英语
native ads — or ads that take on the look and feel of the content surrounding them — are taking over digital advertising.
by 2021, native display ad revenue in the us, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total us display ad revenue, up from a 56% share in 2016, according to new bi intelligence estimates based off historical data from the interactive advertising bureau (iab) and pwc, as well as ihs.
the rapid uptick in native’s share of display ad revenue can largely be attributed to the dominance of social platforms like facebook and twitter — which were early champions of native and rely almost entirely on native formats — as well as the introduction of new programmatic technologies that are making it easier for publishers and advertisers to scale native campaigns.
in a new report from bi intelligence, we break out native ads into three categories: social native, native-style display, and sponsored content (also referred to as premium native). we provide forecasts for how revenues from these formats will grow over the next five years and look at what factors, in particular, are driving up spending on each of these ad units. as a note, because revenues from these three types of native content can overlap, we do not provide an overall native forecast. finally we lay out some of the challenges that face properties that rely on native ads, namely ad frequency and scalability issues.
here are some key takeaways from the report:
native-display ads, including social native and native ads in-feed on publisher websites, will make up the bulk of native ad revenue from 2016-2021. native display ad revenue in the us will rise at a five-year compound annual growth rate (cagr) of 17% during this time period to eclipse $36 billion. the rise of native video ads, particularly on social platforms, will be one of the main drivers of this growth.
1.the native display ad revenue in the us is predicted to account for ( ) of total us display ad revenue by 2021?
a. 17%
b. 56%
c. 74%
d. 18%
【答案】c。细节题。根据关键词“2021”定位原文，在原文第二段的第二行。等到2021年，占比将会达到74%。
2.according to passage, what is not the reason for the rapid uptick in native’s share of display ad revenue?
a. the dominance of social platforms.
b. the dominance of the digital advertising.
c. the introduction of new programmatic technologies.
d. publishers and advertisers can now scale native campaigns easily.
【答案】b。是非题。根据关键词“rapid uptick”定位原文，在原文的第三段。a、c和d项在原文都出现过，而b项没有提及。所以答案选b。
3.according to the passage, which of the following will not be included in the new report from bi intelligence?
a. an overall native forecast.
b. ad frequency and scalability issues.
c. the forecasts for how revenues from these formats will grow over the next five year.
d. the illustrations of what factors are driving up spending on each of these ad units.
【答案】a。是非题。通过bi intelligence定位到第四段，a项：对国内整个情况的一个报导预测，we do not provide an overall native forecast，可知并没有提供这样的预测。b、c、d项在原文的第四段都可以找到对应的内容。
4.what is one of the main driver(s) to the growth of native display ad revenue?
a. the rise of compound annual growth rate.
b. the rise of social platforms.
c. the rise of sponsored content.
d. the rise of publisher websites.
【答案】b。细节题。根据题干的关键词growth of native display ad revenue定位原文，谈到其原因的是在原文的最后一段，the rise of native video ads, particularly on social platforms, will be one of the main drivers of this growth，主要是social platforms。所以答案选b。
5.the passage is most probably an excerpt from ( ).
a. a business history book
b. a textbook about advertisement
c. a business report website
d. an introduction of a novel
【答案】c。主旨概括题。整个文段都是围绕ads(广告)和商业这个话题来谈的，所以这篇文章很有可能摘自一个商业报告网站。a项：商业历史书籍。b选项，关于广告的教科书。c项：商业报导网站。d项：小说的介绍。所以答案选c。
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