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雅思阅读材料之onlineadvertising雅思阅读材料之onlineadvertising
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
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