Trade Desk EDGE Marketing Foundations Exam Study Guide - Practice-Ready Answer Guide

Trade Desk EDGE Marketing Foundations Exam Study Guide - Practice-Ready Answer Guide What does "PII" stand for? - answer - Personally Identifiable Information In RTB, a SellSide Platform (SSP) represents the publisher and also hosts an auction on a per impression basis. - answer - True The major difference between a true DSP and an ad network is: - answer - An ad network focuses on both the demand side and supply side As RTB evolves: - answer - The epicenter of power moves from the sell side to the buy side If you are the only one on the marketing plan, your frequency window might be: - answer - Not serving as many ads to users since you are not fighting for last-touch credit To achieve success in digital advertising, you need to know the rules of the game. The first and most important rule is to: - answer - Ask questions and set a goal Cost per mille (CPM) measures: - answer - The price an advertiser pays per 1,000 impressions In reference to line items, how many permutations are possible with the letters "ABC"? - answer - In reference to line items, how many permutations are possible with the letters "ABC"? 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? - answer - 80 The power of choice benefits the: - answer - Advertiser DSPs optimize to: - answer - Low CPMs When campaigns are trafficked into the publisher ad server, the buyer has full control over decisioning. - answer - False All data is created equal - answer - False What is a true DSP? - answer - A true DSP allows a buyer to make optimization decisions Line item-based systems requires you to create a different permutation for every bidding scenario, which limits the amount of time you can spend on optimizing. - answer - True You have the ability to exclude or target audience data in a DMP. - answer - True "Audience Guarantee" contracts allow you to do which of the following? - answer - Use your first-party data to forecast a unique deal with an SSP or Publisher via programmatic The technology we use to see a user's location and target them there is called - answer - Geofencing Which acronym represents the measure of how much it will cost a marketer to acquire a customer? - answer - CPA What is another term for RTB? - answer - The Spot Market RTB: - answer - Prices online inventory via an auction Recency can only apply to a campaign that targets a retargeting pixel. - answer - False A discrepancy happens when: - answer - Buyer and seller report different numbers for impressions served or conversions made Viewability is the probability that an ad is going to be seen by a user. If its calculated that an impression will be viewable 20% of the time, will the bidder likely be willing to pay 20% of the base bid? For example, $5 base bid x 20% viewability = $1.00 (the actual value of the impression): - answer - True On average, enabling cross-device attribution and targeting leads to a 20% incremental lift in conversions. - answer - True Data standards make it harder to provide information about the accuracy and effectiveness of data. - answer - False 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. - answer - True Which of the following should you consider in order to set your campaign up for success? - answer - Giving view-through credit Treating prospecting and retargeting separately Focusing in on a specific geography (e.g., urban versus rural) All apply Being directionally correct across nearly all of the Internet is better than being 100% accurate on a small segment of the Internet. - answer - True Which of the following metrics is most important when it comes to quality versus scale in data? - answer - 3x When viewability costs are prohibitive, it's because of the goals that are in place for the campaign - answer - True