Chapter 20 Flashcards
cache
Refers to a temporary storage space used to speed computing tasks.
keyword advertising
Advertisements that are targeted based on a user’s query.
click-through rate (CTR)
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.
walled gardens
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.
PageRank
Algorithm developed by Google co-founder Larry Page to rank websites.
search engine optimization (SEO)
The process of improving a page’s organic search rankings.
deep linking
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.
query
Search.
spiders, Web crawlers, software robots
Software that traverses available websites in an attempt to perform a given task. Search engines use spiders to discover documents for indexing and retrieval.
MVNO
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.
pay-per-click (PPC)
A concept where advertisers don’t pay unless someone clicks on their ad.
landing page
The Web page displayed when a user clicks on an advertisement.
global server
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.
negative keywords
Keywords that prevent an ad from showing up when specific terms are present.
market capitalization (market cap)
The value of a firm calculated by multiplying its share price by the number of shares.
colocation facilities
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.
NFC
Near field communication—a short-range, wireless communication standard. NFC is being used to support contactless payment and transactions over NFC-equipped mobile devices.
organic or natural search
Search engine results returned and ranked according to relevance.
ad network
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.
deep Web
Internet content that can’t be indexed by Google and other search engines.
contextual advertising
Advertising based on a website’s content.
link fraud
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.
content adjacency problems
A situation where ads appear alongside text the advertiser would like to avoid.
quality score
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.
fault-tolerance
The ability of a system to continue operation even if a component fails.
MNOs
An industry term meaning mobile network operator, also known as a wireless service provider, wireless carrier, cellular company, or mobile network carrier.
dynamic search ads
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.
semantic Web
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.
search engine marketing (SEM)
The practice of designing, running, and optimizing search engine ad campaigns.
