这个视频价值13,728.89美元：英语精读讲义

Before this video loaded,

在这个视频加载之前，

you probably watched an ad and/or one will appear right about now. 短語搭配

你可能已经看了一个广告，或者现在马上就要出现一个。

How did this exact ad get on this video?

这个特定的广告是怎么出现在这个视频里的？

And what you really want to know,

而你真正想知道的是，

how much money do these things make?

这些东西能赚多少钱？

Okay, there are three players in this game:

好的，这场游戏里有三个参与者：

creators who create videos,

制作视频的创作者，

advertisers who make the ads,

投放广告的广告主，

and YouTube who plays matchmaker, 習語

还有扮演红娘的YouTube，

matchmaker, making the match.

红娘啊红娘，帮忙牵红线。

Now, unlike old dying media

如今，不像那些奄奄一息的传统媒体，

where a dude in a room could place ads on predictable known content

一个人坐在房间里就能把广告安排在已知且可预测的内容上，

at a leisurely schedule,

时间安排还很悠闲。

YouTube doesn't work like that.

YouTube的运作方式并非如此。

Can't work like that

也不可能那样运作，

because on YouTube there is no schedule.

因为在YouTube上根本没有排期表。

At any moment,

任何时候，

a wild viral video can appear.

都可能突然冒出一个爆款病毒视频。

On a normal day,

在平常的一天里，

65 years worth of videos are uploaded to YouTube 語法

相当于65年时长的视频被上传到YouTube，

and people watch a billion hours of video.

人们观看的视频总时长达10亿小时。

It's an endless waterfall of random content 習語

这是一个无尽的、由随机内容组成的瀑布，

that just keeps growing.

并且还在不断增长。

Hiring enough humans to categorize all those videos

想雇佣足够多的人类来给所有这些视频分类，

and match ads to them would be impossible.

并为它们匹配广告，是不可能的。

This is a job for bots.

这是机器人的工作。

The moment each new video is uploaded, 語法

就在每一个新视频上传的那一刻，

YouTube's bots get to work looking at the title, 短語搭配

YouTube的机器人就开始工作了，查看标题、

the keywords, the captions,

关键词、字幕、

the comments, the controversy,

评论、争议性，

all to make their best guess 短語搭配

所有这些都是为了尽力猜测

as to what category it belongs in. 語法

它属于哪个类别。

Meanwhile, advertisers tell their own bots what category of videos

与此同时，广告商也告诉自己的机器人，

they want their ads to run against 用詞

他们希望自己的广告在哪些类别的视频中投放，

and what kind to avoid.

以及要避开哪些类别的视频。

And here is where YouTube earns their money. 表達脈絡

这就是YouTube赚钱的地方。

Between when you click on a video and when it plays, 語法

在你点击视频到视频开始播放之间的这段时间里，

a YouTube bot holds an auction, 文化背景

YouTube的机器人会举办一场拍卖，

announcing the categories it's guessed the video is in,

宣布它猜测的该视频所属的类别，

opening the floor to all interested advertiser bots 習語

向所有感兴趣的广告商机器人开放竞价，

to place their bids. 短語搭配

让它们出价。

The winning advertiser bot is the one with the ad

赢得拍卖的广告商机器人，

that will most likely make YouTube

是最有可能在那个瞬间为YouTube

and the creator the most money at that instant.

和创作者带来最多收入的那一个。

But that's not necessarily the highest bidder. 短語搭配

但那并不一定是出价最高的。

Different ads pay in different ways.

不同的广告付费方式也不同。

For example, skippable video ads,

比如，对于可跳过的视频广告，

the advertiser doesn't pay

广告主不用付钱

if the viewer skips as soon as they can. 語法

如果观众一有机会就跳过的话。

The advertiser only pays if their ad is clicked or watched. 語法

广告主只有在广告被点击或被观看时才需要付钱。

A super high bid means nothing if the ad is super boring.

如果广告极度无聊，再高的出价也毫无意义。

No clicks equals no dollars for YouTube or the creator. 表達脈絡

没有点击就意味着YouTube和创作者没有收入。

So, there's a bias against boring. 短語搭配

所以，机制上会排斥无聊的内容。

The auctioneer bot will prefer a lower bid for an ad

拍卖机器人会倾向于接受一个广告的较低出价

with a higher click rate

如果它的点击率较高，

than a higher bid for an ad with a lower click rate.

而不是接受一个点击率较低的广告的较高出价。

But boring is in the eye of the beholder. 習語

但无聊与否是见仁见智的。

So, in addition to YouTube's bots trying to guess what the video is about, 語法

所以，除了YouTube的机器人在努力猜测视频内容外，

there are bots that try to guess what the viewer is about,

还有一些机器人在努力猜测观众是什么样的人，

looking at their watch history and device and activity

通过查看他们的观看历史、设备和活动记录

to try and guess their age, 用詞

来尝试猜测他们的年龄、

chromosomes, income, location,

染色体、收入、位置

and interests.

以及兴趣爱好。

This information, too,

这些信息，同样地，

is part of the auction

也是拍卖的一部分，

and the advertisers can instruct their bots

广告商可以指示他们的机器人

to only bid to specific demographics in specific locations,

只对特定地区的特定人群出价，

in specific categories,

只在特定类别下出价，

and only up to specific amounts. 短語搭配

并且只出到特定的价格上限。

So, whatever ad you saw before this video

所以，在这个视频前面你看到的任何广告

didn't plan to be there. 習語

都没有提前计划好要出现在那里。

It was the result of bot guesses about the video

它是机器人对视频的猜测，

and bot guesses about you

以及机器人对你的猜测，

and bot bids for your attention at that exact millisecond. 習語

还有机器人在那准确的一毫秒里为你注意力竞价的结果。

Watch videos from this channel on the device of someone demographically different 語法

在人口统计学特征不同的人的设备上观看这个频道的视频，

and you'll see different kinds of ads.

你会看到不同类型的广告。

You should try it with this video

你可以拿这个视频试一下，

on at least two or three or four

在至少两台、三台或四台设备上……

Look, watch this video on a lot of different devices.

听着，去多台不同的设备上看这个视频。

Anyway, if you want to know how much advertisers pay YouTube and creators,

无论如何，如果你想知道广告商付给YouTube和创作者多少钱，

there isn't one answer. 表達脈絡

这个问题没有唯一答案。

It's all an insta auction and varies wildly by video category, 短語搭配

这全都是即时拍卖，且价格因视频类别而异，

the viewers,

受观众群体、

the time of year,

一年中的时间、

advertising budgets,

广告预算、

how many auctions are happening at that exact moment,

在那一刻到底同时进行着多少场拍卖，

and how full they are.

以及拍卖有多满影响。

It's millions of matches a minute of supply and demand. 文化背景

供需之间每分钟发生数百万次的匹配。

Channels with prized demographics 用詞

拥有极具价值观众群体的频道

may earn five times as much per view as other channels. 語法

每次播放的收入可能是其他频道的五倍。

But you and I both

但是你和我

know there's still some kind of average number,

都知道总还是有个大致平均数的，

something to use as a ballpark, 習語

一个可以作为大概参考的数字，

and that's what you want to know.

而这就是你想知道的。

On average,

平均而言，

this number,

这个数字，

how many Benjamins? 文化背景

有几张本杰明（百元大钞）呢？

Okay, a reasonable estimate

好的，一个合理的估计是

is 1 view is worth 1/4 of 1 penny

1次观看值四分之一美分，

split between YouTube and the creator,

由YouTube和创作者瓜分，

which is the first time a penny

这是第一次一美分

has proved too great a measure of value. 語法

都显得单位太大了。

So, a better way to think about it is 1,000 views 表達脈絡

所以，一个更好的思考方式是：1000次观看

generates about $2.50 of advertising dollars.

大约产生2.50美元的广告费。

YouTube then splits that money between the creator and themselves 55/45, 短語搭配

然后YouTube将这笔钱与创作者按55/45分成，

about $1.40 for the creator

创作者约得1.40美元，

and $1.10 for YouTube.

YouTube约得1.10美元。

Or if you want to think big about it,

或者如果你往大了想，

every million views is $1,400 for the creator

每100万次观看，创作者得1400美元，

and $1,100 for YouTube.

YouTube得1100美元。

Again, on average,

再强调一遍，这只是平均值，

particular channels might be splitting 50 cents per 1,000

某些频道每千次观看的分成可能是50美分，

or $4.50 per 1,000.

或者是每千次观看4.50美元。

It all depends on the auction. 短語搭配

这完全取决于拍卖情况。

So, that's how it works.

总之，它的运作原理就是这样。

A Niagara of content 習語

尼亚加拉大瀑布般海量的内容

sorted and sold by bots 表達脈絡

由机器人分类和出售

to bots for humans to watch.

给机器人，最终让人类来观看。