Question 1

"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

The answer of "Cookies cannot reliably identify individual users."
A) Cookies...

Question 2

Which of the following do ad networks use for customer profiling and ad targeting?
A) HTML tags
B) Cookies
C) Affiliate programs
D) Interstitials
E) Plug-ins

Accepted Answer

Ad networks use cookies to track user behavior and personalize ads based on their interests and browsing history. Cookies allow ad networks to serve targeted ads to specific users and improve the effectiveness of their campaigns.

Question 3

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.

Accepted Answer

The answer of The term ______________ refers to allowing advertisers...

Question 4

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 5

Cookies refer to:
A) small computer programs that extend the features or capabilities of another application.
B) the design and content components of an advertisement.
C) a line of identifying text, assigned and retrieved by a given Web server and stored by a user's browser.
D) terms that prevent specific ads from being published.
E) a temporary storage space used to keep a running count of the number of ad impressions.

Accepted Answer

Cookies are small text files that are sent from a website to a user's web browser when they visit the site. The browser stores the file and returns it to the server the next time the user visits the site, allowing the server to remember user preferences and login information.

Question 6

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

Accepted Answer

The answer of What are the various tracking technologies used...

Question 7

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.

Accepted Answer

The answer of The _____ is a nonprofit industry trade...

Question 8

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

When multiple people use the same browser on the same computer without logging on separately, their web surfing activity will be saved in the same cookie profile.

Question 9

Studies have shown that online advertising can significantly influence off-line purchases.

Accepted Answer

Studies have found that online advertising, especially in the form of targeted ads or social media endorsements, can have a significant impact on off-line purchases. This is because online ads increase brand awareness and create a psychological connection with consumers, making them more likely to choose a particular brand or product when shopping in physical stores.

Question 10

While users can block third-party cookies within their web browsers, it is illegal for browser firms to set this as a default option, as it would be considered an anti-competitive tactic that Apple and Microsoft could use against Google.

Accepted Answer

Browser firms can set blocking third-party cookies as a default option, and it is not considered illegal. For example, Apple's Safari and Mozilla's Firefox browsers have implemented measures to block third-party cookies by default to enhance user privacy, without facing legal repercussions for anti-competitive behavior.

Question 11

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

The answer of Google's interest-based ads have been accused of...

Question 12

Apple prevents iOS devices from being tracked using their MAC addresses.

Accepted Answer

This is true. Apple's advertising identifier (IDFA) is used instead of the device's MAC address to track users for advertising purposes.

Question 13

Which of the following statements holds true for the term plug-in?
A) It refers to a program (typically a marketing effort) 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.

Accepted Answer

A plug-in is a small software component that adds a specific feature or functionality to an existing computer program or application. It is designed to extend or enhance the capabilities of the existing software. Examples of plug-ins include Adobe Flash Player, QuickTime Player, and Java.

Question 14

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.

Accepted Answer

Opt-out refers to a program where customers are enrolled by default, but they can choose to discontinue participation if they wish to. It is the opposite of opt-in, where customers have to give their consent before being enrolled in a program. The other options are not related to the term opt-out.

Question 15

Cookies are created and retrieved by a user's Web browser, but cookies are only stored on the website visited, not on the user's computer.

Accepted Answer

Cookies are actually stored on the user's computer, specifically in the browser's cache or temporary files directory.

Question 16

Which of the following statements holds true for the term opt-in?
A) It refers to a program-typically a marketing effort-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 departing from a website and entering into another by clicking on an advertisement.

Accepted Answer

Opt-in refers to a program or marketing effort that requires customer consent, meaning that customers choose to enroll or participate in the program.

Question 17

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites.
A) Plug-ins
B) Creatives
C) Interstitials
D) Third-party cookies
E) Honeypots

Accepted Answer

Third-party cookies are small files that are served by ad networks or other customer profiling firms to identify users and record their behavior across multiple websites, allowing them to target advertising to specific users.

Question 18

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 19

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

Accepted Answer

This statement is true. Google does allow users to add a cookie or install a plug-in that enables them to opt-out of interest-based tracking.

Question 20

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

Accepted Answer

Choice C demonstrates Google's sensitivity to user privacy through the rollout of interest-based ads by allowing users to see and remove categorizations it has assigned to a tracking cookie. This gives users more control over their personal data and privacy preferences. The other choices either involve collecting more personal data or using it to target ads without giving users the ability to control or manage their personal information.

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

"Cookies cannot reliably identify individual users."

Which of the following do ad networks use for customer profiling and ad targeting?

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.

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

Cookies refer to:

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

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.

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.

Studies have shown that online advertising can significantly influence off-line purchases.

While users can block third-party cookies within their web browsers, it is illegal for browser firms to set this as a default option, as it would be considered an anti-competitive tactic that Apple and Microsoft could use against Google.

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.

Apple prevents iOS devices from being tracked using their MAC addresses.

Which of the following statements holds true for the term plug-in?

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

Cookies are created and retrieved by a user's Web browser, but cookies are only stored on the website visited, not on the user's computer.

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

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

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

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

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