阿里巴巴或超越百度 稱霸數字廣告市場!

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.

據總部位於倫敦的市場搜索公司eMarketer的報告顯示，線上搜索巨頭百度公司今年將喪失它在蓬勃發展的全國數字廣告市場的霸主地位，不得不讓位於對手阿里巴巴控股集團。

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.

對數字市場、媒體和商業進行調研的eMarketer表示，到目前爲止，電子商務巨頭阿里巴巴已經贏得了中國數字廣告市場領域28.9%的份額，等額價值爲120.5億美金。

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的預測中，使用搜索結果清單來產生廣告供應商收入的百度將會被擠出相關領域前列。去年，阿里巴巴獲得了24.8%的中國數字廣告收益，百度則獲得了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今年並不怎麼看好百度的前景，因爲在過去的幾個月裏，由於政府對搜索結果廣告更加嚴格的控制，eMarketer已經目睹了百度面臨的挑戰。

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，百度數字廣告收入預計會增長滯緩，增速僅爲0.3%（88.7億美元）。與此同時，阿里巴巴和騰訊控股集團將繼續遙遙領先，分別增長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，中國互聯網產業三大巨頭——百度，阿里巴巴和騰訊預計共佔據全國數字市場收益的60%（416.6億美金）。

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.

但是政府加強線上廣告控制只是百度廣告收入下滑的部分原因。分析人士稱，總部位於北京的百度缺乏強有力的移動產品，這也是影響它吸引廣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分析人士謝倫·舒姆表示，在短期內，更加嚴格的互聯網廣告監控有望對百度的搜索收入產生巨大影響。

"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.

她說道：“儘管阿里巴巴也受到了新管制的影響，但是它的收入主要來自移動領域。由於其在電子商務領域的強勁增長，所以並沒有跡象顯示收入會有所減少。”