Test 3 Vocab Flashcards
1
Q
the value of a firm calculated by multiplying its share price by the number of shares
A
market capitalization (market cap)
2
Q
search engine results returned and ranked according to relevance
A
organic or natural search
3
Q
refers to a temporary storage space used to speed computing tasks
A
cached
4
Q
a massive network of computer servers running software to coordinate their collective use; provide infrastructure backbone to SaaS and hardware cloud efforts as well as many large-scale internet services
A
server farm
5
Q
provides a place where the gear from multiple firms can come together and where the peering of internet traffic can take place
A
colocation facilities
6
Q
internet that can’t be indexed by google and other search engines
A
deep web
7
Q
algorithm developed by google cofounder Larry Page to rank websites
A
PageRank
8
Q
the process of improving a page’s organic search rankings
A
search engine optimization (SEO)
9
Q
software that traverses available websites in an attempt to perform a given task; search engines use these to discover documents for indexing and retrieval
A
spiders, web crawlers, software robots
10
Q
capable of continuing operation even if a component fails
A
fault-tolerant
11
Q
search
A
query
12
Q
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
A
link fraud
13
Q
each time an ad is shown to a user
A
impressions
14
Q
a concept where advertisers don’t pay unless someone clicks on their ad
A
pay-per-click (PPC)
15
Q
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
A
IP address
16
Q
a measurement of ad performance and ad relevance, and landing page experience; ads that are seen as relevant and that consumers respond to have higher ones; firm uses this multiplied by the maximum CPC to determine an ad’s display ranking
A
quality score
17
Q
the web page displayed when a user clicks on an advertisement
A
landing page
18
Q
a network of satellites and supporting technologies used to identify a device’s physical location
A
global positioning system (GPS)
19
Q
ads generated automatically based on the content of a website; 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
A
dynamic search ads
20
Q
the number of users who clicked an ad divided by the number of times the ad was delivered (the impressions); this measures the percentage of people who clicked on an ad to arrive at a destination0site
A
click-through rate (CTR)
21
Q
identifying a user’s physical location for the purpose of delivering tailored ads or other content
A
geotargeting (using geolocation)
22
Q
a third-party computer that passes traffic to and from a specific address without revealing the address of the connected user
A
proxy servers
23
Q
a link that takes a user to a specific website (rather than the home page) or which launches an app and brings up a unique location rather than just launching the app
A
deep linking
24
Q
advertisements that are targeted based on a user’s query
A
keyword advertising
25
a term used to brand wireless local-area networking devices; devices typically connect to an antenna-equipped base station or hotspot, which is then connected to the internet
Wi-Fi
26
the practice of designing, running, and optimizing search engine ad campaigns
search engine marketing (SEM)
27
a situation where ads appear alongside text the advertiser would like to avoid
content adjacency problems
28
advertising based on a website's content
contextual advertising
29
keywords that prevent an ad from showing up when specific terms are present
negative keywords
30
an effort that links advertisers to websites and other content provides that are willing to host advertisements , typically in exchange for payment
ad network
31
cost per thousand impressions
CPM
32
graphical advertising (as opposed to text ads)
display (or image) ads
33
ads that run before a user arrives at his or her intended destination in a website or app
interstitials
34
online ads that include animation, audio, or video
rich media ads
35
a nonprofit industry trade group for the interactive advertising industry; evaluates and recommends interactive advertising standards and practices; also conducts research, education, and legislative lobbying
Internet Advertising Bureau (IAB)
36
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)
37
a cost-per-action program where program sponsors pay referring websites a percentage of revenue earned from the referral
affiliate programs
38
a term describing the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions
analytics
39
a type of artificial intelligence that leverages massive amounts of data so that computers can improve the accuracy of actions and predictions on their own without additional programming
machine learning
40
a general term used to describe the massive amounts of data available to today's managers; often unstructured and are too big and costly to easily work through use of conventional databases, but new tools are making these massive datasets available for analysis and insight
big data
41
a term combining aspects of reporting, data exploration and ad hoc queries, and sophisticated data modeling and analysis
business intelligence (BI)
42
data presented in a context so that it can answer a question or support decision making
information
43
a row in a database table; records represent a single instance of whatever the table keeps track of
row or record
44
insight derived from experience and expertise
knowledge
45
a single table or collection of related tables
database
46
a language used to create and manipulate databased
structured query language (SQL)
47
a column in a database table; represent each category of data contained in a record
column or field
48
job title focused on directing, performing, or overseeing activities associated with a database or set of databases
database administrator (DBA)
49
a list of data, arranged in columns (fields) and rows (records)
table or file
50
sometimes referred to as database software; software for creating, maintaining, and manipulating data
database management system
51
the most common standard for expressing databases, whereby tables (files) are related based on common keys
relational database
52
raw facts and figures
data
53
firms that collect and resell data
data aggregators
54
some kind of business exchange
transaction
55
systems that provide rewards and usage incentives, typically in exchange for a method that provides a more detailed tracking and recording of customer activity; can represent a significant switching cost
loyalty card
56
computer software that seeks to reproduce or mimic (perhaps with improvements) human thought, decision-making, or brain functions
artificial intelligence
57
systems that record a transaction (some form of business-related exchange), such as a cash register sale, ATM withdrawal, or product return
transaction processing systems (TPS)
58
older information systems that are often incompatible with other systems, technologies, and ways of conducting business; incompatible ones can be a major roadblock to turning data into information, and they can inhibit firm agility, holding back operational strategic initiatives
legacy systems
59
the process of identifying and retrieving relevant electronic information to support litigation efforts
e-discovery
60
a database or databases focused on addressing the concerns of a specific problem or business unit
data mart
61
a set of databases designed to support decision-making in an organization
data warehouse
62
a firm that provides hardware and services to run the websites of others
web hosting services
63
application transfer protocol that is used to copy files from one computer to another
FTP
64
internet directory service that allows devices and services to be named and discoverable; ex. helps your browser locate the appropriate computers when entering a website address
domain name service (DNS)
65
two-character country code top-level domains
ccTLDs
66
enables communication by defining the format of data and rules for exchange
protocol
67
often used interchangeably with "Web address," these identify resources on the Internet along with the application protocol needed to retrieve it
URL
68
acquiring a domain name that refers to a firm, individual, product, or trademark, with the goal of exploiting it for financial gain
cybersquatting
69
language used to compose web pages
hypertext markup language (HTML)
70
an organization or firm that provides access to the internet
internet service provider (ISP)
71
a technique often used to conserve IP addresses by maps devices on a private network to single internet-connected device that acts on their behalf
NAT (network address translation)
72
top-level domains that are not two-level country codes, but that are associated with a geographical, geopolitical, ethnic, linguistic or cultural community
geographic TLDs
73
a temporary storage space used to speed computing tasks
cache
74
application transfer protocol that allows Web browsers and web servers to communicate with each other
hypertext transfer protocol (http)
75
sponsored top level domains run by private agencies or organizations with established rules restricting the eligibility of registrants (ex .edu)
sTLDs
76
nonprofit organization responsible for managing the Internet's domain and numbering systems
ICANN (Internet Corporation for Assigned Names)
77
distributing a computing or networking workload across multiple systems to avoid congestion and slow performance
load balancing
78
when separate ISPs link their networks to swap traffic on the Internet
peering
79
works at both ends of most Internet communication to ensure a perfect copy of a message is sent
TCP (transmission control protocol)
80
routing protocol that is in charge of forwarding packets on the Internet
IP (Internet protocol0
81
transmission technologies that enable voice communications (phone calls) to take place over the Internet as well as private packet-switched networks
voice over Internet protocol (VoIP)
82
a computing device that connects networks and exchanges data between them
router
83
protocol that operates instead of TCP in applications where delivery speed is important and quality can be sacrificed
UDP (user datagram protocol)
84
a unit of data forwarded by a network; all Internet transmissions- URLs, web pages, emails- are divided into one or more of these
packet (or datagram)
85
a type of machine learning that uses multiple layers to interconnections among data to identify patterns and improve predicted results; most often uses a set of techniques known as neural networks and is popularly applied in tasks like speech recognition, image recognition, and computer vision
deep learning
86
a statistical techniques used in AI, and particularly in machine learning; hunt down and expose patterns, building multilayered relationships that humans can't detect on their own
neural networks
87
computer software that can mimic or improve upon functions that would otherwise require human intelligence
artificial intelligence
88
a type of artificial intelligence that leverages massive amounts of data so that computers can improve the accuracy of actions and predictions on their own without additional programming
machine learning
89
a line of identifying text, assigned and retrieved by a given Web server and stored by your browser
cookies
90
lets a website 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; allows firms to "reintroduce" products to users or target them with special messages or promotions
remarketing
91
sometimes called "tracking cookies" and are served by ad networks or other customer-profiling firms; are used to identify users and record behavior across multiple websites
third-party cookies
92
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
retargeting
93
information or applications that spread rapidly between users
viral
94
an online community that allows users to establish a personal profile and communicate with others
social networks
95
when others take advantage of a user or service without providing any sort of reciprocal benefit
free rider problem
96
programming hooks, or guidelines, published by firms that tell other programs how to get a service to perform a task such as send or receive data
APIs (application program interface)
97
a method for organizing tweets where keywords are preceded by the # character
hashtags
98
software development kit; tools that allow the creation of products or add-ons for a specific operating system or other computing platform
SDK
99
engineering the posting of positive comments and reviews for a firm's product and services (or negative ones of a firm's competitors); many ratings sites will penalize firms that offer incentives for positive feedback posts
astroturfing
100
a fake online persona created to promote a particular point of view, often in praise of a firm, product, or individual
sock puppets
101
in the context of social media, an established online presence where customers can reach and interact with the firm; an effective approach uses a consistent firm name in all its social media properties
embassy
102
the social media awareness and response team; a group tasked with creating policies and providing support, training, guidance, and development expertise for and monitoring of a firm's social media efforts
SMART
103
the process of tracking and responding to online mentions of a product, organization, or individual
online reputation management
104
referring to "acquiring" a firm as a way to "hire" talent
acqui-hire
105
short selling is an attempt to profit from a falling stock price; short sellers sell shares they don't own with an obligation of later repayment; they do so in the hope that the price of sold shares will fall; they then repay share debt with shares purchased at a lower price and pocket the difference
short
106
initial public stock offering, the first time a firm makes shares available via a public stock exchange, also known as "going public"
IPO
107
the cost a consumer incurs when moving from one product to another; it can involve actual money spent as well as investments in time, any data loss, and so forth
switching costs
108
systems distributed throughout the Internet that help to improve the delivery (and hence loading) speeds of Web pages and other media, typically by spreading access across multiple sites located closer to users
content delivery networks (CDN)
109
software that is free and whose code can be accessed and potentially modified by anyone
open source software (OSS)
110
internet content that can't be indexed by google and other search engines
deep web
111
also known as Metcalfe's Law, or network externalities; when the value of a product or service increases as its number of users expands
network effects
112
the global mapping of users and organizations and how they are connected
social graph
113
a strategy whereby a firm with a significant customer base adds a feature to an existing product or service and eliminates the need for any rival, stand-alone platforms
envelopment
114
a collection of resources available for access over the Internet
cloud
115
a closed network or single set of services controlled by one dominant firm
colossal walled garden
116
concern that an advertisement will run near offensive material, embarrassing an advertiser and/or degrading their products or brands
content adjacency
117
the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call
crowdsourcing
118
adapting products and services for different languages and regional differences
localization
119
a term that, depending on the context, may be applied to either 1) someone who breaks into computer systems or 2) to a particularly clever programmer
hacker
120
someone who uncovers computer weaknesses without exploiting them; their goal is to improve system security
white hat hackers
121
a computer criminal
black hat hackers
122
hordes of surreptitiously infiltrated computers, linked and controlled remotely, also known as zombie networks
botnets
123
an attack where a firm's computer systems are flooded with thousands of seemingly legitimate requests, the sheer volume of which will slow or shut down the site's use; often performed by botnets
distributed denial of service (DDoS)
124
a protestor seeking to make a political point by leveraging technology tools often through system infiltration, defacement, or damage
hacktivists
125
a term that may, depending on the context, refer to either 1) breaking into a computer system or 2) a particularly clever solution
hack
126
criminals who purchase assets from data harvesters to be used for illegal financial gain
cash-out fraudsters
127
cybercriminals who infiltrate systems and collect dat for illegal resale
data harvesters
128
when identity is proven by presenting more than one item for proof of credentials
multi-factor authentification
129
a con executed using technology, typically targeted at acquiring sensitive information or tricking someone into installing malicious software
phishing
130
scrambling data using a code or formula, known as a cipher such that it is hidden from those who do not have the unlocking key
encryption
131
term used in security to refer to forging or disguising the origin or identity; example is email transmissions or packets that have been altered to seem as if they came from another source
spoofed
132
attacks that are so new that they haven't been clearly identified, and so they haven't made it into security screening systems
zero-day exploits
133
a two-key system used for securing electronic transmissions; one key distributed publicly is used to encrypt data but it cannot unlock it; unlocking can only be performed by the private key
public key encryption
134
combing through trash to identify valuable assets
dumpster diving
135
technology that identifies users via unique characteristics in speeck
voice-print
136
code that unlocks encryption
key
137
a trusted third party that provides authentication services in public key encryption schemes
certificate authority
138
an acronym for Completely Automated Public Turing Test to Tell Computers and Humans Apart
CAPTCHAs
139
an attack that exhausts all possible password combinations in order to break into an account; the larger or more complicated a password or key, the longer this will take
brute-force attacks
140
technologies that measure and analyze human body characteristics for identification or authentication
biometrics
141
gaining compromising information through observation
shoulder surfing
142
highly restrictive programs that permit communication only with approved entities and/or in an approved manner
whitelists
143
a system that acts as a control for network traffic, blocking unauthorized traffic while permitting acceptable use
firewalls
144
a system that monitors network use for potential hacking attempts; such a system may take preventative action to block, isolate, or identify attempted infiltration, and raise further alarms to warn security personnel
intrusion detection systems
145
a seemingly tempting, but bogus target meant to draw hacking attempts
honeypots
146
programs that deny entry or exit of specific addresses, products, Internet domains, and other communication restrictions
blacklists
