Download Programmatic Adv Certificate Quizes TradeDesk | 110 questions with 100% Correct Answers | and more Exams Digital Marketing in PDF only on Docsity!
Programmatic Adv Certificate Quizes TradeDesk | 110
questions with 100% Correct Answers | Updated 20 25
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"Dynamic Creative Optimization" creates a personalized ad for each user by using cookies. ✔✔True A demand-side platform (DSP) sells inventory on behalf of publishers across the internet. ✔✔False A data management platform (DMP) helps you evaluate audience data by: ✔✔-Conducting lookalike modeling
- Forecasting available impressions
- Segmenting users A DSP activates the data stored in a DMP. ✔✔True Cost per mille (CPM) measures: ✔✔The price an advertiser pays per 1,000 impressions DSPs optimize to: ✔✔Low CPMs 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 Real-time bidding (RTB): ✔✔Prices online inventory via an auction CPM measures the cost per user action. ✔✔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 "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 Within the "100 milliseconds" in real-time bidding (RTB), millions of impressions are processed simultaneously through the auction. ✔✔True Demand-side platform (DSP) data centers should be close to exchange data centers to: ✔✔Increase efficiency and reduce the rate of timeouts
A Deal ID enables buyers to enter into a private deal with a publisher via a real-time bidding infrastructure. ✔✔True Open RTB is: ✔✔The open-source project that sets standard protocols for transacting in RTB What does the attribution window measure? ✔✔Measurement of time in which clicks/conversions will be given credit What is another term for RTB? ✔✔The spot market The industry needs to begin giving credit to all levels of the purchase funnel - not just the last click. ✔✔True Attribution for a desired event (e.g., a click or conversion) should be given to: ✔✔All levels of the purchase funnel It's important to have measurable conversions at all levels of the purchase funnel. ✔✔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 In reference to line items, how many permutations are possible with the letters "ABC"? ✔✔ 6
Line items are easier to optimize than bid factors. ✔✔False Although machine learning is superior for quantitative analysis, machines cannot process the qualitative side (the context). ✔✔True 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 Within programmatic, you only have a few milliseconds to respond to the bid request. ✔✔True The average person has over 20 digital identities. ✔✔True Cookie mapping is an important piece to real-time bidding (RTB) because it connects users across domains. ✔✔True Which of the below is an example of a digital identifier? ✔✔Cookie ID Device ID Email Postal Address If a model is deterministic, then it varies and is subject to probabilities. ✔✔False
Focusing in on a specific geography (e.g., urban versus rural) In programmatic advertising, you purchase: ✔✔Impressions individually with a dynamic CPM 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 a DSP goes to an exchange to ask if it can participate in the auction. ✔✔False 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 If RTB were a courtroom, the ad exchange would act as the: ✔✔Judge As RTB evolves: ✔✔The epicenter of power moves from the sell side to the buy side Consider the following scenario: Base bid: $5. Max bid: $15.
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. A bid factoring system allows you to ✔✔Bid more aggressively Account for the qualitative side of campaigns Save time The programmatic forward market ✔✔Allows buyers to purchase inventory through RTB in advance 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 Every second, DSPs evaluate: ✔✔It depends on the DSP A campaign's strategy depends on the sales cycle of the product being advertised. ✔✔True Recency plays a more important role in retargeting strategies than with other campaign strategies. ✔✔True When should you start optimizing? ✔✔As soon as there is enough data to inform decisions
You have the ability to exclude or target audience data in a DMP. ✔✔True Which of the following is a use case for a DMP? ✔✔Browsing for segments that fit campaign needs Forecasting Lookalike modeling Data and ads are the currency of the web. ✔✔True Data standards make it harder to provide information about the accuracy and effectiveness of data. ✔✔False Data supply is increasing faster than media supply. ✔✔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 Every creative format has a massively different goal. ✔✔True The most engaging creative formats are static images. ✔✔False
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 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 Where is the data that's collected from a tracking tag stored? ✔✔Data management platform (DMP) You can pass dynamic variables (e.g., category, product, price, etc.) within the tracking tag. ✔✔True There are three types of tags, which include the image pixel, iFrame, and Javascript tags ✔✔True Which is not an example of a brand safety provider? ✔✔Ads.txt Demanding Transparency and running on a whitelist or a blacklist are methods to ensure brand safety ✔✔True 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
The broader your demographic targeting, the lower your OTP goal should be. ✔✔False Cost per point = total cost / total gross rating points (GRPs). ✔✔True 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 The digital media industry needs to develop a new gold standard because it needs to do a better job of building trust. ✔✔True Cross Device unifies data by looking at mobile, desktop, and in-app device connections, among others, for a single user. ✔✔True NAI stands for "Network Advertising Initiative". ✔✔True Marketers need to get comfortable with the uncertainty of probabilistic information when using cross-device data to make decisions. ✔✔True What does "PII" stand for? ✔✔Personally Identifiable Information 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
Being directionally correct across nearly all of the Internet is better than being 100% accurate on a small segment of the Internet. ✔✔True Since mobile in-app environments do not use cookies, cross device becomes even more important as mobile continues to grow. ✔✔True On average, enabling cross-device attribution and targeting leads to a 20% incremental lift in conversions. ✔✔True Why is it important to use probabilistic data with your deterministic datasets? ✔✔To achieve scale How many connected devices does the average user own? ✔✔ 3 Recency is a measure of how long it's been since a specific user visited your website. For example, since the sales cycle for an ink cartridge is very short, you should not serve ads to them after 30 minutes. If a user searches online for a replacement, how much are you willing to pay for an ad each minute leading to a conversion? ✔✔Bid highest in the first minute and lower the bid as each minute passes If you place a tag on an advertiser's page, then the following statement is true: ✔✔The tracking tag executes a 302 redirect to cookie map with third-party vendors
