$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$Text 2

$\quad$$\quad$An old saying has it that half of all advertising budgets are wasted—the trouble is, no one knows which half. In the internet age, at least in theory, this fraction can be much reduced. By watching what people search for, click on and say online, companies can aim “behavioral” ads at those most likely to buy.
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$\quad$$\quad$有句老话说，一次广告中的一半预算都要被浪费掉。问题是，没有人知道是哪一半。在网络年代，至少在理论上，这种比例可以更多地降低。通过观察人们在网上搜什么、点什么、说什么，公司能针对性地提供最有可能被购买的“行为”广告。

$\quad$$\quad$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?

$\quad$$\quad$在过去数周中，一场争论说明了这种精细信息对广告商的价值：广告商是否应该认为人们乐于被跟踪且收到行为广告？或者说他们有明确的许可？

$\quad$$\quad$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.

$\quad$$\quad$在2010年十二月美国联邦贸易委员会提出添加一个“不能追踪”的选项在浏览器中。以便于使用者能告知广告商他们不想被追踪。微软和苹果的浏览器都提供了该功能。谷歌浏览器也将在今年内安装。今年2月，美国联邦贸易委员会和数字广告联盟同意，该行业将着手应对DNT请求。

$\quad$$\quad$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.

$\quad$$\quad$在5月31号微软引发了一场争论：他表示，在windows8上的IE10浏览器会将DNT设置为默认选项。

$\quad$$\quad$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.”

$\quad$$\quad$广告商为此震怒。人类的本质就是，大多数人都不会去更改默认设置。现在很少有人打开DNT选项，但如果跟踪是关闭的，它将保持关闭状态。全国广告商协会的首席执行官Bob Liodice说，如果广告行业不能收集消费者喜好的信息，消费者的处境将会更糟。他说，人们不会看到更少的广告，“他们会看到更没有意义、更没有针对性的广告。”

$\quad$$\quad$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.

$\quad$$\quad$现在仍不清楚广告商打算如何回应。尽管一些公司已经承诺会停止追踪，但收到DNT信号并不会迫使任何人停止追踪。由于无法判断用户是真的反对行为广告，还是坚持使用微软的默认设置，一些公司可能会忽略DNT信号，继续使用。

$\quad$$\quad$Also unclear is why Microsoft has gone it alone. After all, it has an ad business too, which it says will comply with DNT requests, though it is still working out how. If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: There is no guarantee that DNT by default will become the norm. DNT does not seem an obviously huge selling point for Windows 8—though the firm has compared some of its other products favorablyfavourably with Google’s on that count before. Brendon Lynch, Microsoft’s chief privacy officer, blogged: “we believe consumers should have more control.” Could it really be that simple?
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$\quad$$\quad$同样不清楚的是，微软为什么要独自这样干。毕竟，它也有自己的广告业务，该公司表示将遵守DNT要求，不过它仍在研究如何做到这一点。如果微软想要颠覆谷歌这个几乎完全依赖广告的公司，它选择了一种间接的方法:没人能保证DNT会成为标准。DNT似乎并不是Windows 8的一个明显的巨大卖点，尽管该公司在这方面已经将其其他一些产品与谷歌的产品进行了比较。微软首席隐私官Brendon Lynch在博客中写道:“我们认为消费者应该有更多的控制权。”真的有那么简单吗?

26 It is suggested in paragraph 1 that “behavioural” ads help advertisers to .

[A] lower their operational costs

降低运营消费       正确，运营商真正的目的

[B] ease competition among themselves

 缓解彼此之间的竞争

[C] avoid complaints from consumers

避免顾客的指责

[D] provide better online services

提供更好的网络服务

答案定位：{In the internet age, at least in theory, this fraction can be much reduced. }

27 “The industry” (Line 5, Para.3) refers to.

[A] online advertisers

网络广告商

[B] e-commerce conductors

电子商务客

[C] digital information analysis

数字信息分析师

[D] internet browser developers

网络浏览器开发商   正确         段落主旨，都在讲各大浏览器

28 Bob Liodice holds that setting DNT as a default .

[A] goes against human nature

与人类本性相悖

[B] fails to affect the ad industry

 没有影响到广告产业

[C] will not benefit consumers

对顾客没有利处

[D] may cut the number of junk ads

可能会砍掉大多数垃圾广告     正确

答案定位：{they’ll get less meaningful, less targeted ads}

29 Which of the following is true according to Paragraph 6?

[A] Advertisers are obliged to offer behavioral ads

广告商有义务提供行为广告

[B] DNT may not serve its intended purpose

DNT可能无法达到预期目的       正确

[C] DNT is losing its popularity among consumers

DNT正在失去消费者的青睐

[D] Advertisers are willing to implement DNT

广告商愿意采用DNT选项

答案定位：{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. }

30 The author’s attitude towards what Brendon Lynch said in his blog is one of.

[A] appreciation

赞同

[B] understanding

理解

[C] indulgence

 纵然 宽容 包含

[D] skepticism

怀疑   正确 最后大大的问号