CIS 105 ASU Week 6

temporary storage space used to speed computing tasks

cache

A _________________ exists when a specific person or enterprise is the only supplier of a particular commodity

Monopoly.

True or False. Users have every right to be concerned and protective of their privacy. It is the responsibility of firms to engage users on new initiatives and to protect user privacy. Failure to do so risks backlash.

True.

True or False. Word of mouth is considered the most persuasive (and valuable) form of marketing.

True.

A _____________ is an intermediary economic platform having two distinct user groups that provide each other with network benefits. The organization that creates value primarily by enabling direct interactions between two (or more) distinct types of affiliated customers is called a multi-sided platform

Two-sided Market.

what can you do to debias the base rate fallacy

Use graphs instead of just narratives Make sure the decision passes a "reasonableness test"

An investor group that provides funding in exchange for a stake in the firm, and often, a degree of managerial control.

Venture Capitalists (VC)

______________ is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.

Viral Marketing.

In computing, ________________ refers to the act of creating a virtual version of something, including virtual computer hardware platforms, storage devices, and computer network resources.

Virtualization.

__________ is the most powerful method for promoting products and services.

Word of mouth.

______ comes about when we make judgments about the probability of an event under uncertainty.

Representative Heuristic.

Animation or video ads.

Rich media ads.

The process of improving a page's organic search results is often referred to as

Search Engine Optimization (SEO)

An auction where the highest bidder would win, but then they would pay the second highest bid is called a

Second-price Auction

hordes of surreptitiously infiltrated computers, linked and controlled by rogue software

zombie networks

Facebook allows third-party developers to create all sorts of apps to access Facebook data. This can lead to the following issues for Facebook:

A free rider problem where firms mooch off Facebook's infrastructure without offering much in return. Weakening of data as a strategic asset. Security issues in apps leading to backdoor access to users' private data.

What factors can lower an ad's chance of being displayed?

Ads that do not get many clicks. Ad descriptions that have nothing to do with query terms. Ads that direct users to generic pages that load slowly.

are a form of cost-per-action, where vendors share a percentage of revenue with websites that direct purchasing customers to their online storefronts

Affiliate programs

_____ is a free linux-based mobile operating system.

Android.

A concern where a firm's advertises will run. (When ads appear along side text they would prefer to avoid.)

Content Adjacency Problem.

When a person judges that an outcome is going to occur without considering prior knowledge of the probability that it will occur

Base Rate Fallacy

pay whenever a user clicks through and perform a specified action such as signing up for a services, requested material, or making a purchase

CPA (cost-per-action)

Each time an ad appears on someone's screen.

CPM (Cost per thousand) Impression.

Ad rates are quoted in this.

CPM (cost per thousand)

The number of users who clicked on an ad divided by the number of times the ad was delivered.

Click-through rate.

A big group of connected servers that power a site.

Cloud.

How does Google's AdSense ad network work?

Content-provider websites run ads for Google in exchange for a cut of the money that Google makes from the ads Advertisers place ads on content-provider websites to reach more customers More participants bringing in more revenue also helps the ad network firm benefit from scale economies, offering a better ROI from its ad technology and infrastructure Advertisers attract content providers, which in turn attracts more advertisers creating strong network effects

Sites that cannot be indexed by Google and other search engines are referred to as _______.

Dark Web.

public named servers on its networks

Domain name service (DNS)

True or False. Bob wins the lottery. Since he knows the overall probability of winning the lottery is really low, he does not bother buying another ticket. This is an example of Base Rate Fallacy.

False.

True or False. Keyword advertising targets ads based on a user's MAC address.

False.

True or False. The switching costs for a social network like Facebook are extremely low.

False.

_____ strengthen and deliver user value from the social graph and are considered one of the most vital, value-adding features to Facebook and other social networking sites.

Feeds.

What can reduce online predator risks?

Firm Policies. Computerized and Human Monitoring. Aggressive Reporting and Follow-up. Engagement with Authorities.

When a firm mooches off another company's infrastructure without offering much in return.

Free rider problem.

The _________________________ is a widely used free software license, which guarantees end users the freedom to run, study, share and modify the software.

GNU General Public License.

This occurs when computer systems identify a users physical location for the purpose of delivering tailored ads or other content.

Geotargeting.

Identifying location via GPS satellite network.

Global Positioning System (GPS).

is highly appealing to firms, but expensive bandwidth costs and low prospects for ad revenue create challenges akin to the free rider problem

Global growth

_______________ is a security bug in the OpenSSL cryptography library, which is a widely used implementation of the Transport Layer Security (TLS) protocol. It was introduced into the software in 2012 and publicly disclosed in April 2014. Heartbleed may be exploited regardless of whether the vulnerable OpenSSL instance is running as a TLS server or client.

Heartbleed.

_______________ states the effect of a telecommunications network is proportional to the square of the number of connected users of the system.

Metcalfe's Law.

What are the web formats?

Image (or display) ads, rich media ads, and interstitials.

horizontally oriented banners, small rectangular buttons, and vertically orientated "skyscraper" ads.

Image (or display) ads.

Which three factors drive online ad growth trends?

Increased user time online Improved measurement of ad performance Improved targeting to user segments of interest

It sets common standards for display ads so that a single creative can run unmodified across multiple ad networks and websites.

Internet Advertising Bureau (IAB)

Ads that run before a user arrives at a website's contents.

Interstitials.

Users are targeted for ads based on their query.

Keyword advertising.

The website displayed when a user clicks on an ad.

Landing page.

___________ is a family of free and open-source software operating systems built around the Linux kernel. Typically, Linux is packaged in a form known as a Linux distribution for both desktop and server use.

Linux.

_______ is the market value of a publicly traded company. It is the share price multiplied by the number of shares outstanding.

Market Capitalization.

A ______________ (also called network externality or demand-side economies of scale) is the positive effect described in economics and business that an additional user of a good or service has on the value of that product to others. When it is present, the value of a product or service increases according to the number of others using it.

Network Effect.

Facebook's key resources for competitive advantage are ____________ and _______________

Network effects; Switching costs.

Facebook published a set of application programming interfaces (APIs) that specified how programs could be written to run within and interact with Facebook. This enabled which of the following

Now any programmer could write an application that would run inside a user's profile Developers could charge for their wares, offer them for free, and even run ads The News Feed was a viral injection that spread the word each time an application was installed Each application potentially added more value and features to the site, without Facebook lifting a finger

_____ is a satellite network made up of multiple satellites circling the globe, blanketing underserved regions with low latency (low delay), high-speed Internet access.

O3b

______________________________ is a type of computer software in which source code is released under a license in which the copyright holder grants users the rights to study, change, and distribute the software to anyone and for any purpose.

Open-source software (OSS).

Making initiatives ______ guarantees the largest possible audience, and that is key to realizing the benefits of network effects, data, and scale. Making initiatives ______ creates the risk that not enough users will sign up and that the reach and impact will be limited.

Opt-out. Opt-in.

ranks web pages

PageRank

Advertisers don't spend a penny unless someone actually clicks on their ad.

Pay Per Click (PPC)

_________________ is a process that occurs in a feedback loop in which the effects of a small disturbance on a system include an increase in the magnitude of the perturbation.

Positive Feedback.

Third-party computers that pass traffic to and from a specific address without revealing the address of the connected users.

Proxy servers.

At the heart of Facebook's appeal is the _______, which refers to Facebook's ability to collect, express, and leverage the connections between the site's users. It links how users are connected to other users, and captures information about tagged photos, comments, group membership, and apps installed.

Social Graph.

Users on Google are typically _______, to collect information that will drive to a specific action. Users on Facebook are typically ________, to look around, explore and enjoy. This can lead to differences in _______ and therefore click-through rates for ads.

Task-oriented. Exploration-oriented. User-attention.

What was the class action suit against Facebook and Cambridge Analytica about?

The unauthorized use of user data.

__________________ is a financial estimate intended to help buyers and owners determine the direct and indirect costs of a product or system. It is a management accounting concept that can be used in full cost accounting or even ecological economics where it includes social costs.

Total Cost of Ownership

True or False. Since "friending" in Facebook requires both users to approve the relationship, the network fosters an incredible amount of trust.

True.

number of times an ad appears on a website

ad impressions

behind-the-scenes software dialogue takes place between Web browser and Web server that can reveal a number of pieces of information, including IP address, the type of browser used, the computer type, its operating system, and unique identifiers

cookies

examples of common frauds

enriching enriching impression frauds depleting click fraud depleting impression fraud rank-based impression fraud disbarring fraud link fraud keyword stuffing

Ranked search results are often referred to as _________ or ____________

organic; natural search

practice of running and optimizing search engine ad campaigns

search engine marketing (SEM)

software that crawls the Web and uncover as much information as they can find

software robots, spiders

allows a firm to serve ads to specific categories of users

targeting

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