Privacy and advertising Who will be the main loser from Europe’s new data-privacy law? “Please don’t leave us.”From the dozens of e-mails in peoples inboxes, begging them to give their consent to be sent further messages, you could deduce that the senders of newsletters and the like are hardest hit by the European Union’s tough new privacy law, the General Data Protection Regulation (GDPR), which goes into effect on May 25th. But the main loser may well be an industry that few have ever heard of but most have dealing with every day: advertising technology, or ad tech. In fact, the GDPR would probably not exist at all were it not for this collection of companies, which have an insatiable hunger for personal data. Ad tech emerged because advertising is the internet’s default business model. Since targeted ads tend to be more efficient and targeting requires personal data (sites previously visited, searches in online stores and the like), these data became the fuel of a new industry to automate online advertising. It is so complex that even experts often resort to what is known as “LUMAscape ”, a collection of maps of the business packed with logos put together by Luma Parters, a 欧洲出台新数据隐私法，谁将成为大输家？ “请不要离开我们。”人们的收件箱收到数十封这样的电子邮件，请求他们同意继续接收信息。你可能会由此推断，在5月25日欧盟严格保护隐私的新法律《通用数据保护条例》（GDPR）生效后，受打击最重的是这类发送营销内容的企业。然而，主要的输家很可能是一个少有人听说、但大多数人每天都在接触的行业：广告技术。事实上，要不是因为这个对个人数据贪得无厌的行业的存在，GDPR条例可能根本就不会出台。 广告技术的兴起是因为广告是互联网的默认商业模式。由于定向广告往往更奏效，而定向以需要个人数据（曾访问过的网站、在网上商店的搜索历史等），因此这些数据成为一个新行业实现在线广告自动化的“燃料”。广告技术十分复杂，连专家也要经常依靠LUMAscape这份行业地图。该地图由投行LUMA Partners 绘制，分18个类别罗列了数百家公司的标志。 1.inbox表示含义是电子邮件的收件箱 2.and the like是一个常见的短语，表示诸如此类 3.may well很有可能 4.newsletter通讯，简报 5.insatiable英[?n?se???bl]美[?n?se??b?l, -?i?-] ■(especially of a desire or need) too great to be satisfied（尤指欲望或需求）无法满足的，贪得无厌的 ? Like so many politicians, he had an insatiable appetite/desire/hunger for power.和许多政客一样，他对权力贪得无厌 ? Nothing, it seemed, would satisfy his insatiable curiosity. 6.emerge 出现 emerge of 出现兴起 emergency n.紧急事件 adj.紧急的merge v.融合，合并 7.resort to 诉诸于某种手段 8.default 默认的 9.automate 使自动化 10.venture capitalist风险资本家 11.back这里是动词，表达support的含义 12.fragment ■to break something into small parts or to be broken up in this way.(使)支离破碎；打碎；（使）分裂 ? The satellite will fragment and burn up as it falls through the Earth’s atmosphere. ? The government is planning to fragment the industry before privatizing it. 13.in real time 实时 14.beast(含诙谐意)有特定性质的事物，性格特别的人 You can use beast to refer to something or someone in a light-hearted way, and to mention that they have a particular quality. 15.cog (齿轮的)嵌齿，轮齿；齿轮 16.mesh ■when different things or people mesh, they suit each other bank. It lists hundreds of firms in 18 different subcategories. One cause for this fragmentation is the generosity of over-optimistic venture capitalists, who have backed even the most unlikely ad-tech ideas. Another is the nature of the beast: many cogs have to mesh to match people and ads in real-time. The fact that personal data are widely shared with lots of companies creates even more business complexity- but also makes the system a favorite target of privacy advocates. Yet the “ad-tech bubble” has been deflating for some time, says Brian Wieser of Pivotal, a research firm. The industry thought that consumers would welcome “relevant” ads, but as these got more intrusive and creepy, people reacted by installing ad-blockers. Both Facebook and Google, ad-tech ecosystems unto themselves ,have grabbled ever more ad dollars, leaving slim picking for rivals. As a result, the industry was already consolidating. The GDPR will spend up the process by, in effect, assigning a value to personal data. Under a realistic reading of the GDPR, most ad-tech firms will need consent from individuals to process their data. This will be hard, since most have no direct relationship with consumers. And even if they do, people 市场如此分散，一个原因是过度乐观的风险资本家慷慨投资—他们甚至会支持那些是不切实际的广告技术理念。另一个原因是这一行业的特性：要实现人和广告的实时匹配需要众多环节的紧密配合。众多公司广泛共享大量个人数据，增加了业务的复杂度，但同时也让整个系统成为隐私保护倡导者最热衷攻击的目标。 不过，研究公司Pivotal的布莱恩·威泽表示，“广告技术泡沫”一直在缩小。业界以为消费者会欢迎“关联性”广告，但这些广告越来越能干扰人，也越来越鬼鬼祟祟，人们开始安装广告拦截软件。自成广告技术生态系统的Facebook和谷歌攫取了越来越多的广告收入，没给竞争对手留下什么机会。因此，该行业已经在整合。 GDPR条例实际上是为个人数据赋予了价值，将加速这一整合过程。一种对GDPR条例比较现实的解读是，大多数广告技术公司未来将需要征得个人同意才能使用他们的数据。这会很难，因为这些公司大多与消费者并无直接关系。or work well together紧密配合；相互协调 ? The members of the team just didn’t mesh. ? Whether the new personal pension works will depend much on how well it meshes with employer’s schemes.退休金制度能否行得通，很大程度取决于这个制度能否与雇主的计划方案相配合 17.intrusive英[?n?tru:s?v]美[?n?trus?v, -z?v]打搅的，侵扰的 18.creepy ■strange or unnatural and making you feel frightened 怪异的，令人毛骨悚然的，让人起鸡皮疙瘩的 19.unto ■to 朝，向，到 20.consolidate英[k?n?s?l?de?t]美[k?n?sɑ:l?de?t] ■to combine several things, especially business, so that they become more effective, or to be combined in this way.（尤指企业）合并，联合 21.opt■to make a choice, especially for one thing or possibility in preference to any other.选择，挑选；（尤指）优先选择
