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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  81
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.
The PPA will become more popular due to________.
选项 A、the shortcoming of pay-per-click
B、the fraud click
C、the adoption of leading operators
D、the punishment for click fraud
答案D
解析 本题关键词是PPA，问题是：“按有效行为付费”广告模式会更受欢迎的原因是什么?本题可以定位到第五段。第五段中的Pay. -per。action will be a niche和pay-per-action could become a real alternative表明了PPA(“按有效行为付费”广告模式)会更加受欢迎。第五段最后一句提到这意味着必须对“点击欺诈”进行打压(clamping down 0Ⅱclick fraud)，这指的就是实行“按有效行为付费”广告模式，所以选项D符合文意。选项A和B的表述不同，但意思是相同的，从文中来看. “点击付费”广告的缺陷就是“点击欺诈”，但选项A和B并没有像选项D一样明确说明“按有效行为付费”广告模式会更加受欢迎的真正原因，所以选项A和B不符合原文。选项C是表明“按有效行为付费”广告模式更加受欢迎的一种现象，并不是原因，因此选项C属于答非所问。第四段：格罗斯开发出“按有效行为付费”广告模式。第五段：对于“按有效行为付费”模式的发展前景，大家观点不一。
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