Core Viewpoint - The incident involving "BabyBus" highlights the complex interplay of interests among users, platforms, and advertisers within the advertising ecosystem, revealing regulatory gaps and the potential risks associated with third-party advertising in children's content apps [1][7][12] Group 1: Incident Overview - "BabyBus" faced public backlash after a third-party advertisement for inappropriate content appeared on its "BabyBus Nursery Rhymes" app, raising concerns about the safety of children's digital environments [1][7] - The company acknowledged the issue, stating that the appearance of such ads was an "abnormal situation" and committed to conducting a thorough self-examination and rectification [7][12] Group 2: Revenue Structure - "BabyBus" generates a significant portion of its revenue from advertising partnerships, with 2020 figures showing that app promotion revenue reached 4.98 billion yuan, accounting for 76.76% of total income [7] - The company's top five advertising clients include major players like Baidu, Google, and Tencent, with these clients contributing to over 88% of total revenue from 2018 to 2020 [7] Group 3: Advertising Ecosystem - The advertising model employed by "BabyBus" involves a mix of direct and third-party ad placements, with many apps relying on advertising alliances for revenue generation [9][10] - These advertising alliances act as intermediaries, providing standardized SDKs that facilitate the integration of various advertisements into apps, which can lead to a lack of content control and oversight [10][12] Group 4: Regulatory and Responsibility Issues - The incident underscores the need for clearer regulatory frameworks and accountability among platforms, advertisers, and third-party services to prevent the dissemination of inappropriate content [11][12] - Legal experts emphasize that application platforms should assume primary responsibility for the content they host, as reliance on third-party services can lead to lapses in content oversight [11]

Core Viewpoint - The recent controversy surrounding "BabyBus" highlights the complexities of the advertising ecosystem in children's educational apps, where inappropriate ads have raised concerns about content safety and regulatory gaps [2][10]. Revenue Structure - In 2020, BabyBus generated 1.3 billion yuan from audio and video licensing, accounting for 20.04% of its revenue, while app promotion income reached 4.98 billion yuan, making up 76.76% [1][7]. - The top five advertising clients for BabyBus include major companies like Baidu, Google, Tencent, and ByteDance, with their contributions to total revenue remaining consistently high from 2018 to 2020 [7]. Advertising Issues - BabyBus acknowledged the presence of inappropriate ads in its app, attributing it to potential oversights in their review process and has since taken steps to remove such ads and improve their advertising oversight [3][5]. - The reliance on third-party advertising platforms has led to a lack of control over ad content, resulting in the potential for low-quality or inappropriate ads to appear [9][11]. Regulatory and Responsibility Concerns - The incident has raised questions about the responsibilities of app platforms in ensuring ad content is appropriate, with calls for clearer accountability in the advertising review process [10]. - Experts suggest that the current regulatory framework needs to be strengthened to ensure that all parties involved in the advertising chain are held accountable for the content displayed [10][11].