Google

Question 1

Each time an advertisement is displayed

Answer 1

Impression

Question 2

A line of identifying text, assigned and retrieved by a given Web server and stored by your browser

Answer 2

Cookies

Question 3

Advertisements that are targeted based on a users query

Answer 3

Keyword advertising

Question 4

CPM

Answer 4

Cost per thousand impressions (M represents the Roman numeral for 1000)

Question 5

The number of users who clicked an ad divided by the number of times the ad was delivered (the impressions). Measures the percentage of people who clicked on an ad to arrive at a destination-site

Answer 5

Click through rate (CTR)

Question 6

A small computer program that extends the feature set or capabilities of another application

Answer 6

Plug-in

Question 7

Online ads that include animation, audio, or video

Answer 7

Rich media ads

Question 8

Low latency

Answer 8

Low delay

Question 9

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.

Answer 9

IP address

Question 10

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

Answer 10

Internet Advertising Bureau (IAB)

Question 11

Algorithm developed by Google cofounder Larry Page to rank Web sites

Answer 11

PageRank

Question 12

The process of improving a page’s organic search rankings

Answer 12

Search engine optimization (SEO)

Question 13

A link that takes a user to a specific webpage (rather than the home page), or which launches an app and brings up a unique location rather than just launching the app. As an example, one of these from Pinterest might take a user directly to the Etsy web page or app listing featuring the vendor of that item, rather than generically opening Etsy.com or the Etsy app.

Answer 13

Deep linking

Question 14

Software that traverses available web sites in an attempt to perform a given task. Search engines use these to discover documents for indexing and retrieval

Answer 14

Spiders, web crawlers, software robots

Question 15

A closed network or single set of services controlled by one dominant firm. Term is often applied to mobile carriers that act as gatekeepers, screening out hardware providers and software services from their networks

Answer 15

Walled gardens

Question 16

Keywords that prevent an ad from showing up when specific terms are present

Answer 16

Negative keywords

Question 17

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

Answer 17

Pay-per-click (PPC)

Question 18

Program (typically a marketing effort) that requires customer consent. This program is contrasted with opt-out programs, which enroll all customers by default.

Answer 18

Opt-in

Question 19

The web page displayed when a user clicks on an advertisement

Answer 19

Landing page

Question 20

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

Answer 20

Opt-out

Question 21

Advertising based on a web site’s content

Answer 21

Contextual advertising

Question 22

Internet content that can’t be indexed by google and other search engines

Answer 22

Dark Web

Question 23

The value of a firm calculated by multiplying its share price by the number of shares

Answer 23

Market capitalization (market cap)

Question 24

Identifying a users physical location (sometimes called geolocation) for the purpose of delivering tailored ads or other content

Answer 24

Geotargeting

Question 25

Let's a web site 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. This technique allows firms to "reintroduce" products to users or target them with special messages or promotions

Answer 25

Remarketing

Question 26

Query

Answer 26

Search

Question 27

MVNO - Mobile Virtual Network Operator

Answer 27

A wireless telecommunications services provider that doesn't own its own infrastructure. Instead, these pay a reduced price to license capacity from other providers and repackage the service under their own brand.

Question 28

A wireless telecommunications services provider that doesn't own its own infrastructure. Instead, these pay a reduced price to license capacity from other providers and repackage the service under their own brand.

Answer 28

MVNO - Mobile Virtual Network Operator

Question 29

Hordes of surreptitiously infiltrated computers, linked and controlled remotely. This technique is used to perpetrate click fraud, as well as a variety of other computer security crimes.

Answer 29

Botnets or zombie networks

Question 30

A short range, wireless communication standard. Being used to support contactless payment and transactions over equipped mobile devices

Answer 30

Near field communication (NFC)

Question 31

Near field communication (NFC)

Answer 31

A short range, wireless communication standard. NFC is being used to support contactless payment and transactions over NFC-equipped mobile devices

Question 32

Search engine results returned and ranked according to relevance

Answer 32

Organic or natural search

Question 33

An effort that links advertisers to Web sites and other content providers (e.g., app firms, games) that are willing to host advertisements, typically in exchange for payment

Answer 33

Ad network

Question 34

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

Answer 34

Interstitials

Question 35

refers to a temporary storage space used to speed computing tasks

Answer 35

Cache

Question 36

A network of users and computers engaged in coordinated click fraud. Since the different computers leverage different IP addresses, click farms can be more difficult to detect.

Answer 36

Click farms

Question 37

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

Answer 37

Click fraud

Question 38

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

Answer 38

Cost-per-action (CPA)

Question 39

Capable of continuing operation even if a component fails

Answer 39

Fault-tolerant

Question 40

A term used to brand wireless local-area networking devices. Devices typically connect to an antenna/equipped base station of hotspot, which is then connected to Internet. These devices use standards knows as IEEE 802.11, and various versions of this standard (e.g., b, g, n) may operate in different frequency bands and have access ranges.

Answer 40

Wi-Fi

Question 41

Also called "spamdexing" or "link farming." The process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote

Answer 41

Link fraud

Question 42

A cost-per-action program, where program sponsors (e.g., Amazon, iTunes) pay referring Web sites a percentage of revenue earned from referral

Answer 42

Affiliate programs

Question 43

Warehouse-sized facilities where telecommunication firms and other corporations bring their fiber optic cables and networking equipment together so that they can exchange networking traffic. These are the interconnection points that help make the Internet function as a network of networks

Answer 43

Colos (colocation facilities)

Question 44

A situation where ads appear alongside text the advertiser would like to avoid

Answer 44

Content adjacency problems

Question 45

Graphical advertising (as opposed to text ads)

Answer 45

Display (or image) ads

Question 46

A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher ones. The firm uses this multiplied by the maximum CPC to determine an ad's display ranking.

Answer 46

Quality score

Question 47

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

Answer 47

Global Positioning System (GPS)

Question 48

Ads generated automatically based on the content of a Web site. These ads are particularly useful for girls with rapidly updating inventory or forms struggling to keep up with new search terms that may be relevant to their product line

Answer 48

Dynamic search ads

Question 49

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. Surf the Web and see ads for products you've looked at on other sites? This is like a result of this

Answer 49

Retargeting

Question 50

Sites that wrap data in invisible tags that can be recognized by search engines, analysis tools, and other services to make it easier for computer programs to accurately categorize, compare, and present this information

Answer 50

Semantic web

Question 51

Sometimes called "tracking cookies" and are served by ad networks or other customer profiling firms. Tracking cookies are used to identify users and record behavior across multiple web sites.

Answer 51

Third party cookies

Question 52

A massive network of computer servers running software to coordinate their collective use. These provide the infrastructure backbone to SaaS and hardware cloud efforts, as well as many large-scale Internet services.

Answer 52

Server farms

Question 53

A test of artificial intelligence that, if passed, would mean a computer is indistinguishable from a human being. Originally provided by renown computer scientist Alan Turning.

Answer 53

Turing test

Question 54

The practice of designing, running and optimizing search engine ad campaigns

Answer 54

Search engine marketing (SEM)

Question 55

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

Answer 55

Proxy servers