ch 17 vocab

Question 1

impression

Answer 1

each time an ad is shown to a user

Question 2

display (or image) ads

Answer 2

graphical advertising (as opposed to text ads )

Question 3

rich media ads

Answer 3

online ads that include animation, audio, or video

Question 4

interstitials

Answer 4

ads that run before a user arrives at his or her intended destination in a website or app

Question 5

internet advertising bureau (iab)

Answer 5

a nonprofit industry trade group for the interactive advertising industry; evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying

Question 6

cost-per-click (cpc)

Answer 6

concept where advertisers don’t pay unless someone clicks on their ad

Question 7

cpm

Answer 7

the amount charged every time an ad appears 1000 times (m is the roman numeral for 1000)

Question 8

cost-per-action (cpa)

Answer 8

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

Question 9

affiliate programs

Answer 9

a cost-per-action program, where program sponsors pay referring websites a percentage of revenue earned from the referral

Question 10

cookie

Answer 10

a line of uniquely identifying text stored by a web browser; can only be retrieved by the web server that assigned it

Question 11

first-party cookies

Answer 11

a cookie that is assigned by the website that a browser is currently visiting

Question 12

third-party cookies

Answer 12

cookies that are served by an entity that is not the firm that owns the web page that you are visiting; the most common technology used by online ad networks for cross-site customer profiling, but all major browsers will eliminate these cookies by 2022

Question 13

ad network

Answer 13

an effort that links advertisers to websites and other content providers (ex: app firms, games) that are willing to host advertisements, typically in exchange for payment

Question 14

tracking pixels

Answer 14

invisible single-pixel images that are served on an individual web page, e-mail, or other online service and can tell if a user has visited that page, opened the mail, played the game, etc.

Question 15

retargeting

Answer 15

aka remarketing; lets a website show custom, targeted ads to a user when visiting other sites if that user has already visited a give. page on the advertiser’s site; allows firms to “reintroduce” products to users or target them with special messages or promotions

Question 16

fingerprinting

Answer 16

information collected about a remote computing device for the purpose of identification; can be as much as 99% accurate in identifying a return user to a webiste

Question 17

click-fraud

Answer 17

generating bogus clicks, either for financial gain (enriching fraud), or to attack rivals by draining their online ad budgets (depleting fraud)

Question 18

idfa

Answer 18

a unique identifier that ios developers use to track in-app activity. with ios 14.5 apple began requiring developers to specifically gain customer approval before idfa is enabled for tracking. since idfa is built into ios software, it’s impossible for firms to circumvent and offer still gain approval to offer an app via the app store

Question 19

opt-in

Answer 19

program (typically a marketing effort) that requires customer consent

Question 20

opt-out

Answer 20

programs that enroll all customers by default, but that allow consumers to discontinue participation if they want to

Question 21

geotargeting

Answer 21

identifying a user’s physical location (sometimes called geolocation) for the purpose of delivering tailored ads or other content

Question 22

geofencing

Answer 22

a region-or-perimeter-defined geography used to recognizing if a device is within a location; can be used to serve advertising, prompt the user with an alert, or provide some other form of personalized experience based on geography

Question 23

ip address

Answer 23

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

Question 24

mac address

Answer 24

a media access control address is a factory-assigned unique device identification number for any network connection (ex: wifi, bluetooth, ethernet); while your local router connecting you to the internet will read your mac address, the mac address is not shared as part of public surfing

Question 25

proxy servers

Answer 25

a third-party computer that passes traffic to and from a specific address without revealing the address of the connected user

Question 26

virtual private network (vpn)

Answer 26

a service that creates a private connection across the public internet, encrypting transmission and making your internet communication appear as if it is connected to the organization that provides vpn software

Question 27

global positioning system (gps)

Answer 27

a network of satellites and supporting technologies used to identify a device’s physical location

Question 28

line-of-sight

Answer 28

a signal must have an obscured pass from source to receiver for this technology to be accurate; ex: gps

Question 29

wifi

Answer 29

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; wifi devices use standards known as ieee 802.11, and various versions of this standard may operate in different frequency bands and have access ranges

Question 30

acr

Answer 30

automated content recognition technology recognizes bits that make up an image, video, or audio, and identifies the content that’s being played

Question 31

dai

Answer 31

dynamic ad insertion; technology that inserts targeted video advertising into television programming

Question 32

governance

Answer 32

the process to monitor and control an organization’s information technology and systems; involves use, security, responsibility, enforcement, penalties, ethics, and audit among other areas

Question 33

data compliance

Answer 33

ensuring that organizations follow requirements for data protection and security; requirements may be imposed by government laws, or imposed by trade organizations and partner groups