- 英译汉 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. In February the FTC and the Digital Advertising Alliance agreed that the industry would get cracking on responding to DNT requests.
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参考答案 常言道：广告预算的一半都会被浪费掉——问题是，大家都不知道是哪一半。在网络时代，这部分浪费可被大幅减少，至少从理论上讲是这样。商家可以通过观察用户搜索的内容、点击的链接以及在线的留言，将“行为”广告有针对性地投送到那些最有可能购买的人群。
在过去的两周，一场争论表明了这种精准信息对广告商的价值：广告商应该假定用户乐于被追踪并接受行为广告，还是应先得到用户的明确许可？
2010年12月，美国联邦贸易委员会提议在互联网浏览器上添加“禁止追踪”选项，这样用户就可以告知广告商他们不想被追踪。今年2月，美国联邦贸易委员会和数字广告联盟一致同意：该行业应尽快对增设“禁止追踪”的要求做出回应。
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