Study guides, Class notes & Summaries

A campaign's strategy depends on the sales cycle of the product being advertised. True False - Ans True Recency plays a more important role in retargeting strategies than with other campaign strategies. True False - Ans True

Dynamic Creative Optimization" creates a personalized ad for each user by using cookies. - Ans True A demand-side platform (DSP) sells inventory on behalf of publishers across the internet. - Ans False A data management platform (DMP) helps you evaluate audience data by: - Ans All apply Conducting lookalike modeling Forecasting available impressions Segmenting users

Demanding Transparency and running on a whitelist or a blacklist are methods to ensure brand safety True False - Ans True WhiteOps is simply a text file that publishers drop onto their websites, stating the companies that are authorized to sell their inventory. This allows programmatic buyers to check the validity of the inventory that they purchase. True False - Ans False

Dynamic Creative Optimization" creates a personalized ad for each user by using cookies. True False - Ans True A demand-side platform (DSP) sells inventory on behalf of publishers across the internet. True False - 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 D

Dynamic Creative Optimization" creates a personalized ad for each user by using cookies. - Ans True A demand-side platform (DSP) sells inventory on behalf of publishers across the internet. - Ans False A data management platform (DMP) helps you evaluate audience data by: - Ans -Conducting lookalike modeling -Forecasting available impressions -Segmenting user

What does "PII" stand for? - Ans Personally Identifiable Information In RTB, a SellSide Platform (SSP) represents the publisher and also hosts an auction on a per impression basis. - Ans True The major difference between a true DSP and an ad network is: - Ans An ad network focuses on both the demand side and supply side

The industry needs to begin giving credit to all levels of the purchase funnel - not just the last click. True False - Ans True Attribution for a desired event (e.g., a click or conversion) should be given to: All levels of the purchase funnel Top of the purchase funnel Bottom of the purchase funnel Middle of the purchase funnel - Ans A