IAB Digital Media Sales Certification Test Prep
DSP
Demand Side Platform: Tech interface that provides centralized and aggregated media
buying from multiple sources including ad exchanges, ad networks, and sell side
platforms
SSP
Seller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield
and audience for a pool of potential advertisers
Exchange
An online marketplace platform that facilitates automated auction-based pricing and
RTB
Ad Network
A sales channel for pubs and aggregated inventory for buyers; plus targeting
capabilities, creative generation, and optimization
Portal
A company that provides a combination of content (aggregated and/or distributed),
search functionality, email and chat, plus other specialized capabiliites
Trading Desk
Centralized management platform, specializing in programmatic audience buying; used
by holding company-owned agencies
Data Provider
Companies that provide cookie pools and other means to target desired audiences
Rich Media Vendor
Ad creative and ad serving provider offering advertisers the ability to run ads that
viewers can interact with
Performance Metrics
Used to measure lower-funnel marketing goals; primarily used to measure specific
actions, leads or sales
Conversion
When a consumer clicks on an ad or visits a website shortly after seeing an ad, and
then purchases the product
Brand Metrics
Used to measure upper-funnel marketing goals; often requires studies or surveys to
measure
Cookie
A text file that is stored in a consumer's web browser that communicates information
back to a server
Viewability
Term used to describe if a desktop ad unit was positioned within the portion of an ad
browser page that could be seen
Real Time Bidding
RTB: Process that allows multiple buyers to attempt to purchase inventory by competing
over price in a live web environment
Tag
, A unique code that allows two or more servers to communicate with each other in order
to deliver a specific ad creative
Fraud
An intentionally deceptive practice designed to mimic website traffic, behaviors, or ad
placements
Ad Choices
Logo that is used to inform consumers they are being behavioral targeted, and allows
consumers to opt-out of this targeting
Engagement Metrics
Commonly used to measure middle-funnel marketing goals using rich media executions
like interaction or social shares
What percentage of the US population has mobile internet access?
60%
What percentage of smartphone users have made a purchase via their
smartphone?
46%
Which local content category sees the most engagement on mobile?
Maps
After Facebook, which smartphone app gets the most unique traffic?
YouTube
What year was the first display ad launched?
1994
What are short tail websites?
Most popular websites, high traffic, lots of inventory
What are mid tail websites?
Minimal inventory, somewhat popular sites
What are long tail websites?
Very limited inventory, small traffic, NICHE sites (and also junky sites)
What is a holding company?
Parent company of many media agency brands
Give a few examples of independent agencies?
Acxiom, Merkle, inVentiv Health, Wieden + Kennedy, RPA, The Richards Group,
Freeman, Horizon Media, cramer-krasselt
Name some companies in the WPP Family Tree.
MEC, GroupM, Mindshare, Ogilvy, Mediacom, Y&R, Grey, JWT, MEC, Maxus
Name some companies in the Omnicom Group Family Tree.
OMD, BBDO, PHD, DDB, Ketchum, TBWA, Fleishman Hillard, Rapp,
Name some companies in the Publicis Groupe Family Tree.
Razorfish, Digitas, Starcom MediaVest, Zenith Optimedia, Saatchi & Saatchi, Leo
Burnett, Bartle Bogle Hagarty (BBH)
Name some companies in the IPG Family Tree,
McCann Worldgroup, Draftcb, Lowe & Deutsch, Weber Shandwick, UM, Initiative
Name some companies in the Dentsu Family Tree.
McGarryBowen, Aegis, Carat, Vizeum
Name some companies in the Havas Family Tree.
Havas Worldwide, Havas Media, Worldwide, BETC
DSP
Demand Side Platform: Tech interface that provides centralized and aggregated media
buying from multiple sources including ad exchanges, ad networks, and sell side
platforms
SSP
Seller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield
and audience for a pool of potential advertisers
Exchange
An online marketplace platform that facilitates automated auction-based pricing and
RTB
Ad Network
A sales channel for pubs and aggregated inventory for buyers; plus targeting
capabilities, creative generation, and optimization
Portal
A company that provides a combination of content (aggregated and/or distributed),
search functionality, email and chat, plus other specialized capabiliites
Trading Desk
Centralized management platform, specializing in programmatic audience buying; used
by holding company-owned agencies
Data Provider
Companies that provide cookie pools and other means to target desired audiences
Rich Media Vendor
Ad creative and ad serving provider offering advertisers the ability to run ads that
viewers can interact with
Performance Metrics
Used to measure lower-funnel marketing goals; primarily used to measure specific
actions, leads or sales
Conversion
When a consumer clicks on an ad or visits a website shortly after seeing an ad, and
then purchases the product
Brand Metrics
Used to measure upper-funnel marketing goals; often requires studies or surveys to
measure
Cookie
A text file that is stored in a consumer's web browser that communicates information
back to a server
Viewability
Term used to describe if a desktop ad unit was positioned within the portion of an ad
browser page that could be seen
Real Time Bidding
RTB: Process that allows multiple buyers to attempt to purchase inventory by competing
over price in a live web environment
Tag
, A unique code that allows two or more servers to communicate with each other in order
to deliver a specific ad creative
Fraud
An intentionally deceptive practice designed to mimic website traffic, behaviors, or ad
placements
Ad Choices
Logo that is used to inform consumers they are being behavioral targeted, and allows
consumers to opt-out of this targeting
Engagement Metrics
Commonly used to measure middle-funnel marketing goals using rich media executions
like interaction or social shares
What percentage of the US population has mobile internet access?
60%
What percentage of smartphone users have made a purchase via their
smartphone?
46%
Which local content category sees the most engagement on mobile?
Maps
After Facebook, which smartphone app gets the most unique traffic?
YouTube
What year was the first display ad launched?
1994
What are short tail websites?
Most popular websites, high traffic, lots of inventory
What are mid tail websites?
Minimal inventory, somewhat popular sites
What are long tail websites?
Very limited inventory, small traffic, NICHE sites (and also junky sites)
What is a holding company?
Parent company of many media agency brands
Give a few examples of independent agencies?
Acxiom, Merkle, inVentiv Health, Wieden + Kennedy, RPA, The Richards Group,
Freeman, Horizon Media, cramer-krasselt
Name some companies in the WPP Family Tree.
MEC, GroupM, Mindshare, Ogilvy, Mediacom, Y&R, Grey, JWT, MEC, Maxus
Name some companies in the Omnicom Group Family Tree.
OMD, BBDO, PHD, DDB, Ketchum, TBWA, Fleishman Hillard, Rapp,
Name some companies in the Publicis Groupe Family Tree.
Razorfish, Digitas, Starcom MediaVest, Zenith Optimedia, Saatchi & Saatchi, Leo
Burnett, Bartle Bogle Hagarty (BBH)
Name some companies in the IPG Family Tree,
McCann Worldgroup, Draftcb, Lowe & Deutsch, Weber Shandwick, UM, Initiative
Name some companies in the Dentsu Family Tree.
McGarryBowen, Aegis, Carat, Vizeum
Name some companies in the Havas Family Tree.
Havas Worldwide, Havas Media, Worldwide, BETC
