时间：2025-08-11 10:35:44 点击:19
2013-text-2 1.Anold saying has it that half of all advertising budgets are wasted—the trouble is, no one knowswhich half. In the internet age, at least in theory, this fraction can be muchreduced. By watching what people search for, click on and say online, companies can aim “behavioral” ads at thosemost likely to buy. ①budget[ˈbʌdʒɪt] n.预算 ②fraction[ˈfrækʃn] n.部分 ③clickon 点击 ④behavioral[bɪ'heɪvjərəl] a.行为的 2.Inthe past couple of weeks a quarrelhas illustrated thevalue to advertisers of such fine-grainedinformation: Should advertisers assume that people are happy to be tracked and sent behavioral ads? Or should theyhave explicit permission? ⑤quarrel[ˈkwɑːrəl] n.争论 ⑥illustrate[ˈɪləstreɪt] v.说明 ⑦fine-grained[faɪn ɡreɪnd] 精准的 ⑧assume [əˈsuːm] v.假定；承担 ⑨track[træk] v.追踪；n.轨道；踪迹 ⑩explicit [ɪkˈsplɪsɪt]a.明确的 11permission [pərˈmɪʃn]n.许可； 3.InDecember 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’sChrome is due to do so this year. In February the FTC and Digital Advertising Alliance (DAA) agreedthat the industry would getcracking on responding to DNT requests. 12propose [prəˈpoʊz]v.提议；proposaln. 13browser [ˈbraʊzər]n.浏览器 14alliance [əˈlaɪəns]n. 联盟； 15get crack on 加快做 4.OnMay 31st Microsoft set offthe row: It saidthat Internet Explorer 10, the version due to appear with Windows 8, would haveDNT as a default. 16set off 启程；触发 17row [roʊ] n.争论；行；排 18default [dɪˈfɔːlt]n.默认设置 5.Advertisersare horrified.Human nature being what it is, most people stick with default settings. Few switch DNT on now, but iftracking is off it will stay off. Bob Liodice, the chief executive of theAssociation of National Advertisers, says consumers will be worse off if theindustry cannot collect information about their preferences. People will not get fewer ads, hesays, “they’ll get less meaningful, less targeted ads.” 19horrify [ˈhɔːrɪfaɪ]v.使恐惧 20stick with 坚持 21switch [swɪtʃ] v.转换，n.开关 switchon / switch off 22preference [ˈprefrəns]n.偏好 23targeted [ˈtɑːrɡɪtɪd]a.有针对性的 6.It isnot yet clear how advertisers will respond. Getting a DNT signal does not oblige anyone to stoptracking, although some companies have promised to do so. Unable to tellwhether someone really objectsto behavioral ads or whether they are sticking with Microsoft’s default,some may ignore a DNT signal and press on anyway. 24oblige [əˈblaɪdʒ]v.迫使；强迫 n.obligation 义务 25object to 反对 26press on 继续 7.Alsounclear is why Microsoft has gone it alone. After all, it has an ad businesstoo, which it says will complywith DNT requests, though it is still working out how. If it is trying to upset Google, whichrelies almost wholly on advertising, it has chosen an indirect method: There isno guarantee that DNT by default will become the norm. DNT does not seem an obviously huge sellingpoint for Windows 8—though the firm has compared some of its other products favourably with Google’son that count before. Brendon Lynch, Microsoft’s chief privacy officer, blogged: “we believeconsumers should have more control.” Could it really be that simple? 27comply with 遵从 28work out 想出；计算出 29upset [ʌpˈset ] v.打乱；a. 沮丧的 30norm [nɔːrm] n.常态；标准 31favourably[ˈfeɪvərəblɪ]adv.有利地 32blog [blɒɡ] v.发博客
26.It is suggested in paragraph 1 that “behavioural” ads help advertisers to_______. [A]lower their operational costs [B]ease competition among themselves [C]avoid complaints from consumers [D]provide better online services
27.“the industry” (Line 5, Para.3) refers to_______. [A]online advertisers [B]e-commerce conductors [C]digital information analysts [D]internet browser developers
28.Bob Liodice holds that setting DNT as a default _______. [A]goes against human nature [B]fails to affect the ad industry [C]will not benefit consumers [D]may cut the number of junk ads 29.Which of the following is true according to Paragraph 6? [A]Advertisers are obliged to offer behavioural ads [B]DNT may not serve its intended purpose [C]DNT is losing its popularity among consumers [D]Advertisers are willing to implementDNT 33implement [ˈɪmplɪment] v.执行； 30.The author’s attitude towards what Brendon Lynch said in his blog is oneof_______. [A]appreciation [B]understanding [C]indulgence [D]skepticism 34indulgence [ɪnˈdʌldʒəns]n.放纵；indulgev. |
