An old saying has it that half of all ad

admin2022-08-02 42

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?Which of the following is true according to Paragraph 6?A. Advertisers are willing to implement DNT.B. DNT may not serve its intended purpose.C. DNT is losing its popularity among consumers.D. Advertisers are obliged to offer behavioural ads.

选项 A. Advertisers are willing to implement DNT.
B. DNT may not serve its intended purpose.
C. DNT is losing its popularity among consumers.
D. Advertisers are obliged to offer behavioural ads.

答案 B

解析细节题。此题考查考生对文章段落信息的理解和推理能力。要求考生对第六段文字有清晰的理解。B项“DNT可能不能实现其预期目标”与原文信息吻合，为正确答案。C项“DNT正失宠于消费者”和D项“广告商被迫提供行为广告”所述与原文不符。由本段第三句可知，因为不知道哪些人不喜欢行为广告又或者哪些人坚持微软的默认设置，因此一些广告公司或许不会理会DNT继续发送行为广告。故A项“广告商愿意执行DNT”显然与原文信息相悖。

转载请注明原文地址:https://www.tihaiku.com/xueli/2699083.html

本试题收录于：英语一研究生题库研究生入学分类

英语一研究生

研究生入学

相关试题推荐

随机试题

最新回复(0)

An old saying has it that half of all ad

英语一研究生

研究生入学