Programmatic Adv Certificate Quizes TradeDesk

Consider the following scenario: Base bid: $5.00 Max bid: $15.00 If you are willing to pay 2x for a user who visited your site in the past 4 hours, 0.75x for a user on msn.com, and 1.5x for a user in Chicago, how much are you willing to pay for a user fitting all three criteria?

$11.25

A data management platform (DMP) helps you evaluate audience data by:

-Conducting lookalike modeling -Forecasting available impressions -Segmenting users

What is the best way to be a yield optimizer?

-Create higher levels of transparency to make prices rise -Understand what the buyer needs in order to pay the market price

The economic concept of liquidity is important in digital advertising because:

-Digital advertising is a marketplace -Liquidity measures how quickly an asset can be converted to cash -Healthy marketplaces require liquidity

Which of the following metrics is most important when it comes to quality versus scale in data?

3x

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

6

If a CPG advertiser is trying to reach 8% of women aged 25-54 and plans to show them 10 ads, then what is the expected GRP?

80

Which is not an example of a brand safety provider?

Ads.txt

If RTB were a courtroom, the ad exchange would act as the:

Judge

System wide blacklists are created based on:

Known bot traffic Unusually high click rates Invalid IP's and sites

"100 milliseconds" refers to the amount of time it takes for a publisher to serve an ad to a single consumer when they click into a webpage.

True

"Data exhaust" refers to data generated as trails or information byproducts that are created by all digital activities.

True

"Dynamic Creative Optimization" creates a personalized ad for each user by using cookies.

True

A DSP activates the data stored in a DMP.

True

A Deal ID enables buyers to enter into a private deal with a publisher via a real-time bidding infrastructure.

True

A campaign's strategy depends on the sales cycle of the product being advertised.

True

A data management platform (DMP) allows you to convert first-party data into prospecting data.

True

A tag is a piece of code that is placed in a website's HTL source code, and is used to target customers with an ad after they visit the website.

True

A true demand-side platform (DSP) allows you to build additional technology, adds value to the strategic process, and participates in the decisioning to help companies make better buying decisions.

True

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

True

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

True

Comscore and Rentrak is a competitive measurement tool to Nielsen.

True

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

True

Cost per point = total cost / total gross rating points (GRPs).

True

Cross Device unifies data by looking at mobile, desktop, and in-app device connections, among others, for a single user.

True

Data and ads are the currency of the web.

True

Data supply is increasing faster than media supply.

True

Demanding Transparency and running on a whitelist or a blacklist are methods to ensure brand safety

True

Every company has a focus, regardless of where they fall on the Lumascape.

True

Every creative format has a massively different goal.

True

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

True

If you target viewable, high-quality, and in-demand ads, then market costs will increase.

True

In a line item-based system you have to create a different permutation for every bidding scenario, which limits the amount of time you can spend on optimizing.

True

It is a best practice to place as many pixels as possible across your site, so that you get visibility into as many user actions as possible.

True

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

True

Marketers need to get comfortable with the uncertainty of probabilistic information when using cross-device data to make decisions.

True

NAI stands for "Network Advertising Initiative".

True

Recency plays a more important role in retargeting strategies than with other campaign strategies.

True

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

True

Supply-side platforms (SSPs) and exchanges will most likely separate in the future to create an objective and efficient market.

True

The average person has over 20 digital identities.

True

The digital media industry needs to develop a new gold standard because it needs to do a better job of building trust.

True

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

True

The measurement of an ad's effectiveness has never been better, which allows for more effective decision making regarding how media dollars are spent.

True

There are three types of tags, which include the image pixel, iFrame, and Javascript tags

True

Viewability is a standard metric that measures if an ad is seen.

True

When viewability costs are prohibitive, it's because of the goals that are in place for the campaign.

True

Within programmatic, you only have a few milliseconds to respond to the bid request.

True

Within the "100 milliseconds" in real-time bidding (RTB), millions of impressions are processed simultaneously through the auction.

True

You can pass dynamic variables (e.g., category, product, price, etc.) within the tracking tag.

True

You have the ability to exclude or target audience data in a DMP.

True

You must keep testing and optimizing your data throughout a campaign to see the greatest results.

True

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

True

CPM measures the cost per user action.

False

Data standards make it harder to provide information about the accuracy and effectiveness of data.

False

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

False

In programmatic advertising, buying at a CPM rate means that you are only buying impressions by the thousand and not individually.

False

It's important for the consumer and data center to be close together to increase the efficiency of the "100 milliseconds".

False

Line items are easier to optimize than bid factors.

False

Low barriers to entry hurt the efficiency of a market.

False

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

False

The broader your demographic targeting, the lower your OTP goal should be.

False

The most engaging creative formats are static images.

False

Viewability is a guarantee, not a probability.

False

When budgets are large, you should focus on more granular targeting with your campaign.

False

When using bid factors, it is best to first cast a small net by testing narrow segments, and then expand the buy to optimize performance.

False

WhiteOps is simply a text file that publishers drop onto their websites, stating the companies that are authorized to sell their inventory. This allows programmatic buyers to check the validity of the inventory that they purchase.

False

Attribution for a desired event (e.g., a click or conversion) should be given to:

All levels of the purchase funnel

The programmatic forward market

Allows buyers to purchase inventory through RTB in advance

A major difference between a true DSP and an ad network is:

An ad network focuses on both the demand side and supply side

A request for bid (RFB) happens when:

An exchange sends a bid request to a DSP

When should you start optimizing?

As soon as there is enough data to inform decisions

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

A bid factoring system allows you to

Bid more aggressively Account for the qualitative side of campaigns Save time

As well as owned and operated features available in DSPs, buyers need to partner with the industry leading technologies related to:

Brand Safety Antifraud Contextual Targeting

Which of the following is a use case for a DMP?

Browsing for segments that fit campaign needs Forecasting Lookalike modeling

A discrepancy happens when:

Buyer and seller report different numbers for impressions served or conversations made

Which acronym represents the measure of how much it will cost a marketer to acquire a customer?

CPA

Ad networks:

Connect advertisers and publishers Provide liquidity to the digital ad-buying market Possess a conflict of interest by working with both buyers and sellers

Which of the following is a type of tag?

Conversion Retargeting Data Import

Which of the below is an example of a digital identifier?

Cookie ID Device ID Email Postal Address

Where is the data that's collected from a tracking tag stored?

Data management platform (DMP)

A demand-side platform (DSP) sells inventory on behalf of publishers across the internet.

False

A request for bid (RFB) happens when a DSP goes to an exchange to ask if it can participate in the auction.

False

All data is created equal.

False

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)

Which of the following questions should you ask when leveraging data?

How was the data collected? What action was taken to qualify? How often is the data refreshed? Who supplied the data?

If the lookback window is seven days and a user sees an ad on day one, sees an ad again on day three, sees and clicks on an ad on day four, and converts on day ten, then which impression gets the conversion credit?

Impression served on day four

In programmatic advertising, you purchase:

Impressions individually with a dynamic CPM

Demand-side platform (DSP) data centers should be close to exchange data centers to:

Increase efficiency and reduce the rate of timeouts

Every second, DSPs evaluate:

It depends on the DSP

At what confidence level does cross-device information become useful?

It is always useful, but you should weigh uncertainty in the price you pay for media

DSPs optimize to:

Low CPMs

What does the attribution window measure?

Measurement of time in which clicks/conversions will be given credit

What does "PII" stand for?

Personally Identifiable Information

Real-time bidding (RTB):

Prices online inventory via an auction

Cost per mille (CPM) measures:

The price an advertiser pays per 1,000 impressions

As RTB evolves:

The epicenter of power moves from the sell side to the buy side

Open RTB is:

The open-source project that sets standard protocols for transacting in RTB

What is another term for RTB?

The spot market