In the past couple of weeks a quarrel has illustrated the value to advertisers of such fine-grained information: Should advertisers assume that people are happy to be tracked and sent behavioural ads?

在过去几周里，一场争论说明了这种精细的信息对于广告商的价值：广告商是否可以认为用户愿意被跟踪并投放行为广告？

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Their value lies in cutting them up into snippets and relevant excerpts, and showing those snippets along with search ads to people looking for related information.

它们的价值在于，将它们划分为片断或相关摘录，再把这些片断和搜索广告一起展示给寻找相关信息的人们。

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This may seem at odds with the value we place on relevant text-based ads.

这似乎和我们秉承的文本关联广告模式有些冲突。

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"In the short term, Google is obsessed with the head of the market, using a small volume of content and high value ads, " Chandratillake contends.

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Still, if Microsoft were to declare that banners, boxes and other non-premium display ads have negligible value of their won, that would pose a problem for companies like Facebook, Yahoo and AOL, which depend heavily on that kind of high-volume, low-c0st advertising.

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Some companies have responded by cutting back the number of ads to boost their value.

WSJ: Deluge of Content on the Web Swamps Yahoo