2013年全国硕士研究生入学统一考试英语（一）阅读2

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 “behavioural” ads at those most likely to buy.
　　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 behavioural ads? Or should they have
explicit permission?

　　In December 2010 America's Federal Trade Cornmission (FTC) proposed adding
a "do not track "(DNT) option to internet browsers ,so that users could tell
adwertisers 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 Digltal Adwertising Alliance (DAA) agreed that the industry
would get cracking on responging to DNT requests.

　　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.

　　It is not yet clear how advertisers will respond. Geting 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 behavioural ads or whether
they are sticking with Microsoft’s default, some may ignore a DNT signal and
press on anyway.

　　Also unclear is why Microsoft has gone it alone. Atter 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
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 favourably
with Google's on that count before. Brendon Lynch, M

　　Microsoft's chief privacy officer, bloggde:"we believe consumers should
have more control." Could it really be that simple?

　　26. It is 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. “The industry” (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 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

　　29. which of 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

【答案】
　　26.【答案】C lower their operational costs
　　27.【答案】D internet browser developers
　　28.【答案】A will not benefit consumers
　　29.【答案】B DNT may not serve its intended purpose
　　30.【答案】C skepticism