考研阅读精讲（二）（上）
2013 T2
1 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 “behavioral” ads at those most likely to buy.
2 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 behavioral ads? Or should they have explicit permission?
在过去几周里，一场争论说明了这种精细的信息对于广告商的价值：广告商是否可以认为用户愿意被跟踪并接收行为广告？还是说广告商应该获得用户的明确许可？
3 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.
4 On May 31st Microsoft Set off the row: It said that Internet Explorer 10, the version due to appear windows 8, would have DNT as a default.
5 Advertisers are horrified. Human nature being what it is, most people stick with default settings. Few switch DNT on now, but if tracking is off it will stay off. Bob Liodice, the chief executive of the Association of National Advertisers, says consumers will be worse off if the industry cannot collect information about their preferences. People will not get fewer ads, he says. “They ‘ll get less meaningful, less targeted ads.”
6 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 behavioral ads or whether they are sticking with Microsoft’s default, some may ignore a DNT signal and press on anyway.
7 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 favorably 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?
26、It is suggested in paragraph 1 that “behavioral” ads help advertisers to .
A. ease competition among themselves
B. lower their operational costs
C. avoid complaints from consumers
D. provide better online services
参考答案：B
27、“The industry” (Line 6, Para.3) refers to .
A. online advertisers
B. e-commerce conductors
C. digital information analysis
D. internet browser developers
参考答案：D
28、Bob Liodice holds that setting DNT as a default .
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
参考答案：C
29、which of the following is true 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 behavioral ads
参考答案：A
30、The author’s attitude towards what Brendon Lynch said in his blog is one of .
A. indulgence
B. understanding
C. appreciation
D. skepticism
参考答案：D
Unable to tell whether someone really objects to behavioral ads or whether they are sticking with Microsoft’s default, some may ignore a DNT signal and press on anyway.
句首至Microsoft’s default为省略了being的原因状语，
其完整形式为Being unable to tell whether … or whether…，
该状语中，由or连接的两个whether引导的并列从句作tell的宾语
由于不清楚一些用户到底是反感行为广告还是保留了微软的默认设置，某些企业可能会忽视―禁止追踪信号，继续追踪用户并投放广告。
DNT does not seem an obviously huge selling point for windows 8—though the firm has compared some of its other products favorably with Google’s on that count before.
不允许追踪似乎不是win8的一个明显的大卖点
—-虽然微软公司以前已经拿一些其他产品与谷歌公司进行了比较并优于它们。
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