Programmatic Adv Certificate questions and answers
tradeDesk 2023 with complete solution
"Dynamic Creative Optimization" creates a personalized ad for each user by using
cookies.
True
A demand-side platform (DSP) sells inventory on behalf of publishers across the
internet.
False
A data management platform (DMP) helps you evaluate audience data by:
-Conducting lookalike modeling
-Forecasting available impressions
-Segmenting users
A DSP activates the data stored in a DMP.
True
Cost per mille (CPM) measures:
The price an advertiser pays per 1,000 impressions
DSPs optimize to:
Low CPMs
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
Real-time bidding (RTB):
Prices online inventory via an auction
CPM measures the cost per user action.
False
In programmatic advertising, buying at a CPM rate means that you are only buying
impressions by the thousand and not individually.
False
It's important for the consumer and data center to be close together to increase the
efficiency of the "100 milliseconds".
False
"100 milliseconds" refers to the amount of time it takes for a publisher to serve an ad to
a single consumer when they click into a webpage.
True
Within the "100 milliseconds" in real-time bidding (RTB), millions of impressions are
processed simultaneously through the auction.
True
Demand-side platform (DSP) data centers should be close to exchange data centers to:
Increase efficiency and reduce the rate of timeouts
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.
True
, Every company has a focus, regardless of where they fall on the Lumascape.
True
Low barriers to entry hurt the efficiency of a market.
False
Supply-side platforms (SSPs) and exchanges will most likely separate in the future to
create an objective and efficient market.
True
What is the best way to be a yield optimizer?
-Create higher levels of transparency to make prices rise
-Understand what the buyer needs in order to pay the market price
A discrepancy happens when:
Buyer and seller report different numbers for impressions served or conversations made
A request for bid (RFB) happens when:
An exchange sends a bid request to a DSP
Which acronym represents the measure of how much it will cost a marketer to acquire a
customer?
CPA
A Deal ID enables buyers to enter into a private deal with a publisher via a real-time
bidding infrastructure.
True
Open RTB is:
The open-source project that sets standard protocols for transacting in RTB
What does the attribution window measure?
Measurement of time in which clicks/conversions will be given credit
What is another term for RTB?
The spot market
The industry needs to begin giving credit to all levels of the purchase funnel - not just
the last click.
True
Attribution for a desired event (e.g., a click or conversion) should be given to:
All levels of the purchase funnel
It's important to have measurable conversions at all levels of the purchase funnel.
True
In a line item-based system you have to create a different permutation for every bidding
scenario, which limits the amount of time you can spend on optimizing.
True
In reference to line items, how many permutations are possible with the letters "ABC"?
6
Line items are easier to optimize than bid factors.
False
Although machine learning is superior for quantitative analysis, machines cannot
process the qualitative side (the context).
True
When using bid factors, it is best to first cast a small net by testing narrow segments,
and then expand the buy to optimize performance.
False
tradeDesk 2023 with complete solution
"Dynamic Creative Optimization" creates a personalized ad for each user by using
cookies.
True
A demand-side platform (DSP) sells inventory on behalf of publishers across the
internet.
False
A data management platform (DMP) helps you evaluate audience data by:
-Conducting lookalike modeling
-Forecasting available impressions
-Segmenting users
A DSP activates the data stored in a DMP.
True
Cost per mille (CPM) measures:
The price an advertiser pays per 1,000 impressions
DSPs optimize to:
Low CPMs
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
Real-time bidding (RTB):
Prices online inventory via an auction
CPM measures the cost per user action.
False
In programmatic advertising, buying at a CPM rate means that you are only buying
impressions by the thousand and not individually.
False
It's important for the consumer and data center to be close together to increase the
efficiency of the "100 milliseconds".
False
"100 milliseconds" refers to the amount of time it takes for a publisher to serve an ad to
a single consumer when they click into a webpage.
True
Within the "100 milliseconds" in real-time bidding (RTB), millions of impressions are
processed simultaneously through the auction.
True
Demand-side platform (DSP) data centers should be close to exchange data centers to:
Increase efficiency and reduce the rate of timeouts
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.
True
, Every company has a focus, regardless of where they fall on the Lumascape.
True
Low barriers to entry hurt the efficiency of a market.
False
Supply-side platforms (SSPs) and exchanges will most likely separate in the future to
create an objective and efficient market.
True
What is the best way to be a yield optimizer?
-Create higher levels of transparency to make prices rise
-Understand what the buyer needs in order to pay the market price
A discrepancy happens when:
Buyer and seller report different numbers for impressions served or conversations made
A request for bid (RFB) happens when:
An exchange sends a bid request to a DSP
Which acronym represents the measure of how much it will cost a marketer to acquire a
customer?
CPA
A Deal ID enables buyers to enter into a private deal with a publisher via a real-time
bidding infrastructure.
True
Open RTB is:
The open-source project that sets standard protocols for transacting in RTB
What does the attribution window measure?
Measurement of time in which clicks/conversions will be given credit
What is another term for RTB?
The spot market
The industry needs to begin giving credit to all levels of the purchase funnel - not just
the last click.
True
Attribution for a desired event (e.g., a click or conversion) should be given to:
All levels of the purchase funnel
It's important to have measurable conversions at all levels of the purchase funnel.
True
In a line item-based system you have to create a different permutation for every bidding
scenario, which limits the amount of time you can spend on optimizing.
True
In reference to line items, how many permutations are possible with the letters "ABC"?
6
Line items are easier to optimize than bid factors.
False
Although machine learning is superior for quantitative analysis, machines cannot
process the qualitative side (the context).
True
When using bid factors, it is best to first cast a small net by testing narrow segments,
and then expand the buy to optimize performance.
False
