Chapter 18 MIS
_____ allows users to pay for goods, store gift cards, and redeem coupons using their mobile phones.
Android Pay
Most graphical display ads are billed on a _____ basis.
CPM
Which of the following factors contributes to a web page's quality score?
Click through Rate
Which of the following do ad networks use for customer profiling and ad targeting?
Cookies
Advertisers pay ad partners for _______________ whenever a user responds to an ad by performing a specified activity such as signing up for a service, requesting material, or making a purchase.
Cost-per-action ads
Ad networks enforce exclusivity. Once a content provider selects one ad network it cannot implement other forms of advertising on its website
False
Ads in Google search are exclusively geotargeted based on GPS data.
False
Advertisers can pay to have their ads move up in organic search results.
False
CPM is cost per million impressions.
False
Cookies are created and retrieved by a user's Web browser, but cookies are only stored on the website visited, not on the user's computer.
False
Enriching click fraud refers to the practice in which site operators generate false page views in order to boost their site's CPM earnings.
False
European and U.S. corporate law is harmonized, so a court ruling in one region automatically applies to the other.
False
Google ads are embedded in the Android OS.
False
Google discounts ads to just one cent less than the average cost per click.
False
Google's Chromebook effort is a promising imitative, but so far few consumers have adopted portable computers using the Chromebook standard
False
Google's interest-based ads have been accused of profiling users on the basis of race, religion, sexual orientation, health, political, or trade union affiliation, and certain financial categories
False
Google's largest source of income is allowing any organization to pay for higher placement in search engine query results.
False
Microsoft has struggled to achieve profits over the last decade, despite the firm's substantial stock price increase over this period
False
Network effects do not apply to Google's YouTube business, since content creators and users can easily post and view media on other services
False
Social media has been largely immune from fraud, given the human element of content and curation.
False
Text ads appearing on Google search pages are billed on a cost-per-thousand impressions (CPM) basis.
False
Unlike TV, radio, and print ads, most online ad payment schemes are not linked to ad performance.
False
Which of the following efforts by Google is aimed at encouraging increased smartphone access worldwide?
Giving the Android OS to mobile phone manufacturers for free
The _____ is a nonprofit industry trade group for the interactive advertising industry, which evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying.
Internet Advertising Bureau (IAB)
Which of the following statements holds true for the term click fraud?
It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget
Which of the following statements holds true for the term cost-per-click?
It refers to the maximum amount of money an advertiser is willing to pay for each click on their ad
Which of the following statements holds true for the term click-through rate?
It refers to the number of users who clicked an ad divided by the number of times the ad was delivered
A walled garden refers to a:
closed network or single set of services controlled by one dominant firm.
Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:
fault-tolerant
The process of computers identifying a user's physical location for the purpose of delivering tailored ads or other content is called _____
geotargeting
The term ______________ refers to allowing advertisers to serve specific ads to consumers who may have viewed a product page but did not buy that product. Google and other ad networks support retargeting.
retargeting or remarketing
Google will dramatically lower the search rankings of firms that it feels have unfairly gamed organic
search rankings
Market capitalization refers to the value of a firm calculated by multiplying its _____ by the number of shares.
share price
__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.
social influence fraud
Three factors driving online ad growth trends are: (1) increased user time online, (2) improved measurement and accountability, and (3) ____________.
targeting
Search engines use _____ to discover documents for indexing and retrieval.
web-crawling spiders
Ad rank on Google is calculated using the equation: Ad Rank = f(_______________, Quality Score, expected impact of extensions and formats).
Max CPC
_____ is the primary technology that enables Google Wallet to make wireless payments with the wave of the phone
NFC or Near Field Communication
____________ is the category of online advertising that captures the most advertising dollars.
Search advertising (or paid search)
Managers looking to plot changes in popularity of a given search term, or compare changes among several terms over time, can leverage a Google product known as _______________.
Trends (or Google Trends)
Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results
True
Google allows users to add a cookie or install a plug in that enables them to opt out of interest-based tracking.
True
Google earns more annual advertising dollars than any other U.S. media company.
True
Google has launched new formats to capture markets such as travel bookings and car shopping from within search, but by doing so, it risks alienating large advertisers who run competing services
True
If several people use the same browser on the same computer without logging on to that machine as separate users, then all of their Web surfing activity may be mixed into the same cookie profile
True
Most Google apps allow collaborative editing, common storage, and version control.
True
Most of the time users spend on mobile phone is spent in apps, presenting a threat to Google's dominance in search as mobile use increases.
True
Much of the technology used by Google consists of components such as microprocessors and hard drives that might be found in conventional home computers.
True
Near field communication refers to a short-range, wireless communication standard.
True
Some 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue
True
Studies have shown that online advertising can significantly influence off-line purchases.
True
The more activity an ad network can monitor, the greater the chance that it can uncover patterns that are anomalous.
True
Users spend the majority of their time on smart phone using apps, and apps are increasingly creating content-specific alternatives to Google's web-based search.
True
Web developers can easily block Google from indexing their otherwise publicly accessible content.
True
Which of the following measures can advertisers take to prevent embarrassment through content adjacency issues?
Using negative keywords
What is 'black hat SEO'?
Using unauthorized (and Google-prohibited) techniques to improve a page's search results
_____ are hordes of surreptitiously infiltrated computers, linked and controlled by rogue software.
Zombie networks/botnets
Cookies refer to:
a line of identifying text, assigned and retrieved by a given Web server and stored by a user's browser
CPM refers to:
ad rates quoted in cost per thousand impressions.
A(n) _____ is a cost-per-action program, where program sponsors pay referring Web sites a percentage of revenue earned from a referral.
affiliate program
Which of the following is true of Google's discounting scheme for advertisers?
Advertisers pay one cent more than the minimum needed to retain an ad's position on a page.
How is Google Glass being used in the medical profession?
All of the above - a. To provide instant access to patient information b. To stream surgery for observation and commentary from experienced mentors c. To capture dictated notes and images from field EMTs to better help doctors prepare for a patient's arrival d. To monitor symptoms and post-medication reminders for patients
_____ contains sites that wrap data in tags that can be recognized by search engines, analysis tools, and other services to make it easier for computer programs to accurately categorize, compare, and present this information.
Semantic Web
_____________ is the primary asset for competitive advantage that is created when users load their files, content, and other data onto free cloud storage.
Switching cost
Your reading and our class discussions pointed out that botnets or zombie attacks are most likely to be used to commit which of the following types of fraud?
Enriching click fraud
In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising
False
Law firms are consistently the lowest cost-per-click rate bidders for keyword ads, but they run the most ads, making them significant contributors by volume.
False
While users can block third-party cookies within their web browsers, it is illegal for browser firms to set this as a default option, as it would be considered an anti-competitive tactic that Apple and Microsoft could use against Google.
False
When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.
True
Which of the following demonstrates Google's sensitivity to user privacy through the rollout of interest-based ads?
Google allows users to see and remove categorizations it has assigned to a tracking cookie.
A(n) _____ is a value used to identify a device that is connected to the Internet.
IP address
"Cookies cannot reliably identify individual users." Which of the following is the reason for the statement shown above?
Individual users use different browsers on the same computer to surf the Web.
Which of the following statements holds true for the term dark Web?
It refers to Internet content that can't be indexed by Google and other search engines.
Which of the following statements holds true for the term opt-out?
It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to
Which of the following statements holds true for the term opt-in?
It refers to a program—typically a marketing effort—that requires customer consent.
Which of the following statements holds true for the term plug-in?
It refers to a small computer program that extends the feature set or capabilities of another application
Which of the following statements holds true for the term cache?
It refers to a temporary storage space used to speed computing tasks.
Which of the following statements holds true for the term click farm?
It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.
Which of the following statements holds true for the term spider?
It refers to software that traverses available Web links in an attempt to perform a given task.
Which of the following statements holds true for search engine optimization (SEO)?
It refers to the process of improving a page's organic search results.
_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.
Link fraud
The __________________ is a permanent and unique identifier baked into every network-connected device.
MAC address
_____ refers to the search engine results that are returned and ranked according to relevance.
Organic/Natural search
_____ are third-party computers that pass traffic to and from specific addresses without revealing the address of the connected users
Proxy servers
____________ occurs by repeatedly searching keywords linked to rival ads with the goal of reducing the rival's click through rate
Rank-based impression fraud
The phrase __________ refers to the process of improving a page's organic search results.
SEO or Search Engine Optimization
_____ refers to the practice of designing, running and optimizing search engine ad campaigns.
Search engine marketing
Which of the following is a function of the Internet Advertising Bureau?
Setting common standards for display ads
Which of the following represents the market capitalization of a firm?
Share price × Number of shares
What is the design and content of an advertisement referred to as?
The Creative
Which of the following parameters significantly influences the rank of a Web page in Google's search results?
The number of other pages linking to a given page
Which of the statements about Google's strategy and competitive environment is true:
The scale of server farms capable of indexing today's Web represents a significant barrier to entry.
Apple prevents iOS devices from being tracked using their MAC addresses.
True
Crime networks cannot commit enriching click fraud using AdWords on Google.com
True
If a Web site is not the first page on a public server, it isn't linked to from another public page, and no one has submitted the link to Google for indexing, then it will not appear in Google results.
True
JCPenny was one of Google's largest advertisers, spending millions a month in ads, yet Google punished the firm in search rankings when it detected that Penny violated Google's policies on gaming search results.
True
Interstitials refer to:
ads that run before a user arrives at their intended destination in a website or app.
The bulk of Google's revenue comes from _____.
advertising
The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site.
click-through rate
The _____ refers to a situation where ads appear alongside text the advertiser would like to avoid.
content adjacency problem
Advertising based on a Web site's content is called _____.
contextual advertising
Link farming is a type of online advertising fraud where fraudsters attempt to:
create a series of bogus Web sites, all linking back to a page, in the hope of increasing that page's results in organic search
Display ads sold on a cost per thousand impressions basis often focus on:
creating awareness of an advertiser's brand.
A Pinterest link for a vintage handbag that, when clicked, jumps immediately to bag vendor's page within the Etsy app. This isan example of the technique known in the industry as ____________.
deep linking
In online advertising, the term "impression" refers to:
each time an ad is shown.
A(n) _____ refers to a network of satellites and supporting technologies used to identify a device's physical location.
global positioning system (GPS)
Horizontally oriented banners and vertically oriented "skyscraper" ads are typically examples of:
image ads
_____ refers to advertisements that are targeted based on a user's query.
keyword advertising
The Web site displayed when a user clicks on an ad is called the:
landing page.
Advertisers use _____ to indicate that an advertisement should not be shown when a query contains these terms.
negative keywords
Google's stated mission is to:
organize the world's information and make it universally accessible and useful.
A(n) _____ is a search performed on Google or any other search engine.
query
Online ads that include animation, audio, or video are called _____.
rich media ads
If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations.
search engine optimization
Over 20 percent of Google's revenues come from running ads on:
third-party Web sites.
_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.
third-party cookies
