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  3. 　　Advertising was just one business model that people considered at the start. Google originally thought maybe 15 percent of the

　　Advertising was just one business model that people considered at the start. Google originally thought maybe 15 percent of the

admin2022-02-15  53
问题 　　Advertising was just one business model that people considered at the start. Google originally thought maybe 15 percent of their revenue was going to come from ads; most of their money was going to come from licensing their search engine to corporate clients. It’s funny; now everything relies on ads.
　　You start from this intuitive place: if I have all this data about someone, shouldn’t I be able to get messages to them that will persuade them to behave how I want? There are two kinds of failure in this thinking; one is the failure of correlation versus causation. You often end up targeting people who would have bought the product anyway, and so the question of whether or not the ad gets you to change your behaviour is unclear. Second, everybody assumes the data you get about people is extremely accurate. But it turns out that that’s flawed as well.
　　Advertising works, but its effect is so limited that in order to figure out whether or not it actually makes a difference, you have to conduct these enormously expensive experiments. A few years ago, Procter & Gamble decided to cut $ 200m from their digital ad spending budget. The result was nothing changed at all—they sold the same amount—which asks what that $ 200m is being spent on. Advertisers say to regulators, "don’t take my data away because if you do, the ads will become less effective and you’ll destroy our market. " But then we know nothing happens. Suddenly this begs the question, what have you been collecting all this data for this whole time? The problem is that programmatic advertising generates money quickly. It’s difficult to imagine an alternative monetisation model that has the same pattern.
　　The bubble has to pop at some point. Look at the history of every other market bubble and it has exactly the same phenomenon; the underlying value of attention captured by advertising is declining. Advertising has allowed us to kick the can down the road on some difficult questions. Are we okay with an internet that grows slower and is more expensive to access? In a world where everybody needs to subscribe to a search engine, should it be public or should the government subsidize access? What about a social network? A lot of alternatives are better from a social standpoint, but they may not grow in the way that Silicon Valley is used to growing.
　　An internet that doesn’t rely on advertising means we’ll see more innovative business models. Some of them will benefit content creators, others will benefit companies. It will change the nature of the internet, and that’ll take some time getting used to.
How does the author feel about the advertising model?
选项 A、Favorable.
B、Enthusiastic.
C、Impassive.
D、Questionable.
答案D
解析 态度题。由文中“failure” “its effect is so limited” “whether or not it actually makes a difference” “The result was nothing changed at all-they sold the same amount” “The bubble has to pop at some point”等处可知作者对广告商业模式是批判的，对其效用存在怀疑态度，故选项D正确；选项A和选项B均为正面词汇，故排除；选项C并没有在文中体现，故排除。
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