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  3. Conventional display ads are simply wasteful, says Jakob Nielsen of GroupM, a large media buyer. Say a company wants to reach yo

Conventional display ads are simply wasteful, says Jakob Nielsen of GroupM, a large media buyer. Say a company wants to reach yo

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问题     Conventional display ads are simply wasteful, says Jakob Nielsen of GroupM, a large media buyer. Say a company wants to reach young men. It might buy ads on the sports section of a large portal such as Yahoo!. But it will also be paying for the women who visit that page. If it also buys ads on the sports section of another large portal, such as Microsoft’s MSN. com, it will pay twice for the people who frequent both web pages.
    Real-time bidding helps solve these problems by allowing marketers to buy known audiences. Click to open a web page and an automated auction begins. Firms bid to serve an advertisement, taking into account where it will appear and what they know about the presumed viewer from digital traces he has unconsciously left around the web. The winner serves the advertisement, often customising it—so you may see more ads for convertible cars on a sunny day. The whole process generally takes some 150 milliseconds, or less than half the blink of an eye.
    But the growth of real-time bidding may prove highly disruptive. An auction system allows everyone to discover the real value of online ads. It also provides a wealth of data to advertisers about the behaviour of their target audiences. These days some media firms can charge relatively high rates for online ads on the grounds that their websites are frequented by the young or the affluent. Increasingly, advertisers are learning how to reach the same people on other websites, for less money.
    As Mr Nielsen of GroupM puts it, the conversation between buyers and sellers of advertising is becoming unbalanced, with the former often armed with more data than the latter. Some media firms have responded by selling fewer ads through middlemen, in real time or otherwise. But that may mean ads go unsold. Media firms can also tilt the balance by discovering more about their customers than can be collected through auctions. The obvious way to do this is to force people to register for websites, or even to pay(which reveals their credit-card details and where they live). In short, content is no longer king online. Information about users is what really matters.
    Regulators may yet hinder the growth of real-time bidding. Targeted advertising is drawing anxious scrutiny from congressmen and journalists. A Wall Street Journal investigation into online tracking last year found that its own website dropped 60 digital markers onto a visiting computer. Before May 25th European governments must incorporate a privacy directive that is expected to make it easier for users to opt out of targeted ads. A confusing patchwork of laws may result.
    But few expect radical change. So quickly has targeted advertising advanced that a ban would severely disrupt the internet economy. Web users are more likely to see little icons identifying targeted ads. If the past is any guide, people will learn to ignore them, too.
The growth of real-time bidding may prove disruptive because______.
选项 A、the real value of real-time bid ads loses transparency
B、digital information of target audiences falls into advertisers’ hands
C、online ads are charged with higher rates by media firms
D、the balance between media firms and advertisers is disturbed
答案D
解析 第三段首先概括指出：实时竞价可能极具破坏性；随后指出：实时竞价中广告的真正价值容易被知晓，导致媒体公司、广告商因价格问题难以对广告的卖、买达成一致；紧接着第四段首句明确指出：广告买卖双方的沟通失衡了；随后分析了广告买主为调整这一失衡所采取的措施。由此可见，说实时竞价发展具有破坏性是因为它造成了广告买卖双方的失衡，[D]选项最符合文意。
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