the internet industry week four. rise of the internet the internet – a global system of...
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The Internet Industry
Week Four
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RISE OF THE INTERNET
THE INTERNET – a global system of interconnected private, public, academic, business, and government computer networks that use a standard set of commands to link billions of users worldwide
PACKETS – segments of messages that contain digital instructions that allow them to reassemble properly at the same time at the destination
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ASPECTS OF THE INTERNET
HYPERLINKS - highlighted words or pictures on the internet that, when clicked, will connect the user to a particular file, even to a specific relevant part of a document
This is a hyperlink that will take you to the “History of the Internet”: http://www.computerhistory.org/internet_history/
HYPERTEXT MARKUP LANGUAGE (HTML) – a computer language system that allowed people to access a system of interlinked documents through the internet. HTML is used to define the structure, content, and layout of a page by using what are called tags
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TABLE 6.1 Demographics of Internet Users
INTERNET DEMOGRAPHICS
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FIGURE 6.1 Timeline: History of the Internethttp://www.routledge.com/cw/turow
TIMELINE: HISTORY OF THE INTERNET
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TABLE 6.2 What Adult Users Say They Do on the Internet
DAILY ACTIVITIES ON THE INTERNET
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PRODUCTION, DISTRIBUTION, AND EXHIBITION ON THE INTERNET
USER-GENERATED CONTENT (UGC) – creative products, such as videos and music, generated by people who visit websites such as Facebook, YouTube, and Instagram
INTERNET SERVICE PROVIDER (ISP) – a company that sells access to the internet
WI-FI – a radio technology (called IEEE 802.11) that engineers designed in the late 1990s to provide secure, reliable, fast wireless connectivity
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FIGURE 6.2 How Wi-Fi Works
HOW WI-FI WORKS
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NET NEUTRALITY CONTROVERSY
The desire by websites and advocates to make sure that ISPs do not charge sites for transmission
Net Neutrality News
The New York Times: http://topics.nytimes.com/top/reference/timestopics/subjects/n/net_neutrality/index.html
The Wall Street Journal:
http://online.wsj.com/news/articles/SB10001424052702304049704579320500441593462
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SOCIAL MEDIA AND SEARCH ENGINES
SOCIAL MEDIA SITE (SNS) – an online location where people can interact with others around information, entertainment, and news of their own choosing and, often, making
SEARCH ENGINE – websites that allow users to find sites relevant to topics of interest to them
WEB CRAWLERS (WEB SPIDERS) – programs used by search engines that search the internet to retrieve and catalog the content of websites
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MORE ABOUT SEARCH ENGINES
ALGORITHM – a complex set of mathematically based rules that search engines use to come up with sites that relate to your search terms
NATURAL OR ORGANIC SEARCH RESULTS – websites that come up based on a search engine’s algorithm without any influence from advertisers
SOCIAL SEARCH – a search that is carried out to find what people in a person’s social circle say about an item
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FUNDING ONLINE CONTENT
CLICK-AND-MORTAR COMPANIES – firms with both an online and offline sales presence
KEYOWRK ADVERTISING – when software determines what a person is reading and sends the person ads for products that advertisers consider related to the topic
CONTEXTUAL ADVERTISING – when software uses the words in the search box to send the person ads for products that advertisers consider related to the topic.
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MORE ABOUT ADVERTISING ONLINE
PROFILING – creating a description of someone based on collected data
COOKIE – information that a website puts on your computer’s hard drive so that it can remember something about you at a later time; more technically, it is information for future use that is stored by the server on the client side of a client/server communication
CLICKSTREAM – computer jargon used to describe user movement through websites
BEHAVIORAL TARGETING – the process of following people’s behavior and then sending them material tailored to what was learned about them
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DATA MINING
DATA MINING – the process of gathering and storing information about many individuals—often millions—to be used in audience profiling and interactive marketing
AD NETWORK – a collection of many websites that a company knits together in order to sell ads on them
AD EXCHANGES – electronic auctions in which various publishers and ad networks offer advertisers the ability to reach specific types of people, often at exactly the moment those people are entering certain sites.
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FIGURE 6.3 The Data-Mining Process in Action
THE DATA MINING PROCESS
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THE BUSINESS OF ONLINE
APPLICATIONS (“apps”) – software that uses the internet, but not the web, to bring material to audiences
FEATURE PHONE – a mobile telephone that carries extras unrelated to calling (“features” such as texting, calendars, cameras, and media players) but does not have the sophisticated web-browsing, app-importing operating system of a smart phone.
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SMARTPHONES
SMARTPHONE – a mobile telephone that uses a special computer operating system to offer connections to the internet through a web browser as well as through special applications (apps) that are compatible with that operating system
MOBILE APPLICATION (mobile app) – computer software designed to help the user of a mobile device perform specific tasks
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MEDIA ETHICS
PERSONALLY IDENTIFIABLE INFORMATION – the name, postal address, or any other information that allows tracking down the specific person who owns a device
OPT-IN APPROACH – the view that marketers should not be permitted to collect information about a person unless the person explicitly indicates that it is all right for them to do so
OPT-OUT APPROACH – the view that marketers should be permitted to collect personal information from consumers as long as they inform people of what they are doing and give them the opportunity to refuse