌是移動(dòng)廣告領(lǐng)域的霸主,，所以很可能眾多對(duì)手也會(huì)跟進(jìn)采用類(lèi)似辦法。

????兩年前,，移動(dòng)廣告市場(chǎng)是個(gè)可能帶來(lái)滾滾財(cái)源的金礦?，F(xiàn)在呢，各公司都被現(xiàn)實(shí)困住了手腳,，跟這些尺寸較小的屏幕較上了勁,。不過(guò)，它也確實(shí)揭示了移動(dòng)廣告市場(chǎng)存在的挑戰(zhàn),，要讓這種廣告有效果,，唯一的辦法就是在用戶(hù)和廣告之間樹(shù)立某種壁壘，不管這壁壘是多微不足道,。

????譯者：清遠(yuǎn)

????It is one of the chief tech conundrums of the decade: people are flocking away from desktops and laptops and toward mobile devices, but the mobile-ad economy is terrible. Selling ads on smartphones, in particular, is difficult, and they sell for much less than ads served to traditional computers, which already sell for much less than print and broadcast ads.?Google thinks it might have a partial solution.

????A?study released in August?by a mobile-ad analytics firm found that about 40% of mobile-ad clicks were "worthless" because of erroneous clicks and click fraud. It's hard to know how accurate that figure is (and the company that conducted the study had an interest in the number being as high as possible), but it's certainly the case that measuring ad effectiveness -- and therefore, knowing how to price ads -- is near-impossible for both reasons.

????Google (GOOG) is addressing the so-called "fat finger" problem -- people clicking by mistake when they meant to scroll or click something else -- with a simple solution: a confirmation button that pops up, reading "visit site."

????The solution, of course, decreases the number of ads that are served, but it increases the proportion of legitimate clicks. And, Google says, it increases the proportion of ads that lead to actual sales. Since Google is the biggest player in mobile ads, it seems likely that its competitors will end up doing something similar.

????Two years ago, the mobile ad market was?a potential Valhalla of profit. Now, companies are struggling with the realities of smaller screens. It surely says something about the challenges of the mobile ad market, though, that the only way to make it work is to erect a barrier, however small, between a consumer and an advertisement.