The economic concept of liquidity is important in digital advertising because:
Digital advertising is a marketplace
Liquidity measures how quickly an asset can be converted to cash
Healthy marketplaces require liquidity
All answers apply - ANS-All answers apply
Real-time bidding (RTB):
-Cuts out the buyer
-Prices online inventory via an auction
-Requires a background in stock trading
-Favors relationships over efficiency - ANS-Prices online inventory via an auction
"Dynamic Creative Optimization" creates a personalized ad for each user by using
cookies. (T/F) - ANS-True
A demand-side platform (DSP) sells inventory on behalf of publishers across the
internet. (T/F) - ANS-False
A data management platform (DMP) helps you evaluate audience data by:
Conducting lookalike modeling
Forecasting available impressions
Segmenting users
All answers apply - ANS-All answers apply
A DSP activates the data stored in a DMP.
-True
-False - ANS-True
Cost per mille (CPM) measures:
The price an advertiser pays per 1,000 impressions
The price an advertiser pays per 1,000,000 impressions
The price a publisher pays per 1,000 impressions
The price a publisher pays per 1,000,000 impressions - ANS-The price an advertiser
pays per 1,000 impressions
DSPs optimize to:
High CPMs
Low CPMs
High sell-through rates
Low sell-through rates - ANS-Low CPMs
, CPM measures the cost per user action.
True
False - ANS-false
In programmatic advertising, buying at a CPM rate means that you are only buying
impressions by the thousand and not individually.
True
False - ANS-false
Supply-side platforms (SSPs) and exchanges will most likely separate in the future to
create an objective and efficient market.
(T/F) - ANS-True
What is the best way to be a yield optimizer?
A) Exaggerate forecasts
B) Create higher levels of transparency to make prices rise
C) Understand what the buyer needs in order to pay the market price
D) Both B and C are correct
E) Both A and B are correct - ANS-B) Create higher levels of transparency to make
prices rise
C) Understand what the buyer needs in order to pay the market price
Low barriers to entry hurt the efficiency of a market. (t/f) - ANS-false
Every company has a focus, regardless of where they fall on the Lumascape. -
ANS-true
A true demand-side platform (DSP) allows you to build additional technology, adds
value to the strategic process, and participates in the decisioning to help companies
make better buying decisions. - ANS-true
Campaigns that give view-through credit have a greater chance of success than those
that do not give view-through credit. - ANS-True
Good online advertising aligns the advertiser, agency, and technology provider. -
ANS-True
Setting the wrong goals decreases a campaign's chance of success. - ANS-true
Digital advertising is a marketplace
Liquidity measures how quickly an asset can be converted to cash
Healthy marketplaces require liquidity
All answers apply - ANS-All answers apply
Real-time bidding (RTB):
-Cuts out the buyer
-Prices online inventory via an auction
-Requires a background in stock trading
-Favors relationships over efficiency - ANS-Prices online inventory via an auction
"Dynamic Creative Optimization" creates a personalized ad for each user by using
cookies. (T/F) - ANS-True
A demand-side platform (DSP) sells inventory on behalf of publishers across the
internet. (T/F) - ANS-False
A data management platform (DMP) helps you evaluate audience data by:
Conducting lookalike modeling
Forecasting available impressions
Segmenting users
All answers apply - ANS-All answers apply
A DSP activates the data stored in a DMP.
-True
-False - ANS-True
Cost per mille (CPM) measures:
The price an advertiser pays per 1,000 impressions
The price an advertiser pays per 1,000,000 impressions
The price a publisher pays per 1,000 impressions
The price a publisher pays per 1,000,000 impressions - ANS-The price an advertiser
pays per 1,000 impressions
DSPs optimize to:
High CPMs
Low CPMs
High sell-through rates
Low sell-through rates - ANS-Low CPMs
, CPM measures the cost per user action.
True
False - ANS-false
In programmatic advertising, buying at a CPM rate means that you are only buying
impressions by the thousand and not individually.
True
False - ANS-false
Supply-side platforms (SSPs) and exchanges will most likely separate in the future to
create an objective and efficient market.
(T/F) - ANS-True
What is the best way to be a yield optimizer?
A) Exaggerate forecasts
B) Create higher levels of transparency to make prices rise
C) Understand what the buyer needs in order to pay the market price
D) Both B and C are correct
E) Both A and B are correct - ANS-B) Create higher levels of transparency to make
prices rise
C) Understand what the buyer needs in order to pay the market price
Low barriers to entry hurt the efficiency of a market. (t/f) - ANS-false
Every company has a focus, regardless of where they fall on the Lumascape. -
ANS-true
A true demand-side platform (DSP) allows you to build additional technology, adds
value to the strategic process, and participates in the decisioning to help companies
make better buying decisions. - ANS-true
Campaigns that give view-through credit have a greater chance of success than those
that do not give view-through credit. - ANS-True
Good online advertising aligns the advertiser, agency, and technology provider. -
ANS-True
Setting the wrong goals decreases a campaign's chance of success. - ANS-true
