阿里巴巴或超越百度 称霸数字广告市场!大纲

Online search giant Baidu Inc is set to lose its top spot in the nation's booming digital advertising market this year to its rival Alibaba Group Holding Ltd, according to a report from London-based market research firm eMarketer.
据总部位于伦敦的市场搜索公司eMarketer的报告显示，线上搜索巨头百度公司今年将丧失它在蓬勃发展的全国数字广告市场的霸主地位，不得不让位于对手阿里巴巴控股集团。

E-commerce heavyweight Alibaba has so far notched up a 28.9 percent share of China's digital ad market, equating to $12.05 billion, said eMarketer, which researches digital marketing, media and commerce.
对数字市场、媒体和商业进行调研的eMarketer表示，到目前为止，电子商务巨头阿里巴巴已经赢得了中国数字广告市场领域28.9%的份额，等额价值为120.5亿美金。

In previous forecasts eMarketer had predicted that Baidu, which uses search result listings to generate income from advertisers, would stay out in front. Last year, Baidu earned 28 percent of China's digital advertising revenue, compared to Alibaba's 24.8 percent.
在先前eMarketer的预测中，使用搜索结果清单来产生广告供应商收入的百度将会被挤出相关领域前列。去年，阿里巴巴获得了24.8%的中国数字广告收益，百度则获得了28%。

But eMarketer has downgraded its outlook for Baidu this year as it has witnessed challenges in the past few months due to tighter government controls on search result advertising.
但是eMarketer今年并不怎么看好百度的前景，因为在过去的几个月里，由于政府对搜索结果广告更加严格的控制，eMarketer已经目睹了百度面临的挑战。

Baidu's digital ad revenue is expected to see sluggish growth this year of just 0.3 percent to $8.87 billion. Meanwhile, Alibaba and Tencent Holdings Ltd will continue to surge ahead and report increases of 54 percent and 68 percent, respectively.
今年，百度数字广告收入预计会增长滞缓，增速仅为0.3%（88.7亿美元）。与此同时，阿里巴巴和腾讯控股集团将继续遥遥领先，分别增长54%和68%。

Baidu, Alibaba and Tencent, the top three firms in China's internet industry are estimated to take a total of 60 percent in the country's digital ad revenue of $41.66 billion in 2016.
2016年，中国互联网产业三大巨头——百度，阿里巴巴和腾讯预计共占据全国数字市场收益的60%（416.6亿美金）。

But the government's tightened controls on online advertising are only part of the reason for Baidu's slowing ad revenue. Analysts said that the Beijing-based Baidu's lack of strong mobile products is another factor affecting its ability to attract advertisers.
但是政府加强线上广告控制只是百度广告收入下滑的部分原因。分析人士称，总部位于北京的百度缺乏强有力的移动产品，这也是影响它吸引广告商能力的又一因素。

Shelleen Shum, an analyst from eMarketer, said the tighter regulation of internet advertising is expected to weigh heavily on Baidu's search revenues in the near term.
eMarketer分析人士谢伦·舒姆表示，在短期内，更加严格的互联网广告监控有望对百度的搜索收入产生巨大影响。

"Although also affected by the new regulations, Alibaba's ad revenue, particularly from the mobile sector, shows no sign of abating thanks to the robust growth of its e-commerce retail business," she said.
她说道：“尽管阿里巴巴也受到了新管制的影响，但是它的收入主要来自移动领域。由于其在电子商务领域的强劲增长，所以并没有迹象显示收入会有所减少。”