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  3. An old saying has it that half of all advertising budgets are wasted—the trouble is, no one knows which half. In the internet ag

An old saying has it that half of all advertising budgets are wasted—the trouble is, no one knows which half. In the internet ag

admin2021-01-06  10
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 Explorer and Apple’s Safari both offer DNT ; Google’s Chrome is due to do so this year. In February the FTC and Digital Advertising Alliance(DAA)agreed that the industry would 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.
    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. After 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?
选项 A、DNT may not serve its intended purpose.
B、Advertisers are willing to implement DNT.
C、DNT is losing its popularity among consumers.
D、Advertisers are obliged to offer behavioural ads.
答案A
解析 推理判断题。根据题干，可以定位到第六段。解题关键在于理解本段的行文逻辑，即“unable to tell whether…or whether，some may ignore…”。也就是说“由于不能辨别有些主体是真正反对行为广告，也不能辨别它们支持微软的做法，有些人甚至忽视DNT，继续先前的做法。”由此可见，A项符合题意。B、C和D选项内容在本段中均没有提及。
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