Do you notice a lot of ads for things that you like when you are online? That’s because companies use targeted advertising (定向广告) to advertise products and services to people. How do advertisers know what you like? They collect data (数据), or information, from you.
One kind of data that they collect is called clickstream data. This is information about the websites that you visit. Do you visit a lot of sites about health and exercise? Then you probably see a lot of ads for gyms and exercise clothes.
Another kind of useful data is search data. This is information about what you look for on a search engine (引擎). Studies show that over 90 percent of adults use search engines. When you do an online search, targeted ads appear next to your normal search results. For example, if you search for “toys”, you’ll see ads for toy stores, children’s products, or toy review son websites you visit.
A third kind of data that companies use is purchase data. This is information about what you buy. Companies find out what you buy online and try to sell you similar products. For example, if you buy a book and a pair of shoes, you might see both book ads and shoe ads.
A fourth kind of information is profile data. This is usually information you put on social networks like Weibo and Douyin. It often includes your age, your city, your favorite books and music, and your other interests. Companies collect information about you and make sure you see ads for people of your age and with your interests. For example, a 20-year-old man who lives in Hangzhou and enjoys playing the guitar will see ads for music stores in Hangzhou.
Is this kind of targeted advertising good or bad? Some people think it’s great. Other people think it’s always a bad idea. According to them, it’s never OK to collect personal information about people. What do you think?
23. How does the writer lead into the topic?
A.By giving examples. | B.By asking questions. |
C.By sharing experiences. | D.By listing numbers. |
24. Which of the following is“search data”according to the text?
A.Things that you buy on the websıtes. | B.The websites that you often visit. |
C.Information that you look for online. | D.Your information on social networks. |
25. What kind of data do companies collect to show you targeted ads?
A.Your job and work place. | B.Your name and family. |
C.Your dreams and feelings. | D.Your age and interests. |
26. What does this text mainly talk about?
A.The advantages of targeted advertising. | B.The risks of sharing personal information. |
C.The importance of online shopping. | D.The kinds of data often used in advertising. |