ISBB Chapter 13: Trends in Information Systems • ISMG Chapter 14: Google: Search, Online Advertising and Beyond
Search Engine Optimization (SEO)
a systematic process of ensuring that your firm comes up at or near the top of lists of typical search phrases related to your business
cached
a temporary storage space used to speed computing tasks. a previous version of a web page
search engine marketing (SEM)
a type of web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine
Cost-per-action (CPA) ads pay whenever
a user clicks through and performs a specified action such as signing up for a service, requesting material, or making a purchase.
Interstitials
advertisements that pop up in a screen window as a user attempts to access a new Web page. (ads that run before a user arrives at a Web site's contents).
Google's Trends, and Insights for Search
allow anyone to explore search trends, breaking out the analysis by region, category (image, news, product), date, and other criteria.
One factor that goes into determining an ad's quality score is the
click-through rate (CTR) for the ad, the number of users who clicked an ad divided by the number of times the ad was delivered (the impressions)
cookies
computer program, installed on hard drives, that provides identifying information
Proxy Servers (proxies)
computer that acts as the intermediary between your computer and the Internet. Any traffic routed through the proxy server will appear to come from its IP address , not your computer/s IP address. Proxy servers do not have to devote resources to enryption and can axxept simultaneous connects from a great many more users
s the greatest degree of personalization and targeting comes from
cookies
pay-per-click is sometimes used interchangeably with the term
cost-per-click (CPC)
Geotargeting
determining the geographic location of a website visitor and delivering different content to that visitor based on his or her location
In order to make its Web sites visible, every online firm provides a list of all of the public, named servers on its network, known as
domain name service (DNS) listings
One of the most important innovations in security is the use of
encryption
Fault-tolerant systems
ensure availability in the event of a system failure by using a combination of hardware and software
third party cookies (tracking cookies)
generated by an advertising company that is affiliated with the website you are visiting
The specific ad formats supported depend on the ad network but can include the following:
image (or display) ads (such as horizontally oriented banners, smaller rectangular buttons, and vertically oriented "skyscraper" ads); rich media ads (which can include animation or video); and interstitials (ads that run before a user arrives at a Web site's contents).
Another keyword for IoT would be "interconnected",
in the sense that IoTs are connected to other IoTs and data collection points or data servers. This interconnectedness or uploading of data is virtually automatic.
keyword advertising
meaning they're targeted based on a user's query
How will most people connect to the Internet in the future?
mobile devices
Web pages that have ___________ are ranked higher in Google search.
more pages linking to them
an autonomous robot whose components are on the scale of about a nanometer, which is one-billionth of a meter. While still an emerging field, it is showing promise for applications in the medical field. For example, a set of nanobots could be introduced into the human body to combat cancer or a specific disease.
nanobot
One keyword for IoT would be "independent",
not relying directly or constantly on human action such as a PC
click-through rate (CTR)
rate at which people click on an online advertisement to access more information
organic or natural search
search engine results returned and ranked according to relevance
The CTR measures
the percentage of people who clicked on an ad to arrive at a destination-site.
Geotargeting can also be enabled by
the satellite-based global positioning system (GPS) or based on estimating location from cell phone towers or Wi-Fi hotspots.
market capitalization (market cap)
the value of the firm calculated by multiplying its share price by the number of shares,
Server farms are used when ________. A) performing activities that are not complicated B) the website has large numbers of users C) the client computers are limited in number D) an incompatible operating system is used in the client computer
the website has a large number of users
Geotargeting is important to Google because it can provide users with more appropriate ads and enhance their customer experience
true
Possible consequences resulting from the misuse of customer tracking and profiling technologies include:
user resistance and legislation
Affiliate programs are a form of cost-per-action, where
vendors share a percentage of revenue with Web sites that direct purchasing customers to their online storefronts.
Ad impressions are
when an ad is fetched from its source and is countable. the number of times an ad appears on a Web site),
Enriching click fraud
when site operators generate bogus ad clicks to earn PPC income
Enriching impression fraud
—when site operators generate false page views (and hence ad impressions) in order to boost their site's CPM earnings.
Refers to devices that have been embedded into a variety of objects including appliances, lamps, vehicles, lightbulbs, toys, thermostats, jet engines, etc. and then connecting them via Wi-Fi, Bluetooth, or LTE to the Internet.
"Internet of Things" (IoT)
three factors driving online ad growth trends:
(1) increased user time online, (2) improved measurement and accountability, and (3) targeting.
image (or display) ads
(such as horizontally oriented banners, smaller rectangular buttons
Rich Media Advertisements
(which can include animation or video);
Adsense (Google Adsense)
A Google platform that allows websites to earn money by publishing Google network ads on their website.
Pay Per Click (PPC)
A concept where advertisers don't pay unless someone clicks on their ad.
Robots.txt
A file written and stored in the root directory of a website that restricts the search engine spiders from indexing certain pages of the website.
Unmanned Aerial Vehicle (UAV)
A powered, aerial vehicle that does not carry a human operator, uses aerodynamic forces to provide vehicle lift, can fly autonomously or be piloted remotely, can be expendable or recoverable, and can carry a lethal or nonlethal payload.
content adjacency problems
A situation where ads appear alongside text the advertiser would like to avoid.
How will advances in wireless technologies and sensors make objects "findable"
Advances in wireless technologies and sensors will allow physical objects to send and receive data about themselves.
_________________ can be improved through targeting.
Advertising ROI
contexual advertising
Advertising that is targeted to the content on the Web page being viewed by a user at that specific time.
PageRank
Algorithm developed by Google cofounder Larry Page to rank Web sites.
link fraud
Also called "spamdexing" or "link farming." The process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.
______________ runs the world's largest affiliate program
Amazon
Security issues related to IoT
Eavesdropping. Lax Use by Owners. Internet-connected Smart Watches
Google accepts money for placement of links in organic search results.
False. Google does not accept money for placement of links in organic search results. Instead, PageRank results are a kind of popularity contest. Web pages that have more pages linking to them are ranked higher.
key word advertising
Forcing a website searcher to see certain preselected ads when they search for key terms.
IS trends noted in the chapter
Globalization Social Personal Mobile Wearable Collaborative Printable Findable Autonomous Secure
Web site owners can hide pages from popular search engine Web crawlers using a number of methods, including
HTML tags, no-index file, or ensuring that Web sites aren't linked to other pages and haven't been submitted to Web sites for indexing.
Google's Ad Rank is calculated by:
How much the advertiser has paid, the relevance of the ad and its links, and the use of ad extensions. Ad Rank = Maximum CPC × Quality Score
Ads in Google Search are geotargeted based on
IP address
Dark Web
Internet content that can't be indexed by Google and other search engines.
Domain Name Service (DNS)
Internet directory service that allows devices and services to be named and discoverable
Which country had the largest Internet growth (in %) between 2008 and 2012
Iran
a new category of builders who are using open-source methods and the latest technology to bring manufacturing out of its traditional factory context, and into the realm of the personal desktop computer.
Maker
_______________ allows a firm to serve ads to specific categories of users, so firms can send ads to groups it is most interested in reaching, and those that are most likely to respond to an effort.
Targeting
Ad ranking and cost-per-click calculations take place as part of an automated auction that occurs every time a user conducts a search.
True
AdSense ads are targeted based on keywords that Google detects inside the content of a Web site.
True
Also included in a quality score are the overall history of click performance for the keywords linked to the ad, the relevance of an ad's text to the user's query, and Google's automated assessment of the user experience on the landing page—the Web site displayed when a user clicks on the ad
True
Display ads sold on a CPM basis are often used as part of branding campaigns targeted more at creating awareness than generating click-throughs. Such techniques often work best for promoting products like soft drinks, toothpaste, or movies.
True
Google's "Ads Preferences Manager" allows surfers to see, remove, and add to, any of the categorizations that Google has assigned to that browser's tracking cookie. The technology also avoids targeting certain sensitive topics.
True
IP addresses will change depending on how and where you connect to the Internet
True
Many mobile devices come equipped with global positioning system (GPS) chips (identifying location via the GPS satellite network).
True
Online advertising represents the only advertising category trending with positive growth
True
The communication between Web browser and Web server can identify IP address, the type of browser used, the computer type, its operating system, time and date of access, and duration of Web page visit, and can read and assign unique identifiers, called cookies—all of which can be used in customer profiling and ad targeting.
True
Users don't really search the Web; they search an archived copy built by crawling and indexing discoverable documents.
True
When an ad is clicked, advertisers don't actually pay their maximum CPC; Google discounts ads to just one cent more than the minimum necessary to maintain an ad's position on the page.
True
While major rivals have all linked query history to ad targeting, Google steadfastly refuses to do this.
True
A_____, often referred to as a "drone," is a small airplane or helicopter that can fly without a pilot. Instead of a pilot, they are either run autonomously by computers in the vehicle or operated by a person using a remote control.
UAV
autonomous devices
UAV's, nanobots,
Four descriptors of IoTs
Ubiquitous, embeddedness, interconnected,independent
UAV
Unmanned Aerial Vehicle (Drone)
maker movement
a cultural trend that places value on an individual's ability to be a creator of things as well as a consumer of things
What three things have come together to give us IoT
Principally three factors have come together to give us IoT: inexpensive processors, wireless connectivity, and a new standard for addresses on the Internet known as IPv6.
Ad rates are quoted in
CPM, meaning cost per thousand impressions (the M representing the roman numerical for one thousand).
What is enhanced situational awareness?
Data from large numbers of sensors can give decision makers a heightened awareness of real-time events, particularly when the sensors are used with advanced display or visualization technologies.
___________is decreasing time spent through traditional media consumption channels (e.g., radio, TV, newspapers), potentially lowering the audience reach of these old channels and making them less attractive for advertisers.
Digital media
Benefits from IoTs
Optimization of Processes. Component Monitoring • Home Security Systems Smart Thermostats
_________________orders organic search results based largely on the number of Web sites linking to them, and the "weight" of each page as measured by its "influence."
PageRank
Software robots, spiders, Web crawlers
Software that traverses available Web links in an attempt to perform a given task. Search engines use spiders to discover documents for indexing and retrieval.
________________start at the first page on every public server and follow every available link, traversing a Web site until all pages are uncovered
Spiders
The industry trade group, ______________sets common standards for display ads so that a single creative (the design and content of the advertisement) can run unmodified across multiple ad networks and Web sites
the Internet Advertising Bureau (IAB)
Most graphical display ads are sold according to the number of times
the ad appears (the impression)
Google has developed a precise ad ranking formula that rewards top performing ads by considering two metrics:
the maximum CPC that an advertiser is willing to pay, and the advertisement's quality score—a broad measure of ad performance.
