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  3. 资料：Native ads - or ads that take on the

资料：Native ads - or ads that take on the

admin2022-08-02  18
问题 资料：Native ads - or ads that take on the look and feel of the content surrounding them - are taking over digital advertising.By 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue, up from a 56% share in 2016, according to new BI Intelligence estimates based off historical data from the Interactive Advertising Bureau （IAB） and PwC, as well as IHS.The rapid uptick in native's share of display ad revenue can largely be attributed to the dominance of social platforms like Facebook and Twitter — which were early champions of native and rely almost entirely on native formats — as well as the introduction of new programmatic technologies that are making it easier for publishers and advertisers to scale native campaigns.In a new report from BI Intelligence, we breaks out native ads into three categories: social native, native-style display, and sponsored content （also referred to as premium native）. We provide（一审未录入） forecasts for how revenues from these formats will grow over the next five years and looks at what factors, in particular, are driving up spending on each of these ad units. As a note, because revenues from these three types of native content can overlap, we do not provide an overall native forecast. Finally, we lay out some of the challenges that face properties that rely on native ads, namely ad frequency and Scalability issues.Here are some key takeaways from the report:Native-display ads, including social native and native ads in-feed on publisher websites, will make up the bulk of native ad revenue from 2016-2021. Native display ad revenue in the US will rise at a five-year compound annual growth rate （CAGR） of 17% during this time period to eclipse $36 billion. The rise of native video ads, particularly on social platforms, will be one of the main drivers of this growth.According to the passage, what is NOT the reason for the rapid uptick in native’s share of display ad revenue?A.The dominance of social platforms.B.The dominance of the digital advertising.C.The introduction of new programmatic technologies.D.Publishers and advertisers can now scale native campaigns easily.
选项 A.The dominance of social platforms.
B.The dominance of the digital advertising.
C.The introduction of new programmatic technologies.
D.Publishers and advertisers can now scale native campaigns easily.
答案 B
解析 本题考查的是细节理解。
【关键词】NOT the reason;rapid uptick;in native’s share of display ad revenue
【主题句】第1自然段Native ads – or ads that take on the look and feel of the content surrounding them – are taking over digital advertising.原生广告—或者呈现周围内容外观的广告 —正在取代数字广告。
第3自然段The rapid uptick in native's share of display ad revenue can largely be attributed to the dominance of social platforms like Facebook and Twitter — which were early champions of native and rely almost entirely on native formats — as well as the introduction of new programmatic technologies that are making it easier for publishers and advertisers to scale native campaigns.原生广告收入份额的快速增长主要归功于Facebook和Twitter等社交平台的主导地位——这些平台是原生广告的早期拥护者，几乎完全依赖原生格式——还要归功于新编程技术的引入，使得出版商和广告主更容易地扩展原生广告活动。
【解析】本题的问题是“根据文章的说法，下列哪个选项不是原生广告在展示广告收入份额快速增长的原因？”。选项A意为“社交平台的主导地位”；选项B意为“数字广告的主导地位”；选项C意为“引入新的编程技术”，选项D意为“出版商和广告主现在可以轻松扩展原生广告活动”。根据主题句可知，原生广告正在取代数字广告，因此选项B“数字广告占主要地位”不正确，而其他选项均有涉及，故选B。
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