Google Flashcards
Each time an advertisement is displayed
Impression
A line of identifying text, assigned and retrieved by a given Web server and stored by your browser
Cookies
Advertisements that are targeted based on a users query
Keyword advertising
CPM
Cost per thousand impressions (M represents the Roman numeral for 1000)
The number of users who clicked an ad divided by the number of times the ad was delivered (the impressions). Measures the percentage of people who clicked on an ad to arrive at a destination-site
Click through rate (CTR)
A small computer program that extends the feature set or capabilities of another application
Plug-in
Online ads that include animation, audio, or video
Rich media ads
Low latency
Low delay
A value used to identify a device that is connected to the internet. Usually expressed as four numbers (from 0 to 255), separated by periods.
IP address
A nonprofit industry trade group for the interactive advertising industry. It evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying.
Internet Advertising Bureau (IAB)
Algorithm developed by Google cofounder Larry Page to rank Web sites
PageRank
The process of improving a page’s organic search rankings
Search engine optimization (SEO)
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, one of these 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.
Deep linking
Software that traverses available web sites in an attempt to perform a given task. Search engines use these to discover documents for indexing and retrieval
Spiders, web crawlers, software robots
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
Walled gardens
Keywords that prevent an ad from showing up when specific terms are present
Negative keywords
A concept where advertisers don’t pay unless someone clicks on their ad
Pay-per-click (PPC)
Program (typically a marketing effort) that requires customer consent. This program is contrasted with opt-out programs, which enroll all customers by default.
Opt-in
The web page displayed when a user clicks on an advertisement
Landing page
Programs that enroll all customers by default, but that allow consumers to discontinue participation if they want to
Opt-out
Advertising based on a web site’s content
Contextual advertising
Internet content that can’t be indexed by google and other search engines
Dark Web
The value of a firm calculated by multiplying its share price by the number of shares
Market capitalization (market cap)
Identifying a users physical location (sometimes called geolocation) for the purpose of delivering tailored ads or other content
Geotargeting
Let’s a web site show custom, targeted ads to a user when visiting other sites if that user has already visited a given page on the advertiser’s site. This technique allows firms to “reintroduce” products to users or target them with special messages or promotions
Remarketing
Query
Search
MVNO - Mobile Virtual Network Operator
A wireless telecommunications services provider that doesn’t own its own infrastructure. Instead, these pay a reduced price to license capacity from other providers and repackage the service under their own brand.
A wireless telecommunications services provider that doesn’t own its own infrastructure. Instead, these pay a reduced price to license capacity from other providers and repackage the service under their own brand.
MVNO - Mobile Virtual Network Operator
Hordes of surreptitiously infiltrated computers, linked and controlled remotely. This technique is used to perpetrate click fraud, as well as a variety of other computer security crimes.
Botnets or zombie networks
A short range, wireless communication standard. Being used to support contactless payment and transactions over equipped mobile devices
Near field communication (NFC)
Near field communication (NFC)
A short range, wireless communication standard. NFC is being used to support contactless payment and transactions over NFC-equipped mobile devices
Search engine results returned and ranked according to relevance
Organic or natural search
An effort that links advertisers to Web sites and other content providers (e.g., app firms, games) that are willing to host advertisements, typically in exchange for payment
Ad network
Ads that run before a user arrives at his or her intended destination in a website or app
Interstitials
refers to a temporary storage space used to speed computing tasks
Cache
A network of users and computers engaged in coordinated click fraud. Since the different computers leverage different IP addresses, click farms can be more difficult to detect.
Click farms
Generating bogus clicks, either for financial gain (enriching fraud), or to attack rivals by draining their online ad budget (depleting fraud)
Click fraud
A method of charging for advertising whenever a user responds to an ad by performing a specified activity such as signing up for a service, requesting material, or making a purchase
Cost-per-action (CPA)
Capable of continuing operation even if a component fails
Fault-tolerant
A term used to brand wireless local-area networking devices. Devices typically connect to an antenna/equipped base station of hotspot, which is then connected to Internet. These devices use standards knows as IEEE 802.11, and various versions of this standard (e.g., b, g, n) may operate in different frequency bands and have access ranges.
Wi-Fi
Also called “spamdexing” or “link farming.” The process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote
Link fraud
A cost-per-action program, where program sponsors (e.g., Amazon, iTunes) pay referring Web sites a percentage of revenue earned from referral
Affiliate programs
Warehouse-sized facilities where telecommunication firms and other corporations bring their fiber optic cables and networking equipment together so that they can exchange networking traffic. These are the interconnection points that help make the Internet function as a network of networks
Colos (colocation facilities)
A situation where ads appear alongside text the advertiser would like to avoid
Content adjacency problems
Graphical advertising (as opposed to text ads)
Display (or image) ads
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 ones. The firm uses this multiplied by the maximum CPC to determine an ad’s display ranking.
Quality score
A network of satellites and supporting technologies used to identify a device’s physical location
Global Positioning System (GPS)
Ads generated automatically based on the content of a Web site. These ads are particularly useful for girls with rapidly updating inventory or forms struggling to keep up with new search terms that may be relevant to their product line
Dynamic search ads
Also known as remarketing, a form of online targeted advertising where ads are personalized for consumers based on previous Internet activity that did not result in a sale or conversion. Surf the Web and see ads for products you’ve looked at on other sites? This is like a result of this
Retargeting
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
Semantic web
Sometimes called “tracking cookies” and are served by ad networks or other customer profiling firms. Tracking cookies are used to identify users and record behavior across multiple web sites.
Third party cookies
A massive network of computer servers running software to coordinate their collective use. These provide the infrastructure backbone to SaaS and hardware cloud efforts, as well as many large-scale Internet services.
Server farms
A test of artificial intelligence that, if passed, would mean a computer is indistinguishable from a human being. Originally provided by renown computer scientist Alan Turning.
Turing test
The practice of designing, running and optimizing search engine ad campaigns
Search engine marketing (SEM)
A third party computer that passes traffic to and from a specific address without revealing the address of the connected user
Proxy servers
