An old saying has it that half of all ad

题库2022-08-02 83

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?The author’s attitude towards what Brendon Lynch said in his blog is one of ______.A. appreciation.B. understanding.C. indulgence.D. skepticism.

选项 A. appreciation.
B. understanding.
C. indulgence.
D. skepticism.

答案 D

解析态度题。由Brendon Lynch的博文可定位到最后一段。在此段作者首先指出：在DNT默认设置问题上微软独自率先行动令人费解。接着对微软的所作所为进行分析。微软也有广告业务。如果说是要跟谷歌竞争，这一招数不够直接，因为现在无人能保证将DNT作为默认设置会成为行业规范。虽然微软之前曾强势地拿它的其他产品与谷歌的产品进行比较，DNT显然也不像是微软Win8的卖点。最后，Brendon Lynch的博文写道“我们认为消费者应该有更多的控制权”，作者最后提出“事情真的是那么简单吗?”结束全文。从上下文内容来看显然作者并不认同Brendon Lynch的博文，作者的这个问句事实上是对Brendon Lynch所言提出质疑。故D项“怀疑的态度”为正确答案。A项“欣赏”、B项“理解”和C项“纵容”均不合适。

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An old saying has it that half of all ad

英语一研究生

研究生入学