Question 1

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

Accepted Answer

O3b is a satellite wireless venture that Google has a stake in. The firm has begun launching multiple satellites circling the globe, blanketing underserved regions with low latency (low delay), high-speed Internet access. Google's experimental Project Loon hopes to bring the Internet to even more underserved, by blanketing regions with high-altitude balloons that act as floating Internet relay points. Bringing more users online will not only bring education and economic opportunity to underserved regions, it should help foster the development of markets that Google hopes will one day be lucrative customers for its advertising and other products, as well.

Question 2

Enriching click fraud refers to the practice in which site operators generate false page views in order to boost their site's CPM earnings.

Accepted Answer

A) True 
 B)False  False

Question 3

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.

Accepted Answer

A)  Plug-ins 
B)  Creatives 
C)  Interstitials 
D)  Third-party cookies 
E)  Honeypots 
A)  Plug-ins 
B)  Creatives 
C)  Interstitials 
D)  Third-party cookies 
E)  Honeypots D

Question 4

Which of the following statements holds true for the term cache?

Accepted Answer

A)  It refers to the Internet directory service that allows devices and services to be named and discoverable. 
B)  It refers to the process of improving a page's organic search results. 
C)  It refers to Internet content that can't be indexed by Google and other search engines. 
D)  It refers to a temporary storage space used to speed computing tasks. 
E)  It refers to software that traverses available Web links in an attempt to perform a given task. 
A)  It refers to the Internet directory service that allows devices and services to be named and discoverable. 
B)  It refers to the process of improving a page's organic search results. 
C)  It refers to Internet content that can't be indexed by Google and other search engines. 
D)  It refers to a temporary storage space used to speed computing tasks. 
E)  It refers to software that traverses available Web links in an attempt to perform a given task.

Question 5

A(n) _____ is a value used to identify a device that is connected to the Internet.

Accepted Answer

The answer of A(n) _____ is a value used to...

Question 6

In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.

Accepted Answer

A) True 
 B)False

Question 7

__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.

Accepted Answer

Social inf

Question 8

Which of the following factors contributes to a web page's quality score?

Accepted Answer

A)  Number of characters in the ad 
B)  Cost per Click 
C)  Cost per Impression 
D)  Image richness 
E)  Click through Rate 
A)  Number of characters in the ad 
B)  Cost per Click 
C)  Cost per Impression 
D)  Image richness 
E)  Click through Rate

Question 9

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

Accepted Answer

The answer of The __________________ is a permanent and unique...

Question 10

A Pinterest link for a vintage handbag that, when clicked, jumps immediately to bag vendor's page within the Etsy app. This isan example of the technique known in the industry as ____________.

Accepted Answer

The answer of A Pinterest link for a vintage handbag...

Question 11

A(n) _____ is a cost-per-action program, where program sponsors pay referring Web sites a percentage of revenue earned from a referral.

Accepted Answer

The answer of A(n) _____ is a cost-per-action program, where...

Question 12

The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site.

Accepted Answer

A)  click churn rate 
B)  link 
C)  click-through rate 
D)  click landing-page rate 
E)  impression score 
A)  click churn rate 
B)  link 
C)  click-through rate 
D)  click landing-page rate 
E)  impression score

Question 13

Which of the following parameters significantly influences the rank of a Web page in Google's search results?

Accepted Answer

A)  The number of other pages linking to a given page 
B)  The maximum bid for click-through rates 
C)  The quantity of content on a Web page 
D)  The number of keyword matches in the content 
E)  The quality of content on a Web page 
A)  The number of other pages linking to a given page 
B)  The maximum bid for click-through rates 
C)  The quantity of content on a Web page 
D)  The number of keyword matches in the content 
E)  The quality of content on a Web page

Question 14

"Cookies cannot reliably identify individual users."
a. Cookies assigned by Web servers are prone to duplication.
b. The US government has banned the use of cookies for user identification.
c. The explosion in Internet-enabled mobile devices has resulted in an acute shortage of IP addresses.
d. Internet service providers assign arbitrary IP addresses to devices accessing the Internet from the same network.
e. Individual users use different browsers on the same computer to surf the Web.

Accepted Answer

eWhich of the follow

Question 15

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

Accepted Answer

global pos

Question 16

Which of the following represents the market capitalization of a firm?

Accepted Answer

A)  Share price × Number of shares 
B)  Market share × Industry size 
C)  Revenue - Expenses 
D)  Earnings per share × Share price 
E)  Cash and Liquid Assets - Debt Obligations 
A)  Share price × Number of shares 
B)  Market share × Industry size 
C)  Revenue - Expenses 
D)  Earnings per share × Share price 
E)  Cash and Liquid Assets - Debt Obligations

Question 17

Managers looking to plot changes in popularity of a given search term, or compare changes among several terms over time, can leverage a Google product known as _______________.

Accepted Answer

Trends (or

Question 18

Your reading and our class discussions pointed out that botnets or zombie attacks are most likely to be used to commit which of the following types of fraud?

Accepted Answer

A)  Link farming 
B)  Depleting click fraud 
C)  Enriching click fraud 
D)  Disbarring fraud 
E)  None of the above 
A)  Link farming 
B)  Depleting click fraud 
C)  Enriching click fraud 
D)  Disbarring fraud 
E)  None of the above

Question 19

Which of the following statements holds true for the term dark Web?

Accepted Answer

A)  It refers to the Internet directory service that allows devices and services to be named and discoverable. 
B)  It refers to the process of improving a page's organic search results. 
C)  It refers to Internet content that can't be indexed by Google and other search engines. 
D)  It refers to a temporary storage space used to speed computing tasks. 
E)  It refers to software that traverses available Web links in an attempt to perform a given task. 
A)  It refers to the Internet directory service that allows devices and services to be named and discoverable. 
B)  It refers to the process of improving a page's organic search results. 
C)  It refers to Internet content that can't be indexed by Google and other search engines. 
D)  It refers to a temporary storage space used to speed computing tasks. 
E)  It refers to software that traverses available Web links in an attempt to perform a given task.

Question 20

Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:

Accepted Answer

A)  data optimized. 
B)  traffic efficient. 
C)  fault-tolerant. 
D)  service-regulated. 
E)  organically searched. 
A)  data optimized. 
B)  traffic efficient. 
C)  fault-tolerant. 
D)  service-regulated. 
E)  organically searched.

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

Enriching click fraud refers to the practice in which site operators generate false page views in order to boost their site's CPM earnings.

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.

Which of the following statements holds true for the term cache?

A(n) _____ is a value used to identify a device that is connected to the Internet.

In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.

__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.

Which of the following factors contributes to a web page's quality score?

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

A Pinterest link for a vintage handbag that, when clicked, jumps immediately to bag vendor's page within the Etsy app. This isan example of the technique known in the industry as ____________.

A(n) _____ is a cost-per-action program, where program sponsors pay referring Web sites a percentage of revenue earned from a referral.

The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site.

Which of the following parameters significantly influences the rank of a Web page in Google's search results?

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

Which of the following represents the market capitalization of a firm?

Managers looking to plot changes in popularity of a given search term, or compare changes among several terms over time, can leverage a Google product known as _______________.

Your reading and our class discussions pointed out that botnets or zombie attacks are most likely to be used to commit which of the following types of fraud?

Which of the following statements holds true for the term dark Web?

Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:

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Filters

Exam 18: Google in Three Parts: Search, Online Advertising, and an Alphabet of Opportunity

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

Enriching click fraud refers to the practice in which site operators generate false page views in order to boost their site's CPM earnings.

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.

Which of the following statements holds true for the term cache?

A(n) _____ is a value used to identify a device that is connected to the Internet.

In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.

__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.

Which of the following factors contributes to a web page's quality score?

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

A Pinterest link for a vintage handbag that, when clicked, jumps immediately to bag vendor's page within the Etsy app. This isan example of the technique known in the industry as ____________.

A(n) _____ is a cost-per-action program, where program sponsors pay referring Web sites a percentage of revenue earned from a referral.

The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site.

Which of the following parameters significantly influences the rank of a Web page in Google's search results?

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

Which of the following represents the market capitalization of a firm?

Managers looking to plot changes in popularity of a given search term, or compare changes among several terms over time, can leverage a Google product known as _______________.

Your reading and our class discussions pointed out that botnets or zombie attacks are most likely to be used to commit which of the following types of fraud?

Which of the following statements holds true for the term dark Web?

Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is:

Setting the Stage: Technology and the Modern Enterprise

Strategy and Technology: Concepts and Frameworks for Understanding What Separates Winners From Losers

Zara: Fast Fashion From Savvy Systems

Netflix in Two Acts: the Making of an E-Commerce Giant and the Uncertain Future of Atoms to Bits

Moores Law and More: Fast, Cheap Computing and What This Means for the Manager

Disruptive Technologies: Understanding the Giant Killers and Considerations for Avoiding Extinction

Amazoncom: an Empire Stretching From Cardboard Box to Kindle to Cloud

Understanding Network Effects: Strategies for Competing in a Platform-Centric, Winner-Take-All World

Social Media, Peer Production, and Web 2.0

The Sharing Economy, Collaborative Consumption, and Creating More Efficient Markets Through Technology

Facebook: a Billion-Plus Users, the High-Stakes Move to Mobile, and Big Business From the Social Graph

Rent the Runway: Entrepreneurs Expanding an Industry by Blending Tech with Fashion

Understanding Software: a Primer for Managers

Software in Flux: Open Source, Cloud, Vittualized and App-Driven Shifts

The Data Asset: Databases, Business Intelligence, Analytics, Big Data, and Competitive Advantage

A Managers Guide to the Internet and Telecommunications

Information Security: Barbarians at the Gateway and Just About Everywhere Else

Filters