为什么在Meta发布诈骗广告，比谷歌更容易？

Core Insights - Meta is projected to generate approximately 10% of its revenue in 2024, around $16 billion, from fraudulent and prohibited advertisements [1] - An internal report reveals that Meta has struggled for over three years to effectively identify and block a significant number of these ads, exposing billions of users across its platforms [1][2] - The report highlights that the financial implications of these fraudulent ads are substantial, with estimates indicating that one type of scam ad could generate $7 billion annually for Meta [3] Revenue Impact - Meta's internal documents estimate that about 15 billion ads flagged as "high-risk scam ads" are pushed to users daily [2] - The internal risk management team is restricted from taking actions that would result in a revenue loss exceeding 0.15% of total revenue, equating to approximately $135 million [7][8] - The prioritization of revenue over stringent ad regulation has led to a situation where scam ads remain a significant source of income for Meta [10] Comparison with Competitors - Meta's ad system is more permissive compared to Google's, where the latter has implemented stricter preemptive measures against fraudulent ads [25][26] - Google has removed approximately 4.15 billion ads for suspected fraud in 2024, demonstrating a more aggressive stance on ad regulation [25] - The contrasting approaches highlight a difference in risk tolerance, with Meta allowing scam ads to operate for extended periods, resulting in a larger scale of fraudulent activity [28] User Trust and Advertising Costs - The prevalence of scam ads on Meta's platforms has increased trust costs for legitimate brands, requiring them to invest more in proving their credibility [30] - The presence of fraudulent ads has inflated advertising costs, as scammers can afford to bid higher due to the high returns on their schemes [33] - Users, particularly vulnerable demographics, are at greater risk of falling victim to scams due to the algorithm's tendency to target those more easily influenced [36] System Design and Regulatory Challenges - The design of Meta's advertising system has prioritized metrics like ROI, CTR, and CVR, often at the expense of user safety [37][39] - The current regulatory framework tends to react post-incident rather than proactively addressing how advertising systems should be designed to prevent fraud [41][42] - The need for a reevaluation of compliance standards and the balance between high conversion rates and user safety is critical for restoring trust in the platform [42]