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“Click fraud” poses a threat to the boom in internet advertising
点击诈骗正在威胁网络广告业的兴起


WHAT makes Google so valuable? This week the search engine's share price rose above $500, valuing the company at more than $150 billion. Investors' optimism stems in large part from Google's dominance in the booming field of internet advertising, which is currently worth around $27 billion a year and is expected to grow to $61 billion by 2010. In the longer term the internet is expected to account for at least 20% of global advertising spending—around four times its share now. So there are years of growth still to come. But that rosy future could be in jeopardy unless the big internet companies, including Google, do more to clamp down on some dodgy practices on the web. Concern has been growing in recent months that “click fraud” might undermine the industry.
是什么让google公司富可敌国？本周，这个搜索引擎公司的股票价格突破500美元大关，使得公司的市值超过1500亿美元。投资者的乐观心态大部分来自于google公司对于新兴的网络广告业领域的控制，网络广告业目前一年的产值是270亿美元，估计在2010年将达到610亿美元。更长远来看，网络将至少占据全球广告支出份额的20％，大约是现在的四倍。所以这个产业还有好几年会发展。但是，如果包括google的这些网络大公司不进一步严厉打击网络上的一些欺诈的行为，网络广告光明的未来恐怕不会到来。最近几个月来，有人越来越担心，“点击欺诈”很可能就毁了网络广告业。
注解：Google公司营收主要动力来源于pay-per-click(每次点击付钱)广告，广告商只需在网络用户点击过的广告付费。法律规定不允许Click fraud，尤其是作为行业术语用来描述用户故意点击广告而不打算与广告商做生意的行为。竞争公司可能雇人或机器这样做，因为广告商要为每一次点击付费。Click fraud可以迅速积累数千美元的广告费或者使某网站运营商从互联网搜索商广告收入中受益。
The problem is that many of the clicks on internet advertisements are bogus. The ability to aim such advertisements so that they pop up, for example, when a user searches for a particular word, is what makes them（ads） so valuable—and makes fraud so lucrative. American law firms, for instance, are prepared to pay as much as $30 each time someone clicks on an advertisement after searching for “mesothelioma”—the name of an obscure asbestos-related disease. It is, after all, quite an efficient way to find sufferers who might be interested in launching a money-spinning compensation lawsuit.
现在的问题就是，许多网络广告的点击都是假的。正是由于能够链接到这些广告，才使得网络广告如此的值钱，也使得欺诈行为如此有利可图，比如说，用户搜寻了一个特定的单词，这些广告就跳了出来。举个例子，每当有个人搜寻“mesothelioma”（一种非常晦涩的和石棉相关的疾病）这个单词时点进一个广告，美国律师事务所就得支付高达30美元的费用。毕竟，想要招惹那些不惜金钱代价也要打赢官司索赔的受害者，这是一种高效的方法。
Sadly, cheating the system is easy. It is done in two main ways. The first exploits the fact that Google, Yahoo! and other firms place ads on the websites of their affiliates, who receive a small cut of the advertising revenue generated by each resulting click. Unscrupulous affiliates can generate a stream of bogus commissions by repeatedly clicking advertisements on their own websites (or getting other people or machines to do so on their behalf). The second form of click fraud is aimed at the competition: click on a rival company's advertisements, displayed on websites or alongside the results of an internet search, and its advertising budget will swiftly be exhausted.
可惜的是，欺骗网络广告系统太容易了。主要通过两种途径。第一种途径是， Google，Yahoo还有其他的公司把广告放在一些附属的网站上，这些网站从每一次有效点击而产生的广告总收入中抽取一小部分受益。有些无良的附属网站反复的点击他们网站上的广告以获取一笔欺诈得来的佣金（或者他们会叫别人或机器代劳）。第二种点击欺诈的途径是通过竞争而达到的，点击竞争对手在网站上或者附在网络搜寻上的广告，这样对方的广告预算很快就会耗尽。
Estimates of the extent of click fraud vary, but it is generally thought to account for around 10% of clicks on advertisements, though some estimates range as high as 50%. Disgruntled advertisers have launched class-action lawsuits against Google and Yahoo!, and big companies are threatening to hold back spending on internet advertising unless the industry generally becomes more transparent and accountable.
对于点击欺诈在所有的点击中占的比例大家的估计千差万别，虽然有人估计高达50％，但是人们普遍还是估计占到所有广告的10％。愤怒的广告商已准备集体诉讼Google和Yahoo。而且其中的大广告商威胁到，要停止在网络广告上再花钱，直到这个产业全面地透明化和合理化。

Both Congressional Democrats and President George Bush say they will work with each other. That doesn't mean they will
国会里面的民主党和总统George Bush都说他们会与对方合作。他们心里并不这样想。

LAST week, Americans voted for divided government. Now they want to know how it will work in practice. Will the incoming Democratic majorities in the House of Representatives and the Senate hold the executive to account, or merely obstruct it? Will President George Bush veto every bill the Democrats send his way, or only the bad ones? Will moderate Democrats and Republicans co-operate, or will party discipline trump good sense? None of these questions can be fully answered before January 3rd, when the Democrats formally take control of Congress. But the world will not stop just because America has a lame-duck legislature—this week, for example, saw（see的过去式）alarming new revelations about Iran's nuclear programme and the brazen mass kidnapping of education officials in Baghdad.
上个礼拜，美国人民选举出来了一个分治的政府。现在，他们想知道这个政府怎么实际运作。将要占据参众两院多数席位的民主党是约束总统还是完全阻止他的决议？总统George Bush否决民主党送来的每个议案，还是仅仅否决其中不好的那些？民主党和共和党会合作还是党派原则会占据上风（超过理智）？这些问题只能在明年1月3日民主党正式接管国会时才能得到完全解答。但是不会因为美国跛脚鸭立法机构地球就停止转动。比如说，这个礼拜，伊朗核计划出现令人警觉的新动态，还有在巴格达发生了无耻的大规模的绑架教育官员的行径。
Both sides say they will work together. You might have thought, during the campaign, that they did not much like each other: Nancy Pelosi, the top House Democrat, called Mr Bush ignorant, incompetent and shallow and Mr Bush described the Democrats' strategy for Iraq as “the terrorists win and America loses.” But as Mr Bush noted last week, people often say unfortunate things during campaigns, and “if you hold grudges in this line of work, you're never going to get anything done.” He called for a “new era of co-operation”.
两党都说会互相合作。你可能会这样想，在竞选的期间，他们都不太喜欢对方。民主党的众院议长Nancy Pelosi说总统 Bush无知，无能和浅薄，而总统 Bush形容民主党关于伊战的策略就是让恐怖分子战胜美国。但是正如总统Bush在上周提到的，竞选中人们都说攻击性的话（这里的unfortunate相当于embarrassed or offended），但是如果你在以后工作中还是耿耿于怀，那么你将什么事情也做不成。他期待“一个合作的新时代”。
A whiff of bipartisanship would be nothing new in the Senate, where the minority party can thwart the majority by filibustering (blocking) legislation. But in the House, where a simple majority is enough to pass any bill, the Republicans have ruthlessly excluded Democrats from the law-making process. Dennis Hastert, the outgoing Speaker, brought bills to the floor for a vote only if they had the support of a majority of Republicans. The Democrats might perhaps like to do the same, but since their bills must be signed by Mr Bush, they cannot expect to get far if they do.
注解：a whiff of danger/adventure/freedom etc. eg：a slight sign that something dangerous, exciting etc might happen
两党时代在参院已经不是什么新闻了，因为在参院，少数党可以通过冗长的辩论法定程序阻止多数党。但是在众院，仅仅多数党足够可以通过任何议案，共和党被民主党无情的排除出了立法程序。即将离任的众院议长Dennis Hastert以往只要获得共和党的多数支持就提出议案来表决。民主党很有可能也这样做，但是由于议案必须经过总统Bush的签字，所以他们不要认为这样做是长久之计。


In some areas, the potential for co-operation is obvious. Immigration reform (see article) is a good example. Mr Bush's plan—a mix of tougher border controls and more generous provisions for immigrants to work legally and eventually become citizens—was squashed by House Republicans this year. If Ms Pelosi were to reintroduce something like it next year, both Democrats and liberal Republicans would vote for it. But she has given no sign that this touchy issue will be a priority.
在某些领域，合作的潜力还是很明显的。移民改革就是一个很好的例子。总统Bush的计划是，既要严格控制边境，又要给予移民更多的补助让他们合法务工最终成为美国公民，这个计划今年被众院的共和党粉碎了。如果明年Pelosi议长再引入类似的议题，民主和共和两党将会为之再度投票。但是她目前还没有表示这个敏感的议题将会优先考虑。

Other areas could be trickier still. Carl Levin, the incoming head of the Senate armed services committee, says voters have “clearly and powerfully” demanded a change of course in Iraq. He calls for a “phased redeployment” of American troops in four to six months. Signalling that “our presence is not open-ended,” he says, will nudge Iraqis to make the necessary political compromises to avoid civil war. Mr Bush does not agree, and will resist any attempt by Democrats to beat a hasty retreat. Other Republicans, such as John McCain, argue that Iraq needs more American troops, not fewer. However the debate advances, Iraq will remain largely a presidential responsibility. The new Democratic Senate will zealously grill the administration about the decision to go to war and the mistakes in prosecuting it, but its leaders show no appetite, yet, for obstruction. Mr Bush's nominee to replace Donald Rumsfeld as defence secretary, Robert Gates, is expected to be swiftly confirmed (see article). Harry Reid, the top Democrat in the Senate, explained that the sooner Mr Gates is approved, “the sooner we can get rid of Rumsfeld.”
其他的领域可能仍然难以合作。即将成为参院事务委员会主席的Carl Levin说选举民众明确而强烈的要求改变伊拉克政策。他要求在未来4到6个月内美军分阶段撤军。他说，只有表示出“我们不会一直驻守下去”才会推动伊拉克做出必要的政治妥协去避免内战。总统Bush并不同意，而且将会抵制民主党匆忙撤军的任何企图。其他的一些共和党人，比如John McCain认为伊拉克需要更多的美国军队，而不是更少。无论这个讨论怎样的进展下去，总统都得为伊拉克负责。新一届民主党控制的参院将会非常积极的责问当局关于参加战争的决定是否正确甚至会彻底调查当局，他们的头到目前也没有打算阻止。总统Bush提名Robert Gates接替Donald Rumsfeld担任国防部长，很快将得到确认。参院民主党领袖Harry Reid解释到越早通过Robert Gates，那么就越早摆脱Rumsfeld。

Man-made greenhouse gases now threaten this stability. Climate change is complicated and uncertain, but, as our survey this

week explains, the underlying calculation is fairly straightforward. The global average temperature is expected to increase

by between 1.4°C and 5.8°C this century. The bottom end of the range would make life a little more comfortable for northern

areas and a little less pleasant for southern ones. Anything much higher than that could lead to catastrophic rises in sea

levels, increases in extreme weather events such as hurricanes, flooding and drought, falling agricultural production and,

perhaps, famine and mass population movement.
人造温室现在威胁到了这种稳定。气候变化变得复杂和不确定，但是我们这个礼拜的解释了一个现象，潜在的循环相当的直接。全球的温度预

计在本世纪将上升1.4到5.8度。这个变化的下限会使北半球舒适一些而南半球相反。任何高于这个的变化将会引起海岸线灾难性的上升，引起

更多的极端事件如飓风，洪水和干旱，农业减产，还有可能导致饥饿和人口暴动。


Nobody knows which is likelier, for the climate is a system of almost infinite complexity. Predicting how much hotter a

particular level of carbon dioxide will make the world is impossible. It's not just that the precise effect of greenhouse

gases on temperature is unclear. It's also that warming has countless indirect effects. It may set off mechanisms that tend

to cool things down (clouds which block out sunlight, for instance) or ones that heat the world further (by melting soils in

which greenhouse gases are frozen, for instance). The system could right itself or spin out of human control.

每人知道哪个是更加可能发生，因为气候是一个几乎无限复杂的系统。预计什么程度的二氧化碳的会使地球更热是不可能的。温室气体对于温

度的精确影响也不清楚。同样，全球温暖也有数不清的间接影响，将会导致一些降低温度的机制（）或者是全球更热的机制。甚至，这个系统

可以自我调节或者排除人类的控制。

This uncertainty is central to the difficulty of tackling the problem. Since the costs of climate change are unknown, the

benefits of trying to do anything to prevent it are, by definition, unclear. What's more, if they accrue at all, they will do

so at some point in the future. So is it really worth using public resources now to avert an uncertain, distant risk,

especially when the cash could be spent instead on goods and services that would have a measurable near-term benefit?
不确定性是解决这个问题的困难的核心。气候变化的代价不得而知，因此避免气候变化的好处从而也不清楚。更何况，如果利益能够增值，在

未来一定情况下也会增值，难道特别是钱可以用在可以产生确定的近期的利益的商业和服务业上，真的值得去用公共资源去避免不确定长期的

危险么？

The uncertainty surrounding climate change argues for action, not inaction. America should

lead the way
气候变化的如此不确定需要我们有所作为，而不是不作为，美国应当担当起领头重任。

FOR most of the Earth's history, the planet has been either very cold, by our

standards, or very hot. Fifty million years ago there was no ice on the poles and crocodiles

lived in Wyoming. Eighteen thousand years ago there was ice two miles thick in Scotland and,

because of the size of the ice sheets, the sea level was 130m lower. Ice-core studies show

that in some places dramatic changes happened remarkably swiftly: temperatures rose by as

much as 20°C in a decade. Then, 10,000 years ago, the wild fluctuations stopped, and the

climate settled down to the balmy, stable state that the world has enjoyed since then. At

about that time, perhaps coincidentally, perhaps not, mankind started to progress.
在地球的大部分历史中，以我们的标准来说，她既不是大冷，也不太热。5000万年以前，南北极没有冰，而Wyoming州生活着鳄鱼。18,000以前，Scotland被2英尺的冰覆盖，而且因为冰层的面积，海平面也比现在低130米，冰核研究发现，在某些地方，剧烈的变化在很快的发生了。温度每10年上升20摄氏度。然而，在10,000年前，剧烈的气候动荡停止了，气候停留在了一个稳定的状态。差不多也在那个时候，或同时或不同时，人类开始进步。

巩俐：性感招牌：九儿，来自【红高粱】
她身上撒满了母性的光辉，
撒满了中国女性钢韧而热烈的气质，
撒满了对生命的渴望和爱情的追求。

性感这个词汇在一个女人面前如此苍白。
她几乎可以是 —— 一切！


张曼玉：性感招牌：金镶玉，来自【新龙门客栈】
金镶玉身处的环境，
大漠孤烟，
长河落日，
以及为了利益分分合合的人们，
造就了她充满风尘感的野性，
“不正眼看我金镶玉的就不是男人”，
此言不虚。


克鲁斯，汤姆：性感招牌：麦德林，来自【壮志凌云】
截至目前，
他总共拍过25部电影，
既然好莱坞不愿承认他的演技，
那么，我们只好认为那25部电影取得的25亿美元票房，
全是他性感的号召力。
至今，无人能比。


玛索，苏菲：性感招牌：芳芳，来自【芳芳】
法国人称苏菲为“我们的国宝”，
人们一直爱着她，

苏菲玛索昭示了一个道理，
性感在“感”而绝非在“性”。


斯通，莎朗：性感招牌：特拉梅尔，凯瑟琳，来自【芳芳】
把男人玩弄于股掌之上的凯瑟琳特拉梅尔，
她的角色特征是危险的性感，
性感在这里是香饵，
浓烈醇香。