IAB Digital Media Sales Certification Test Prep Questions and Answers
DSP - answerDemand Side Platform: Tech interface that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks, and sell side platforms SSP - answerSeller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential advertisers Exchange - answerAn online marketplace platform that facilitates automated auction-based pricing and RTB Ad Network - answerA sales channel for pubs and aggregated inventory for buyers; plus targeting capabilities, creative generation, and optimization Portal - answerA company that provides a combination of content (aggregated and/or distributed), search functionality, email and chat, plus other specialized capabiliites Trading Desk - answerCentralized management platform, specializing in programmatic audience buying; used by holding company-owned agencies Data Provider - answerCompanies that provide cookie pools and other means to target desired audiences Rich Media Vendor - answerAd creative and ad serving provider offering advertisers the ability to run ads that viewers can interact with Performance Metrics - answerUsed to measure lower-funnel marketing goals; primarily used to measure specific actions, leads or sales
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