MIS Ch 16

_____ are cost-per-action programs, where program sponsors pay referring Web sites a percentage of revenue earned from the referral.

Affiliate programs

_____ are hordes of surreptitiously infiltrated computers linked and controlled remotely, and are also known as zombie networks.

Botnets

______ involve(s) generating bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.

Click fraud

The factors that can determine a given ad's Quality Score in Google include:

Click through Rate

_____ allows users to use their phones pay for goods, store gift cards, collect and redeem coupons and special offers, and manage loyalty programs.

Google Wallet

_____ is a nonprofit industry trade group for the interactive advertising industry.

Internet Advertising Bureau

_____ 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

_____ is the value of a firm calculated by multiplying its share price by the number of shares.

Market cap

Ad rank on Google is calculated using the equation: Ad Rank = _____________ x Quality Score.

Maximum CPC

The technology used to enable the wireless payment scheme in Google Wallet is known as

NFC

If the ads you're seeing when surfing the web are advertising products you've previously searched for on the pages of another website, then the ads served to you are probably an example of _______________.

Retargeting

The term for techniques used to improve a page's rank in search results is:

SEO

For the past several years the largest single category for total online advertising spending has been.

Search Advertising

Which of the following refers to sites that wrap data in invisible 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

Which of the following allows a firm to serve ads to specific categories of Internet users, so that it can send ads to groups it is most interested in reaching, and those that are most likely to respond to such an effort?

Targeting

Which of the following is a factor that has driven online ad growth in recent years?

Targeting

Third-party cookies are usually served by:

ad networks.

Google has attempted to demonstrate sensitivity to user privacy concerns by:

allowing users to install a cookie and a plug in that opts them out of interest-based tracking.

A network of users engaged in click fraud with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect, is known as a _____

click farm

Which of the following is true regarding ad networks?

competition among ad networks is subject to network effects

Advertising based on a Web site's content is known as:

contextual advertising.

A(n) _____ is a tracking technology consisting of a line of identifying text, assigned and retrieved by a given Web server and stored by Web browsers.

cookie

Text ads appearing on Google search pages are billed on a(n) _____ basis.

cost-per-click

The term _____ refers to Internet content that cannot be indexed by Google and other search engines.

dark Web

Graphical advertising refers to _____.

display ads

Ad network cookies work the same way in mobile apps as they do on the desktop.

false

Google has been a relentless experimenter, even encouraging employees to spend 20 percent of their free time on new efforts. The primary benefit of "20 percent time" is seen as an employee retention-targeted job perk, since very few "20 percent time" projects have actually resulted in efforts Google has launched.

false

Google's dominance in search has determined all rivals, save for Microsoft with Bing, to abandon improving or investing in competitive efforts.

false

Google's investment in the Chrome browser has thus far proven mostly folly, with the firm's browser market share trailing not only Microsoft's Internet Explorer, but also Apple's Safari and the Mozilla Foundation's Firefox.

false

IP addresses provide Google with perfect geographic targeting in queries

false

IP addresses provide Google with perfect geographic targeting in queries.

false

Part of the brilliance of the Android operating system is that this has given Google a way to see user behavior and target ads inside all apps used on the system.

false

Google technology has been engineered so that no single point of failure should interrupt the firm's operations. Systems that have such safeguards against interruption are said to be:

fault tolerant

Each instance of an ad appearing on a Web site is known as a(n) _____.

impression

Ads that run before a user arrives at a Web site's contents are called _____.

interstitials

Advertisements that are targeted based on a user's query are referred to as _____.

keyword advertising

As more people spend more time online, advertisers are:

moving away from old channels to the Internet

Search engine results returned and ranked according to relevance are known as a(n):

natural or organic search

Google has been called a "one-trick pony." Google's "trick" has been to:

pair Internet surfers with advertisers and take a cut along the way.

A _____ is a small computer program that extends the feature set or capabilities of another application.

plug-in

The practice of designing, running and optimizing search-engine ad campaigns is known as:

search engine marketing.

A(n) _____ is software that traverses available Web links in an attempt to perform a given task.

spider

The scale advantage enjoyed by Google in containing click frauds is demonstrated by:

the vast amounts of information on online activity gathered from serving more searches and ads than its rivals.

Although Microsoft has been tremendously profitable over the past decade, its stock price has been relatively flat over those years.

true

Google assets include brand, scale, network effects, and data.

true

Google will split YouTube revenues with successful content creators, some of who have become "YouTube millionaires".

true

Google's size has caused it to be investigated for anti-trust violations in Europe.

true

Uses don't really search the Internet using Google, they search a copy of Internet content stored on Google's servers.

true

IP targeting cannot reliably identify individual users because:

users are assigned different IP addresses as they connect and disconnect from various networks.

A(n) _____ is a closed network or a single set of services that is controlled by one dominant firm.

walled garden