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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

admin2019-06-11  58
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 31 st 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一家广告商 停止追踪”和最后一句“一些企业可能会忽视DNT信号，还是继续追踪”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。
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