中国制造网外贸平台入驻十年后，谷歌竞价推广还有效吗？全球最大广告平台谷歌会面临拆分吗？
近期美国立法动态引发行业震动
Recently, US legislative developments have caused industry shockwaves
由犹他州共和党人Mike Lee领导的两党参议员小组近期提出《数字广告竞争与透明度法》草案，该法案将禁止年数字广告交易额超过200亿美元的公司同时参与数字广告生态系统中多个业务环节。
A bipartisan group of senators led by Utah Republican Mike Lee recently proposed the "Digital Advertising Competition and Transparency Act", which would prohibit companies with annual digital ad transactions exceeding $20 billion from participating in multiple segments of the digital advertising ecosystem.
谷歌广告业务面临严峻挑战
Google's advertising business faces serious challenges
作为全球第一大数字广告平台，谷歌2021财年广告营收达2375亿美元，其中317亿美元来自展示广告业务。这正是此次立法草案的重点监管对象。
As the world's largest digital advertising platform, Google's ad revenue reached $237.5 billion in fiscal 2021, with $31.7 billion coming from display ads - the primary target of this legislative proposal.
法案发起人Mike Lee公开表示，谷歌必须在法案生效后一年内分拆其网络广告业务，因为谷歌同时扮演着多重角色：既是买家又是卖家，既提供购买工具又提供销售工具，同时还运营广告交易所。
Bill sponsor Mike Lee publicly stated that Google must spin off its network advertising business within one year of the bill's enactment, as Google plays multiple conflicting roles: both buyer and seller, providing both purchasing and sales tools, while also operating an ad exchange.
立法程序与反垄断现状分析
Analysis of legislative process and antitrust status
从立法程序来看，该草案仍需经过多重审议。2020年以来，美国议员已提出十余个平台反垄断草案，但至今无一进入参众两院正式审议程序。
Legislatively, the bill still faces multiple reviews. Since 2020, US lawmakers have proposed over a dozen platform antitrust bills, but none have entered formal congressional consideration.
得克萨斯州等10州总检察长去年指控谷歌垄断，案件起诉书显示谷歌在展示广告的三个关键环节均占据主导地位。谷歌向发布商收取19%-22%的佣金，远高于竞争对手5%-15%的水平。
Attorneys general from Texas and nine other states accused Google of monopoly last year. Court filings show Google dominates all three key segments of display advertising, charging publishers 19%-22% commissions - significantly higher than competitors' 5%-15%.
经济规制与行业自律的平衡
Balancing economic regulation and industry self-discipline
专家指出，对谷歌展示广告业务更有效的监管方式可能是经济规制而非强制拆分。谷歌作为同时具备买卖双方角色的平台，应对交易各方承担更高标准的商业道德责任。
Experts suggest more effective regulation for Google's display ad business may come through economic oversight rather than forced breakup. As a platform serving both buyers and sellers, Google should uphold higher standards of business ethics.
类似证券交易所的自我规制模式可能更适合数字广告行业，通过建立完善的规则体系和监督机制，在自律性与营利性之间取得平衡。
A self-regulatory model similar to stock exchanges may better suit the digital ad industry, establishing comprehensive rules and oversight to balance self-discipline with profitability.
市场竞争约束仍是防止垄断行为的最有效手段。在Xandr、AppNexus等竞争对手和Facebook、亚马逊等潜在进入者存在的环境下，用户仍能用脚投票。
Market competition remains the most effective check against monopolistic practices. With competitors like Xandr and AppNexus, and potential entrants like Facebook and Amazon, users retain the power to vote with their feet.
(本文观点仅代表作者个人立场)
(The views expressed are solely those of the author)
