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  3. Conventional display ads are simply wasteful, says Jakob Nielsen of GroupM, a large media buyer. Say a company wants to reach yo

Conventional display ads are simply wasteful, says Jakob Nielsen of GroupM, a large media buyer. Say a company wants to reach yo

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问题     Conventional display ads are simply wasteful, says Jakob Nielsen of GroupM, a large media buyer. Say a company wants to reach young men. It might buy ads on the sports section of a large portal such as Yahoo!. But it will also be paying for the women who visit that page. If it also buys ads on the sports section of another large portal, such as Microsoft’s MSN. com, it will pay twice for the people who frequent both web pages.
    Real-time bidding helps solve these problems by allowing marketers to buy known audiences. Click to open a web page and an automated auction begins. Firms bid to serve an advertisement, taking into account where it will appear and what they know about the presumed viewer from digital traces he has unconsciously left around the web. The winner serves the advertisement, often customising it—so you may see more ads for convertible cars on a sunny day. The whole process generally takes some 150 milliseconds, or less than half the blink of an eye.
    But the growth of real-time bidding may prove highly disruptive. An auction system allows everyone to discover the real value of online ads. It also provides a wealth of data to advertisers about the behaviour of their target audiences. These days some media firms can charge relatively high rates for online ads on the grounds that their websites are frequented by the young or the affluent. Increasingly, advertisers are learning how to reach the same people on other websites, for less money.
    As Mr Nielsen of GroupM puts it, the conversation between buyers and sellers of advertising is becoming unbalanced, with the former often armed with more data than the latter. Some media firms have responded by selling fewer ads through middlemen, in real time or otherwise. But that may mean ads go unsold. Media firms can also tilt the balance by discovering more about their customers than can be collected through auctions. The obvious way to do this is to force people to register for websites, or even to pay(which reveals their credit-card details and where they live). In short, content is no longer king online. Information about users is what really matters.
    Regulators may yet hinder the growth of real-time bidding. Targeted advertising is drawing anxious scrutiny from congressmen and journalists. A Wall Street Journal investigation into online tracking last year found that its own website dropped 60 digital markers onto a visiting computer. Before May 25th European governments must incorporate a privacy directive that is expected to make it easier for users to opt out of targeted ads. A confusing patchwork of laws may result.
    But few expect radical change. So quickly has targeted advertising advanced that a ban would severely disrupt the internet economy. Web users are more likely to see little icons identifying targeted ads. If the past is any guide, people will learn to ignore them, too.
Which of the following is crucial to the world of real-time bidding, according to Paragraph 4?
选项 A、Medium of communication between ad buyers and sellers.
B、Harmony of ad buyers and sellers.
C、Data about behaviour of users.
D、Information that online ads deliver.
答案C
解析 第四段最后一句明确指出：内容已不再称霸互联网，用户信息才是真正重要的。可见，客户(及其相关信息)才是实时竞价世界中最为关注的，[C]选项正确，同时排除[D]选项([D]实为“内容”的同义表达)。
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