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An oldsaying 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 ,thisfraction can be much reduced . By watching what people search for, click on andsay online, companies can aim “behavioural” ads at those most likely to buy。
In thepast couple of weeks a quarrel has illustrated the value to advertisers of suchfine-grained information: Should advertisers assume that people are happy to betracked and sent behavioural ads? Or should they have explicit permission?
InDecember 2010 America's Federal Trade Cornmission (FTC) proposed adding a"do not track "(DNT) option to internet browsers ,so that users couldtell adwertisers that they did not want to be followed .Microsoft's InternetExplorer and Apple's Safari both offer DNT ;Google's Chrome is due to do sothis year. In February the FTC and Digltal Adwertising Alliance (DAA) agreedthat the industry would get cracking on responging to DNT requests。
On May31st Microsoft Set off the row: It said that Internet Explorer 10,the versiondue to appear windows 8, would have DNT as a default。
It isnot yet clear how advertisers will respond. Geting a DNT signal does not obligeanyone to stop tracking, although some companies have promised to do so. Unableto tell whether someone really objects to behavioural ads or whether they aresticking with Microsoft’s default, some may ignore a DNT signal and press onanyway。
Alsounclear is why Microsoft has gone it alone. Atter all, it has an ad businesstoo, which it says will comply with DNT requests, though it is still workingout how. If it is trying to upset Google, which relies almost wholly on defaultwill become the norm. DNT does not seem an obviously huge selling point forwindows 8-though the firm has compared some of its other products favourablywith Google's on that count before. Brendon Lynch, Microsoft's chief privacyofficer, bloggde:"we believe consumers should have more control."Could it really be that simple?
26. Itis suggested in paragraph 1 that “behavioural” ads help advertisers to:
[A]ease competition among themselves
[B]lower their operational costs
[C]avoid complaints from consumers
[D] provide better online services
27. “Theindustry” (Line 6,Para.3) refers to:
[A]online advertisers
[B]e-commerce conductors
[C]digital information analysis
[D] internet browser developers
28. Bob Liodice holds that setting DNT as adefault
[A]many cut the number of junk ads
[B]fails to affect the ad industry
[C]will not benefit consumers
[D] goes against human nature
29. whichof the following is ture according to Paragraph.6?
[A]DNT may not serve its intended purpose
[B]Advertisers are willing to implement DNT
[C]DNT is losing its popularity among consumers
[D]Advertisers are obliged to offer behavioural ads
30.The author's attitude towards what Brendon Lynch said in his blog is one of:
[A]indulgence
[B]understanding
[C]appreciaction
[D]skepticism
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