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  3. Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according

Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according

admin2022-07-19  79
问题     Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according to Piper Jaffray, an investment bank. And it is still early days. The internet accounts for only 5％ of total spending on advertising, but that figure is expected to reach at least 20％ in the next few years. The single largest category within this flourishing industry, accounting for nearly half of all spending, is "pay-per-click" advertising, which is used by firms both large and small to promote their wares.
    The benefits of the pay-per-click approach over traditional advertising (television, radio, print and billboards) are obvious. Since advertisers pay only to reach the small subset who actually respond to an advertisement, the quality of the leads generated is very high, and advertisers are prepared to pay accordingly. The price per click varies from $0.10 to as much as $30, depending on the keyword, though the average is around $0.50. Google made most of its $6.1 billion in revenue last year from pay-per-click advertising.
    But as pay-per-click advertising has grown into a huge industry, concern has mounted over so-called "click fraud"—bogus clicks that do not come from genuinely interested customers. It takes two main forms. If you click repeatedly on the advertisements on your own website, or get other people or machines to do so on your behalf, you can generate a stream of bogus commissions. Click fraud can also be used by one company against another: clicking on a rival firm’s advertisements can saddle it with a huge bill. Bogus clicks are thought to account for around 10％ of all click traffic, though nobody knows for sure.
    A few months ago Mr. Gross pioneered an alternative to the pay-per-click model. In February Snap, a search engine backed by Mr Gross, launched "pay-per-action" (PPA), a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download.
    Might this put an end to click fraud? Don’t bet on it, says Mike Zeman at Starcom, an advertising agency. Pay-per-action will be a niche, he predicts, since converting a click into an action depends on a variety of factors such as the ease of use of the advertiser’s website. Google and its peers will be reluctant to be so dependent on factors outside their control. But he thinks pay-per-action could become a real alternative to pay-per-click. As bigger companies spend more on internet advertising, they will demand more accountability and a wider range of options, he says. At the very least, that means clamping down on click fraud; but it also presents an opportunity for entrepreneurs to invent new models that are less vulnerable to abuse.
It is implied in Paragraph 3 that________.
选项 A、bogus clicks account for around 10％ of all click traffic
B、click fraud generates a stream of commissions
C、click fraud has grown into a huge industry
D、clicking on a rival firm’s advertisements makes profit
答案B
解析 按题目要求定位到第三段，选项中有关键词可以再定位。根据第三段第三句，如果你反复点击你自己网站里的广告，或者让别人或机器代替你这么做，你就能赚取源源不断的虚假佣金(a stream of bogus commissions)，其中反复点击广告的行为就是“点击欺诈”，因为不是真正感兴趣的顾客所点击的，因此选项B与原文含义相同，是正确选项。选项A正反混淆，因为第三段最后一句提到10％是不确定的数字(nobody knows for sure)。选项C偷换概念，第三段第一句提到“点击付费”广告已经发展成为一个庞大的产业，而不是点击欺诈发展成为大产业。选项D曲解文意，第四句话指出：点击竞争对手的广告可以让对手承担高额的广告费，而自己并没有盈利。第三段：“点击付费”广告会引起“点击欺诈”，骗取佣金或增加对手的成本负担。
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