TheTradeDesk: Advertising Concepts

Attribution for a desired event (e.g., a click or conversion) should be given to: All levels of the purchase funnel Top of the purchase funnel Bottom of the purchase funnel Middle of the purchase funnel

A

To achieve success in digital advertising, you need to know the rules of the game. The first and most important rule is to: Ask questions and set a goal Disregard anyone who isn't already an expert Compete with everyone you meet Throw away the rules

A

How do you win more business from existing clients? Tell a good story leading up to a campaign Share insights back up the chain Throw competitors under the bus Never admit mistakes

B

In reference to line items, how many permutations are possible with the letters "ABC"? 3 6 12 39

B-6

Which of the following is a type of tag? Conversion Retargeting Data Import All apply

D

Which of the following should you consider in order to set your campaign up for success? Giving view-through credit Treating prospecting and retargeting separately Focusing in on a specific geography (e.g., urban versus rural) All apply

D

Which of the below is an example of a digital identifier? Cookie ID Device ID Email Postal Address All of the above

E

If a model is deterministic, then it varies and is subject to probabilities. True False

False

Line items are easier to optimize than bid factors. True False

False

Real-time bidding (RTB) does not require pixels or data collection. True False

False

Although machine learning is superior for quantitative analysis, machines cannot process the qualitative side (the context). True False

True

Campaigns that give view-through credit have a greater chance of success than those that do not give view-through credit. True False

True

Cookie mapping is an important piece to real-time bidding (RTB) because it connects users across domains. True False

True

Good online advertising aligns the advertiser, agency, and technology provider. True False

True

It's important to have measurable conversions at all levels of the purchase funnel. True False

True

Line item-based systems require you to create a different permutation for every bidding scenario, which limits the amount of time you can spend on optimizing. True False

True

Setting the wrong goals decreases a campaign's chance of success. True False

True

The average person has over 20 digital identities. True False

True

The industry needs to begin giving credit to all levels of the purchase funnel - not just the last click. True False

True

You only have a few milliseconds to respond to a bid request in programmatic advertising. True False

True

Your data is only as good as the assumptions you make. True False

True