一则引发反感的广告可能会伤害品牌形象。解决跳转广告，一方面，监管部门应持续施压、细化规 范、强化执法；另一方面，淘宝等广告主也应主动负起责任。 近日，一则"淘宝跳转广告被立案调查"的消息在网络上传开。尽管消息真实性尚待核实，却迅速登 上热搜。对常年活跃在互联网上的用户而言，这新闻虽有些突然，却并不意外——毕竟，"跳转广告"早 已是网民集体吐槽的"流量梗"。 比如有网友直言，"致所有APP的一句话：我想打开淘宝，我自己会打开。"还有用户喊话："打开 哈啰单车和高德导航的时候，淘宝你知不知道我用这两个软件都是要干正事、干急事？"这些戏谑中透 着无奈的声音，说出了用户对频繁、强制跳转广告的普遍反感。 要厘清责任，首先要搞清楚广告投放的机制。跳转广告通常涉及两个主体：一是淘宝这样的广告 主，即"甲方"，负责花钱买广告；二是承接广告并具体展示的各类APP，也就是"乙方"，它们才是用户 直接使用的载体。一般来说，淘宝等甲方购买的是广告曝光服务，至于广告如何展示，是弹出还是跳 转，往往由乙方APP或其代理公司自行决定。 有业内人士指出，在"双11"等大促期间，淘宝等甲方会加大广告投放力度。但用户从外部APP"摇 一摇"跳转 ...

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].