IAB Digital Sales Training Exam
Questions and Answers 100% Pass
cost per thousand (CPM) Formula - ✔✔Cost X 1000 / Impressions
set cost for 1000 impressions delivered
Cost Per CLick (CPC) Forumula - ✔✔Cost / Clicks
Effective Cost Per Thousand (eCPM) Formula - ✔✔Total Cost / Total Impressions X
1000
Click Through Rate (CTR) Forumula - ✔✔Clicks / Impressions
Cost Per Action CPA Formula - ✔✔Cost / Actions
target audience - ✔✔a select group of potential or current consumers which a business
decides to aim its marketing and advertising strategies at
target audience profile - ✔✔description of a customer that includes demographic and
geographic and psychographic characteristics as well as buying pattern and purchase
history
Katelyn Whitman, All Rights Reserved © 2025 1
,What are some examples of 1st party data? - ✔✔credit cards that track peoples purchase
trends and personal preferences
What is 1st party data? - ✔✔collects info from or about users and is the owner or
controller of the website or service that the user interacts directly
e
What is 2nd party data - ✔✔first party data that sells or shares data to third parties or
non affiliated websites or services
What sources does 1st party data use? - ✔✔website analytic data, CRM data, email data
, previous campaign data, inbound or onsite search data
What are some examples of second party data? - ✔✔if a credit card company shared de-
identified data with an airline company looking to market to affluent travelers
a web publisher sharing online data with an advertiser for a fee
What is 3rd party data? - ✔✔collects info about useers from a non affiliate website or
service - any information collected by an entity that does not have a direct relationship
with the user
Data Management Platform - ✔✔DMP - computing systems for collecting integrating
and managing large sets of audience data third party information is generated on these
websites and platforms and aggregated together
Katelyn Whitman, All Rights Reserved © 2025 2
,Personally Identifiable Information (PII) - ✔✔a persons name, physical address, or date
of birth , only first parties have access to this information and transfer it into less
sensitive declasified information that can be used by other parties
De Identified Information - ✔✔Cookies (used to track users of websites), Device IDS
(Apple and Google device interfiers, IP Addresses - can be used for advertising tracking
purposes
audience segment - ✔✔a group of persons that have been identified as sharing a range
of attributes
traditional consumer buying funnel - ✔✔Awareness, Consideration, Preference,
Purchase
Top of Funnel - ✔✔Brand awareness marketing tactics- designed to create a simple
positive brand message
Lower Funnel - ✔✔marketing tactics typically result in a direct response campaigns,
driving consumers to do something like go to a store or download a coupon
Purchase loop - ✔✔the updated consumer buying model - awareness, consideration,
advocacy, loyalty, preference, purchase
What is owned media? - ✔✔channel a brand controls
What are examples of owned media? - ✔✔website, mobile site, blog, twitter account
Katelyn Whitman, All Rights Reserved © 2025 3
, What role does Owned Media Play in web content? - ✔✔Build for longer-term
relationships with existing potential customers and earn media
What are the benefits of owned media? - ✔✔control, cost efficiency, longevity,
versatility, niche audiences
What are the challenges of owned media? - ✔✔no guarantees, company communication
not trusted, takes time to scale
What is paid media? - ✔✔brand pays to leverage a channel
What are some examples of paid media? - ✔✔display ads, paid search, sponsorships
What role does paid media play in web content? - ✔✔Shift from foundation to a catalyst
that feeds owned and creates earned media
What are the benefits of paid media? - ✔✔in demand, immediacy, scale, control
What are the challenges of paid media? - ✔✔clutter, declining response rates, poor
credibility
What is earned media? - ✔✔when customers become the channel
What are some examples of earned media? - ✔✔WOM, Buzz, "Viral"
What is the role of earned media? - ✔✔Listen and respond- earned media is often the
result of well executed and well coordinated owned and paid media
Katelyn Whitman, All Rights Reserved © 2025 4
Questions and Answers 100% Pass
cost per thousand (CPM) Formula - ✔✔Cost X 1000 / Impressions
set cost for 1000 impressions delivered
Cost Per CLick (CPC) Forumula - ✔✔Cost / Clicks
Effective Cost Per Thousand (eCPM) Formula - ✔✔Total Cost / Total Impressions X
1000
Click Through Rate (CTR) Forumula - ✔✔Clicks / Impressions
Cost Per Action CPA Formula - ✔✔Cost / Actions
target audience - ✔✔a select group of potential or current consumers which a business
decides to aim its marketing and advertising strategies at
target audience profile - ✔✔description of a customer that includes demographic and
geographic and psychographic characteristics as well as buying pattern and purchase
history
Katelyn Whitman, All Rights Reserved © 2025 1
,What are some examples of 1st party data? - ✔✔credit cards that track peoples purchase
trends and personal preferences
What is 1st party data? - ✔✔collects info from or about users and is the owner or
controller of the website or service that the user interacts directly
e
What is 2nd party data - ✔✔first party data that sells or shares data to third parties or
non affiliated websites or services
What sources does 1st party data use? - ✔✔website analytic data, CRM data, email data
, previous campaign data, inbound or onsite search data
What are some examples of second party data? - ✔✔if a credit card company shared de-
identified data with an airline company looking to market to affluent travelers
a web publisher sharing online data with an advertiser for a fee
What is 3rd party data? - ✔✔collects info about useers from a non affiliate website or
service - any information collected by an entity that does not have a direct relationship
with the user
Data Management Platform - ✔✔DMP - computing systems for collecting integrating
and managing large sets of audience data third party information is generated on these
websites and platforms and aggregated together
Katelyn Whitman, All Rights Reserved © 2025 2
,Personally Identifiable Information (PII) - ✔✔a persons name, physical address, or date
of birth , only first parties have access to this information and transfer it into less
sensitive declasified information that can be used by other parties
De Identified Information - ✔✔Cookies (used to track users of websites), Device IDS
(Apple and Google device interfiers, IP Addresses - can be used for advertising tracking
purposes
audience segment - ✔✔a group of persons that have been identified as sharing a range
of attributes
traditional consumer buying funnel - ✔✔Awareness, Consideration, Preference,
Purchase
Top of Funnel - ✔✔Brand awareness marketing tactics- designed to create a simple
positive brand message
Lower Funnel - ✔✔marketing tactics typically result in a direct response campaigns,
driving consumers to do something like go to a store or download a coupon
Purchase loop - ✔✔the updated consumer buying model - awareness, consideration,
advocacy, loyalty, preference, purchase
What is owned media? - ✔✔channel a brand controls
What are examples of owned media? - ✔✔website, mobile site, blog, twitter account
Katelyn Whitman, All Rights Reserved © 2025 3
, What role does Owned Media Play in web content? - ✔✔Build for longer-term
relationships with existing potential customers and earn media
What are the benefits of owned media? - ✔✔control, cost efficiency, longevity,
versatility, niche audiences
What are the challenges of owned media? - ✔✔no guarantees, company communication
not trusted, takes time to scale
What is paid media? - ✔✔brand pays to leverage a channel
What are some examples of paid media? - ✔✔display ads, paid search, sponsorships
What role does paid media play in web content? - ✔✔Shift from foundation to a catalyst
that feeds owned and creates earned media
What are the benefits of paid media? - ✔✔in demand, immediacy, scale, control
What are the challenges of paid media? - ✔✔clutter, declining response rates, poor
credibility
What is earned media? - ✔✔when customers become the channel
What are some examples of earned media? - ✔✔WOM, Buzz, "Viral"
What is the role of earned media? - ✔✔Listen and respond- earned media is often the
result of well executed and well coordinated owned and paid media
Katelyn Whitman, All Rights Reserved © 2025 4
