The Internet Industry Week Two

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

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

Table 6.1 Demographics of Internet Users Internet demographics Table 6.1 Demographics of Internet Users

Figure 6.1 Timeline: History of the Internet http://www.routledge.com/cw/turow

Table 6.2 What Adult Users Say They Do on the Internet Daily activities on the internet Table 6.2 What Adult Users Say They Do on the Internet

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

How Wi-Fi Works Figure 6.2 How Wi-Fi Works

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_neutral ity/index.html The Wall Street Journal: http://online.wsj.com/news/articles/SB1000142405270230404970457932 0500441593462

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

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

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.

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

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.

Figure 6.3 The Data-Mining Process in Action

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.

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

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