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