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  3. The Internet is full of get-rich-quick schemers, and many big fat liars—and they all try to get ads for their "businesses" to sh

The Internet is full of get-rich-quick schemers, and many big fat liars—and they all try to get ads for their "businesses" to sh

admin2019-09-15  97
问题    The Internet is full of get-rich-quick schemers, and many big fat liars—and they all try to get ads for their "businesses" to show up next to Google search results. 【R1】__________Google has employed "ad cops" charged with sniffing out questionable advertisers basically since the search engine began in late 1990s. Today, Google earns about 95% of its revenue from advertising, so making sure its ad marketplace is free of illegitimate businesses is a big part of the search giant’s own business.
   Google employs a mix of machines and humans to catch bad ads. 【R2】__________ Because the automated system isn’t perfect, Google also relies on actual humans to determine some ads’ legitimacy. And even then, about 2% to 3% of accounts that are shut down are overturned after being mistakenly suspended.
   "The engineers thought that the model that they were building had some fundamental flaw, and it was going to catch a lot of really good advertisers and frustrate them by either shutting them down automatically or delaying their ads," says David Baker, Google’s director of engineering and advertising, who is essentially acting commissioner of the Google Police Department.
   But Google’s model was smarter than they realized—smarter than even the engineers themselves. As it turned out, the people behind the questionable ads were taking photographs of cars parked on the street and uploading them to sites to be purchased. Then, once a buyer emerged, they stole the cars. 【R3】__________
   Baker says that while he believes the problem of bad ads may be growing, he also knows that Google’s detection systems are getting more sophisticated—and therefore they’re catching more ads.
   【R4】__________
   Baker says Google reduced the percentage of bad ads found in those weekly evaluations by 50% in 2011, and by another 50% last year.
   【R5】__________
   Still, Google’s Baker is hopeful that bad ads are close to peaking. "I have this aspiration that we will get so good that there is going to be an inflection point, where the bad actors realize it’s not worth their time and energy," he says. "It’s possible that the 2012 numbers are an indication that we’re approaching that point. But this is going to be a constant battle for as long as I want to be employed at Google. In a somewhat sadistic way, I have job security."
   [A] Shady ads have become such a problem for search engines that hundreds of employees now work round-the-clock to protect users before they get ripped off.
   [B] Its first line of defense is software that searches for ads with specific attributes Google finds unsavory. For example, ads related to online gambling automatically get snagged because the practice is illegal in the U.S.
   [C] Those ads show up right alongside the results of Google, Bing and other search engines, and they’re sometimes even tagged as a "Sponsored Ad."
   [D] A few specific types of sketchy ads actually decreased in 2012, including advertisements for counterfeit goods, as well as cloaking scams. Overall, however, the numbers keep going up.
   [E] "It was this rather nasty scam," says Baker, "and this new model caught it without the engineer having any knowledge of this space. It was purely based on looking at attributes that related this scam in some way to past scams."
   [F] One way Google’s ad cops have figured out they’re improving is through a weekly evaluation of a sample of the search engine’s top advertised sites to determine if any illegitimate ads have seeped through.
   [G] Overall, the numbers suggest that year in, year out, more attempts are made to scam people on the Internet. But it may also be that after years of determining how best to sniff out schemers, the ad cops employed by search engines are better at their jobs.
【R4】
选项
答案F
解析 空格前援引贝克尔的观点，指出谷歌的检测系统越来越精确，能逮住更多的虚假广告。空格后用两个数据说明虚假广告的数量在减少，其中的those weekly evaluations说明空格处会提到与每周评估有关的信息。F中的每周评估(a weekly evaluation)对应空格后的those weekly evaluations。此外，F说到谷歌广告警察发现了一种可以见证他们的系统在不断改进的方法，呼应前文提到的Google’s detection systems are getting more sophisticated。故确定本题答案F。
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