第一段
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, thisfraction can be much reduced. By watching what people search for, click onand say online, companies can aim “behavioral” ads at those most likely to buy.
单词&词组
budget [ˈbʌdʒɪt]（出现7次）n.预算；v.把...编入预算；[僻义]adj.价格低廉的
fraction [ˈfrækʃn]（出现2次）n.少量，部分，分数
In the....age（在....时代）
at least （至少）
click on（点击）
aim at（针对）
本段翻译
常言道，一半的广告预算都被浪费了——问题是，没人知道是哪一半。在互联网时代，至少在理论上，被浪费掉的这部分能被大幅度减少。通过观察人们搜索的内容，点击的链接及在线的言论，企业可以针对那些最可能购买的人投放“行为”广告。
第二段
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 explicitpermission?
单词&词组
quarrel [ˈkwɑːrəl]（出现2次）v/n.争吵，争论
illustrate [ˈɪləstreɪt]（出现5次）v.阐明，举例说明
fine-grained （合成词）adj.精准的
assume [əˈsuːm]（出现12次）v.假定，假设，承担，呈现，表露
track [træk]（出现8次）n.小径轨道，声道；v.追踪
explicit [ɪkˈsplɪsɪt]（出现2次）adj.清楚的，明白的
本段翻译
在过去的几周里，一场争吵已经说明了这些精准的信息对广告商的价值；广告商是应该假定用户应该是乐于被追踪并被发送行为广告？还是应该获取用户的明确许可。
第三段
In December 2010 America’s Federal Trade Commission (FTC) proposedadding a “do not track” (DNT) option to internet browsers, so that users could tell advertisers that they did not want to be followed. Microsoft’sInternet Explorer and Apple’s Safari both offer DNT; Google’s Chrome isdue 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.
单词&词组
propose [prəˈpoʊz]（出现8次）v.提出，打算提名
option [ˈɑːpʃn]（出现6次）n.选择，选修课
alliance [əˈlaɪəns]（出现2次）联盟，结盟
Internet Explorer（就是IE啦）
due to do（预定做）
get crack on（对...做出反应）
本段翻译
2010年12月，美国联邦贸易委员会提出在互联网浏览器中添加“禁止追踪”选项，以便用户可以告知广告商他们不想被追踪，微软的IE浏览器以及苹果的Safari浏览器都提供了DNT；谷歌的Chrome浏览器今年也将这么做。2月份，FTC和数字广告联盟达成共识；希望该行业继续加快响应DNT请求。
第四段
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.
单词&词组
default [dɪˈfɔːlt]（出现3次）n.系统设定值；n/v.违约，默认
set off the row（挑起争论）
本段翻译
5月31日，微软率先挑起争论，称其预算将Windows 8一起面世的IE10浏览器把DNT设为默认值。
第五段
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.”
单词&词组
horrify [ˈhɔːrɪfaɪ] v.惊吓，使厌恶， 恐吓
setting n.设置
stick with（坚持）
worse off（恶化）
preference [ˈprefrəns]（出现4次）n.偏爱，优惠
meaningful [ˈmiːnɪŋfl] adj.有意义的
本段翻译
广告商们恐慌了。大多数人坚持使用默认设置，这是人性使然。虽然现在很少有人开启DNT，但如果追踪被关闭，那它就会一直处于关闭状态。全国广告商协会会长鲍勃称，如果广告行业不能收集消费者偏好的信息，消费者的情况将变得更糟。人们看到的广告不会减少，他们收到的广告将变得更没有意义、更缺少针对性，”他说。
第六段
It is not yet clear how advertisers will respond. Getting a DNT signal does notoblige 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.
单词&词组
oblige [əˈblaɪdʒ]（出现3次）v.迫使；[僻义]v.效劳，感激
object to（反对）
press on（坚持地继续）
implement [ ˈɪmplɪmənt]（出现2次）v.贯彻，执行；n.工具
本段翻译
广告商将做何反应尚不清楚。收到DNT信号并不能让企业必须停止追踪，尽管有些企业承诺会停止追踪，由于无法分辨用户是真的反对行为广告还是坚持微软浏览器的默认设置，一些企业可能还是会忽略DNT信号而继续追踪。
第七段
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 outhow. 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 productsfavorablywith 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?
单词&词组
wholly [ˈhoʊlli]（出现3次）adv.完全地，全部
favorably adv.有利地
guarantee [ˌɡærənˈtiː]（出现5次）n.担保，保证
privacy [ˈpraɪvəsi]（出现9次）n.隐私
blog v.写博客
indulgence [ɪnˈdʌldʒəns] n. 放纵，纵容
gone it alone（单独行动）
after all（毕竟）
comply with（遵从）
work out（想出）
selling point（卖点）
compare with（将...与...对比）
on that count（另一方面）
本段翻译
同样不清楚的是微软为何单独这么干。毕竟，微软也有广告业务，据称也将遵从DNT请求，不过如何实施还在研究中。如果微软这是试图去击败几乎全部依赖广告业务的谷歌的话，那它选择了一种间接的方法：无法保证NDT默认值会成为行规。对Windows 8而言，DNT看来并非一个明显巨大卖点——尽管此前微软曾将其他一些产品与谷歌同类产品在这一方面相比有优势。微软首席隐私官布伦丹在其博客里写道：“我们认为消费者应该有更多控制权。”真的能这么简单吗？
5道题
26. It is suggested in paragraph 1 that “behavioral” ads help advertisersto _______.
[A] lower their operational costs
（降低运营成本）
[B] ease competition among themselves
（缓和内部竞争）
[C] avoid complaints from consumers
（避免消费者投诉）
[D] provide better online services
（提供更好的在线服务）
27. “The industry” (Line 5, Para.3) refers to_______.
[A] online advertisers
（在线广告商）
[B] e-commerce conductors
（电子商务运营商）
[C] digital information analysis
（数字信息分析者）
[D] internet browser developers
（网络浏览器开发商）
28. Bob Liodice holds that setting DNT as a default _______.
[A] goes against human nature
（与人性相悖）
[B] fails to affect the ad industry
（因相关不到广告行业）
[C] will not benefit consumers
（不会受益于消费者）
[D] many cut the number of junk ads
（可能减少垃圾广告的数量）
29. Which of the following is true according to Paragraph 6?
[A] Advertisers are obliged to offer behavioral ads
（广告商有责任提供“行为”广告）
[B] DNT may not serve its intended purpose
（禁止追踪可能不能取得预期目的）
[C] DNT is losing its popularity among consumers
（禁止追踪正在失去其消费者青睐）
[D] Advertisers are willing to implement DNT
（广告商愿意实施“禁止追踪”）
30. The author’s attitude towards what Brendon Lynch said in his blog is one of_______.
[A] appreciation（欣赏）
[B] understanding（理解）
[C] indulgence（放纵）
[D] skepticism（怀疑）
参考答案
ADCBD
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