CD1 - Track 36 | Текст песни

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In the old days, before TV remote controls were invented, when the adverts came on TV, you had to actually stand up, go over to the telly and turn down the volume or turn the TV off to avoid seeing them. Nowadays, not only can we switch the sound off instantly, but we also often record programmes and just skip the adverts. Similarly, with the Internet, most people now choose to turn pop-up windows, those annoying little adverts that appear on your webpage, off, so we never even see them.
But advertisers have a new weapon in the fight to get our attention – behavioural advertising. Here with us today to talk about it, is Maria Schulz, author of a new book on advertising in the Internet age. Maria, hi, can I start by asking you, what exactly is behavioural advertising?
Hi. Well, behavioural advertising is basically advertising which sends adverts to specific people based on what they are actually interested in.
Sorry, I’m not with you. How do they know what people are interested in?
By monitoring their web habits, or the websites that they visit. So, if you have recently visited a site to find out about flights to Paris, you may be sent advertisements for hotels in Paris and so on.
Are you saying that advertisers will be watching which Internet sites we visit? I have to say that makes me feel pretty uncomfortable. I really don’t like the idea that a company has that kind of information about me.
Well, they have the information, but they don’t actually know who you are – they won’t have an address or a name or anything. But you’re not alone in feeling uncomfortable about this. In a recent poll, ninety-five percent of people asked were against the idea.
I’m not surprised. It’s a terrible idea.
But would you rather have adverts which you have no interest in at all?
I’d rather not have any adverts, I suppose.
Even if that meant you could no longer watch, say, a TV programme you’ve missed for free? In the same survey, sixty percent of people asked said that they would rather have adverts than pay to watch TV programmes online.
I suppose that’s a good point.

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