Impact-based Advertising

Impact-based advertising is a form of advertising designed to have a lasting psychological effect on viewers so they will remember the product or vendor. This approach can help advertising produce the greatest results for a given expenditure.

Impact-based advertising is often contrasted with impression-based advertising, which is focused on the number of times that an ad is seen and does not differentiate between segments of the audience. Impact-based advertising seeks to give the user something of value, whether that is entertainment or information, and create a positive association with the product or service advertised.

On the Internet, impact-based advertising applies mainly to Web-based content although it can take the form of marketing email messages. With the increasing availability of high-speed Internet connections, sophisticated Web-based ads have become practical. A good example is a video that plays while the viewer looks at a Web page. Such videos often have distracting features such as handsome heroes, dancing dogs, crashing cars or marauding monsters.

When an advertiser wants to maximize the impact of an ad, the placement of the ad is a critical consideration. Effective ad locations are in transitional Web pages or in pages that viewers are likely to look at for a sustained period of time. Some advertisers use pop-ups that block desired content or pop-unders that remain on the screen even after the user exits the browser. However, many Web users find these tactics annoying and may react to them negatively.
Ads that come between users and the content they have requested are a form of interruption marketing, a category that also includes telemarketing calls during the dinner hour and commercials during your favorite television show. According to a report from IBM, The End of Advertising as We Know It, the advertising world will go through more change in the next five years than it did in the previous 50. An increasing trend towards impact-based and permission-based marketing is expected to be a part of that change.

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P4P

P4P (proactive provider participation for P2P) is a protocol designed to improve the use of available bandwidth in a P2P network by reducing the overall volume of traffic. The term P2P (peer-to-peer) refers to any transient network on the Internet that allows a geographically dispersed group of end users to directly access files from each other's computers. P4P differs from the traditional P2P protocol by intelligently selecting peers to optimize routing efficiency.

Originally, P2P technology was used for simple file sharing such as text and images. However, in recent years, more bandwidth-hungry applications have evolved such as streaming media, Internet television, full-motion videoconference activity and online gaming. The extensive use of these applications has given rise among some experts to a concern that the Internet might "break under the strain." A major part of the problem is a tendency for traffic among routers to be unevenly distributed, resulting in inefficient routing with unnecessary hops between end users.

P4P minimizes the number of routers and hops involved in media distribution by means of devices called peer trackers and Internet trackers. When a peer has data to send, it queries the peer tracker for available peers in the local network. The peer tracker returns the information, if any is available, to the sending peer. If no local peers are available, the peer tracker queries the Internet tracker for available peers on the larger Internet. The Internet tracker returns a list of active peers to the peer tracker, which in turn provides the information to the original initiating peer. In effect, P4P does "proactive research" to determine the most efficient possible way for data to be routed between end users before any data is actually exchanged.

P4P technology, originally introduced by Verizon, has been shown to increase performance by as much as several hundred percent over traditional P2P. The extent of the improvement in any particular situation depends on the nature of the data to be shared, the overall volume of traffic, the number of routers involved, the available bandwidth and the network topology.

Source: http://whatis.techtarget.com

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Drive By Download

A drive-by download is a program that is automatically downloaded to your computer without your consent or even your knowledge. Unlike a pop-up download, which asks for assent (albeit in a calculated manner likely to lead to a "yes"), a drive-by download can be initiated by simply visiting a Web site or viewing an HTML e-mail message. If your computer's security settings are lax, it may be possible for drive-by downloads to occur without any further action on your part.

Frequently, a drive-by download is installed along with a user-requested application. (In this case, the unwanted application is sometimes called a barnacle.) For example, a file sharing program might be included with a spyware program that tracks and reports user information for targeted marketing purposes. An associated adware program can then generate pop-up advertisements using that information.

Xupiter, an Internet Explorer toolbar program, was frequently installed as a drive-by download in the early 2000s. The program replaced a user's home page, changed browser settings, and used a redirect to take all searches to the Xupiter Web site. In some versions, the program initiated drive-by downloads of other programs. Furthermore, although it came with an uninstall utility, Xupiter was quite challenging for the average computer user to remove.

Drive-by downloads continue to be a major security issue online. In April 2007, researchers at Google discovered hundreds of thousands of Web pages that initiated drive-by downloads. One in ten pages was found to be suspect. Sophos researchers in 2008 reported that they were discovering more than 6,000 new infected Web pages every day, or about one every 14 seconds. Many of these infections are connected to botnets, in which each PC is turned into a zombie that may then be directed to further malicious activity, like spam or DDoS attacks

Source: http://whatis.techtarget.com

Honey Monkey

A honey monkey is a program that imitates a human user to lure, detect and identify malicious activity on the Internet.

According to Microsoft, who developed the concept, a honey monkey is an active client-based honey pot. The honey monkey behaves like a highly active and extremely unwary human Internet user, logging onto many suspect websites. The programs detect harmful coding that could jeopardize the security of human visitors.

Certain types of websites are more likely to contain malicious coding, whether by design or as a result of hacking. Favored targets include the home pages of celebrities, sites that offer downloadable music and videos (particularly those that operate in violation of copyright law), pornographic sites and sites with gaming cheat codes. Sophisticated hackers operate according to the principle of "minimizing the effort and maximizing the results." Effective honey monkeys take advantage of the same paradigm, scanning the Web for URLs most likely to be compromised. In some cases, individual hackers can be personally identified.

Microsoft developed a Web patrol system called Strider HoneyMonkeys to detect Web sites that frequently install spyware, Trojans and viruses on the computers of Internet users. Microsoft's system consists of multiple monkey programs running on virtual machines (VMs). Host systems have a range of patch levels to detect specific types of exploits.

In addition to identifying and isolating uniform resource locators (URLs) that propagate malware, a program called Strider Tracer can detect configuration and file changes that occur following an exploit. Using this method, interconnected communities of Web sites have been discovered that use targeted URLs to exploit client-side vulnerabilities on unpatched computers. Once such a site and the nature of its activity has been identified, a patch is generated to counter the threat.

For more information on Honey Monkeys visit Microsoft Research discusses how Strider HoneyMonkeys work. (PDF)

Source: http://whatis.techtarget.com

HTML5

HTML5 is the next generation of HTML. It is a revision of the Hypertext Markup Language, a set of markup tags used in creating web pages. HTML5 was adopted by the World Wide Web Consortium (W3C) in 2007, who published the draft in January 2008.

HTML5 offers several features over its predecessor HTML4 which includes

• New parsing rules for enhanced flexibility
• New attributes
• Elimination of outmoded and redundant attributes
• Immediate-mode drawing
• Drag and drop
• Back button management
• Timed media playback
• Offline editing
• Messaging enhancements
• Detailed rules for parsing
• Multipurpose Internet Mail Extensions (MIME) and protocol handler extensions
• Improved canvass support
  

HTML5 is designed that older browsers that do not support the new version can ignore its new constructs without affecting the presentation of the web page.

For more information on HTML5 visit http://en.wikipedia.org/wiki/HTML5
Reference http://whatis.techtarget.com

Squid Proxy Server

Squid is a Unix-based proxy server that caches Internet content closer to a requestor than its original point of origin. Squid supports caching of many different kinds of Web objects, including those accessed through HTTP and FTP. Caching frequently requested Web pages, media files and other content accelerates response time and reduces bandwidth congestion.

A Squid proxy server is generally installed on a separate server than the Web server with the original files. Squid works by tracking object use over the network. Squid will initially act as an intermediary, simply passing the client's request on to the server and saving a copy of the requested object. If the same client or multiple clients request the same object before it expires from Squid's cache, Squid can then immediately serve it, accelerating the download and saving bandwidth.

Internet Service Providers (ISPs) have used Squid proxy servers since the early 1990s to provide faster download speeds and reduce latency, especially for delivering rich media and streaming video. Website operators frequently will use a Squid proxy server as a content accelerator, caching frequently viewed content and easing loads on Web servers. Content delivery networks and media companies employ Squid proxy servers and deploy them throughout their networks to improve the experience of viewers requesting programming, particularly for load balancing and handling traffic spikes for popular content.

Squid is provided as free, open source software and can be used under the GNU General Public License (GPL) of the Free Software Foundation. Squid was originally designed to run on Unix-based systems but can also be run on Windows machines.

Squid was originally an outgrowth from the Harvest Project, an ARPA-funded open source information gathering and storage tool. "Squid" was the code name used to differentiate the project when development in the new direction was initially begun.

For more information on Squid proxy servers visit: http://www.squid-cache.org/

Source: http://whatis.techtarget.com

Instant web searches

Performing web searches can sometimes become lumpy. First you have to type the search provider site (i.e. www.google.com, www.yahoo.com) and type your search key work in the search box.

So what? Thats only two steps. Yes, but step 1 can take longer if your internet connection is slow.
Good thing browsers today have Instant Search boxes. Firefox and Internet Explorer 7 offer this tool.
It allows you to perform web searches using your favorite search provider by entering your search keyword in a textbox within your browser toolbar. You can also choose you provider from a dropdown list and add more providers.

My Instant toolbar contains the following providers Google, Wikipedia and Dictionary.Com and more...