Kahoot Quiz #1
the trade desk is a(n)
DSP
the SSP is to the publisher, like the
DSP is to the advertiser
the first digital ad was
SPAM, against the rules, before the internet was open to everyone (all of these)
ad exchanges are almost always also
SSPs
what does the Ad Exchange send to DSPs during the RTB auction process?
a request for a bid
which of the following types of companies have the strongest conflict of interest?
ad networks
attribution models
define which impressions get credit for conversions
putting an item in your Amazon wish lists is an example of what part of the purchase funnel?
desire
most of the digital advertising in the world is sold through
facebook and google
last touch attribution
gives all credit to impressions directly before conversion
why is the concept of two-sided markets important for understanding digital advertising?
it explains why free web sites have ads
why were print magazines so popular with advertisers before cable TV?
it was possible to target consumers more specifically
how often do users click on display ads (e.g., banners on web pages)?
less than 1% of the time
DSPs want to achieve
low CPMs
with programmatic RTB, impressions are purchased
one at a time
real-time bidding (RTB)
prices impressions via an auction
what does a DMP do in the RTB process?
provide data to help decide how much to bid
who are SSPs most interested in making happy?
publishers
how did Ad Networks solve the liquidity problem for online advertising?
publishers did not need to make a deal with each advertiser
what are the three parts of a line item in item bidding?
targeting variables, bid, budget
what does the attribution window define?
the time in which impressions get credit for converrsions
why is selling sponsored links on search engines so profitable?
the users search tells you what they are interested in now
what do DSPs send to Ad Exchanges during RTB?
their bid for the impression
conversions are important because
they are the goal of advertising campaigns
which of the following is NOT an advantage of buying programmatic RTB ads over buying TV ads?
you can know the time of day that the ad is shown
