Exam 18: Google in Three Parts: Search, Online Advertising, and Beyond

Advertisers pay ad partners for _______________ 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.

A(n) _____ refers to a network of satellites and supporting technologies used to identify a device's physical location.

Link farming is a type of online advertising fraud where fraudsters attempt to:

If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations.

The __________________ is a permanent and unique identifier baked into every network-connected device.

What are O3b and Project Loon and how do they relate to Google's long-term plans?

Market capitalization refers to the value of a firm calculated by multiplying its _____ by the number of shares.

The process of computers identifying a user's physical location for the purpose of delivering tailored ads or other content is called _____.

Describe the competitive factors at work that help secure Google's position as a dominant ad network.

What benefits does Google provide to firms that use its ad network? Why is this attractive to content providers?

If several people use the same browser on the same computer without logging on to that machine as separate users, then all of their Web surfing activity may be mixed into the same cookie profile.

"Cookies cannot reliably identify individual users."

Most of the time users spend on mobile phone is spent in apps, presenting a threat to Google's dominance in search as mobile use increases.

Most Google apps allow collaborative editing, common storage, and version control.

Which of the following statements holds true for the term opt-out?

Most graphical display ads are billed on a _____ basis.

_____ refers to the search engine results that are returned and ranked according to relevance.

Which of the following demonstrates Google's sensitivity to user privacy through the rollout of interest-based ads?

What are the steps taken by Google to demonstrate its sensitivity to privacy issues?

_____ refers to advertisements that are targeted based on a user's query.