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46 Cards in this Set

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  • Back
market cap (capitalization)
value of a firm calculated by multiplying its share price by the number of shares
wi-fi
wireless technologies linking base stations (hotspots) with devices containing chips
query
search
organic or natural search
search engine results returned & ranked according to relevance
PageRank
algorithm developed by Google cofounder Larry Page to rank websites
search engine optimization (SEO)
process of improving a page's organic search results
link fraud
"spamdexing" or "link farming"; process of creating a series of bogue web sites, all linking back to the pages one is trying to promote
software robots, spiders, web crawlers
software that traverses available web links in an attempt to perform a given task, search engines use spiders to discover documents for indexing & retrieval
Domain Name Service (DNS)
internet directory service that allows devices & services to be named & discoverable
cache
temporary storage space used to speed computing tasks
server farm
massive network of computer servers running software to coordinate their collective use; provide infrastructure backbone to SaaS & hardware cloud efforts, as well as many large-scale internet services
fault-tolerant
systems that are capable of continuing operation even if a component fails
impression
each time an ad is served to a user for viewing
search engine marketing (SEM)
practice of designing, running and optimizing search-engine ad campaigns
keyword advertising
advertisements that are targeted based on a user's query
pay-per-click (PPC)
concept where advertisers don't pay unless someone clicks on their ad
cost-per-click (CPC)
maximum amount of money an advertiser is willing to pay for each click on their ad
quality score
broad measure of ad performance
click-through rate (CTR)
number of users who clicked an ad divided by the number of times the ad was delivered (the impressions); measures percentage of people who clicked on an ad to arrive at a destination site
landing page
Web site displayed when a user clicks on an advertisement
geotargeting
identifying a user's physical location for the purpose of delivering tailored ads or other content
IP Address
value used to identify a device that is connected to the internet
proxy servers
third-party computer that passes traffic to & from a specific address without revealing address of the connected user
global positioning system (GPS)
network of satellites & supporting technologies used to identify a device's physical location
contextual advertising
advertising based on a web sites content
content adjacency problems
situation where ads appear alongside text the advertiser would like to avoid
image (or display) ads
graphical advertising
rich media ads
online ads that include animation, audio, or video
interstitials
ads that run before a user arrives at a web site's contents
internet advertising bureau (IAB)
nonprofit industry trade group for the interactive advertising industry; evaluates & recommends interactive advertising standards & practices & also conducts research, education, & legislative lobbying
creative
design & content of advertisement
CPM
cost per thousand impressions
cost-per-action (CPA)
method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase
affiliate program
cost-per-action program, where porgram sponsors pay referring web sites a percentage of revenue earned from the referral
advergames
web-based & mobile games that advertisers develop & offer as a way of building immersive brand engagements
cookies
line of identifying text, assigned & retrieved by a given Web server & stored in your browser
third-party cookies
sometimes called "tracking cookies"; served by ad networks or other customer profiling firms; used to identify users & record behavior across multiple web sites
opt-in
program that requires customer consent
plug-in
small computer program that extends the feature set or capabilities of another application
opt-out
programs that enroll all customers by default, but allow consumers to discontinue participation if they want to
click fraud
generating bonus clicks, either for financial gain or to attack rivals by draining their online ad budget
click farms
recruiting a network of users to engage in click fraud with the goal of spreading IP addresses across several systems & make a fraud effort more difficult to detect
zombie networks
sometimes called "clickbots" or "bot nets"; hords of surreptitiously infiltrated computers, linked & controlled remotely; used to perpetrate click fraud and other computer security crimes
semantic Web
sites that wrap data in invisible tags that can be recognized by search engines, analysis tools, & other services to make it easier for computer programs to accurately categorize, compare, & present this information
low latency
low delay
walled garden
closed network or single set of services controlled by one dominant firm