雅思阅读材料之online advertising.pdf

智 课 网 雅 思 备 考 资 料 雅思阅读材料之online advertising 下面是一篇关于在线广告的雅思阅读材料，摘自Economist。这篇 雅思阅读材料的主要内容是关于在线广告的发展历程。在线广告随着互 联网的发展而逐渐繁荣起来，各种在线广告的销售方式也层出不穷。下 面我们就一起来看看这篇雅思阅读材料吧。 Innovation in online advertising Mad Men are watching you How real-time bidding will affect media companies YOU are browsing for lampshades on a department store’s website. You grow bored, and surf across to the website of your favourite daily newspaper. Mysteriously, the lampshades follow you: an advertisement for the same brand appears next to the article you are reading. Welcome to the world of real-time bidding, a cleverer and nosier way of selling advertising that is beginning to shake up the online media business. A decade ago online display advertisements, or “banners??? as they were often known, were booming. Companies paid huge sums to appear on news websites. But, as the number of ads increased, people stopped noticing them. Now, for every 1,000 display ads that pop up, less than two are clicked on. Prices have slumped. Some media firms, notably News Corporation, have concluded that online ads will never bring in enough money to support a newspaper. Meanwhile search advertising, which reaches people when they seem to be interested in something, has grown from 1% of American online ad spending in 2000 to almost half, turning Google into a $172 billion company. 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 adve