考研英語閱讀理解真題參考

　　做好考研英語閱讀不僅需要紮實的基礎,還需要清晰的解題思路和技巧,而後者則需要在練習中慢慢體會。下面就是小編給大家整理的考研英語閱讀理解真題，希望對你有用!

　　考研英語閱讀原文

　　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 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.

　　On May 31st Microsoft set off the row: It said that Internet Explorer 10, the version due to appear with Windows 8, would have DNT as a default.

　　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."

　　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 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. 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?

　　考研英語閱讀翻譯

　　有句老話說得好，花在廣告上的費用有一半被浪費了——但問題是，沒人知道究竟是哪一半。在網際網路時代，至少在理論上，這種浪費可以大幅減少。通過觀察人們在網上的搜尋、點選、和說話內容，企業可以將"行為"廣告投放給最有可能購買產品的網民。

　　在過去幾周，大家的一席爭論已經展示了這種精細資訊對於廣告商的價值：廣告商是否可以認為使用者樂意被追蹤，且願意接受行為廣告?或者說廣告商是否應該先得到使用者明確的許可才行?

　　2010年12月，美國聯邦貿易委員會曾提出，應該在網路瀏覽器上新增"禁止追蹤"***DNT***選項，這樣使用者就可以告訴廣告商他們不想被追蹤。微軟公司的IE瀏覽器和蘋果公司的Safari瀏覽器目前都提供"禁止追蹤"選項;谷歌公司的Chrome瀏覽器今年也即將要提供類似功能。今年二月份，聯邦貿易委員會和數字廣告聯盟剛達成了一致意見: 該行業可以對"禁止追蹤"的相關提議做出積極有力的迴應。

　　5月31日，微軟公司宣佈，在和windows 8一同釋出的IE10瀏覽器上，DNT將設為預設選項。微軟此舉引發了大家的爭議。

　　這令廣告商們惶恐不已。大多數使用者都不會去修改瀏覽器的預設設定，這是人的本性。現在很少有人會開啟"禁止追蹤"功能，但如果"禁止追蹤"處於關閉狀態，那麼它就會一直處於關閉狀態。美國廣告協會執行長Bob Liodice稱，如果廣告行業不能收集有關使用者偏好的資訊，那麼這對於消費者來說將更為不利。他說，使用者看到的廣告不會減少，"他們將會看到更沒有意義、更沒有針對性的廣告"。

　　現在還不清楚廣告商們將會作何反應。儘管有些公司已經承諾一旦得到"禁止追蹤"的訊號就會停止追蹤，但是得到"禁止追蹤"的訊號無法強行要求任何公司停止追蹤。由於無法分辨人們是真的反對行為廣告，還是他們只是沒有改動微軟的預設設定，有些公司可能會忽視"禁止追蹤"訊號，一如既往繼續追蹤。

　　同樣不清楚的是，微軟為何要特立獨行。畢竟，微軟自己也有廣告業務，微軟聲稱自己的廣告業務也要遵守"禁止追蹤"的要求，儘管微軟還在研究如何遵守該要求。如果微軟是在試圖打擊幾乎完全依賴廣告業務的谷歌，那麼它選擇了一個非直接的方法：因為無法保證預設"禁止追蹤"模式會成為行規。雖然公司以前還拿自己的其他幾個產品同谷歌的產品在這方面做過比較，但"禁止追蹤"也不像是Windows 8的巨大賣點。微軟首席隱私官Brendon Lynch在部落格中寫到："我們相信使用者應該有更多的控制權。"事情真的這麼簡單嗎?