Which of the following is not a primary source of ad fraud?
A) browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange
B) ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers
C) botnets hired by publishers to click on web pages to create phony traffic
D) native advertising that is displayed on a social media site
Answer: D) native advertising that is displayed on a social media site
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E-commerce Chapter 6
- Which of the following measures the percentage of customers who purchase once, but never return within a year?
- Which of the following is the most meaningful metric for video ads?
- Which of the following measures the percentage of e-mails that could not be delivered?
- Which of the following measures the ratio of items purchased to product views?
- Conversion rate is a measure of the:
- Recency refers to the:
- Acquisition rate is a measure of the:
- Which of the following measures the average length of stay at a website?
- eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?
- Purchasing an online ad on a CPA basis means that the advertiser:
- Hits are a measure of the:
- Uber has been criticized for using which of the following?
- View-through rate measures the ________ response rate to an ad.
- Impressions are a measure of the:
- If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:
- To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.
- The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.
- A ________ is a repository of customer information that records all of the contacts a customer has with a firm, and generates a customer profile that is available to appropriate individuals in the firm.
- ______ is an industry-standard database query and manipulation language.
- A web beacon is:
- All of the following statements about cookies are true except:
- For a website that has 1 million visitors a month, and where, on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.
- The richness made possible by e-commerce technologies does which of the following?
- Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?
- Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?