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European and U.S. corporate law is harmonized, so a court ruling in one region automatically applies to the other.

A) True
B) False

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_____________ occurs by repeatedly searching keywords linked to rival ads with the goal of reducing the rival's click through rate.


A) Spamdexing
B) Rank-based impression fraud
C) Keyword stuffing
D) Depleting impression fraud
E) Disbarring fraud

F) A) and E)
G) None of the above

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Advertisers use _____ to indicate that an advertisement should not be shown when a query contains these terms.

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_____ allows users to pay for goods, store gift cards, and redeem coupons using their mobile phones.


A) Google+
B) Android Pay
C) Google Currents
D) Android
E) Takeout

F) D) and E)
G) C) and D)

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_____ are hordes of surreptitiously infiltrated computers, linked and controlled by rogue software.

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Zombie net...

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


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.

F) C) and D)
G) C) and E)

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

A) True
B) False

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

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

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The specific ad formats supported based ...

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The phrase __________ refers to the process of improving a page's organic search results.

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SEO or Sea...

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The term ______________ refers to allowing advertisers to serve specific ads to consumers who may have viewed a product page but did not buy that product. Google and other ad networks support retargeting.

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retargetin...

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What is 'black hat SEO'?


A) Using unauthorized (and Google-prohibited) techniques to improve a page's search results
B) Paying off a search engine firm's engineers to lower your ad rate
C) Linking to competitor websites in hopes that they will fall in search engine rankings
D) Attempting to hack into a firm's email to manipulate SLA contracts
E) All of the above

F) A) and C)
G) B) and E)

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Google's goodwill motto is _______________

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Advertising based on a Web site's content is called _____.

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contextual...

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Crime networks cannot commit enriching click fraud using AdWords on Google.com

A) True
B) False

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Which of the following statements holds true for search engine optimization (SEO) ?


A) It refers to the process of improving an ads rank in Google's online advertising listings.
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.

F) A) and B)
G) A) and C)

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In online advertising, the term "impression" refers to:


A) the Web site displayed when a user clicks on an advertisement.
B) the measure of a user's perception of ad effectiveness.
C) ads that run before a user arrives at a Web site's main content.
D) each time an ad is shown.
E) the design and content of an advertisement.

F) None of the above
G) B) and C)

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Network effects do not apply to Google's YouTube business, since content creators and users can easily post and view media on other services.

A) True
B) False

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Google allows users to add a cookie or install a plug in that enables them to opt out of interest-based tracking.

A) True
B) False

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


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.

F) B) and E)
G) B) and D)

Correct Answer

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