Question 1

Google earns more annual advertising dollars than any other U.S. media company.

Accepted Answer

A) True 
 B)False  True

Question 2

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 C

Question 3

What are the various tracking technologies used by advertisers and ad networks for customer profiling and ad targeting?

Accepted Answer

IP addresses are leveraged extensively in customer profiling. An IP address helps with geolocation and indicates a browser's employer or university, which can be further matched with information such as firm size or industry.
The ability to identify a surfer's computer, browser, or operating system can also be used to target tech ads. For example, Google might pitch its Chrome browser to users detected running Internet Explorer, Firefox, or Safari.
The cookie is a line of identifying text assigned and retrieved by a given Web server and stored on a user's computer by the browser. Cookies are used for a number of purposes. Retail Web sites like Amazon use cookies to pay attention to what a user has shopped for and bought, tailoring Web sites to display products that the firm suspects the user will be most interested in. Sites also use cookies to keep track of what users put in an online "shopping cart," so if they quit browsing before making a purchase, these items will reappear the next time they visit. Many Web sites also use cookies as part of a "remember me" feature, storing user IDs and passwords.

Question 4

What are the different formats and media types that Web ads can be displayed in? What are the billing mechanisms employed by ad networks?

Accepted Answer

The answer of What are the different formats and media...

Question 5

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.

Question 6

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.

Accepted Answer

A)   last mile access
B)   geotargeting
C)   load balancing
D)   content adjacency
E)   search engine optimization

Question 7

Interstitials refer to:

Accepted Answer

A)   online ads that include animation, audio, or video.
B)   graphical advertising, as opposed to text ads.
C)   ads that run before a user arrives at a Web site's contents.
D)   cost-per-action programs, where sponsors pay referring Web sites part of the revenue earned from referrals.
E)   Web sites that are displayed when users clicks on advertisements.

Question 8

CPM is cost per million impressions.

Accepted Answer

A) True 
 B)False

Question 9

Google's stated mission is to:

Accepted Answer

A)   establish itself as the most valuable media company in the world.
B)   organize the world's information and make it universally accessible and useful.
C)   pair Internet surfers with advertisers and earn revenue along the way.
D)   foster technological innovation to promote a knowledge-driven culture.
E)   promote the spread of democracy through information symmetry without doing evil.

Question 10

Nearly 30 percent of Google's revenues come from running ads on:

Accepted Answer

A)   the Android platform.
B)   its organic search pages.
C)   third-party Web sites.
D)   competing search engines.
E)   built-in toolbars.

Question 11

Search engines use _____ to discover documents for indexing and retrieval.

Accepted Answer

A)   caches
B)   landing pages
C)   spiders
D)   proxy servers
E)   interstitials

Question 12

Google's interest-based ads have been accused of profiling users on the basis of race, religion, sexual orientation, health, political, or trade union affiliation, and certain financial categories.

Accepted Answer

A) True 
 B)False

Question 13

Why is linking ads to search results considered a brilliant move?

Accepted Answer

A)   Users' search term indicates an overt interest in a given topic.
B)   Users can research products when they chance upon an ad.
C)   Users can access information that they would otherwise not have access to.
D)   Users resent having to create separate sets of online identities to access search results and advertising services.
E)   Users can avoid the hassle of toggling between an ad and a search page.

Question 14

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

Accepted Answer

A)   Google adds activities in Gmail, Google Docs, and other services in order to improve its customer profiling database.
B)   Google builds separate user profiles based on their race, religion, health, and certain financial categories.
C)   Google allows users to see and remove categorizations it has assigned to a tracking cookie.
D)   Google links query history to ad targeting in order to gain useful insights about a user's ad preferences.
E)   Google offers free Internet services, such as e-mail, search, and photo-sharing to users signing up for interest-based ads.

Question 15

Ads in Google search are geotargeted based on GPS data.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

The answer of _____ refers to advertisements that are targeted...

Question 17

Which of the following is a concern expressed by privacy advocates over Google's business?

Accepted Answer

A)   Google's services being offered as opt-in programs, as opposed to an opt-out scheme
B)   Google's practice of linking user registration data with tracking cookies
C)   Google's interest-based ads profiling users on the basis of race, religion, and political affiliation
D)   Google's unwillingness to put more control in the hands of users
E)   Google housing an increasing amount of information about users

Question 18

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

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.

Question 19

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

Accepted Answer

A)   parallelism
B)   geotargeting
C)   triangulation
D)   network parallax
E)   trilateration

Question 20

Which of the following measures can advertisers take to prevent embarrassment through content adjacency issues?

Accepted Answer

A)   Using negative keywords
B)   Turning off the "comments" feature on Web sites
C)   Migrating to contextual advertising
D)   Switching over to graphical ads and interstitials
E)   Using collaborative filtering software

Exam 15: Google in Three Parts: Search, Online Advertising, and Beyond

Google earns more annual advertising dollars than any other U.S. media company.

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

What are the various tracking technologies used by advertisers and ad networks for customer profiling and ad targeting?

What are the different formats and media types that Web ads can be displayed in? What are the billing mechanisms employed by ad networks?

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

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.

Interstitials refer to:

CPM is cost per million impressions.

Google's stated mission is to:

Nearly 30 percent of Google's revenues come from running ads on:

Search engines use _____ to discover documents for indexing and retrieval.

Google's interest-based ads have been accused of profiling users on the basis of race, religion, sexual orientation, health, political, or trade union affiliation, and certain financial categories.

Why is linking ads to search results considered a brilliant move?

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

Ads in Google search are geotargeted based on GPS data.

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

Which of the following is a concern expressed by privacy advocates over Google's business?

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

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

Which of the following measures can advertisers take to prevent embarrassment through content adjacency issues?