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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

admin2021-01-06  22
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 "behavioural" ads at those most likely to buy.
    In the past couple of weeks a quarrel has illustrated the value to advertisers of such fine-grained information; Should advertisers assume that people are happy to be tracked and sent behavioural 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 with Windows 8, would have DNT as a default.
    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 behavioural 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 favourably 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?
It is suggested in Paragraph 1 that "behavioural" ads help advertisers to
选项 A、ease competition among themselves.
B、lower their operational costs.
C、avoid complaints from consumers.
D、provide better online services.
答案B
解析 事实细节题。根据题干，首先定位到首段。这段的大意是广告经费的一半都浪费掉了，但是通过“behavioral ads”可以追踪购买者的搜索习惯和评价，使得广告更有针对性，从而降低预算成本，也就是“this fraction can be much reduced”。A、C和D选项文中并未提及，属于无中生有。
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