IAB - Digital Media Buying &
Planning Exam Questions and
Answers 100% Pass
Ad Verification - ✔✔A process which attempts to verify that one or more attributes of a
served online ad have been executed in a manner consistent with the terms specified by
the advertiser or agency and agreed to as part of the ad campaign terms.
Agency Corporate Contracts or Rate Cards - ✔✔Documents that list the descriptions
and prices for various advertising options offered by a given media outlet.
Audience Behavior - ✔✔Understanding your target audiences' behavior when it comes
to how they consume information and brands. This helps in the creation of effective
internet campaigns
Basic Marketing Fundamentals - ✔✔Digital marketing fundamentals include concepts,
like brand identification, brand consistency, search marketing, content optimization,
outreach via social media, and sales lead conversions.
Brand competitive set - ✔✔The principal group of competitors that a brand faces. Being
aware of this competition is important when planning an effective marketing campaign.
Katelyn Whitman, All Rights Reserved © 2025 1
, Brand Expectations - ✔✔What the brand expects to happen as a result of hiring you and
building a comprehensive online campaign. You need to understand what these
expectations are in order to meet (or perhaps revise) them.
Brand Guidelines - ✔✔These are a set of rules that describe how the brand in question
should be represented. This can include things like the brand's vision and key values,
and can provide guidance on everything from the visual design of ad campaign creative
to the proper use of social media for advertising purposes.
Brand History - ✔✔A.K.A Brand Story. Brand histories help relate the brand in question
to consumers. What motivates the brand in question, and why did they start their
business in the first place? The answers to these questions can play a part in building a
successful, relatable campaign.
Brand Responsiveness - ✔✔How quickly a brand responds to inquiries or feedback.
Note that these inquiries might come from customers or your team. It's important to
understand what you're working with as far as brand responsiveness goes in order to
plan ahead and build communication techniques accordingly.
Brand Safety - ✔✔The need to ensure that ads do not appear in placements that are not
aligned with brand values. Brand safety best practices ensure that advertising dollars
are not spent delivering impressions on unsafe or off-brand web content. Brand safety
guidelines are particularly important when purchasing media via programmatic
technology or ad networks.
Katelyn Whitman, All Rights Reserved © 2025 2
Planning Exam Questions and
Answers 100% Pass
Ad Verification - ✔✔A process which attempts to verify that one or more attributes of a
served online ad have been executed in a manner consistent with the terms specified by
the advertiser or agency and agreed to as part of the ad campaign terms.
Agency Corporate Contracts or Rate Cards - ✔✔Documents that list the descriptions
and prices for various advertising options offered by a given media outlet.
Audience Behavior - ✔✔Understanding your target audiences' behavior when it comes
to how they consume information and brands. This helps in the creation of effective
internet campaigns
Basic Marketing Fundamentals - ✔✔Digital marketing fundamentals include concepts,
like brand identification, brand consistency, search marketing, content optimization,
outreach via social media, and sales lead conversions.
Brand competitive set - ✔✔The principal group of competitors that a brand faces. Being
aware of this competition is important when planning an effective marketing campaign.
Katelyn Whitman, All Rights Reserved © 2025 1
, Brand Expectations - ✔✔What the brand expects to happen as a result of hiring you and
building a comprehensive online campaign. You need to understand what these
expectations are in order to meet (or perhaps revise) them.
Brand Guidelines - ✔✔These are a set of rules that describe how the brand in question
should be represented. This can include things like the brand's vision and key values,
and can provide guidance on everything from the visual design of ad campaign creative
to the proper use of social media for advertising purposes.
Brand History - ✔✔A.K.A Brand Story. Brand histories help relate the brand in question
to consumers. What motivates the brand in question, and why did they start their
business in the first place? The answers to these questions can play a part in building a
successful, relatable campaign.
Brand Responsiveness - ✔✔How quickly a brand responds to inquiries or feedback.
Note that these inquiries might come from customers or your team. It's important to
understand what you're working with as far as brand responsiveness goes in order to
plan ahead and build communication techniques accordingly.
Brand Safety - ✔✔The need to ensure that ads do not appear in placements that are not
aligned with brand values. Brand safety best practices ensure that advertising dollars
are not spent delivering impressions on unsafe or off-brand web content. Brand safety
guidelines are particularly important when purchasing media via programmatic
technology or ad networks.
Katelyn Whitman, All Rights Reserved © 2025 2
