IAB Digital Media Sales Certification Test Prep QUESTIONS WITH COMPLETE SOLUTIONS

DSP correct answer: 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 correct answer: Seller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential advertisers Exchange correct answer: An online marketplace platform that facilitates automated auction-based pricing and RTB Ad Network correct answer: A sales channel for pubs and aggregated inventory for buyers; plus targeting capabilities, creative generation, and optimization Portal correct answer: A company that provides a combination of content (aggregated and/or distributed), search functionality, email and chat, plus other specialized capabiliites Trading Desk correct answer: Centralized management platform, specializing in programmatic audience buying; used by holding company-owned agencies Data Provider correct answer: Companies that provide cookie pools and other means to target desired audiences Rich Media Vendor correct answer: Ad creative and ad serving provider offering advertisers the ability to run ads that viewers can interact with Performance Metrics correct answer: Used to measure lower-funnel marketing goals; primarily used to measure specific actions, leads or sales Conversion correct answer: When a consumer clicks on an ad or visits a website shortly after seeing an ad, and then purchases the product Brand Metrics correct answer: Used to measure upper-funnel marketing goals; often requires studies or surveys to measure