Clear Channel Outdoor — one of the largest outdoor advertising companies in the U.S. — is starting a new program called Radar that will use billboards to map real-world habits and behaviors from nearby consumers.
美國(guó)最大的戶(hù)外廣告公司之一Clear Channel Outdoor正在開(kāi)始一項(xiàng)名為Radar的新業(yè)務(wù)，通過(guò)廣告牌探測(cè)經(jīng)過(guò)路人的習(xí)慣和行為。

The technology is sure to help advertisers better target their ads. But privacy advocates argue that it's, well, a little creepy.
這項(xiàng)技術(shù)可以幫助廣告商更好的定位其廣告對(duì)象。但是隱私保護(hù)者認(rèn)為這項(xiàng)技術(shù)太可怕了。

This is how Clear Channel Outdoor describes how the program works, in a video on its website:"Using anonymous aggregated data from consumer cellular and mobile devices, RADAR measures consumer's real-world travel patterns and behaviors as they move through their day, analyzing data on direction of travel, billboard viewability, and visits to specific destinations. This movement is then mapped against Clear Channel's displays, allowing advertisers to plan and buy Out-Of-Home to reach specific behavioral audience segments."
在Clear Channel Outdoor網(wǎng)站上的視頻中有關(guān)于這項(xiàng)技術(shù)的描述：“通過(guò)使用電話網(wǎng)絡(luò)和移動(dòng)設(shè)備收集匿名數(shù)據(jù)，雷達(dá)測(cè)量路人的移動(dòng)方式和一天中的活動(dòng)行為，分析移動(dòng)數(shù)據(jù)，廣告牌路人可視度，特定目的地。這些數(shù)據(jù)會(huì)布局在Clear Channel的廣告牌上，允許廣告商計(jì)劃和購(gòu)買(mǎi)Out-Of-Home戶(hù)外特定受眾信息?！?/div>

Clear Channel's Senior Vice President of Research and Insights Andy Stevens says "it's like mobile advertising, using the same consumer behavior, but using it for [Out-Of-Home ads like billboards.]" In an interview with Media Village, he says he sees it as a way of translating digital insights to this "out of home" space.
Clear Channel研究和計(jì)劃部門(mén)的副高級(jí)經(jīng)理說(shuō)“好比手機(jī)廣告，通過(guò)使用同樣的顧客行為方式，現(xiàn)在只是把它運(yùn)用到了戶(hù)外廣告牌上”在一次Media Village采訪中，他認(rèn)為這是一種對(duì)洞察數(shù)據(jù)的戶(hù)外遷移。

But in an email to NPR, Clear Channel press spokesman Jason King drew a distinction between the one-to-one approach of online digital ad targeting and this strategy, which he described as "one-to-many." He explains: "We have no technical capability to determine the average age and gender of who sees our billboards, but the data providers can inform us by sharing, for example, that I-95 in Florida has a high percentage of families travelling to Disney World that pass many of our billboards."
在一封對(duì)NPR的郵件中，Clear Channel的媒體發(fā)言人Jason King將網(wǎng)絡(luò)一對(duì)一廣告方式和這種戶(hù)外一對(duì)多廣告模式劃定界限，他解釋到：“我們雖然無(wú)法通過(guò)技術(shù)手段得知廣告牌受眾群體年齡和性別，但是數(shù)據(jù)供應(yīng)商會(huì)通過(guò)分享來(lái)提供我們信息，比如，佛羅里達(dá)州的I-95公路上有很多家庭會(huì)在去迪斯尼樂(lè)園的路上看到我們的廣告牌。”

The company, which owns tens of thousands of billboards in the U.S., "will offer Radar in its top 11 markets, including Los Angeles and New York, starting on Monday, with plans to make it available across the country later this year," The New York Times reported. Here's more from the Times: "Clear Channel and its partners — AT&T Data Patterns, a unit of AT&T that collects location data from its subscribers; PlaceIQ, which uses location data collected from other apps to help determine consumer behavior; and Placed, which pays consumers for the right to track their movements and is able to link exposure to ads to in-store visits — all insist that they protect the privacy of consumers. All data is anonymous and aggregated, they say, meaning individual consumers cannot be identified."
紐約時(shí)報(bào)說(shuō)“這家在美國(guó)擁有數(shù)以萬(wàn)計(jì)廣告牌的公司將會(huì)在11個(gè)熱門(mén)市場(chǎng)內(nèi)提供雷達(dá)服務(wù)，包括洛杉磯和紐約，從周一開(kāi)始，計(jì)劃服務(wù)年底可以遍布全國(guó)?！奔~約時(shí)報(bào)還說(shuō)：“廣告運(yùn)營(yíng)商Clear Channel和他伙伴—AT&T數(shù)據(jù)部門(mén)共同收集用戶(hù)的位置信息；而Placed廣告公司則通過(guò)向用戶(hù)購(gòu)買(mǎi)權(quán)利獲得用戶(hù)許可跟蹤其活動(dòng)并且能夠看到廣告進(jìn)而去商店消費(fèi)——所有公司都堅(jiān)持他們保護(hù)了顧客的隱私。所有數(shù)據(jù)都是匿名收集的，個(gè)人信息是無(wú)法識(shí)別的?！?/div>

King, the press spokesman, tells NPR that the personal consumer information will remain with the data providers, while Clear Channel will only be able to access the aggregated data.
媒體發(fā)言人King對(duì)NPR說(shuō)消費(fèi)者個(gè)人信息將歸數(shù)據(jù)運(yùn)營(yíng)商管理，Clear Channel廣告公司只能讀取這些收集到的信息。

And Stevens argues that consumers can opt out, in the interview with Media Village. He makes a distinction between the Clear Channel program and the advertising in this scene from the dystopian thriller "Minority Report."
在Media Village采訪中Stevens辯解道消費(fèi)者可以選擇退出。他認(rèn)為Clear Channel項(xiàng)目和電影“少數(shù)派報(bào)告”中的廣告場(chǎng)景完全是兩回事。

Here, Tom Cruise's character walks through a shopping area as advertisements address him by name. "John Anderton! You could use a Guinness right now," says one affable billboard. "Get away, John Anderton. Forget your troubles," intones another billboard showing a beach scene. Here's what Stevens thinks of this style of advertising: "I'm not sure it's a great user experience and it is a little creepy, to be honest. With a mass-medium like Out-Of-Home, a better use is to target general patterns of consumer groups, not the individual."
電影中Tom Cruise的角色走過(guò)商業(yè)區(qū)時(shí)廣告使用他的名字進(jìn)行播放?！癑ohn Anderton！試試Guinness吧，”一塊殷勤的廣告牌說(shuō)道?！巴浤愕臒?，John Anderton，離開(kāi)這個(gè)地方，”另一個(gè)廣告牌播放著沙灘美景說(shuō)道。Stevens對(duì)這種廣告評(píng)論道：“事實(shí)上，我不確定用戶(hù)體驗(yàn)會(huì)不會(huì)很好，甚至有點(diǎn)可怕。像Out-Of-Home這樣的大眾傳媒，更好的方案是向普通大眾廣告，而不是個(gè)人?！?/div>

But regardless of whether the billboards will address us personally, the new initiative is raising concerns from privacy advocates like Jeffrey Chester, executive director of the Center for Digital Democracy. "It is incredibly creepy, and it's the most recent intrusion into our privacy," he told The Times. "People have no idea that they're being tracked and targeted."
不管這些廣告牌是針對(duì)個(gè)人還是大眾，Center for Digital Democracy的行政主管Jeffrey Chester提醒人們要謹(jǐn)慎行事?！斑@很可怕，這是對(duì)我們隱私最新的侵犯”他和時(shí)報(bào)說(shuō)道?！叭藗儗?duì)自己被追蹤一無(wú)所知?！?/div>

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