Kahoot Quiz #1

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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


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