Chapter 20

Question 1

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

Answer 1

market capitalization (market cap)

Question 2

Refers to a temporary storage space used to speed computing tasks.

Answer 2

cache

Question 3

Search engine results returned and ranked according to relevance.

Answer 3

organic or natural search

Question 4

The ability of a system to continue operation even if a component fails.

Answer 4

fault-tolerance

Question 5

A massive network of computer servers running software to coordinate their collective use. Server farms provide the infrastructure backbone to SaaS and hardware cloud efforts, as well as many large-scale Internet services.

Answer 5

global server

Question 6

Internet content that can’t be indexed by Google and other search engines.

Answer 6

deep Web

Question 7

Algorithm developed by Google co-founder Larry Page to rank websites.

Answer 7

PageRank

Question 8

Software that traverses available websites in an attempt to perform a given task. Search engines use spiders to discover documents for indexing and retrieval.

Answer 8

spiders, Web crawlers, software robots

Question 9

The process of improving a page’s organic search rankings.

Answer 9

search engine optimization (SEO)

Question 10

Sometimes called a “colo,” or carrier hotel; provides a place where the gear from multiple firms can come together and where the peering of Internet traffic can take place. Equipment connecting in colos could be high-speed lines from ISPs, telecom lines from large private data centers, or even servers hosted in a colo to be closer to high-speed Internet connections.

Answer 10

colocation facilities

Question 11

Search.

Answer 11

query

Question 12

Also called “spamdexing” or “link farming.” The process of creating a series of bogus websites, all linking back to the pages one is trying to promote.

Answer 12

link fraud

Question 13

A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad’s display ranking.

Answer 13

quality score

Question 14

The Web page displayed when a user clicks on an advertisement.

Answer 14

landing page

Question 15

The number of users who clicked an ad divided by the number of times the ad was delivered (the impressions). The CTR measures the percentage of people who clicked on an ad to arrive at a destination site.

Answer 15

click-through rate (CTR)

Question 16

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. As an example, a deep link from Pinterest might take a user directly to the Etsy web page or app listing featuring the vendor of that item, rather than generically opening Etsy.com or the Etsy app.

Answer 16

deep linking

Question 17

Advertisements that are targeted based on a user’s query.

Answer 17

keyword advertising

Question 18

The practice of designing, running, and optimizing search engine ad campaigns.

Answer 18

search engine marketing (SEM)

Question 19

A concept where advertisers don’t pay unless someone clicks on their ad.

Answer 19

pay-per-click (PPC)

Question 20

Ads generated automatically based on the content of a website. Dynamic ads are particularly useful for firms with rapidly updating inventory or firms struggling to keep up with new search terms that may be relevant to their product lines.

Answer 20

dynamic search ads

Question 21

A situation where ads appear alongside text the advertiser would like to avoid.

Answer 21

content adjacency problems

Question 22

Advertising based on a website’s content.

Answer 22

contextual advertising

Question 23

Keywords that prevent an ad from showing up when specific terms are present.

Answer 23

negative keywords

Question 24

An effort that links advertisers to websites and other content providers (e.g., app firms, games) that are willing to host advertisements, typically in exchange for payment.

Answer 24

ad network

Question 25

Mobile virtual network operator. A wireless telecommunications services provider that doesn’t own its own infrastructure. Instead, MVNOs pay a reduced price to license capacity from other providers and repackage the service under their own brand.

Answer 25

MVNO

Question 26

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.

Answer 26

semantic Web

Question 27

An industry term meaning mobile network operator, also known as a wireless service provider, wireless carrier, cellular company, or mobile network carrier.

Answer 27

MNOs

Question 28

Near field communication—a short-range, wireless communication standard. NFC is being used to support contactless payment and transactions over NFC-equipped mobile devices.

Answer 28

NFC

Question 29

A closed network or single set of services controlled by one dominant firm. Term is often applied to mobile carriers that act as gatekeepers, screening out hardware providers and software services from their networks.

Answer 29

walled gardens