網(wǎng)絡(luò)廣告外文翻譯中英文對(duì)照-資料下載頁(yè)
【導(dǎo)讀】網(wǎng)絡(luò)廣告時(shí)代已經(jīng)到來(lái)。我們現(xiàn)在看到的廣告標(biāo)志了網(wǎng)絡(luò)廣告業(yè)務(wù)快速增長(zhǎng)。根據(jù)互聯(lián)網(wǎng)廣告局的數(shù)據(jù)，1997年，共有億美元用在美國(guó)互聯(lián)?？偭繉⑸仙?7億美元。網(wǎng)上廣告公司的成功提供了進(jìn)一步的證據(jù)。Double-Click公司，目前網(wǎng)絡(luò)。Travelocity公司和Dilbert公司。華爾街已經(jīng)發(fā)出通知表明，1998年2月20. 同樣，在1998年4月8日，主要的門(mén)戶網(wǎng)站之一的Yahoo，宣。令人吃驚的是雅虎出售的廣告空間居然只有其總量的14％。盡管有這些令人鼓。很顯然，大型的互聯(lián)網(wǎng)門(mén)戶網(wǎng)站，包括Netscape,Yahoo,Excite,AltaVista和Lycos,，能從巨大的訪問(wèn)量中創(chuàng)造廣告收入。年3月平均每天能夠達(dá)到驚人的9500萬(wàn)的頁(yè)面瀏覽量。量不夠令人滿意的網(wǎng)站來(lái)說(shuō)是無(wú)法取得這樣的成功的。告，然后廣告商就能夠通過(guò)反饋來(lái)了解到這種廣告的有效性。告活動(dòng)幾乎能夠瞬時(shí)反饋。每個(gè)廣告在運(yùn)行中都。品牌知名度仍然是至關(guān)重要的。的不同，CPM的變化很大。到70美元，CPM的測(cè)量標(biāo)準(zhǔn)取決于用戶是否搜索了廣告中的關(guān)鍵字。網(wǎng)絡(luò)廣告將能夠提供出超越針對(duì)性的，甚至達(dá)到個(gè)性化制定的廣告。
【正文】 e resulting revenue stream would allow the 畢業(yè)論文譯文 8 sites to be selfsufficient, furthering the Web’s power to enable anyone to bee his or her own publisher. In the future, online ad panies will realize that these smaller, specialized sites offer substantial value, maybe even more value than mainstream sites offer. Beyond targeting, the Web enables highly personalized advertising. However, I find only a small percentage of the ads that I see to be interesting, which suggests that advertisers have not yet taken advantage of this potential. In the future, you could link advertising directly to a selfmaintained, online personal profile. The profile would record accurate and highly personal information, including relatively static information such as your interests or hobbies, but also dynamic information, such as whether you are in the market for a new car or microwave oven. The information would be cryptographically protected so that only certified panies, with your permission, could access it. You would want to keep your profile up to date so that you receive pertinent advertisements. For example, I’m in the market for a new laptop, and I would appreciate sales and specials advertisements from laptop vendors. Firefly, recently purchased by Microsoft, offers the beginnings of such a profile through the Firefly passport. Naturally, the software that makes such personal profiles possible must e with an assurance that it will protect our privacy. Direct opportunities for abuse already exist. For example, DoubleClick has probably delivered a great many ads to you through numerous sites. These details have all been recorded in their records, including the time you saw the ad, which ad was shown, and whether you clicked on it. DoubleClick’s privacy policy, available through their home page, assures you that the information will not be used against you. By maintaining our profiles directly and accurately, instead of allowing diverse panies to gather information without our knowledge, we will be able to take control over the management of our private information. The Web’s unique properties will present excellent advertising opportunities, not only for the advertisers and publishers, but also for those of us browsing the Web. These opportunities are being explored through numerous channels for Web advertising: from doityourself shops, to banner exchanges, to forpay advertising works. Nevertheless, the Web offers many more opportunities. With progress, we might one day find ourselves appreciating ads that are carefully selected according to 畢業(yè)論文譯文 9 our preferences. From: Michael McCandless. Web advertising [J]. Inter services, 1998, (6):89 畢業(yè)論文譯文 10 指導(dǎo)教師評(píng)語(yǔ) ：
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