BMBA 5009 Chapter 17 Exam Questions
and Answers Graded A+
impression - Correct answer-each time an ad is shown to a user
display ads - Correct answer-graphical advertising
rich media ads - Correct answer-Online ads that include animation, audio, or video.
interstitials - Correct answer-Ads that run before a user arrives at his or her
intended destination in a website or app.
Internet Advertising Bureau (IAB) - Correct answer-A nonprofit industry trade
group for the interactive advertising industry. The IAB evaluates and recommends
interactive advertising standards and practices and also conducts research,
education, and legislative lobbying.
cost-per-click - Correct answer-Sometimes also referred to as PPC or pay-per-
click: a concept where advertisers don't pay unless someone clicks on their ad.
CPM - Correct answer-the amount charged every time an ad appears 1000 times
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, cost-per-action - Correct answer-A method of charging for advertising whenever a
user responds to an ad by performing a specified activity such as signing up for a
service, requesting material, or making a purchase.
affiliate programs - Correct answer-A cost-per-action program, where program
sponsors (e.g., Amazon, iTunes) pay referring websites a percentage of revenue
earned from the referral.
cookie - Correct answer-A line of uniquely identifying text stored by a web
browser. A cookie can only be retrieved by the web server that assigned the cookie.
first-party cookies - Correct answer-A cookie that is assigned by the website that a
browser is currently visiting, as opposed to a third party cookie, which may be
served on a web page by a third-party such as an ad network, which is not the
website's owner.
third-party cookies - Correct answer-Cookies that are served by an entity that is not
the firm that owns the web page that you are visiting. Third-party cookies were the
most common technology used by online ad networks for cross-site customer
profiling, but all major browsers will eliminate third-party cookies by 2022.
ad networks - Correct answer-An effort that links advertisers to websites and other
content providers (e.g., app firms, games) that are willing to host advertisements,
typically in exchange for payment.
©COPYRIGHT 2025, ALL RIGHTS RESERVED 2
and Answers Graded A+
impression - Correct answer-each time an ad is shown to a user
display ads - Correct answer-graphical advertising
rich media ads - Correct answer-Online ads that include animation, audio, or video.
interstitials - Correct answer-Ads that run before a user arrives at his or her
intended destination in a website or app.
Internet Advertising Bureau (IAB) - Correct answer-A nonprofit industry trade
group for the interactive advertising industry. The IAB evaluates and recommends
interactive advertising standards and practices and also conducts research,
education, and legislative lobbying.
cost-per-click - Correct answer-Sometimes also referred to as PPC or pay-per-
click: a concept where advertisers don't pay unless someone clicks on their ad.
CPM - Correct answer-the amount charged every time an ad appears 1000 times
©COPYRIGHT 2025, ALL RIGHTS RESERVED 1
, cost-per-action - Correct answer-A method of charging for advertising whenever a
user responds to an ad by performing a specified activity such as signing up for a
service, requesting material, or making a purchase.
affiliate programs - Correct answer-A cost-per-action program, where program
sponsors (e.g., Amazon, iTunes) pay referring websites a percentage of revenue
earned from the referral.
cookie - Correct answer-A line of uniquely identifying text stored by a web
browser. A cookie can only be retrieved by the web server that assigned the cookie.
first-party cookies - Correct answer-A cookie that is assigned by the website that a
browser is currently visiting, as opposed to a third party cookie, which may be
served on a web page by a third-party such as an ad network, which is not the
website's owner.
third-party cookies - Correct answer-Cookies that are served by an entity that is not
the firm that owns the web page that you are visiting. Third-party cookies were the
most common technology used by online ad networks for cross-site customer
profiling, but all major browsers will eliminate third-party cookies by 2022.
ad networks - Correct answer-An effort that links advertisers to websites and other
content providers (e.g., app firms, games) that are willing to host advertisements,
typically in exchange for payment.
©COPYRIGHT 2025, ALL RIGHTS RESERVED 2
