MIS 301 Chapter Notes - Chapter 14: Geotargeting, Contextual Advertising, Web Server
4 Jan 2017
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Chapter 14: google: search, online advertising and beyond . Advergames: advertising using games i. e. stride gum;s chew challenge. Click-through rate (ctr): the number of users who clicked on an ad divided by the number of times the ad was delivered (impressions) Measures the percentage of people who clicked on an ad to arrive at a destination-site. Content adjacency problems: a situation where ads appear alongside text the advertiser would like to avoid. Contextual advertising: advertising based on a website"s content. Cookie: unique identifiers of websites; a line of identifying text, assigned and retrieved by a given web server and store by your browser. Used by a firm"s website to track activity. Third-party cookies are used to identify user behavior across multiple websites. Cost per thousand (cpm): payment for every 1000 impressions; targeted more for creating awareness than generating click-throughs. Cost-per-action (cpa): pays when a user performs a certain action, like signing up for a service or making a purchase.
