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Such a flippant[5] attitude has not gone down well with advertisers,who are up in arms about the problem.Some have even resorted to legal action.Google reached a settlement in March with Lane's Gifts and Collectibles,a gift shop based in Arkansas,and agreed to offer refunds to advertisers who claim they have been charged for bogus clicks.Such refunds are capped at $90m,however,so many observers think Google got off lightly.And in June Yahoo!promised to intensify its efforts to fight click fraud as part of a settlement with CheckMate,a fraud-detection firm.As well as offering refunds for clicks determined to be fraudulent,Yahoo!agreed to appoint
a “traffic-quality advocate” to voice advertisers' concerns within the company.
In the wake of these legal challenges,Google and Yahoo!recently joined a working group at the Interactive Advertising Bureau (IAB),a trade association,which will establish standards for pay-per-click advertising,including the introduction of industry-funded auditing and certification,by the middle of 2007.“I believe Google and Yahoo!are now taking the issue very seriously,” says David Jones,chief executive of Euro RSCG,an advertising company.But Rishad Tobaccowala,head of innovation at Publicis,one of the world's biggest advertising groups,says it is too early to say whether the measures being taken against click fraud will be enough to satisfy advertisers.
Such a flippant[5] attitude has not gone down well with advertisers,who are up in arms about the problem.Some have even resorted to legal action.Google reached a settlement in March with Lane's Gifts and Collectibles,a gift shop based in Arkansas,and agreed to offer refunds to advertisers who claim they have been charged for bogus clicks.Such refunds are capped at $90m,however,so many observers think Google got off lightly.And in June Yahoo!promised to intensify its efforts to fight click fraud as part of a settlement with CheckMate,a fraud-detection firm.As well as offering refunds for clicks determined to be fraudulent,Yahoo!agreed to appoint
a “traffic-quality advocate” to voice advertisers' concerns within the company.
In the wake of these legal challenges,Google and Yahoo!recently joined a working group at the Interactive Advertising Bureau (IAB),a trade association,which will establish standards for pay-per-click advertising,including the introduction of industry-funded auditing and certification,by the middle of 2007.“I believe Google and Yahoo!are now taking the issue very seriously,” says David Jones,chief executive of Euro RSCG,an advertising company.But Rishad Tobaccowala,head of innovation at Publicis,one of the world's biggest advertising groups,says it is too early to say whether the measures being taken against click fraud will be enough to satisfy advertisers.
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