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An old saying has it that half of all ad

admin2022-08-02  33
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?Bob Liodice holds that setting DNT as a default ______.A. goes against human nature.B. fails to affect the ad industry.C. will not benefit consumers.D. may cut the number of junk ads.
选项 A. goes against human nature.
B. fails to affect the ad industry.
C. will not benefit consumers.
D. may cut the number of junk ads.
答案 C
解析 细节题。考查考生对细节信息的理解能力。由题干中的Bob Liodice可定位到第五段。在本段作者主要通过全国广告商联盟主席Bob Liodice之口描述广告商对将DNT作为默认设置的担忧。Bob Liodice认为如果广告公司不能收集到有关消费者偏好的信息，那么遭殃的将是消费者。他们收到和看到的广告不会更少，但对他们有用的或针对性强的广告会更少。由此看出Bob Liodice并不看好DNT默认设置。因此，C项“不能使消费者受益”正是Bob Liodice的言外之意，故为正确答案。A项“有悖人性”、B项“没能对广告业产生影响”和D项“或许能减少垃圾广告的数量”均不符合Bob Liodice所言。
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