Chapter 15 bonus

Advertisers can also use a technique known as ad blocking to protect themselves from having their ads appear when specific words show up on a web page.

False Advertisers can also use negative keywords, which tell networks to avoid showing ads when specific words appear.

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 Android does not 'see' inside all apps. When you search for restaurant reviews in Google's search engine, it can serve you ads and continue to build your user profile. But if you search via Yelp's app on an iPhone, Google can't see you at all.

Twenty-percent time emphasizes that the firm avoids acquisition and instead focuses on allowing internal talent to grow.

False During a recent time period, Google made 180 acquisitions (more than Apple, Microsoft, Amazon, Facebook, and Yahoo!, combined). YouTube and Nest are among the high-profile firms that Google has acquired.

IP addresses provide Google with perfect geographic targeting in queries.

False Geotargeting via IP address is fairly accurate, but it's not perfect. Some ISPs may provide imprecise or inaccurate information on the location of their networks, or be be so vague that it's difficult to make a best guess at the geography. Proxy servers, third-party computers that pass traffic to and from a specific address without revealing the address of the connected users, can also mask an IP address.

While Google plays in search and Android, it's still very much a horizontal company when compared to other tech industry rivals.

False Google is one of the most vertically integrated tech firms the world has seen, offering OS, services, software, hardware, stores, broadband, and mobile.

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 Google's Web browser, Chrome, has beaten out Internet Explorer to become the number one product used by Web surfers worldwide

Google's moves to allow hotel bookings directly from search pages have been well received by its large advertisers, Priceline and Expedia.

False Making Google more relevant, especially on mobile, makes sense, but the new functionality comes with risks. Google's move into travel booking is upsetting some of the firm's biggest customers. Priceline spends over $1.5 billion advertising with Google each year. Expendia spends over $1 billion. Just these two firms account for about a 5 percent chunk of Google revenue.

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 Roughly half of Google products got their start in 20 percent time.

Google is a massive player in search. However, Google's rivals (including Bing and Yahoo) combine for a larger total share of the search market.

False See diagram in section showing US Search Market Share.

The success of the firm's search business has made the firm more risk averse.

False The success of Google's ad business provides a massive cash hoard that allows the firm to fuel experimentation, constantly innovate, tolerate failure, acquire aggressively, and patiently build new markets.

Social media has been largely immune from fraud, given the human element of content and curation.

False The term social influence fraud refers to the phenomenon of generating fake followers, likes, +1s, retweets, shares, or YouTube views.

Global anti-trust laws are synchronized by world trade bodies, so a ruling in one nation will apply to most other industrialized nations.

Fasle In the United States, after a nearly two-year probe, one of the biggest investigations in history (generating over 9 million pages in testimony), the Federal Trade Commission (FTC) has essentially said "no," at least for now. The FTC voted unanimously to close its antitrust investigation without bringing charges. The situation in Europe looks decidedly different. The European Union has accused Google of violating antitrust laws, displaying Google-provided results such as shopping, travel, and insurance, over rival products.

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

True

Google's AdSense program forks over more than $7 billion a year to more than 2 million publishers

True

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

True

Online advertising can significantly influence brick and mortar sales.

True

Over the past several years, online advertising has respresented the only advertising category that is consistently trending with positive share growth.

True

Those accused of social influence fraud include Pepsi, Coca-Cola, Mercedes-Benz, Louis Vuitton, 50 Cent, Paris Hilton, Mitt Romey, and even the US State Department.

True

YouTube is actually the Internet's second biggest search engine

True

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

natural or organic search.

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

So called content adjacency problems occur when ads appear alongside text they'd prefer to avoid.

True

Efforts that link advertisers to content providers willing to host advertisers in exchange for payment, are referred to as _______________.

Ad networks

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

Affiliate programs

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

Android Pay

______ 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

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

Dark Web The term dark Web refers to Internet content that cannot be indexed by Google and other search engines. A lot of content lies inside the "dark Web," either behind corporate firewalls or inaccessible to those without a user account-think of private Facebook updates no one can see unless they're your friend-all of that is out of Google's reach.

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

False

While Google initially earned most of its money via advertising, today most of income comes from other non-Google businesses including Gmail, Android, cloud computing, and Nest.

False 90 percent of the firm's $66 billion in 2014 revenue came from advertising.

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

False Mobile smartphone apps don't use cookies. The technologies for providing a cookie-like feature in mobile apps include Google's Advertising ID and Apple's IDFA (Identifier for Advertisers). These technologies are critical for tracking things like ad impression views and click-throughs, but the two schemes behave differently, so there is not yet a common, cross-platform, in-app profiling technology standard.

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

Keyword advertising Advertisements that are targeted based on a user's query are referred to as keyword advertising. Advertisers bid on the keywords and phrases that they would like to use to trigger the display of their ad. Linking ads to search is considered good logic, since the user's search term indicates an overt interest in a given topic.

_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.

Link Fraud Link fraud is also called "spamdexing" or "link farming." The idea behind it is to make a Web site move up in the natural search results in Google.

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 = f(__________, Quality Score, expected impact of extensions and formats).

Maximum CPC

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

Third-party cookies are usually served by:

ad networks

Banner ads are part of a category of online advertising referred to as: _______

display advertising

Google's ad network gives it:

distribution

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

True

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

Internet Advertising Bureau

A link that takes a user to a specific webpage (rather than the home page) or which launches an app and brings up a unique location rather than just launching the app is referred to as _____________.

Deep Linking Deep linking is defined as a link that takes a user to a specific webpage (rather than the home page), or which launches an app and brings up a unique location rather than just launching the app.

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

Impression Each time an ad is served to a user for viewing is referred to as an impression.

The technology used to enable the wireless payment scheme in Android Pay is known as

NFC Android Pay will leverage NFC (near field communication), a payment technology finally making its way into retailer point-of-sale systems.

Which of these is not a Google-backed effort to improve broadband access to Internet services?

Project X Google Fiber offers high-speed, fiber-optic net access to homes in select U.S. cities, with Kansas City, Kansas; Kansas City, Missouri; Provo, Utah; and Austin, Texas chosen for the first rollouts. Google's experimental Project Loon hopes to bring the Internet to even more underserved, by blanketing regions with twelve-mile-high balloons that act as floating Internet relay points. Google is also a major backer (along with Liberty Global and HSBC) of the O3b satellite network. And the firm is experimenting with delivering Internet throughout South Africa via unused or "white" space in the nation's television broadcast spectrum.

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

SEO Search engine optimization (SEO) is the process of improving a Web site's organic search ranking. The scope and influence of search has made SEO an increasingly vital marketing function.

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 Advertising ROI can be improved through targeting. In theory a firm can use targeting to spend marketing dollars only on those users deemed to be its best prospects.

1: Google sells more advertising than any other media company in the world including Disney, News Corp, Time Warner, and the New York Times corporation.

True

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

True

As users spend more time in apps, this presents a challenge to Google's dominance in search

True

Competition from Google has encouraged broadband providers to lower prices and improve speeds.

True

Despite headlines for consumer-oriented data breaches and credit card database hacks, ad fraud remains one of the largest and most lucrative targets for cybercriminals.

True

Firms that choose one ad network are not required to run ads from only that network.

True In fact, many websites will serve ads from several ad networks (as well as exclusive space sold by their own sales force), oftentimes mixing several different offerings on the same page.

The majority of popular websites use Google for at least some of their advertising.

True Some 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue.

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

True Users don't really search the Web; they search an archived copy stored on a search firm's computers. A firm creates these copies by crawling and indexing discoverable documents.

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

allowing users to leverage 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 Contextual advertising based on keywords is lucrative, but like all technology solutions, it has its limitations. Vendors sometimes suffer from content adjacency problems when ads appear alongside text they would prefer to avoid.

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

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 Redundancy is the name of the game. Google assumes individual components will regularly fail, but no single failure should interrupt the firm's operations (making the setup what geeks call fault-tolerant).

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

improved measurement and accountability For several years, Internet advertising has been the only major media ad category to show significant growth. There are three factors driving online ad growth trends: (1) increased user time online, (2) improved measurement and accountability, and (3) targeting.

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

interstitials

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. The practice of designing, running and optimizing search-engine ad campaigns is known as search engine marketing (SEM). The field of search engine marketing is relatively new and rising in importance. Roughly two-thirds of Google's revenues come from ads served on its own sites, and the vast majority of this revenue comes from search engine ads.

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

spider search engines to discover documents for indexing and retrieval use Spiders, also known as software robots or Web crawlers.

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.