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微軟數字廣告業務減記62億美元

Microsoft Takes Write-Down in Failed Digital Ad Foray
微軟數字廣告業務減記62億美元

Microsoft owned up on Monday to the collapse of its biggest push into digital advertising, announcing that it would take a $6.2 billion accounting charge in its online services division for a failed acquisition.

微軟公司在周一承認對數字廣告業的大舉進攻以失敗告終,并宣布會在線服務業務方面計提62億美元來應對此次的失敗收購。

The accounting charge, called a write-down of good will, was essentially a write-off of the value of aQuantive, a digital advertising company that Microsoft bought in 2007. It will effectively wipe out Microsoft's fourth-quarter profit.

此次計提被稱之為商譽減記,它實質上是減記了aQuantive公司的價值。該公司是一家數字廣告公司,在2007年被微軟購買。這一舉措基本會抵消微軟第四季度的全部利潤。
 

The company said it took the write-down because "expectations for future growth and profitability are lower than previous estimates" for the online services unit.

該公司稱選擇資產減記是因為 “對在線服務部門的未來增長和利潤預期低于早前的預測。”

"It's disappointing, but it is not a shock at this point," said Brendan Barnicle, senior research analyst at Pacific Crest Securities. "The industry has evolved beyond where aQuantive was when Microsoft bought it."

“這讓人失望,但目前看來并不令人震驚,” 太平洋皇冠證券(Pacific CrestSecurities)的高級研究分析師布倫丹·巴尼克爾(Brendan Barnicle)說,“這一行業已經出現很大改變,遠非微軟收購這家公司時的情況。”

Microsoft does make money in online advertising, but has relied on a number of digital advertising partnerships.

微軟確實從在線廣告業務上有所收益,但這是有賴于幾個數字廣告合作項目。

The deal for aQuantive was struck when technology and traditional advertising firms were desperately seeking footholds in the world of Internet display advertising. At the time, aQuantive was the biggest company Microsoft had bought in its history.

在微軟收購aQuantive公司那段時間,科技公司和傳統廣告公司都竭力在互聯網陳列式廣告中尋求一席之地。當時,aQuantive是微軟有史以來收購的最大的一家公司。

A month before the aQuantive acquisition, Google, Microsoft's big rival in online advertising, purchased a similar firm, DoubleClick, for $3.1 billion. That deal has been highly profitable for Google, analysts say.

在微軟收購aQuantive之前一星期,其在線廣告領域最大的競爭對手谷歌公司(Google)以31億美元的價格收購了一家類似的公司DoubleClick。分析家指出,此次購買為谷歌帶來了巨大的收益。

The purchase of aQuantive may well have been driven by pressure Microsoft was feeling at the time, not only from the DoubleClick deal, but by similar acquisitions by other companies. Microsoft bought aQuantive one day after the WPP Group bought 24/7 Real Media, another digital advertising company, for $649 million, and a month after Yahoo agreed to pay $680 million for Right Media, an online ad exchange.

微軟很可能是在感受到了外界壓力的情況下收購了aQuantive公司。這種壓力不僅來自谷歌對DoubleClick的收購,也來自其他公司的類似收購案 。在微軟收購aQuantive的前一天,WPP集團以6.49億美元買下另一家數字廣告公司24/7 Real Media。 此前一個月,雅虎公司同意以6.8億美元收購在線廣告交易公司Right Media。

All of the acquisitions were in one or another part of the display advertising business across the Web. Once highly profitable by indiscriminately pasting digital ads across the borders of millions of Web pages, the business has become under pressure as companies like Google got better at aiming for individual tastes with search advertising.

所有的這些收購行動的對象都來自陳列式網絡廣告行業。曾經,在浩如煙海的網頁中隨意粘貼數字廣告便能獲得高收益,而如今,隨著像谷歌這樣的公司在定位于個人偏好的搜索廣告方面越來越強大,數字廣告業務也受到了壓力。

With DoubleClick, Google appeared to be using that personalization technology for the placement of banners and other display advertising.

有了DoubleClick公司之后,谷歌似乎運用了個性化技術來置放橫幅廣告和其他陳列式廣告。

Google used DoubleClick's huge inventory of Web ads inside AdSense, Google's self-serve ad placement technology for third-party Web sites.

在其針對第三方網站的自助式廣告投放項目AdSense中,谷歌運用了DoubleClick的海量網頁廣告庫存。

AQuantive was a well-respected online agency based in Seattle, but its focus was on design and client services. The company did have ad inventory and an ad placement engine similar to DoubleClick's at the time, but Microsoft did little to update it.

AQuantive是一家位于西雅圖的著名網絡公司,但公司的重心是設計和客戶服務。收購時該公司的確擁有一些廣告庫存,及于DoubleClick公司類似的廣告投放引擎,但微軟并沒有對其進行更新。

"It could have been another DoubleClick, but they would have had to know a business where publishers and advertisers meet, and then invest heavily," said Todd Sawicki, chief revenue officer at Cheezburger, a publisher of several popular Web sites.

“它本可以成為另一家DoubleClick公司,前提是他們得了解這個發行人和廣告商緊密合作的行業,然后再進行大量投資。” Cheezburger的首席營收官托德·薩維茨基(Todd Sawicki)說。Cheezburger是數家熱門網站的發行公司。
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