Core Viewpoint - The issue of "redirect ads" has sparked public backlash, highlighting the need for regulatory pressure and accountability from advertisers like Taobao to address user dissatisfaction and potential harm to brand image [1][2][3] Group 1: Advertising Mechanism - Redirect ads involve two main parties: advertisers like Taobao (the "client") and various apps that display the ads (the "media") [2] - Advertisers typically purchase ad exposure services, while the method of ad display (pop-up or redirect) is determined by the media [2] - During major sales events like "Double 11," advertisers increase ad spending, but the technical setup of ads is independently managed by the media, limiting advertiser control [2] Group 2: Market Dynamics - In the first three quarters of this year, internet advertising revenue for leading enterprises reached 712.88 billion yuan, a year-on-year increase of 22.5%, accounting for over 80% of total ad revenue [3] - The financial incentive for platforms to engage in redirect ads is significant, as each user interaction can generate substantial revenue [3] Group 3: Solutions and Responsibilities - To effectively address the issue of redirect ads, regulatory bodies should enhance enforcement and establish clearer guidelines, while advertisers must take responsibility by setting terms that minimize user disruption [3] - A poorly received ad can damage brand reputation, emphasizing the importance of long-term user goodwill over short-term click metrics [3]

Core Viewpoint - The article discusses the increasing prevalence of "jumping ads" during the Double 11 shopping festival, highlighting user complaints and regulatory responses to the issue [3][4][6]. Group 1: User Experience and Complaints - Users report a growing frustration with "jumping ads," which lead to accidental clicks and disruptions in their browsing experience across various platforms, including Weibo, Zhihu, and Douban [4][6]. - Many users have expressed their dissatisfaction on platforms like Douban, with nearly a hundred posts discussing the excessive number of ads and the sensitivity of ad triggers [4][6]. Group 2: Regulatory and Industry Response - The Hangzhou Yuhang District Market Supervision Administration has confirmed receipt of complaints regarding the rampant ad issues during Double 11 and has initiated an investigation [3]. - In response to the ad jumping problem, a set of guidelines was established in 2022 to protect user rights, but the lack of punitive measures has allowed the issue to persist [3][6]. Group 3: Advertising Revenue Trends - E-commerce platforms are experiencing a surge in marketing demands, with Weibo reporting a 2% year-on-year increase in advertising and marketing revenue to $3.8 billion, while Alibaba's advertising revenue grew by 10% to $357 million [6]. - The article notes that as low-price competition wanes, e-commerce platforms are under pressure to find new ways to engage consumers during promotional events like Double 11 [6]. Group 4: Future Considerations - The article emphasizes the need for e-commerce platforms to balance their advertising strategies with user experience, especially in light of regulatory scrutiny [6]. - Analysts suggest that while aggressive advertising can capture consumer attention, it cannot replace genuine consumer loyalty, indicating a need for ethical advertising practices [6].