本博日前采访了世界最大奢侈品集团路威酩轩（LVMH）手表与珠宝类奢侈品亚太市场调研经理，并与其一同探讨了中国网络媒体存在的一些问题。以下为本博对高端广告主采访的内容，希望对各位从业读者有一些启示，并了解广告主的需求。

Cyril Bedat:

Market research manager of LVMH Watch & Jewelry APAC specialized in strategic planning, analysis and research, handling global marketing activities particularly in digital media, offline media plan and advertising.

受访人简介：Cyril Bedat

LVMH Watch & Jewelry亚太市场调研经理，主要负责市场调研分析，数字营销活动，线下媒体策划以及广告投放。

Adx: Since you are handling digital media, have you encountered any problems regarding to digital media landscape in China Market?

Adx:我们了解到您主要负责中国数字媒体相关的工作，那在中国互联网广告市场中，您遇到过哪些问题？

Cyril: Yes, I do face some problems regarding the digital media landscape, and the biggest one is that it is not yet completely transparent. We’ve applied third-party tracking like MediaMind, Doubleclick, MomentSystem and AdMaster, but not all publishers accept this type of system. I believe they are afraid of giving access to a third party the tracking of their impressions and losing control, but I believe this is not in the interest of digital marketing as a whole. Indeed, I am facing with a very low panel of media to invest in and to optimize. Without Ad Network, I cannot for example use Advertising testing, between several creative and use the one who is providing me with a better CTR. I also am not willing to deal directly with publishers and invest directly with them without using an ad network provider. This might be a very occidental way of thinking, but we never put our eggs in the same basket, you always need to give the tracking to a third party. We have to adapt ourselves to the particularities of the market but this is for me a principle.

Cyril：我确实在数字媒体方面遇到了一些问题，其中最主要的是中国的网络媒体不够透明。我们会要求如MediaMind，DoubleClick，秒针以及AdMaster等第三方监测机构进行监测，但并不是所有的网络媒体都能接受这种第三方监测。我觉得他们是怕一旦允许第三方监测后，他们就失去控制力了。但是，在我看来，这种不允许第三方进行监测的行为不利于整个互联网广告行业的发展。目前，我能选择的合作媒体屈指可数。如果不能形成一个广告网络，我就无法进行投放效果测试，在各种广告创意中挑选CTR最高的那个。我需要一个第三方，能给我提供一个又大又全的广告网络，我不想直接跟媒体打交道，直接跟他们合作。您或许觉得我这种做法太西化，没有入乡随俗，但这是我的原则：不把所有的鸡蛋放一个篮子里，总是留给第三方一点发展空间。

Adx: Have you ever encountered un-natural traffic?

Adx：那您有碰到过一些不同寻常的流量吗？

Cyril: We have encounter some example with results that have shown indeed un-natural behavior with some example that don’t make a lot of sense in terms of qualitative traffic, the CTR is too good to be true especially compared to the level of viewable impressions.

On the other hand, I think publishers – agencies and clients need to be educated. They need to know they won’t go a long way nor make a lot of money by not opening their platform and by adopting a more qualitative approach. When all is transparent, people will be more incline to spend more money. If I can track, if I can ad-served, I can see how truly good my campaign is and we can then improve the next one and probably spending more if it worked. There is no gain in the long run to untransparent methods.

Cyril：有的。有时候我们拿到的数据结果不是很正常，CTR太好了，好到不真实，特别是跟可见曝光度相比而言。另外，我觉得网络媒体和代理需要市场教育。他们应该要认识到，如果不能开放自身平台，不能完全透明，他们就无法获得长足的发展、赚更多的钱。如果我的广告可以让第三方tracking或者serving，如果我可以获得真正的广告投放效果，那么我就可以从中获得经验以改进下一轮投放策略，而且可能会投入更多的钱。但是如果媒体不能做到完全透明，就无法长期从我们这里长期获益，一切都是短期行为。

Adx: Then what do you want to say to publishers?

Adx：那最后，您想对中国的网络媒体说些什么？

Cyril: Don’t be afraid of more transparency in the business model. We had the same issue in the US and in Europe before, and everyone understood that there is more business to make by being open and accepting tracking or ad-serving.

Cyril: 不要惧怕开放和透明。欧美的网络媒体之前也有过类似的疑虑，但是最后大家都想明白了：只有开放、只有允许第三方tracking 或serving，才能得到更多的合作机会。

Adx: Thank you for the interview and we hope you could keep follow our updates.

谢谢您能接受我们的采访，希望您能继续关注我们的博客。