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
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
admin
2016-01-05
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 "behavioral" ads at those most likely to buy.
In the past couple of weeks a quarrel has illustrated the value to advertisers of such fin e-grained information: should advertisers assume that people are happy to be tracked and sent behavioral 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 in 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, one of the groups in the DAA, says consumers will be worse off if the industry cannot collect information about their preferences. "People will not get fewer ads," he says. "They’ 11 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 behavioral 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 favorably 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 behavioral ads.
答案
A
解析
细节题。本题可用排除法。根据第六段第二句“拥有DNT选项并不能强迫任何人停止跟踪”和最后一句“有些人可能会忽视DNT,继续先前的做法”可知,DNT并不能达到停止跟踪用户隐私的目的,因此A项“DNT达不到既定目的”正确。B项“广告商很乐意实施DNT”原文未提。C项“DNT在消费者中渐渐失去吸引力”属于过度推断。D项“广告商有义务提供行为广告”原文未提。
转载请注明原文地址:https://kaotiyun.com/show/U3sZ777K
0
考研英语一
相关试题推荐
GivenalltheroilingdebatesabouthowAmerica’schildrenshouldbetaught,itmaycomeasasurprisetolearnthatstudentssp
Twoofthemostcommonrumorsaboutimmigrantfamiliesarethattheydon’treallywanttobecomeAmericanandthatthey’readra
Twoofthemostcommonrumorsaboutimmigrantfamiliesarethattheydon’treallywanttobecomeAmericanandthatthey’readra
Twoofthemostcommonrumorsaboutimmigrantfamiliesarethattheydon’treallywanttobecomeAmericanandthatthey’readra
Thereisanoldsayingthatphilosophybakesnobread.Itisperhapsequallytruethatnobreadwouldeverhavebeenbakedwitho
Thatpeoplehavepersonalitiesgoeswithoutsaying.Petownerswillquicklyarguethattheiranimalshavepersonalitiestoo.Yet
Thatpeoplehavepersonalitiesgoeswithoutsaying.Petownerswillquicklyarguethattheiranimalshavepersonalitiestoo.Yet
Asmillionsoffamiliesplansummervisits,theworld’sfirst,oldest,largest,andmostenviedcollectionofnationalparksis
AsAmericamovesintothe21stcentury,thechangingcompositionoftheworkforcewillbecomemoreevidenttoboththegeneralp
TheInternetbeganinthe1960sasasmallnetworkofacademicandgovernmentcomputersprimarilyinvolvedinresearchfortheU
随机试题
固定资产原值
肝肾不足所致之胎动不安,应首选()
巨幼细胞贫血时,网织红细胞计数值
下列代理行为中,由被代理人直接承担代理后果的是()。
林老师今年接了一个新班,他应该如何带领同学们组建班集体?
绿色建筑回顾人类建筑发展的历史,从远古时代到工业革命之前,其外部、内部的装饰及造型,反映了人类的艺术甚至是哲学思想的历程,但就其内部的居住环境而言,它仅仅是遮风避雨的“掩蔽所”;工业革命之后,新材料用于建筑物的建造,照明、电梯及空调这些标志工业文
A.brandB.aswellasC.wantedPhrases:A.【T7】______playingmusicandvideosB.Asthe【T8】______grewC.whatisthemost【T9】_
A公司目前股票价格为每股10元,流通在外的普通股为500,000股。公司的负债为5,000,000元。债务资本成本为10%,权益资本成本为20%,不考虑税收。公司在某个时间回购了100,000股的股份。回购前,公司的应得收益率是多少?
防火墙是设置在可信任的网络和不可信任的外界之间的一道屏障,其目的是
What’sthenewemergency?
最新回复
(
0
)