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Which of the following parameters decides the rank of Web pages in Google's organic search results?


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

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

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The _____ is a nonprofit industry trade group for the interactive advertising industry, which evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying.

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Internet A...

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

A) True
B) False

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Stream, Sparks, and Circle are all part of _____, the multi-faceted service rolled out in summer 2011 as an integrated collection of social products.


A) Orkut
B) Buzz
C) Group.me
D) Tumblr
E) Google +

F) C) and D)
G) B) and C)

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In online advertising, the term "impression" describes:


A) the Web site displayed when a user clicks on an advertisement.
B) ads that include animation, audio, or video.
C) ads that run before a user arrives at a Web site's main content.
D) the number of times an ad is shown on a Web site.
E) the design and content of an advertisement.

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

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

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"Cookies cannot reliably identify individual user." a. Cookies assigned by Web servers are prone to duplication. b. Individuals use different log-in accounts on the same computer to browse the Internet. 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.

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Which of the followi...

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The more activity an ad network can monitor, the greater the chance that it can uncover patterns that are anomalous.

A) True
B) False

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When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.

A) True
B) False

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


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) A) and D)
G) D) and E)

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Which of the following is Google's biggest acquisition to date?


A) Motorola Mobility
B) YouTube
C) Android
D) DoubleClick
E) Zagat

F) A) and E)
G) A) and D)

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Online ads that include animation, audio, or video are called _____.


A) rich media ads
B) banner ads
C) graphical image ads
D) buzz marketing ads
E) contextual ads

F) A) and C)
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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_____ contains sites that wrap data in invisible tags that can be recognized by search engines, analysis tools, and other services to make it easier for computer programs to accurately categorize, compare, and present this information.

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Online advertising represents the only advertising category trending with positive growth.

A) True
B) False

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In order to utilize the Google Wallet application, users' mobile phones must be equipped with a(n) _____ chip.


A) biometric
B) NFC
C) RFID
D) DNS
E) IP

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

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


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.

F) None of the above
G) All of the above

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_____ refers to the practice of designing, running and optimizing search engine ad campaigns.

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Search eng...

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_____ are third-party computers that pass traffic to and from specific addresses without revealing the address of the connected users.


A) Routers
B) Web crawlers
C) Spiders
D) Proxy servers
E) Subnetwork masks

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

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Fraudsters repeatedly search keywords linked to rival ads or access pages where rival ads appear. This is known as:


A) spamdexing.
B) rank-based impression fraud.
C) keyword stuffing.
D) depleting impression fraud.
E) disbarring fraud.

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

Correct Answer

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