Question 1

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 2

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)   outsourcing
D)   content adjacency
E)   search engine optimization

Question 3

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...

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

A)   create a series of bogus Web sites, all linking back to a page, in the hope of increasing that page's results in organic search.
B)   pack a Web site with unrelated keywords in the hope of luring users who wouldn't normally visit a Web site.
C)   search keywords linked to rival ads in the hope of generating impressions without clicks to lower the performance rank of these ads.
D)   frame a rival by generating bogus clicks or impressions that appear to be associated with the rival, in the hope that this rival will be banned from an ad network.
E)   generate bogus impressions that can be linked back to a rival's ad to exhaust the rival's CPM ad budget. A

Question 6

"Cookies cannot reliably identify individual users."

Accepted Answer

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.

Question 7

Most graphical display ads are billed on a _____ basis.

Accepted Answer

A)   CPTI
B)   PPC
C)   CPM
D)   CPC
E)   CTR

Question 8

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

Accepted Answer

Google has placed significant control in...

Question 9

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

Accepted Answer

Organic/Na...

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

global positioning system (GPS)

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

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.

Accepted Answer

A)   Interstitials
B)   Cost-per-action ads
C)   Engagement ads
D)   Pay-per-click ads
E)   Paid inclusion ads B

Question 15

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 16

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

Accepted Answer

While advertisers can use multiple ad ne...

Question 17

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

Accepted Answer

A)   It refers to a program that requires customer consent.
B)   It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to.
C)   It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.
D)   It refers to a small computer program that extends the feature set or capabilities of another application.
E)   It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.

Question 18

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

Accepted Answer

The answer of Market capitalization refers to the value of...

Question 19

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

Accepted Answer

Google lines up the advertisers, provide...

Question 20

Which of the following demonstrates Google's sensitivity to user privacy through the rollout 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 initiated a program to work with Apple, and Microsoft in order to share browser preferences, so that privacy settings are maintained even if a user moves across platforms and devices.

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

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedO3b is a satellite wireless venture that...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

"Cookies cannot reliably identify individual users."

Correct AnswerverifiedShow Answer

Most graphical display ads are billed on a _____ basis.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedGoogle has placed significant control in...View AnswerShow Answer

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

Correct AnswerverifiedOrganic/Na...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct Answerverifiedglobal positioning system (GPS)

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.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedWhile advertisers can use multiple ad ne...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedGoogle lines up the advertisers, provide...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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O3b is a satellite wireless venture that...
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A

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Google has placed significant control in...
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Organic/Na...
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global positioning system (GPS)

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B

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While advertisers can use multiple ad ne...
View Answer

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Google lines up the advertisers, provide...
View Answer

Correct Answer
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