IAB Digital Media Sales Certification
Test Prep Questions and Answers
100% Pass
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
Katelyn Whitman, All Rights Reserved © 2025 1
, 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
Katelyn Whitman, All Rights Reserved © 2025 2
Test Prep Questions and Answers
100% Pass
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
Katelyn Whitman, All Rights Reserved © 2025 1
, 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
Katelyn Whitman, All Rights Reserved © 2025 2
