首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
Conventional display ads are simply wasteful, says Jakob Nielsen of Group M, a large media buyer. Say a company wants to reach y
Conventional display ads are simply wasteful, says Jakob Nielsen of Group M, a large media buyer. Say a company wants to reach y
admin
2021-09-17
83
问题
Conventional display ads are simply wasteful, says Jakob Nielsen of Group M, 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.
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 customizing 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 Group M 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. 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 on-line. 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.
It is suggested real-time bid ads help advertisers to_____.
选项
A、ease competition among themselves
B、lower their operational costs
C、hold a stable customer base
D、provide better online services
答案
B
解析
推断题。第二段首句指出实时竞价广告模式解决了这些问题,所谓的这些问题指的就是第一段提出的传统图片广告中广告商的运营费用高的问题。因此实时竞价式广告解决了传统图片广告的高费用问题,即有助于广告商节约广告运营成本。B项最贴近文意。
转载请注明原文地址:https://kaotiyun.com/show/E41Z777K
0
考研英语一
相关试题推荐
Instudyingboththerecurrenceofspecialhabitsorideasinseveraldistricts,andtheirprevalencewithineachdistrict,ther
【F1】Despitethegeneralnegativefindings,itisimportanttorememberthatallchildrenwholivethroughadivorcedonotbehav
Asthebanksterphenomenonhassoeloquentlyillustrated,Homosapiensisexquisitelysensitivetoinjustice.【F1】Manypeoplegru
Asthebanksterphenomenonhassoeloquentlyillustrated,Homosapiensisexquisitelysensitivetoinjustice.【F1】Manypeoplegru
Halfoftheworld’spopulationwillbespeakingorlearningEnglishby2015,researcherssay.Twobillionpeopleareexpectedto
BernardBailynhasrecentlyreinterpretedtheearlyhistoryoftheUnitedStatesbyapplyingnewsocialresearchfindingsonthe
BernardBailynhasrecentlyreinterpretedtheearlyhistoryoftheUnitedStatesbyapplyingnewsocialresearchfindingsonthe
Researchhasshownthat—inbothsexesandacrossnumerouscultures—attractivepeoplearejudgedtobesmarter,kinder,morehone
SowhyisGooglesuddenlysointerestedinrobots?That’sthequestioneveryone’saskingafteritemergedthismonththatthein
Faceit,moviefans:theDVDisdestinedtobedeadasadoornail.OnlyafewBlockbusterstoresarestillopen.Netflix’s(o
随机试题
Notes:conversationalsessions对话会议informal非正式的attendance出席Whatshouldyoudoifyoubecomeavolunteerofthe"LunchTalk"
如何理解可转换债券具有股票和债券的特性?
用两种方法同时测定50个血液样本中血脂含量,欲分析两种检测方法检测结果是否有差别,可采用
急性一氧化碳中毒的发病机制哪项不对
A.肝素B.输新鲜血浆C.输新鲜全血D.氨基己酸E.输浓缩血小板DIC消耗性低凝期首选()
2011年粮食种植面积11057万公顷,比上年增加70万公顷;棉花种植面积504万公顷,增加19万公顷;油料种植面积1379万公顷,减少10万公顷;糖料种植面积195万公顷,增加4万公顷。全年粮食产量57121万吨,比上年增加2473万吨,增产4.5%。
在中国古代,凭吊古迹是文人一生中的一件大事,在历史和地理的交错中,______般的生命感悟甚至会使一个人脱胎换骨。那应是黄昏时分吧,离开广武山之后,阮籍的木车在______间越走越慢,这次他不哭了,但仍有一种沉郁的气流涌向喉头,涌向口腔,他长长一吐,音调浑
该省2010年社会消费品零售总额是()。
前几天在一份商报上读到一篇文章《剩下的都是利润》,大意是这样的:城里有一位小商店老板,做生意已有20多年了,生意一直很好,但他对会计业务不在行,也从不建立账簿。一天,他那个当会计师的儿子来探望他,对他说:“爸爸,我实在搞不明白,你这样不记账,怎么来核算成本
近代中国人民的反侵略战争
最新回复
(
0
)