Quiz 7 Flashcards

1
Q

Global

A

The first trend to note is the continuing expansion of globalization. The use of the Internet is growing all over the world, and with it the use of digital devices.

Globalization, use of Internet, mobile devices

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2
Q

Social

A

Social media growth is another trend that continues at a firm growth rate.

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3
Q

Personal

A

In the future, we will begin seeing devices perfectly matched to our personal preferences, based upon information collected about us.

Web 2.0, e-Commerce, personalization

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4
Q

Mary Meeker

A

For the past several years, Ms. Meeker has presented the “Internet Trends” report at the Code Conference every May. The presentation consists of rapid-fire summaries of data that provides insights into all of the latest trends in digital technologies and their impact on economies, culture, and investing.

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5
Q

Mobile

A

Mobile vs. Desktop. Minutes spent each day on a mobile device are 2.5 times the number of minutes spent on a desktop computer.
• Daytime vs. Evening. Desktop use dominates in the daytime hours, but mobile devices are dominant in the evening, with peak usage around 8:00 pm.
• Device usage. Smartphones are used more than any other technology.
• Smartphone sales decline. According to Gartner Group, world wide smartphone sales declined in the fourth quarter of 2017 by 4.7% compared with the fourth quarter of 2016. This is the first decline in global smartphone sales since Gartner began
• The rise and fall of tablets. In 2012 the iPad sold more than three times as many units in its first twelve months as the iPhone did in its first twelve months. However, tablet sales dropped 20% from the fourth quarter 2015 to fourth quarter

Key indicators of the growth of mobiles and smartphone

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6
Q

Collaborative (2 types)

A

As more people use smartphones and wearables, it will be simpler than ever to share data with each other for mutual benefit. Some of this sharing can be done passively, such as reporting your location in order to update traffic statistics. Other data can be reported actively, such as adding your rating of a restaurant to a review site.

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7
Q

Printable

A

A 3-D printer allows you to print virtually any 3- D object based on a model of that object designed on a computer. 3-D printers work by creating layer upon layer of the model using malleable materials, such as different types of glass, metals, or even wax.
Things: Buildings, musical instruments, medical models, clothing

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8
Q

Maker

A

the term “Maker” refers to a new category of builders who are using open-source methods and the latest technology to bring manufacturing out of its traditional factory context, and into the realm of the personal desktop computer.

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9
Q

Findable

A

Principally three factors have come together to give us IoT: inexpensive processors, wireless connectivity, and a new standard for addresses on the Internet known as IPv6. The result is these small, embedded objects (things) are capable of sending and receiving data.

• Internet of Things (IoT)
• Monitoring traffic, air quality, soil moistures, consumer
electronics, autonomous vehicles, etc.
• Benefits and concerns of using IoT

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10
Q

Descriptions of IoT

A

One keyword for IoT would be “independent”, not relying directly or constantly on human action.
Another keyword would be “interconnected”, in the sense that IoTs are connected to other IoTs and data collection points or data servers. This interconnectedness or uploading of data is virtually automatic. “Ubiquitous” is also a good descriptor of IoTs. And so is “embeddedness.” It is reasonable to expect that devices through IoTs are reporting data about conditions and events that are not foremost in our thinking, at least not on a continuous basis.

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11
Q

Benefits of IoT

A

Optimization of Processes. IoTs in manufacturing monitor a variety of conditions that impact production including temperature, humidity, barometric pressure – all factors which require adjustment in application of manufacturing formulas.
• Component Monitoring. IoTs are added to components in the manufacturing process, then monitored to see how each component is performing.
• Home Security Systems. IoTs make the challenge of monitoring activity inside and outside your home are now easier.
• Smart Thermostats. Remote control of home thermostats through the use of IoTs allows the homeowner to be more efficient in consumption of utilities.
• Residential Lighting. Remote control

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12
Q

Security issues of IoT

A

Eavesdropping. Smart speaker systems in residences have been hacked, allowing others to eavesdrop on conversations within the home.
• Internet-connected Smart Watches. These devices are sometimes used to monitor the location of children in the family. Unfortunately, hackers have been able to break in and again, eavesdrop as well as learn where children are located.
• Lax Use by Owners. Devices such as smart thermometers, security systems, etc. come with a default password. Many owners fail to change the password, thereby allowing easy access by a hacker.

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13
Q

Autonomous

A

By combining software, sensors, and location technologies, devices that can operate themselves to perform specific functions are being developed. These take the form of creations such as medical nanotechnology robots (nanobots), self-driving cars, or unmanned aerial vehicles (UAVs).

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14
Q

market capitalization (market cap),

A

the value of the firm calculated by multiplying its share price by the number of shares, makes Google the most valuable media company on the planet.

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15
Q

Organic or natural search -> page rank

A

Search engines use different algorithms for determining the order of organic search results, but at Google the method is called PageRank Google does not accept money for placement of links in organic search results. Instead, PageRank results are a kind of popularity contest. Web pages that have more pages linking to them are ranked higher.

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16
Q

search engine optimization (SEO)

A

The process of improving a page’s organic search results is often referred to as search engine optimization (SEO). SEO has become a critical function for many marketing organizations since if a firm’s pages aren’t near the top of search results, customers may never discover its site.

17
Q

Link fraud

A

The less scrupulous have tried creating a series of bogus Web sites, all linking back to the pages they’re trying to promote (this is called link fraud, and Google actively works to uncover and shut down such efforts)

18
Q

software robots, spiders, Web crawlers

A

To create these massive indexes, search firms use software to crawl the Web and uncover as much information as they can find. This software is referred to by several different names—software robots, spiders, Web crawlers—but they all pretty much work the same way. In order to make its Web sites visible, every online firm provides a list of all of the public, named servers on its network, known as domain name service (DNS) listings. For example, Yahoo! has different servers that can be found at http://www.yahoo.com, sports.yahoo.com, weather.yahoo.com, finance.yahoo.com, and so on. Spiders start at the first page on every public server and follow every available link, traversing a Web site until all pages are uncovered.

Users don’t really search the Web; they search an archived copy built by crawling and indexing discoverable documents.

Web site owners can hide pages from popular search engine Web crawlers using a number of methods, including HTML tags, a no-index file, or ensuring that Web sites aren’t linked to other pages and haven’t been submitted to Web sites for indexing.

19
Q

Fault-tolerant/server farms

A

Google assumes individual components will regularly fail, but no single failure should interrupt the firm’s operations (making the setup what geeks call fault-tolerant). If something breaks, a technician can easily swap it out with a replacement.

A server farm is a set of many servers interconnected together and housed within the same physical facility. A server farm provides the combined computing power of many servers by simultaneously executing one or more applications or services. organizations replace traditional software and hardware that they would run in-house with services that are delivered online

20
Q

three factors driving online ad growth trends

A

(1) increased user time online, (2) improved measurement and accountability, and (3) targeting.

21
Q

ad impressions

A

(the number of times an ad appears on a Web site)

In theory a firm can use targeting to spend marketing dollars only on those users deemed to be its best prospects.

22
Q

search engine marketing (SEM)

A

The practice of running and optimizing search engine ad campaigns is referred to as search engine marketing (SEM)

23
Q

Keyword advertising

A

they’re targeted based on a user’s query. Linking ads to search was a brilliant move, since the user’s search term indicates an overt interest in a given topic.

24
Q

pay-per-click (PPC)

A

meaning that advertisers don’t spend a penny unless someone actually clicks on their ad. Note that the term pay-per-click is sometimes used interchangeably with the term cost- per-click (CPC).

25
Q

Formula used by Google to determine the rank order of sponsored links appearing on search results pages.

A

Ad Rank = Maximum CPC × Quality Score
One factor that goes into determining an ad’s quality score is the click-through rate (CTR) for the ad, 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. Also included in a quality score are the overall history of click performance for the keywords linked to the ad, the relevance of an ad’s text to the user’s query, and Google’s automated assessment of the user experience on the landing page—the Web site displayed when a user clicks on the ad

26
Q

Geotargeting

A

Geotargeting occurs when computer systems identify a user’s physical location (sometimes called the geolocation) for the purpose of delivering tailored ads or other content

27
Q

proxy servers

A

third-party computers that pass traffic to and from a specific address without revealing the address of the connected users.

28
Q

Contextual advertising

A

based on keywords is lucrative, but like all technology solutions it has its limitations. Vendors sometimes suffer from content adjacency problems when ads appear alongside text they’d prefer to avoid. In one particularly embarrassing example, a New York Post article detailed a gruesome murder where hacked up body parts were stowed in suitcases. The online version of the article included contextual advertising and was accompanied by…luggage ads

29
Q

Types of ads

A

image (or display) ads (such as horizontally oriented banners, smaller rectangular buttons, and
vertically oriented “skyscraper” ads); rich media ads (which can include animation or video); and interstitials
(ads that run before a user arrives at a Web site’s contents).
The industry trade group, the Internet Advertising Bureau (IAB) sets common standards for display ads so that a single creative (the design and content of the
advertisement) can run unmodified across multiple ad networks and Web sites

30
Q

Ad rates quoted in CPM

A

CPM, meaning cost per thousand impressions (the M representing the roman numerical for one thousand). Display ads sold on a CPM basis are often used as part of branding campaigns targeted more at creating awareness than generating click-throughs. Such techniques often work best for promoting products like soft drinks, toothpaste, or movies.

31
Q

Cost per action and affiliate programs

A

Cost-per-action (CPA) ads pay whenever a user clicks through and performs a specified action such as signing up for a service, requesting material, or making a purchase. Affiliate programs are a form of cost-per-action, where vendors share a percentage of revenue with Web sites that direct purchasing customers to their online storefronts.

32
Q

Cookies

A

Much of this targeting occurs whenever you visit a Web site, where a behind-the-scenes software dialogue takes place between Web browser and Web server that can reveal a number of pieces of information, including IP address, the type of browser used, the computer type, its operating system, and unique identifiers, called cookies.
The cookie is just a line of identifying text assigned and retrieved by a given Web server and stored on your computer by your browser. Upon accepting this cookie your browser has been tagged, like an animal. As you surf around the firm’s Web site, that cookie can be used to build a profile associated with your activities.

33
Q

third-party cookies (sometimes called tracking cookies)

A

Take a look and you’ll almost certainly see cookies from dozens of Web sites that you’ve never visited before. These are third-party cookies (sometimes called tracking cookies), and they are usually served by ad networks or other customer profiling firms.

34
Q

Enriching click fraud and click farms

A

when site operators generate bogus ad clicks to earn PPC income.
running so-called click farms to spread fraud across dozens of IP addresses.

35
Q

zombie networks

A

hordes of surreptitiously infiltrated computers, linked and controlled by rogue software. To create zombie networks (sometimes called bot nets), hackers exploit security holes, spread viruses, or use so-called phishing techniques to trick users into installing software that will lie dormant, awaiting commands from a central location. The controlling machine then sends out tasks for each zombie, instructing them to visit Web sites and click on ads in a way that mimics real traffic. Zombie bot nets can be massive.

36
Q

semantic web

A

a proposed development of the World Wide Web in which data in web pages is structured and tagged in such a way that it can be read directly by computers.

37
Q

walled gardens

A

Before Google’s lobbying efforts, mobile carriers could act as gatekeepers, screening out hardware providers and software services from their networks. Now, paying customers of carriers that operate over the recently allocated U.S. wireless spectrum will have access to a choice of hardware and less restrictive access to Web sites and services. And Google hopes this expands its ability to compete without obstruction.

38
Q

Advertisement model

A

pairing Internet users with advertisers and taking a cut along the
way, lions share, continues to dominate the market, has one of the highest market
capitalization rate

39
Q

Ad networks and competitive advantage

A

For Google, its ad network is a distribution play. The ability to reach more potential customers across more Web sites attracts more advertisers to Google. And content providers (the Web sites that distribute these ads) want there to be as many advertisers as possible in the ad networks that they join, since this should increase the price of advertising, the number of ads served, and the accuracy of user targeting. If advertisers attract content providers, which in turn attract more advertisers, then we’ve just described network effects!

Ad networks handle advertiser recruitment, ad serving, and revenue collection, opening up revenue earning possibilities to even the smallest publishers.