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  3. Internet advertising is booming. The industry has gone from $9. 6 billion in

Internet advertising is booming. The industry has gone from $9. 6 billion in

游客2024-04-17  42
问题     Internet advertising is booming. The industry has gone from $9. 6 billion in【C1】______in 2001 to $27 billion this year, according to Piper Jaffray, an investment bank. And it is still early days. The Internet accounts for only 5% of total spending on advertising, but that figure is expected to reach at least 20% in the next few years. The single largest category within this【C2】______industry, accounting for nearly half of all spending, is "pay-per-click" advertising, which is used by firms both large and small to promote their wares.
    The【C3】______of the pay-per-click approach over traditional advertising are obvious. Since advertisers pay only to reach the small subset who actually responds to an advertisement, the quality of the leads generated is very high, and advertisers are prepared to pay【C4】______The price per click varies from $0. 10 to as much as $ 30, depending on the keyword, though the average is around $0.50. Google made most of its $6. 1 billion in revenue last year from pay-per-click advertising.
    But as pay-per-click advertising has grown into a huge industry, concern has【C5】______over so-called " click fraud" —bogus(假的)clicks that do not come from genuinely interested customers. It takes two main forms. If you click repeatedly on the advertisements on your own website, or get other people or machines to do so on your behalf, you can generate a stream of bogus【C6】______Click fraud can also be used by one company against another; clicking on a rival firm’s advertisements can【C7】______it with a huge bill. Bogus clicks are thought to account for around 10% of all click traffic, though nobody knows for sure.
    A few months ago Mr. Gross【C8】______an alternative to the pay-per-click model. In February, Snap, a search engine backed by Mr. Gross, launched "pay-per-action"(PPA), a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download. Google is testing a【C9】______model and Turn, com, another ad network, adopted the pay-per-action model a few weeks ago.
    Might this put an end to click fraud? Don’t bet on it, says Mike Zeman at Starcom, an advertising agency. Pay-per-action will be a niche, he predicts, since converting a click into an action depends on a variety of factors such as the ease of use of the advertiser’s website. Google and its peers will be【C10】______to be so dependent on factors outside their control. But Mr. Tobaccowala thinks pay-per-action could become a real alternative to pay-per-click.
A)benefits I)flourishing
B)commissions J)saddle
C)extravagant K)inclination
D)similar L)mounted
E)inaccessibly M)pioneered
F)revenue N)accordingly
G)reluctant O)harmonious
H)mobilize [br] 【C8】
选项
答案 M
解析 空格所在句的前一段谈到点击付费广告有缺点，本段介绍一些新的替代做法，由此可推知本句句意为：几个月前Gross开发了一种代替点击付费广告的模式。备选动词中的pioneered“开拓，开发”与句意相吻合，故M)为答案。
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