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网络巨头将不得不向欧盟反垄断监管机构公开广告档案

此举可能会影响Alphabet旗下谷歌、亚马逊、苹果和Facebook等美国网络巨头，因为它们拥有海量数据和利润丰厚的在线广告业务。

  • 路透
  • 2020年11月1日，美国标准时间10:35
欧洲数字和反垄断主管周五表示，占主导地位的科技公司将必须解释它们的算法是如何在拟议的欧盟新规则下工作的，并向监管机构和研究人员开放它们的广告档案。此举可能会影响Alphabet等美国网络巨头谷歌，亚马逊，苹果而且脸谱网他们拥有海量数据和利润丰厚的在线广告业务。

广告算法可以帮助公司将广告定位到广告商想要触及的用户。欧盟竞争专员Margrethe Vestager他的目标是阐明这些算法是如何工作的，并确保公司对自己的决定负责。
“当监管机构提出要求时，大型平台将不得不提供更多关于其算法工作方式的信息，”她在研究机构Algorithm Watch和the欧洲政策中心．他们还必须让监管机构和研究人员访问他们持有的数据，包括广告档案，”维斯特格说。

她将于12月2日宣布两套规则草案，分别是《数字服务法案》(Digital Services Act)和《数字市场法案》(Digital Markets Act)，突显欧盟遏制互联网的决心科技巨头并迫使他们公平竞争。新立法在生效前需要欧盟国家和欧洲议会的投入，这一过程可能需要一年或更长时间。


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Dominant tech companies will have to explain how their algorithms work under proposed new EU rules and also open up their ad archives to regulators and researchers, Europe's digital and antitrust chief said on Friday. The move is likely to impact U.S. online giants such as Alphabet unit Google<\/a>, Amazon<\/a>, Apple<\/a> and Facebook<\/a>, with their treasure troves of data and lucrative online advertising businesses.

Advertising algorithms help companies target ads at the users that advertisers want to reach. European Competition Commissioner Margrethe Vestager<\/a> said the goal was to shed light on how these algorithms work and to make sure that companies are accountable for their decisions.
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\"And the biggest platforms would have to provide more information on the way their algorithms work, when regulators ask for it,\" she told an event organised by research agency Algorithm Watch and the European Policy Centre<\/a>. They'd also have to give regulators and researchers access to the data they hold - including ad archives,\" Vestager said.

She will announce two sets of draft rules known as the Digital Services Act and the Digital Markets Act on Dec. 2, underlining the EU's determination to rein in tech giants<\/a> and force them to play fairer. New legislation will need input from EU countries and European Parliament before it comes into force, a process that could take a year or more.

<\/div><\/div><\/div><\/div>
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