IAB Digital Media Sales Certification Test
Prep Exam Questions with Answers
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
-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
-Tag - -A unique code that allows two or more servers to communicate with
each other in order to deliver a specific ad creative
-Fraud - -An intentionally deceptive practice designed to mimic website
traffic, behaviors, or ad placements
-Ad Choices - -Logo that is used to inform consumers they are being
behavioral targeted, and allows consumers to opt-out of this targeting
-Engagement Metrics - -Commonly used to measure middle-funnel
marketing goals using rich media executions like interaction or social shares
-What percentage of the US population has mobile internet access? - -60%
-What percentage of smartphone users have made a purchase via their
smartphone? - -46%
-Which local content category sees the most engagement on mobile? - -
Maps
-After Facebook, which smartphone app gets the most unique traffic? - -
YouTube
-What year was the first display ad launched? - -1994
-What are short tail websites? - -Most popular websites, high traffic, lots of
inventory
-What are mid tail websites? - -Minimal inventory, somewhat popular sites
-What are long tail websites? - -Very limited inventory, small traffic, NICHE
sites (and also junky sites)
-What is a holding company? - -Parent company of many media agency
brands
-Give a few examples of independent agencies? - -Acxiom, Merkle, inVentiv
Health, Wieden + Kennedy, RPA, The Richards Group, Freeman, Horizon
Media, cramer-krasselt
-Name some companies in the WPP Family Tree. - -MEC, GroupM,
Mindshare, Ogilvy, Mediacom, Y&R, Grey, JWT, MEC, Maxus
Prep Exam Questions with Answers
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
-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
-Tag - -A unique code that allows two or more servers to communicate with
each other in order to deliver a specific ad creative
-Fraud - -An intentionally deceptive practice designed to mimic website
traffic, behaviors, or ad placements
-Ad Choices - -Logo that is used to inform consumers they are being
behavioral targeted, and allows consumers to opt-out of this targeting
-Engagement Metrics - -Commonly used to measure middle-funnel
marketing goals using rich media executions like interaction or social shares
-What percentage of the US population has mobile internet access? - -60%
-What percentage of smartphone users have made a purchase via their
smartphone? - -46%
-Which local content category sees the most engagement on mobile? - -
Maps
-After Facebook, which smartphone app gets the most unique traffic? - -
YouTube
-What year was the first display ad launched? - -1994
-What are short tail websites? - -Most popular websites, high traffic, lots of
inventory
-What are mid tail websites? - -Minimal inventory, somewhat popular sites
-What are long tail websites? - -Very limited inventory, small traffic, NICHE
sites (and also junky sites)
-What is a holding company? - -Parent company of many media agency
brands
-Give a few examples of independent agencies? - -Acxiom, Merkle, inVentiv
Health, Wieden + Kennedy, RPA, The Richards Group, Freeman, Horizon
Media, cramer-krasselt
-Name some companies in the WPP Family Tree. - -MEC, GroupM,
Mindshare, Ogilvy, Mediacom, Y&R, Grey, JWT, MEC, Maxus
