IAB Marketing Practice Exam With Answers (121 Solved Questions)

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IAB Digital Advertising CertificationExam Questions and Answers (GradedA+)Agency-ANSWER-An organization that, on behalf of clients, plans marketing andadvertising campaigns, drafts and produces advertisements, and places advertisementsin themedia.Advertiser-ANSWER-The company paying for the advertisement.Ad impressions-ANSWER-The count of ads which are served to a user. These can berequested by the user's browser (referred to as pulled ads) or they can be pushed, suchas e-mailed ads.Ad Ops-ANSWER-The team/function that is responsible for trafficking and optimizingdigital ad campaigns.Ad Server-ANSWER-a web server dedicated to the delivery of advertisements. Thistechnology specialization enables the tracking and management of advertising relatedmetrics.Campaign-ANSWER-In traditional marketing, a campaign is a series of advertisingmessages that share a single idea and theme. In digital advertising, a campaign willrefer to a set of ad buys from a specific ad network orpublisher.Click through rate-(CTR)-ANSWER-the percentage of ad impressions that wereclicked on as compared to the entire number of impressions; CTR% = [Clicks ÷ Imps]×100Creative-ANSWER-Otherwise known as the ad set, this is an image file, richmedia orsnippet of code that can be rendered as a display advertisement when entered into anad serving platform.CPM-ANSWER-Stands for Cost-per-thousand and is a media term describing the costto deliver 1,000 impressions.CPA-ANSWER-the cost of advertising based on a visitor taking some specificallydefined action in response to an ad. Examples of "Actions" include such things ascompleting a sales transaction, or filling out a form.

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CPC-Cost Per Click-ANSWER-is the cost of advertising basedon the number ofclicks received.CPC-Cost Per Customer-ANSWER-is the cost an advertiser pays to acquire acustomer.Discrepancy-ANSWER-This is the difference in reporting numbers between a client oragency and ad partner. They can be caused by avariety of factors. Standard ways tomeasure are with impressions sold, impressions served, and revenue.Insertion Order-ANSWER-Purchase order between a seller of interactive advertisingand a buyer (usually an advertiser or its agency).KPI-ANSWER-aquantifiable measure used to evaluate the success in meetingobjectives for performance; also known as Key Success Indicators (KSI)Make Goods-ANSWER-Additional ad impressions which are negotiated in order tomake up for the shortfall of ads deliveredversus the commitments outlined in theapproved insertion order.Media Company-ANSWER-A company that derives revenue from publishing contentvia one or more means of distribution, e.g., print publishing, television, radio, theInternet.Performance Metrics-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, anddisseminates content for public distribution or sale via one or more media.Real-time bidding-ANSWER-a real-time system for either bidding on or buying adinventory.Request for Proposal-ANSWER-A document sent by an advertiser or agency inviting apublisher to submit a proposal for an upcoming advertising campaign. This is the firststep taken by the advertiser or the agency representing the advertiser that initiates thecampaign process.Rich media-ANSWER-Advertisements with which users can interact (as opposed tosolely animation) in a web page format. These advertisements can use varioustechnologies, including but not limited to sound, video, or Flash, and with programminglanguages such as Java, JavaScript, and DHTML.Tags-ANSWER-Software code that an advertiser provides to a publisheror ad networkthat 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 aninsertion order.Third-party ad server-ANSWER-Independent outsourced companies that specialize inmanaging, maintaining, serving, tracking, and analyzing the results of online adcampaigns. They deliver targeted advertising that can be tailored to consumers'declared or predicted characteristics or preferences.Trafficker-ANSWER-Theperson who technically sets up the ad campaign in the adserver. This person's task is completed once the insertion order and the creatives havebeen received.Ad tag-ANSWER-Typically served as JavaScript through a website's ad server; thispiece of code allows a website to communicate with another ad server or companyinvolved in the campaign and serve an appropriate ad.Ad exchange-ANSWER-An ad partner that serves as a broker between a publisherand an advertiser. Ad exchanges use real-time bidding(RTB) technology to sell apublisher's inventory in an auction-like manner.Ad network-ANSWER-An ad partner that serves as a middleman between a publisherand an advertiser; aggregates inventory and audience into buying opportunities.Typically, ad networks provide you with a static rate for your inventory that rarelyfluctuates.Auction Price Floor-ANSWER-This is the same idea as a standard price floor but in anauction or programmatic environment, the floor serves as a minimum but can beexceeded by higher bidding. For example, if the agency sets the price floor at $1 theycan still receive bids at $1.25 but not at $0.75.Daisy chain (Ad chain)-ANSWER-Placing ad partners ad tags in order (usually byCPM rate, highest to lowest) so they have the option of serving an ad or 'defaulting' tothe next partner in line.DSP (Demand Side Platform)-ANSWER-A buy-side platform that allowsbuyers/agencies of digital ad inventory to easily and more directly connect with sellers ina programmatic and real-time environmentFixed CPM-ANSWER-A CPM rate that remains constant and is guaranteed by an adpartner for every 1,000 impressions that are sent.IAB (The Interactive Advertising Bureau)-ANSWER-Made up of over 500 leadingmedia and technology companies;this organization works to educate advertisers aboutthe value of interactive advertising as well as evaluate and recommend developstandards and practices (such as standard unit size).

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