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December 18 哈哈，我恢复更新啦！！前段时间由于我们的铁通太垃圾了，msn根本没法上，所以停止更新很久了，今天开始转载英国著名杂志《经济学家》，传说每年的六级和研究生英语考试都有那么一两篇出自这里！喜欢英语的朋友多多关注哈~先发全英文版的，需要翻译版的和我说哈！ 《经济学家》读译参考（78）： 都是点击惹的祸－网络广告“点击欺诈”Trouble clicks INTERNET advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according to Piper Jaffray, an investment bank. And it is still early days. The internet accounts for only 5% of total spending on advertising, but that figure is expected to reach at least 20% in the next few years. （1）The single largest category within this flourishing industry, accounting for nearly half of all spending, is “pay-per-click” advertising, which is used by firms both large and small to promote their wares.
It works like this. Advertisers bid on keywords that they believe potential customers will be interested in. This enables internet firms such as Google, the market leader, and Yahoo!, its smaller rival, to display advertisements alongside the results of internet searches. Somebody searching for a particular type of wine, for example, might see advertisements from wine merchants. Google, Yahoo! and other firms also place ads on affiliates' websites—so wine merchants' advertisements might also appear on a wine-appreciation site. The advertiser pays only when a consumer clicks on an ad; the owner of the website where the ad was displayed then receives a small commission[1]. The benefits of the pay-per-click approach over traditional advertising (television, radio, print and billboards) are obvious. （2）Since advertisers pay only to reach the small subset who actually respond to an advertisement, the quality of the leads generated is very high, and advertisers are prepared to pay accordingly. The price per click varies from $0.10 to as much as $30, depending on the keyword, though the average is around $0.50. “Mesothelioma[2]”, for instance, the name of an asbestos-related illness, is an especially valuable keyword, because lawyers are prepared to pay a lot to make contact with sufferers in the hope of representing them in a lucrative compensation lawsuit. Google made most of its $6.1 billion in revenue last year from pay-per-click advertising. （3）But as pay-per-click advertising has grown into a huge industry, concern has mounted over so-called “click fraud”—bogus[3] clicks that do not come from genuinely interested customers. It takes two main forms. If you click repeatedly on the advertisements on your own website, or get other people or machines to do so on your behalf, you can generate a stream of bogus commissions. Click fraud can also be used by one company against another: clicking on a rival firm's advertisements can saddle it with a huge bill. Bogus clicks are thought to account for around 10% of all click traffic, though nobody knows for sure. Bill Gross, the entrepreneur who pioneered the pay-per-click model back in 1998, was aware of the problem even then. (Yahoo! subsequently acquired his firm, known at the time as Overture.) He installed a three-layered defence system: a filter to weed out clicks from known fraudsters at the outset, statisticians and software to spot suspicious click patterns, and co-operation with advertisers to enable them to analyse the leads generated and sound the alarm if necessary. But generally the industry adopted a rather cavalier[4] attitude to click fraud.（4）Eric Schmidt, the boss of Google, caused uproar a few months ago when he seemed to suggest that the “perfect economic solution” to click fraud was to “let it happen”. He was responding to a theoretical question during a debate at Stanford University, but his response reinforced the perception that Google had higher priorities than addressing the problem. Such a flippant[5] attitude has not gone down well with advertisers, who are up in arms about the problem. Some have even resorted to legal action. Google reached a settlement in March with Lane's Gifts and Collectibles, a gift shop based in Arkansas, and agreed to offer refunds to advertisers who claim they have been charged for bogus clicks. Such refunds are capped at $90m, however, so many observers think Google got off lightly[6]. And in June Yahoo! promised to intensify its efforts to fight click fraud as part of a settlement with CheckMate, a fraud-detection firm. As well as offering refunds for clicks determined to be fraudulent, Yahoo! agreed to appoint a “traffic-quality advocate” to voice advertisers' concerns within the company. In the wake of these legal challenges, Google and Yahoo! recently joined a working group at the Interactive Advertising Bureau (IAB), a trade association, which will establish standards for pay-per-click advertising, including the introduction of industry-funded auditing and certification, by the middle of 2007. “I believe Google and Yahoo! are now taking the issue very seriously,” says David Jones, chief executive of Euro RSCG, an advertising company. But Rishad Tobaccowala, head of innovation at Publicis, one of the world's biggest advertising groups, says it is too early to say whether the measures being taken against click fraud will be enough to satisfy advertisers. A few months ago Mr Gross pioneered an alternative to the pay-per-click model. （6）In February Snap, a search engine backed by Mr Gross, launched “pay-per-action”, a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download. Google is testing a similar model and Turn.com, another ad network, adopted the pay-per-action model a few weeks ago. Might this put an end to click fraud? Don't bet on it, says Mike Zeman at Starcom, an advertising agency. Pay-per-action will be a niche, he predicts, since converting a click into an action depends on a variety of factors such as the ease of use of the advertiser's website. Google and its peers will be reluctant to be so dependent on factors outside their control. But Mr Tobaccowala thinks pay-per-action could become a real alternative to pay-per-click. As bigger companies spend more on internet advertising, they will demand more accountability and a wider range of options, he says. （7）At the very least, that means clamping down on click fraud; but it also presents an opportunity for entrepreneurs to invent new models that are less vulnerable to abuse. （Leads：是指通过交流，得到的关于某人购买某种产品或服务的可能性的数据）。有了一条一条的Leads，开展行销就有了量化的依据。比如，王先生听过对儿童保险的电话介绍后，表达出对这种保险的购买可能性，可能性的大小为80% ，就是一条对保险商有用的Leads。） [QUIZ]
June 25 实在太热了阿～～没法过日子阿～这个天气叫一个热阿～～
全身像发烫一样～，宿舍又贱得没有风扇～
三十多度的天气～不到40平方米的空间～六个人一起住～四个电脑～没有风扇～晚上断电～
.......
这日子能过吗？？
今晚决定继续去天台睡觉....... June 14 伪球迷之世界杯外传～傲到彼此的梦中！四年一度的世界杯又开始了，我的心情也好像夏天一样，有点绿肥黄瘦～
也许生活太平淡了，我们总是渴望发生点什么，但又害怕上海到彼此，世界杯来的恰到好处，我们有似乎看不完的比赛，压抑了四年的情绪终于又可以发泄一次！
时差，世界杯最大的特色（对于我们来说），另外还可以区分真的球迷品味～比如第二天上课，蓬头垢面地上课睡觉，就是很光荣！表明熬夜看球了～
让那些埋头记笔记地同窗自惭形秽～呵呵
上一届世界杯就太没意思了，才一个小时地时差，懂不懂足球的都在那看一通～没劲～
现在时差终于回来了，夜深人静的时候，那些酷爱学习的都可耻的睡去了，只有我们还非常光荣得穿梭于球吧，网吧，饭馆，寻找一切可以看世界杯的地方!
正所谓，月黑杀人夜，风高放火天！
第二天，我们两眼通红，共同在上课前夕大声谈笑～，交换着昨晚的波澜壮阔！把旁边衣冠楚楚的同窗衬托的分外孤独，不得不向我们投来无可奈何的敬意.....
是的，我们醒着，却沉醉于在共同的梦中，他们睡着，却可怜地醒在世界杯外面。我们是自豪的熬夜人，世界因为我们而无眠。夜晚也因为我们有梦，对着那不灭的灯火，我们悄悄在心底举杯，互道珍重和感激，因为我们彼此都是对方梦中人！
借此希望所有真正的球迷和一切的伪球迷，尽情享受这四年的盛宴～ June 09 神奇～我们宿舍居然没有断电～～诡异的事情再次在我们宿舍发生了～～
前天晚上11.00，全校学生宿舍断电时间～唯独我们宿舍灯火通明～
记得当时我们宿舍就有一个人大喊：鬼啊～～～
在那瞬间我竟然觉得背脊有点发凉～（晚上听鬼故事电台听多了）
几秒中后我们宿舍才被兴奋与喜悦所替代～
晚上不断电意味着什么？通宵看书？通宵玩电脑？通宵看片子？
嘿嘿～～都不是～这意味着～
我们可以看德国世界杯～～～！
^_^
听说隔壁宿舍有人动员世界杯期间出去租房子看世界杯，就是因为学校宿舍晚上断电。嘿嘿，我们听了心里那叫一个暗爽啊～～！^_^
世界杯～
我只能说～这次我抓住了你！哈哈～
May 25 今天打球手气实在臭啊～～今天下午好不容易没有课，天气又异常的好～忍不住就叫了一群人去打球了～～
下午4.30那个太阳叫一个大啊～～晒得我几乎每个细胞都散了～～～
直接导致我完全没有状态啊～～～
我防守的那个SB～～TMD我碰他一下就说犯规～～～还美其名誉：有了身体对抗～～我晕～没身体对抗打个毛篮球啊～～不过他TMD的投篮又准～～我是没语言了～～～
整场比赛就叫一个郁闷～～～
55555555555
这个礼拜都不打球了～～～～
55555 今天居然只有一堂课.....诡异～今天早上刚刚从教室自习回来，居然收到通知：早上马政经不上了～，下午商业计划书也不上了～～
整个一天居然就只有晚上的无聊英语课～～实在诡异......
整个学期出现这种情况实在是少之又少啊～诡异.......
下午又可以打篮球了～～^_^～
i love this game~ May 24 昨天实战英语口语～实在悲惨～昨天晚上，我在九寨沟认识的那几个巴基斯坦的“朋友”邀请我和我女朋友去吃西餐～说实话，我都基本忘记了他们，虽然他们好像说过要请我们吃一顿的～不过谁知道是不是随便说说的。当然我对好吃的东西向来没有免疫力，于是我想都不想就答应了～ 唉，看来我高估了巴基斯坦留学生的素质，我们中国人都知道一般第一次见面都会提前点到了，结果我们居然等了他们将近20分钟～（如果不是看你们在外留学，无亲无故的，老子早发火了！） 那个餐厅到是真的很不错的～很西化～老板是两个年轻的中国小伙子，英语也说的不错～，里面稀稀拉拉的坐了几座外国人～生意看来不错～服务员“素质”（长相～服务态度～）也很好～，比起什么豪客来好多了～ 在我和我女朋友点了些不知名的菜谱后，我们开始了“正式的”交谈～ 我：hello~,how's going~~(来的时候刚刚在看英语电影的时候学的～) 答：fine,thanks~ .........沉默 当时我就心里骂，妈的，十多年英语全白学了～～居然开了个头就不知道说什么好了！ 突然想起我同学一句话：大学英语教学是bullshit，四六级考试更是bullshit~ 我自问最近一两个月为了四级考试，我可算是比较努力了，记了不少以前不会的新单词～～，阅读更是看了不少，我女朋友更是厉害点～四级589分～，参加全国英语竞赛复试～（结果还没出来），两个新中国典型的大学生～对着外国人，说着典型的中国大学生英语：“yup~”“great~”“thanks~”“pardon~”“i see~”,整个晚上，我们估计差不多一半是说着这几句....... 我现在才真正体会到现在大学英语的“效果啊～～”....现在大学英语教学，基本是：学了基本不会用～，会的基本不会说～说的基本别人没听懂～听懂的基本都是初中英语～～～ 我现在的口语还不如我大一暑假从疯狂英语夏令营出来的时候，那时候我的四级可只能考400分啊～ 不过他们还真算是好耐心了，也不厌其烦的给我们没听懂的单词写到手机上～，更可贵的他们愣是用了15分钟听我用蹩脚的英语解释了什么叫做“sports economic”～我的专业，其实我基本上是乱说。估计我女朋友都不知道我说什么～～汗～～明天回去马上去图书馆把体育英语拿来狂看～～ 说实话，这顿晚餐我却是收获很多～：再这样学大学英语～白搭～～；口语关键还是句子～（尽管很早就知道，但从来没这么深刻感受过！）；英语学习重点还是要真人实战练习～，一个小时真人实战口语比学一个月都有用！真的～！ 我决定了，暑假就来这个餐厅打工（已经和老板说了一声，估计还是可以的）大不了老子不要薪水！ 疯狂英语～enjoy losing face~ |
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