6.3 Online Advertising (EN)

Question 1

Search Engine Optimisation (SEO) entails the use of the internal workings of the Google search algorithm, which is based on the PageRank algorithm. Specifically, you will try to link as many (important) other pages on the Internet to your page as possible.

Answer 1

True

Search Engine Optimization (SEO)
for free: on-site search optimization
Search Engine Marketing (SEM)
paid: sponsored links and paid listings

But, Google looks at more than links a page receives and also analyzes page that casts vote

Question 2

Google PageRank is an iterative algorithm that will converge after a certain number of iterations: each page will then get a score (also called PageRank) that indicates how important a page is.

Answer 2

True

Question 3

The use of black hat SEO techniques such as link farms and adding invisible content in HTML will be penalized by search engines such as Google or Bing.

Answer 3

Penalized door Google,

Search Engine Advertising
White hat SEO; legitimate techniques
Black hat SEO; malicious techniques

Link farms = low quality content with lots of links

Question 4

Nowadays mobile on-line advertising is lower than desktop on-line advertising.

Answer 4

False
You can see that mobile on-line advertising overtook desktop on-line advertising in 2017.

Question 5

Which statement is NOT CORRECT ?

A real-time bidding system typically unfolds in milliseconds before a webpage is loaded by a consumer.

In a real-time bidding system, the supply side platform (SSP) enables publishers to make their advertising inventory available to ad exchanges; allows to set minimum price, types of advertisers and ads accepted, etc.

In a real-time bidding system, the demand side platform (DSP) enables advertisers to set up their campaigns, target audience and place bids.

In a real-time bidding system, the Ad exchange connects the SSP with the DSP and enables the entire buying and selling process via off-line auctions.

Answer 5

In a real-time bidding system, the Ad exchange connects the SSP with the DSP and enables the entire buying and selling process via off-line auctions. -> via real-time auctions

Real-time bidding system that unfolds in milliseconds before webpage is loaded by consumer
price agreed in real-time, ad-by-ad basis, in automated auction
3 players
supply side platform (SSP): enables publishers to make their advertising inventory available to ad exchanges; allows to set minimum price, types of advertisers and ads accepted, etc.
demand side platform (DSP): enables advertisers to set up their campaigns, target audience and place bids
Ad exchange: connect SSP with DSP and enables the entire buying and selling process via real-time auctions

Question 6

Ad targeting based on past browsing behaviour is called

contextual targeting.
behavioural targeting.

Answer 6

behavioural

Contextual targeting
based on Web page content
E.g. through keyword matching and/or analysis of page content
Behavioural targeting
based on past browsing behaviour (using cookies, site to site!)
E.g. may assume user is male if he has visited soccer and male fashion web site before

Question 7

Keyword stuffing is an example of

white-hat SEO.
black-hat SEO.

Answer 7

black-hat

Black hat” SEO
manipulating search ranking in a way that may cause penalization
SE manipulation techniques
keyword stuffing: filling website content with irrelevant keywords
invisible text: white text (e.g., keywords) on a white background.
cloaking: showing different content to search bots than to users
doorway pages: transfer visitor from chosen page to unrelated page using meta HTML tag: <meta></meta>
buying links from link farms

Question 8

Layer ads are typically

cheap.
expensive.

Answer 8

expensive

Display Advertising
Layer ads (a.k.a. floating ads)
-Ad that moves along as visitor scrolls up and down page (very noticeable)
-website content is partially visible
-when advertisers want quick attention and action
-expensive

Question 9

Search engine advertising has two main types: search engine marketing is the paying variant, while search engine optimization can ensure that your company, product or service can be found more easily and is ranked higher by Google. You can do the latter completely free of charge.

Answer 9

True

Search engine ad

Search Engine Optimization (SEO)
for free: on-site search optimization
Search Engine Marketing (SEM)
paid: sponsored links and paid listings

Question 10

In-stream TrueView ads are shown in YouTube search results.

Answer 10

False
In-stream TrueView ads on YouTube are typically shown before, during, or after other videos on the YouTube platform, and not in the YouTube search results.

Question 11

Which targeting mechanisms do Ad networks use?

geo-targeting (via IP, GPS, cookies).

demographic (e.g. males aged 18-34) or psychographic (e.g. travel enthusiasts) targeting.

dayparting (e.g. only business hours, day of week, etc.)

bandwidth (e.g. rich media only on broadband) targeting.

all of the above.

Answer 11

All of the above
Targeting mechanisms
geo-targeting (via IP, GPS, cookies)
demographic (e.g. males aged 18-34) or psychographic (e.g. travel enthusiasts)
dayparting (e.g. only business hours), day of week, etc.
bandwidth (e.g. rich media only on broadband)
pixel targeting or retargeting: focuses on bounced users by following them after they’ve visited your site by means of a small piece of code or pixel

Question 12

Assuming that the ad must be closed by clicking before you can scroll and click on the website, the image below shows a layer ad.

Answer 12

False
This is not a layer ad but an interstitial. With layer add you could already scroll and have access to the functionalities of the page. That is not the case here.

Question 13

Display advertising where an ad moves along as the visitor scrolls up and down a page is called a(n)

pop-up.
layer ad.
Skyscraper.
pop-under.

Answer 13

layer ad; Layer ads, also known as floating or overlay ads, typically stay visible on the webpage as users scroll, providing a persistent and engaging element.

Pop-up:
Definition: Pop-up ads are advertisements that appear in a new browser window, usually on top of the current content, when a user visits a website.
Characteristics: They can be disruptive and may require user interaction (closing the pop-up) to access the desired content.

Skyscraper:
Definition: Skyscraper ads are vertical display ads that are tall and narrow. They are named “skyscraper” because of their elongated shape.
Placement: Skyscraper ads are often placed along the side of a webpage, typically on the left or right side, allowing them to stand out.

Pop-under:
Definition: Pop-under ads are similar to pop-up ads but open beneath the current browser window and are only visible when the user closes or minimizes the main window.
Characteristics: They are less intrusive than pop-ups but can still be seen once the user finishes their current browsing session.

Question 14

Which statement is NOT CORRECT?

robots.txt is a small text file containing information for search bots, specifying how they should behave and directing them to those pages you want them to visit and index.

In the robots.txt file, the disallow option can be used to prevent search bots from crawling certain pages.

In the robots.txt file, the sitemap option can be used to provide an overview of the website hierarchy in HTML.

In the robots.txt file, the crawl-delay option can be used to specify the minimum time interval to wait after downloading a page.

Answer 14

In the robots.txt file, the sitemap option can be used to provide an overview of the website hierarchy in HTML;
The sitemap option in the robots.txt file is used to reference the location of the XML Sitemap, not an HTML overview of the website hierarchy. The XML Sitemap is a file that provides information to search engines about the pages on a website, helping them understand the structure and hierarchy of the content.

Question 15

Email advertising is still popular today because of its high acquisition rate. This high acquisition rate is partly due to the significant personalization possibilities.

Answer 15

True

Is e-mail still effective?
e-mail still beats social media advertising in attracting customers
customer acquisition via email keeps on growing
customers via email buy and spend more
Opt-in or permission-based e-mails more effective versus spam or “unsolicited commercial email” (UCE)

Question 16

Pixel targeting typically makes use of a(n)

visible pixel.
invisible pixel.

Answer 16

invisible pixel.

pixel targeting or retargeting: focuses on bounced users by following them after they’ve visited your site by means of a small piece of code or pixel

In digital advertising, a pixel is a small, transparent image that is embedded on a webpage. Pixel targeting involves placing an invisible pixel (also known as a tracking pixel or web beacon) within an ad creative or on a website. This pixel is used to collect data about user interactions, such as ad views, clicks, and conversions. Invisible pixels are not visible to users but can track their behavior, providing valuable information to advertisers for measuring the effectiveness of their campaigns.

Question 17

Reciprocal link schemes and the usage of link farms are examples of

black-hat SEO.
white-hat SEO.

Answer 17

black-hat SEO

Black-hat SEO refers to techniques that aim to manipulate search engine rankings in ways that violate search engine guidelines. Reciprocal link schemes involve exchanging links between websites for the sole purpose of boosting each other’s rankings, rather than for providing valuable content to users. Link farms are groups of websites created specifically to manipulate search engine rankings by artificially increasing the number of links to a particular site.

In contrast, white-hat SEO involves using ethical and legitimate strategies to improve search engine rankings, focusing on providing high-quality content and improving user experience. Search engines, such as Google, actively penalize websites that engage in black-hat SEO practices.

Question 18

Publisher click fraud involves a company attempting to exhaust its competitors’ online advertising marketing budget by having either people or an automatic script repeatedly click on those competitors’ ads.

Answer 18

False
competitor click fraud: clicking on rival company’s ads to deplete their advertising budget
publisher click fraud: repeatedly clicking ads on own website

Question 19

The GDPR regulation

never applies to organizations based outside the European Union.

also applies to organizations based outside the European Union if they process personal data of EU residents.

Answer 19

also applies to organizations based outside the European Union if they process personal data of EU residents.

Question 20

A password manager or password vault is always a bad idea because it creates a so-called single point of failure, namely the password you use for this password manager.

Answer 20

False; While it’s true that a password manager creates a single point of failure in the sense that you need to remember a master password to access it, using a password manager is generally considered a good security practice.

Allow to create random, long, complex passwords
Single point of failure
true, but email is always a single point of failure for most applications
password reset

Question 21

Pop-ups and interstitials are examples of low intrusiveness (opdringerigheid).

Answer 21

False; Pop-ups are windows or ads that appear over the content of a webpage, often interrupting the user’s experience. Interstitials are similar in that they are full-page overlays that appear before the desired content of a webpage. Both of these formats can be perceived as intrusive because they disrupt the user’s flow and may require action (such as closing the pop-up) to access the main content.

Low-intrusiveness formats would typically include ads that do not disrupt the user experience significantly, such as banner ads or native ads that are seamlessly integrated into the content. These formats aim to deliver advertising messages without causing significant interference with the user’s interaction on a website.

Question 22

The main pricing model for online advertising is Cost per Click or CPC: you pay for every click on your ad.

Answer 22

True

Pricing models;
Cost per click (CPC): flat fee for each click on ad
Cost per action (CPA): visitor clicks on ads and continues towards an action, e.g. purchase.
Cost per mille (CPM): cost per each 1000 times ad is viewed
Cost per install (CPI): for advertised apps
Hybrid pricing models possible
Click through rate (CTR): % of website visitors who see ad and click it
CPM = CPC * CTR * 1,000

Question 23

A good example of SEO is making sure that many important websites refer to your website.

Answer 23

True
SEO considers
site’s content and meta tags
incoming links from other sites

Question 24

Research has shown that social media advertising beats e-mail advertising in attracting new customers.

Answer 24

False

Question 25

Search Engine Marketing (SEM) is

for free.
paid.

Answer 25

paid

Question 26

Display advertising where a new web browser window opens to display an advertisement message either when the user clicks a button or link, or automatically when the webpage is first viewed or is linked away from is called a

pop-up.
interstitial.
Skyscraper.
pop-under.

Answer 26

pop-up ; The display advertising format where a new web browser window opens to display an advertisement message, either when the user clicks a button or link, or automatically when the webpage is first viewed or is linked away from, is called a pop-up.

Interstitial:
Definition: Interstitial ads are full-page ads that appear between the content pages as the user navigates from one page to another. They often cover the entire screen, providing a more immersive ad experience.
Characteristics: Interstitials can be displayed during natural breaks in the user’s interaction, such as when transitioning between pages or after completing a specific action.

Skyscraper:
Definition: Skyscraper ads are vertical display ads that are tall and narrow. They are named “skyscraper” because of their elongated shape.
Placement: Skyscraper ads are often placed along the side of a webpage, typically on the left or right side, allowing them to stand out.

Pop-under:
Definition: Pop-under ads are similar to pop-up ads but open beneath the current browser window and are only visible when the user closes or minimizes the main window.
Characteristics: They are less intrusive than pop-ups but can still be seen once the user finishes their current browsing session.

Question 27

Click fraud is a very important issue for the CPA pricing model for online advertising.

Answer 27

False;

Cost per click (CPC): flat fee for each click on ad
Cost per action (CPA): visitor clicks on ads and continues towards an action, e.g. purchase.
Cost per mille (CPM): cost per each 1000 times ad is viewed
Cost per install (CPI): for advertised apps
Hybrid pricing models possible
Click through rate (CTR): % of website visitors who see ad and click it
CPM = CPC * CTR * 1,000

Question 28

With publisher click fraud, a publisher will repeatedly click on the advertisements that are displayed on its own website.

Answer 28

True
competitor click fraud: clicking on rival company’s ads to deplete their advertising budget
publisher click fraud: repeatedly clicking ads on own website

Question 29

Which statement is NOT CORRECT?

Search engine users click more on the results on first page and on higher placed results.

Search Engine Optimization (SEO) considers a site s content and meta tags as well as incoming links from other sites.

White hat Search Engine Optimization (SEO) is malicious whereas black hat Search Engine Optimization (SEO) is legitimate.

Google PageRank relies on the democratic nature of the web by using the link structure as indicator of an individual page’s value.

Answer 29

White hat Search Engine Optimization (SEO) is malicious whereas black hat Search Engine Optimization (SEO) is legitimate.

Question 30

A big advantage of ad networks or ad exchanges is that they collect data about users across many websites. This makes it possible to accurately profile visitors, making them better able to show the right ad to the right person.

Answer 30

True

Question 31

YouTube ads which play less than 6 seconds before, during, or after a video are called

skippable in-stream ads.
nonskippable in-stream ads.
in-feed video ads.
bumper ads.

Answer 31

bumper ads;
bumper ads are designed to be brief and non-skippable. Users are required to watch the entire ad, as it is limited to a maximum duration of 6 seconds.

Skippable in-stream ads:
These are video ads that users can skip after a certain duration, typically after the first 5 seconds. Advertisers are usually charged when viewers watch 30 seconds of the ad (or the full duration if it’s shorter) or when users engage with the ad, whichever comes first.

Nonskippable in-stream ads:
These are video ads that viewers cannot skip. Nonskippable in-stream ads can appear before, during, or after the main video content and typically have fixed durations, such as 15 or 20 seconds.

In-feed video ads:
These are video ads that appear within the feed or content stream of a platform. In the context of YouTube, in-feed video ads might refer to ads that appear within YouTube’s recommendation feed or on the YouTube homepage. However, the term is more commonly associated with social media platforms like Instagram or Facebook.

Question 32

The Onion Router is an example of

Anonymous surfing.
Search Engine Marketing.
Malware.
Spyware.

Answer 32

Anonymous surfing
The Onion Router
Free and open-source software
Distributed anonymous network
Key characteristics
ISP not able to track your internet activity (e.g., websites visited)
Web sites you visit will see a connection coming from Tor network instead of your IP address
no browsing history is kept

Anonymous Surfing:
Definition: Browsing the internet while concealing one’s identity and online activities.
Methods: Private browsing modes, VPNs, and proxy servers.
Purpose: Protecting privacy, avoiding online tracking, and bypassing geo-restrictions.

Search Engine Marketing (SEM):
Definition: Digital marketing strategy to increase website visibility through paid advertising in search engine results.
Components: Includes SEO and PPC campaigns.
Objective: Boosting website visibility, driving targeted traffic, and achieving business goals.

Malware:
Definition: Malicious software designed to harm computer systems or exploit users.
Types: Viruses, worms, trojans, ransomware, etc.
Delivery: Through infected websites, emails, downloads, or software vulnerabilities.

Spyware:
Definition: Malware that secretly monitors and collects user information without consent.
Activities: Captures keystrokes, logs browsing history, and collects sensitive data.
Consequences: Privacy breaches, potential identity theft, and system slowdowns.

Question 33

During the last 20 years, the quarterly internet advertising revenue

rose exponentially.
declined exponentially.
rose linearly.
reclined linearly.

Answer 33

rose exponentially.

Question 34

GDPR does not apply to US companies such as Google and Facebook.

Answer 34

False; The General Data Protection Regulation (GDPR) is a European Union (EU) regulation that applies to all companies that process personal data of individuals located in the EU, regardless of the company’s location.

Question 35

A malicious piece of software to collect information from a user s computer without his/her consent is called

Adware
Ad network
Malware
Spyware

Answer 35

Spyware

Malware
malicious software
often appended to “regular” software to cause damage to computer, server, client or network

Spyware
malicious piece of software to collect information from user’s computer without consent
keystroke logging

Adware
Software package that displays unwanted advertisements
excessive number of pop-ups
installing toolbars full of ads
modifying browser settings such as default home page or favorites
forwarding user information to marketing companies
Often installed together with another software tool

Ad network
Intermediary between advertisers and publishers
Network and publisher each get share of revenue
Each network has own profile
e.g. size of publishers (minimum traffic), sector(s) it focuses on, etc.
Examples
Google AdSense, Facebook Audience Network Ads, mMedia, Apple Advertising

Question 36

An important difference from previous regulations is that the GDPR contains strict penalties for companies that violate the rules.

Answer 36

True

Question 37

A software package that displays unwanted advertisements is called

Adware
Ad network
Malware
Spyware

Answer 37

Ad network
Intermediary between advertisers and publishers
Network and publisher each get share of revenue
Each network has own profile
e.g. size of publishers (minimum traffic), sector(s) it focuses on, etc.
Examples
Google AdSense, Facebook Audience Network Ads, mMedia, Apple Advertising

Question 38

Google AdWords is an example of

SEO
SEM

Answer 38

SEM
Google adWords aka Googlle Ads

Question 39

GDPR is new European regulation that makes it possible to better manage personal information. It mainly imposes obligations on companies that process personal data.

Answer 39

true

Question 40

Compared to pop-ups, pop-unders have

higher intrusiveness.
lower intrusiveness.

Answer 40

lower intrusiveness.

Pop-under:
Definition: Pop-under ads are similar to pop-up ads but open beneath the current browser window and are only visible when the user closes or minimizes the main window.
Characteristics: They are less intrusive than pop-ups but can still be seen once the user finishes their current browsing session.

Question 41

Display advertising where a full-page add is loaded before an actual page is an example of a(n)

pop-up.
interstitial.
Skyscraper.
pop-under.

Answer 41

interstitial;
nterstitial:
Definition: An interstitial ad is a type of display ad that appears between two content pages. In the context described, it’s loaded before the actual page content, often covering the entire screen or a significant portion of it.
Characteristics: Interstitials are known for their immersive nature and ability to capture attention due to their full-screen format. They typically include a close button, allowing users to skip the ad and proceed to the main content.
Use: Interstitials are commonly used to display promotions, advertisements, or announcements, providing advertisers with an effective way to engage users before they access the desired content.

Pop-up: Appears in a separate window over the main content.
Skyscraper: A tall, vertical banner ad typically positioned on the side of a webpage.
Pop-under: Appears beneath the main browser window and becomes visible when the current window is closed or minimized.

Question 42

Which statement is CORRECT?

A cookie is a small text string that aweb server can send to a visitor’s web browser.

A cookie is stored on a user’s hard disk as small text file.

A browser sends back a cookie unchanged to a web server each time a new request is sent to it.

All statements are correct.

Answer 42

All statements are correct.

Question 43

To be able to place advertisements between the Google search results, companies must use Google Adsense. This is the ad exchange run by Google that allows you to bid on advertising space.

Answer 43

False; No, the service is called AdWords. AdSense is the ad exchange of Google which allows for advertising on other pages than Google’s own search page.

Question 44

Which statement is NOT CORRECT?

In case of banner advertising, the advertiser pays an online company for space on one or more of the online company s pages to display a static or linked banner or logo.

Display advertising doesn t work well when the viewer traffic is either big or specialized.

Banners can either be statistic or based on rich media in which case streaming interactivity can be provided which allows the user to directly interact with a product or service based on his or her specific interests.

A key challenge in display advertising is to be sufficiently intrusive without encouraging consumers to invest in anti-ad tools such as pop-up blockers.

Answer 44

Display advertising doesn t work well when the viewer traffic is either big or specialized;
False. The effectiveness of display advertising is not solely determined by the size or specialization of the viewer traffic. It depends on various factors, including the relevance of the ad content, targeting strategies, and the quality of the ad creative.

Question 45

Ad targeting based on web page content is called

contextual targeting.
behavioural targeting.

Answer 45

contextual targeting.