IAB DIGITAL MEDIA SALES CERTIFICATION 120
EXAM SCRIPT 2026 TEST PAPER QUESTIONS
AND SOLUTIONS GRADED A+
◉ SSP
Answer: Seller Side Platform: Tech used by publishers to sell
inventory, optimize pricing/yield and audience for a pool of
potential advertisers
◉ Exchange
Answer: An online marketplace platform that facilitates automated
auction-based pricing and RTB
◉ Ad Network
Answer: A sales channel for pubs and aggregated inventory for
buyers; plus targeting capabilities, creative generation, and
optimization
◉ Portal
Answer: A company that provides a combination of content
(aggregated and/or distributed), search functionality, email and
chat, plus other specialized capabiliites
,◉ Trading Desk
Answer: Centralized management platform, specializing in
programmatic audience buying; used by holding company-owned
agencies
◉ Data Provider
Answer: Companies that provide cookie pools and other means to
target desired audiences
◉ Rich Media Vendor
Answer: Ad creative and ad serving provider offering advertisers the
ability to run ads that viewers can interact with
◉ Performance Metrics
Answer: Used to measure lower-funnel marketing goals; primarily
used to measure specific actions, leads or sales
◉ Conversion
Answer: When a consumer clicks on an ad or visits a website shortly
after seeing an ad, and then purchases the product
◉ Brand Metrics
Answer: Used to measure upper-funnel marketing goals; often
requires studies or surveys to measure
, ◉ Cookie
Answer: A text file that is stored in a consumer's web browser that
communicates information back to a server
◉ Viewability
Answer: 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
Answer: RTB: Process that allows multiple buyers to attempt to
purchase inventory by competing over price in a live web
environment
◉ Tag
Answer: A unique code that allows two or more servers to
communicate with each other in order to deliver a specific ad
creative
◉ Fraud
Answer: An intentionally deceptive practice designed to mimic
website traffic, behaviors, or ad placements
◉ Ad Choices
EXAM SCRIPT 2026 TEST PAPER QUESTIONS
AND SOLUTIONS GRADED A+
◉ SSP
Answer: Seller Side Platform: Tech used by publishers to sell
inventory, optimize pricing/yield and audience for a pool of
potential advertisers
◉ Exchange
Answer: An online marketplace platform that facilitates automated
auction-based pricing and RTB
◉ Ad Network
Answer: A sales channel for pubs and aggregated inventory for
buyers; plus targeting capabilities, creative generation, and
optimization
◉ Portal
Answer: A company that provides a combination of content
(aggregated and/or distributed), search functionality, email and
chat, plus other specialized capabiliites
,◉ Trading Desk
Answer: Centralized management platform, specializing in
programmatic audience buying; used by holding company-owned
agencies
◉ Data Provider
Answer: Companies that provide cookie pools and other means to
target desired audiences
◉ Rich Media Vendor
Answer: Ad creative and ad serving provider offering advertisers the
ability to run ads that viewers can interact with
◉ Performance Metrics
Answer: Used to measure lower-funnel marketing goals; primarily
used to measure specific actions, leads or sales
◉ Conversion
Answer: When a consumer clicks on an ad or visits a website shortly
after seeing an ad, and then purchases the product
◉ Brand Metrics
Answer: Used to measure upper-funnel marketing goals; often
requires studies or surveys to measure
, ◉ Cookie
Answer: A text file that is stored in a consumer's web browser that
communicates information back to a server
◉ Viewability
Answer: 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
Answer: RTB: Process that allows multiple buyers to attempt to
purchase inventory by competing over price in a live web
environment
◉ Tag
Answer: A unique code that allows two or more servers to
communicate with each other in order to deliver a specific ad
creative
◉ Fraud
Answer: An intentionally deceptive practice designed to mimic
website traffic, behaviors, or ad placements
◉ Ad Choices
