這部影片價值 13,728.89 美元：英語精讀講義

Before this video loaded,

在這部影片載入之前，

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

你可能已經看了一個廣告，或者現在馬上就要出現一個。

How did this exact ad get on this video?

這個特定的廣告是怎麼出現在這部影片裡的？

And what you really want to know,

而你真正想知道的是，

how much money do these things make?

這些東西能賺多少錢？

Okay, there are three players in this game:

好的，這場遊戲裡有三個參與者：

creators who create videos,

製作影片的創作者，

advertisers who make the ads,

投放廣告的廣告主，

and YouTube who plays matchmaker, 慣用語

還有扮演紅娘的YouTube，

matchmaker, making the match.

紅娘啊紅娘，幫忙牽紅線。

Now, unlike old dying media

如今，不像那些奄奄一息的傳統媒體，

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

一個人坐在房間裡就能把廣告安排在已知且可預測的內容上，

at a leisurely schedule,

時間安排還很悠閒。

YouTube doesn't work like that.

YouTube的運作方式並非如此。

Can't work like that

也不可能那樣運作，

because on YouTube there is no schedule.

因為在YouTube上根本沒有排程表。

At any moment,

任何時候，

a wild viral video can appear.

都可能突然冒出一部爆紅病毒影片。

On a normal day,

在平常的一天裡，

65 years worth of videos are uploaded to YouTube 文法

相當於65年時長的影片被上傳到YouTube，

and people watch a billion hours of video.

人們觀看的影片總時長達10億小時。

It's an endless waterfall of random content 慣用語

這是一個無盡的、由隨機內容組成的瀑布，

that just keeps growing.

並且還在不斷增長。

Hiring enough humans to categorize all those videos

想雇傭足夠多的人類來給所有這些影片分類，

and match ads to them would be impossible.

並為它們配對廣告，是不可能的。

This is a job for bots.

這是機器人的工作。

The moment each new video is uploaded, 文法

就在每一部新影片上傳的那一刻，

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

YouTube的機器人就開始工作了，查看標題、

the keywords, the captions,

關鍵字、字幕、

the comments, the controversy,

留言、爭議性，

all to make their best guess 片語搭配

所有這些都是為了盡力猜測

as to what category it belongs in. 文法

它屬於哪個類別。

Meanwhile, advertisers tell their own bots what category of videos

與此同時，廣告商也告訴自己的機器人，

they want their ads to run against 用詞

他們希望自己的廣告在哪些類別的影片中投放，

and what kind to avoid.

以及要避開哪些類別的影片。

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

這就是YouTube賺錢的地方。

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

在你點擊影片到影片開始播放之間的這段時間裡，

a YouTube bot holds an auction, 文化背景

YouTube的機器人會舉辦一場拍賣，

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

宣布它猜測的該影片所屬的類別，

opening the floor to all interested advertiser bots 慣用語

向所有感興趣的廣告商機器人開放競價，

to place their bids. 片語搭配

讓它們出價。

The winning advertiser bot is the one with the ad

贏得拍賣的廣告商機器人，

that will most likely make YouTube

是最有可能在那個瞬間為YouTube

and the creator the most money at that instant.

和創作者帶來最多收入的那一個。

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

但那並不一定是出價最高的。

Different ads pay in different ways.

不同的廣告付費方式也不同。

For example, skippable video ads,

比如，對於可略過的影片廣告，

the advertiser doesn't pay

廣告主不用付錢

if the viewer skips as soon as they can. 文法

如果觀眾一有機會就略過的話。

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

廣告主只有在廣告被點擊或被觀看時才需要付錢。

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

如果廣告極度無聊，再高的出價也毫無意義。

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

沒有點擊就意味著YouTube和創作者沒有收入。

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

所以，機制上會排斥無聊的內容。

The auctioneer bot will prefer a lower bid for an ad

拍賣機器人會傾向於接受一個廣告的較低出價

with a higher click rate

如果它的點擊率較高，

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

而不是接受一個點擊率較低的廣告的較高出價。

But boring is in the eye of the beholder. 慣用語

但無聊與否是見仁見智的。

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

所以，除了YouTube的機器人在努力猜測影片內容外，

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

還有一些機器人在努力猜測觀眾是什麼樣的人，

looking at their watch history and device and activity

透過查看他們的觀看歷史、設備和活動紀錄

to try and guess their age, 用詞

來嘗試猜測他們的年齡、

chromosomes, income, location,

染色體、收入、位置

and interests.

以及興趣愛好。

This information, too,

這些資訊，同樣地，

is part of the auction

也是拍賣的一部分，

and the advertisers can instruct their bots

廣告商可以指示他們的機器人

to only bid to specific demographics in specific locations,

只對特定地區的特定人群出價，

in specific categories,

只在特定類別下出價，

and only up to specific amounts. 片語搭配

並且只出到特定的價格上限。

So, whatever ad you saw before this video

所以，在這部影片前面你看到的任何廣告

didn't plan to be there. 慣用語

都沒有提前計畫好要出現在那裡。

It was the result of bot guesses about the video

它是機器人對影片的猜測，

and bot guesses about you

以及機器人對你的猜測，

and bot bids for your attention at that exact millisecond. 慣用語

還有機器人在那準確的一毫秒裡為你注意力競價的結果。

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

在人口統計學特徵不同的人的設備上觀看這個頻道的影片，

and you'll see different kinds of ads.

你會看到不同類型的廣告。

You should try it with this video

你可以拿這部影片試一下，

on at least two or three or four

在至少兩台、三台或四台設備上……

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

聽著，去多台不同的設備上看這部影片。

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

無論如何，如果你想知道廣告商付給YouTube和創作者多少錢，

there isn't one answer. 表達脈絡

這個問題沒有唯一答案。

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

這全都是即時拍賣，且價格因影片類別而異，

the viewers,

受觀眾群體、

the time of year,

一年中的時間、

advertising budgets,

廣告預算、

how many auctions are happening at that exact moment,

在那一刻到底同時進行著多少場拍賣，

and how full they are.

以及拍賣有多滿影響。

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

供需之間每分鐘發生數百萬次的配對。

Channels with prized demographics 用詞

擁有極具價值觀眾群體的頻道

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

每次播放的收入可能是其他頻道的五倍。

But you and I both

但是你和我

know there's still some kind of average number,

都知道總還是有個大致平均數的，

something to use as a ballpark, 慣用語

一個可以作為大概參考的數字，

and that's what you want to know.

而這就是你想知道的。

On average,

平均而言，

this number,

這個數字，

how many Benjamins? 文化背景

有幾張班傑明（百元美鈔）呢？

Okay, a reasonable estimate

好的，一個合理的估計是

is 1 view is worth 1/4 of 1 penny

1次觀看值四分之一美分，

split between YouTube and the creator,

由YouTube和創作者瓜分，

which is the first time a penny

這是第一次一美分

has proved too great a measure of value. 文法

都顯得單位太大了。

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

所以，一個更好的思考方式是：1000次觀看

generates about $2.50 of advertising dollars.

大約產生2.50美元的廣告費。

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

然後YouTube將這筆錢與創作者按55/45分成，

about $1.40 for the creator

創作者約得1.40美元，

and $1.10 for YouTube.

YouTube約得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100萬次觀看，創作者得1400美元，

and $1,100 for YouTube.

YouTube得1100美元。

Again, on average,

再強調一遍，這只是平均值，

particular channels might be splitting 50 cents per 1,000

某些頻道每千次觀看的分成可能是50美分，

or $4.50 per 1,000.

或者是每千次觀看4.50美元。

It all depends on the auction. 片語搭配

這完全取決於拍賣情況。

So, that's how it works.

總之，它的運作原理就是這樣。

A Niagara of content 慣用語

尼加拉大瀑布般海量的內容

sorted and sold by bots 表達脈絡

由機器人分類和出售

to bots for humans to watch.

給機器人，最終讓人類來觀看。