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An old saying has it that half of all ad

admin2022-08-02  31
问题 An old saying has it that half of all advertising budgets are wasted — the trouble is, no one knows which half. In the internet age, at least in theory, this fraction can be much reduced.By watching what people search for, click on and say online, companies can aim “behavioural” ads at those most likely to buy.　　In the past couple of weeks a quarrel has illustrated the value to advertisers of such fine- grained information: Should advertisers assume that people are happy to be tracked and sent behavioural ads? Or should they have explicit permission?　　In December 2010 America’s Federal Trade Commission (FTC) proposed adding a “do not track” (DNT) option to internet browsers, so that users could tell advertisers that they did not want to be followed.Microsoft’s Internet Explorerand Apple’s Safari both offerDNT; Google’s Chrome is due to do so this year. In February the FTC and the Digital Advertising Alliance (DAA) agreed that the industrywould get cracking on responding to DNT requests.　　On May 31st Microsoft set off the row. It said that Internet Explorer 10, the version due to appear with Windows 8, would have DNT as a default.　　Advertisers are horrified.Human nature being what it is, most people stick with default settings. Few switch DNT on now, but if tracking is off it will stay off. Bob Liodice, the chief executive of the Association of National Advertisers, says consumers will be worse off if the industry cannot collect information about their preferences. People will not get fewer ads, he says. “They’ll get less meaningful, less targeted ads.”　　It is not yet clear how advertisers will respond.Getting a DNT signal does not oblige anyone to stop tracking, although some companies have promised to do so. Unable to tell whether someone really objects to behavioural ads or whether they are sticking with Microsoft’s default, some may ignore a DNT signal and press on anyway.　　Also unclear is why Microsoft has gone it alone.A.fter all, it has an ad business too, which it says will comply with DNT requests, though it is still working out how. If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: There is no guarantee that DNT by default will become the norm. DNT does not seem an obviously huge selling point for Windows 8 — though the firm has compared some of its other products favourably with Google’s on that count before. Brendon Lynch, Microsoft’s chief privacy officer, blogged: “We believe consumers should have more control.” Could it really be that simple?It is suggested in Paragraph 1 that “behavioural” ads help advertisers to ______.A. lower their operational costs.B. ease competition among themselves.C. avoid complaints from consumers.D. provide better online services.
选项 A. lower their operational costs.
B. ease competition among themselves.
C. avoid complaints from consumers.
D. provide better online services.
答案 A
解析 细节题。考查考生利用段落知识理解上下文具体信息的能力。题干提示的关键词behavioural出现在第一段最后一句。该句意为：通过监视人们在网上所搜、所点(击)及所说，企业可向潜在客户发送行为广告。根据段落知识，通常文章第一段最后一句要对段落内容进行归纳概括并点题。该句上文提到半数广告预算被莫名其妙地浪费了。在互联网时代，至少理论上这部分被浪费的预算是可以大幅减少的。由此可知，“行为”广告可以帮助广告商降低运营成本，故A项为正确答案。B项“缓和客户间的竞争”、C项“避免客户投诉”和D项“提供更好的在线服务”不符合题意。
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