IAB Digital Media Sales Certification Test Prep
1. 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
2. SSP: Seller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential
advertisers
3. Exchange: An online marketplace platform that facilitates automated auction-based pricing and RTB
4. Ad Network: A sales channel for pubs and aggregated inventory for buyers; plus targeting capabilities, creative
generation, and optimization
5. Portal: A company that provides a combination of content (aggregated and/or distributed), search functionality, email and chat,
plus other specialized capabiliites
6. Trading Desk: Centralized management platform, specializing in programmatic audience buying; used by holding company-
owned agencies
7. Data Provider: Companies that provide cookie pools and other means to target desired audiences
8. Rich Media Vendor: Ad creative and ad serving provider ottering advertisers the ability to run ads that viewers can
interact with
9. Performance Metrics: Used to measure lower-funnel marketing goals; primarily used to measure specific actions,
leads or sales
10. Conversion: When a consumer clicks on an ad or visits a website shortly after seeing an ad, and then
purchases the product
11. Brand Metrics: Used to measure upper-funnel marketing goals; often requires studies or surveys to
measure
12. Cookie: A text file that is stored in a consumer's web browser that communicates information back to a server
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, 13. Viewability: Term used to describe if a desktop ad unit was positioned within the portion of an ad browser page that
could be seen
14. Real Time Bidding: RTB: Process that allows multiple buyers to attempt to purchase inventory by
competing over price in a live web environment
15. Tag: A unique code that allows two or more servers to communicate with each other in order to deliver a specific ad
creative
16. Fraud: An intentionally deceptive practice designed to mimic website traflc, behaviors, or ad placements
17. Ad Choices: Logo that is used to inform consumers they are being behavioral targeted, and allows con-sumers to
opt-out of this targeting
18. Engagement Metrics: Commonly used to measure middle-funnel marketing goals using rich media executions
like interaction or social shares
19. What percentage of the US population has mobile internet access?: 60%
20. What percentage of smartphone users have made a purchase via their
smartphone?: 46%
21. Which local content category sees the most engagement on mobile?: Maps
22. After Facebook, which smartphone app gets the most unique traffic?: YouTube
23. What year was the first display ad launched?: 1994
24. What are short tail websites?: Most popular websites, high traffic, lots of inventory
25. What are mid tail websites?: Minimal inventory, somewhat popular sites
26. What are long tail websites?: Very limited inventory, small traffic, NICHE sites (and also junky sites)
27. What is a holding company?: Parent company of many media agency brands
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1. 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
2. SSP: Seller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential
advertisers
3. Exchange: An online marketplace platform that facilitates automated auction-based pricing and RTB
4. Ad Network: A sales channel for pubs and aggregated inventory for buyers; plus targeting capabilities, creative
generation, and optimization
5. Portal: A company that provides a combination of content (aggregated and/or distributed), search functionality, email and chat,
plus other specialized capabiliites
6. Trading Desk: Centralized management platform, specializing in programmatic audience buying; used by holding company-
owned agencies
7. Data Provider: Companies that provide cookie pools and other means to target desired audiences
8. Rich Media Vendor: Ad creative and ad serving provider ottering advertisers the ability to run ads that viewers can
interact with
9. Performance Metrics: Used to measure lower-funnel marketing goals; primarily used to measure specific actions,
leads or sales
10. Conversion: When a consumer clicks on an ad or visits a website shortly after seeing an ad, and then
purchases the product
11. Brand Metrics: Used to measure upper-funnel marketing goals; often requires studies or surveys to
measure
12. Cookie: A text file that is stored in a consumer's web browser that communicates information back to a server
1/
8
, 13. Viewability: Term used to describe if a desktop ad unit was positioned within the portion of an ad browser page that
could be seen
14. Real Time Bidding: RTB: Process that allows multiple buyers to attempt to purchase inventory by
competing over price in a live web environment
15. Tag: A unique code that allows two or more servers to communicate with each other in order to deliver a specific ad
creative
16. Fraud: An intentionally deceptive practice designed to mimic website traflc, behaviors, or ad placements
17. Ad Choices: Logo that is used to inform consumers they are being behavioral targeted, and allows con-sumers to
opt-out of this targeting
18. Engagement Metrics: Commonly used to measure middle-funnel marketing goals using rich media executions
like interaction or social shares
19. What percentage of the US population has mobile internet access?: 60%
20. What percentage of smartphone users have made a purchase via their
smartphone?: 46%
21. Which local content category sees the most engagement on mobile?: Maps
22. After Facebook, which smartphone app gets the most unique traffic?: YouTube
23. What year was the first display ad launched?: 1994
24. What are short tail websites?: Most popular websites, high traffic, lots of inventory
25. What are mid tail websites?: Minimal inventory, somewhat popular sites
26. What are long tail websites?: Very limited inventory, small traffic, NICHE sites (and also junky sites)
27. What is a holding company?: Parent company of many media agency brands
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