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  3. The great philosopher Homer Simpson once memorably described alcohol as "the cause of and solution to all of life’s problems." I

The great philosopher Homer Simpson once memorably described alcohol as "the cause of and solution to all of life’s problems." I

admin2022-07-06  27
问题     The great philosopher Homer Simpson once memorably described alcohol as "the cause of and solution to all of life’s problems." Internet advertising is a bit like that—the funder of and terrible nuisance baked into everything you do online.
    Advertising sustains pretty much all the content you enjoy on the web, and many of the world’s most useful technologies may never have come about without online advertising. But at the same time, ads and the vast, hidden, data-sucking machinery that they depend on to track and profile you are routinely the most terrible things about the Internet.
    Now, more and more web users are escaping the daily storm of online advertising by installing an ad blocker. This simple, free software lets you surf the web without encountering any ads that show up between you and the content you want to read or watch.
    Well, everyone may be catching on. Ad blocking has been around for years, but adoption is now rising steeply, at a pace that some in the ad industry say could prove catastrophic for the economic structure underlying the web. That has spurred a debate about the ethic of ad blocking. Some publishers and advertisers say ad blocking violates the implicit contract that rules the Internet—the idea that in return for free content, we all tolerate constant appearance of ads.
    But in the long run, there could be a hidden benefit to blocking ads for advertisers and publishers: Ad blockers could end up saving the ad industry from its worst excesses. If blocking becomes widespread, the ad industry will be pushed to produce ads that are simpler, less invasive, and are far more transparent about the way they’re handling our data—or risk getting blocked forever if they fail.
    "It’s clear to us that the ads ecosystem is broken," said Ben Williams, a spokesman for Eyeo, the German company that makes Adblock Plus, the most popular ad-blocking software. "What we need is a sea change in the industry to get to a place where we have a good amount of better ads out there, ads that users accept."
    The industry may not have much time to wait. In a report last week, Adobe and PageFair, an Irish start-up that tracks ad-blocking, estimated that blockers will cost publishers nearly $22 billion in revenue this year. Nearly 200 million people worldwide regularly block ads, the report said, and the number is growing fast, increasing 41 percent globally in the last year.
What is the "hidden benefit" of blocking ads online to advertisers?
选项 A、Easing competitions among advertisers.
B、Saving them from its greatest waste.
C、Establishing implicit Internet contract.
D、Enjoying free content without ads.
答案B
解析 由题干的hidden benefit定位到第五段首句。冒号后是对a hidden benefit的解释说明“最终它也许可以避免广告业最大的浪费”，下文接着解释广告拦截促使广告商推出更简洁，侵扰性更弱的广告，由此可知B项正确。A项“缓解广告商之间的竞争”原文并未提及。C项利用上段末的implicit contract that rules the Internet制造干扰，该部分是说广告商认为广告拦截违反了互联网潜在的约定，C项说“建立约定”与原文相反。D项“享受无广告的免费内容”是广告拦截对消费者带来的好处，而题干是问“hidden benefit”对广告商的好处，故排除D项。
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