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IAB Marketing Practice Exam With Answers (121 Solved Questions)

IAB Marketing Practice Exam With Answers allows you to test your knowledge with real exam questions from previous years.

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    IAB Digital Advertising Certification Exam Questions and Answers (Graded A + ) Agency - ANSWER - An organization that, on behalf of clients, plans marketing and advertising campaigns, drafts and produces advertisements, and places advertisements in the media. Advertiser - ANSWER - The company paying for the advertisement. Ad impressions - ANSWER - The count of ads which are served to a user. These can be requested by the user's browser (referred to as pulled ads) or they can be pushed, such as e - mailed ads . Ad Ops - ANSWER - The team/function that is responsible for trafficking and optimizing digital ad campaigns. Ad Server - ANSWER - a web server dedicated to the delivery of advertisements. This technology specialization enables the tracking and management o f advertising related metrics. Campaign - ANSWER - In traditional marketing, a campaign is a series of advertising messages that share a single idea and theme. In digital advertising, a campaign will refer to a set of ad buys from a specific ad network or publisher. Click through rate - (CTR) - ANSWER - the percentage of ad impressions that were clicked on as compared to the entire number of impressions; CTR% = [Clicks ÷ Imps] ×100 Creative - ANSWER - Otherwise known as the ad set, this is an image file, rich media or snippet of code that can be rendered as a display advertisement when entered into an ad serving platform. CPM - ANSWER - Stands for Cost - per - thousand and is a media term describing the cost to deliver 1,000 impressions. CPA - ANSWER - the cost of a dvertising based on a visitor taking some specifically defined action in response to an ad. Examples of "Actions" include such things as completing a sales transaction, or filling out a form.

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    CPC - Cost Per Click - ANSWER - is the cost of advertising based on the number of clicks received. CPC - Cost Per Customer - ANSWER - is the cost an advertiser pays to acquire a customer. Discrepancy - ANSWER - This is the difference in reporting numbers between a client or agency and ad partner. They can be caused by a variety of factors. Standard ways to measure are with impressions sold, impressions served, and revenue. Insertion Order - ANSWER - Purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency). KPI - ANSWER - a quantifiable measure used to evaluate the success in meeting objectives for performance; also known as Key Success Indicators (KSI) Make Goods - ANSWER - Additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments outlined in the approved insertion order. Media Company - ANSWER - A company that derives revenue from publishing content via one or more means of distribution, e.g., print publishing, television, radio, the Internet. Performance Met rics - ANSWER - The measurement of digital ad campaigns with action - based goals such as click - throughs, leads, downloads, sales, etc. Publishers - ANSWER - An individual or organization that prepares, issues, and disseminates content for public distribution o r sale via one or more media. Real - time bidding - ANSWER - a real - time system for either bidding on or buying ad inventory. Request for Proposal - ANSWER - A document sent by an advertiser or agency inviting a publisher to submit a proposal for an upcoming a dvertising campaign. This is the first step taken by the advertiser or the agency representing the advertiser that initiates the campaign process. Rich media - ANSWER - Advertisements with which users can interact (as opposed to solely animation) in a web p age format. These advertisements can use various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, JavaScript, and DHTML. Tags - ANSWER - Software code that an advertiser provides to a publisher or ad network that calls the agency's ad server for the purposes of displaying an advertisement.

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    Terms and Conditions - ANSWER - The details of the contract accompanying an insertion order. Third - party ad server - ANSWER - Independent outsourced companies th at specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers' declared or predicted characteristics or preferences. Trafficker - ANSWER - The person who technically sets up the ad campaign in the ad server. This person's task is completed once the insertion order and the creatives have been received. Ad tag - ANSWER - Typically served as JavaScript through a website's ad server; this piece of co de allows a website to communicate with another ad server or company involved in the campaign and serve an appropriate ad. Ad exchange - ANSWER - An ad partner that serves as a broker between a publisher and an advertiser. Ad exchanges use real - time bidding (RTB) technology to sell a publisher's inventory in an auction - like manner. Ad network - ANSWER - An ad partner that serves as a middleman between a publisher and an advertiser; aggregates inventory and audience into buying opportunities. Typically, ad net works provide you with a static rate for your inventory that rarely fluctuates. Auction Price Floor - ANSWER - This is the same idea as a standard price floor but in an auction or programmatic environment, the floor serves as a minimum but can be exceeded b y higher bidding. For example, if the agency sets the price floor at $1 they can still receive bids at $1.25 but not at $0.75. Daisy chain (Ad chain) - ANSWER - Placing ad partners ad tags in order (usually by CPM rate, highest to lowest) so they have the o ption of serving an ad or 'defaulting' to the next partner in line. DSP (Demand Side Platform) - ANSWER - A buy - side platform that allows buyers/agencies of digital ad inventory to easily and more directly connect with sellers in a programmatic and real - tim e environment Fixed CPM - ANSWER - A CPM rate that remains constant and is guaranteed by an ad partner for every 1,000 impressions that are sent. IAB (The Interactive Advertising Bureau) - ANSWER - Made up of over 500 leading media and technology companies; this organization works to educate advertisers about the value of interactive advertising as well as evaluate and recommend develop standards and practices (such as standard unit size).

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