Chapter 20

Question 1

cache

Answer 1

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

Question 2

keyword advertising

Answer 2

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

Question 3

click-through rate (CTR)

Answer 3

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.

Question 4

walled gardens

Answer 4

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.

Question 5

PageRank

Answer 5

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

Question 6

search engine optimization (SEO)

Answer 6

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

Question 7

deep linking

Answer 7

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.

Question 8

query

Answer 8

Search.

Question 9

spiders, Web crawlers, software robots

Answer 9

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

Question 10

MVNO

Answer 10

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.

Question 11

pay-per-click (PPC)

Answer 11

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

Question 12

landing page

Answer 12

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

Question 13

global server

Answer 13

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.

Question 14

negative keywords

Answer 14

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

Question 15

market capitalization (market cap)

Answer 15

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

Question 16

colocation facilities

Answer 16

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.

Question 17

NFC

Answer 17

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

Question 18

organic or natural search

Answer 18

Search engine results returned and ranked according to relevance.

Question 19

ad network

Answer 19

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.

Question 20

deep Web

Answer 20

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

Question 21

contextual advertising

Answer 21

Advertising based on a website’s content.

Question 22

link fraud

Answer 22

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.

Question 23

content adjacency problems

Answer 23

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

Question 24

quality score

Answer 24

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.

Question 25

fault-tolerance

Answer 25

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

Question 26

MNOs

Answer 26

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

Question 27

dynamic search ads

Answer 27

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.

Question 28

semantic Web

Answer 28

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.

Question 29

search engine marketing (SEM)

Answer 29

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