What does the "D" in DSP stand for?
Demand
Direct
Data
Directional
Which is not a standard ad buying format?
CPM
CPA
CPC
CRS
According to Moore's Law, the speed of semiconductor processors double every
12 Months
18 Months
24 Months
12 Weeks
This association performs audits of internet measurments as well as traditional media measurements
MRC
IAB
P3P
MSO
What is the MRC's primary objective?
Determine how to measure a viewable impression
Set strict pricing limits on advertising
Create ad size standardization across all properties
Create informal rules of conduct of online behavior
Who has developed the industry standard of viewability?
3MS
Comcast Spotlight
In a world where impressions are purchased based on viewability, what will happen?
CPM's decrease
CPM's increase
Impressions go up
CPM's Decrease and impressions go up
CPM's Increase and Impressions stay the same
What is the best example of buying impressions in real time?
eBay
RTB
What does "DMP" stand for?
Demand Marketing Platform
Divisional Marketing Plan
Data Management Platform
Data Marketing Platform
What is the formula for determining eCPM?
Cost(s)*1000/Total impressions
(Total Cost/Impressions)*100
(Total Impressions/cost)*1000
(Total Impressions/cost)*10
What is the IAB's standpoint on native advertising?
It is the most effective form of advertising, delivering the highest CTR
It should be easily distinguished against standard content, by the consumer
It should not be easily distinguished against standard content, by the consumer
It is the least effective form of advertising, delivering the lowest CTR
What does "SSP" stand for?
Standard Spending Procedure
Supply Spending Procedure
Supply Side Platform
Standard Software Platform
Determine the eCPM
$1.33
$13.34
$4.46
$74.91
If Steve's Pizza has previously worked with a rep in your office and was receiving 150,000 impressions for just over $1700, approximately how much should you price your CPM at to remain consistent?
$9
$10
$11
$14
What is the IAB's standard of viewability on a display ad?
50% of the impressions must be viewable for 1 second
50% of the impressions must be viewable for 2 seconds
75% of the impressions must be viewable for 1 second
25% of the impressions must be viewable for 1 second
What is the standard size of a Mobile Rising Star Slider?
300x250
320x50
300x50
350x20
Which is NOT a standard UAP banner size?
160x600
428x90
120x20
A client wants to serve different creative to consumers based on their exposure to the digital-advertising campaign. Which of the following solutions should be recommended?
Connected TV
Keyword Targeting
Sequential Messaging
Demographic Targeting
If an ad campaign was delivered that served 100,000 impressions and generated 200 clicks, what would the click-through rate be?
.2%
.5%
.02%
2.0%
What is the CPM of the 300x250 placement?
$7.43
$8.65
$9.23
$6.86
What is CPA?
Cost per Advertiser
Cost per Advertisment
Cost per Aquisition
Cost per Address
What type of program is used to feed pages to a search engine?
Spider
Sniffer
Search Finder 2000
Optimization Engine
What size ad unit is seen here?
1280x900
1400x800
954x800
1000x900
What is the following an example of?
Native Advertising
Comedic Advertising
Shared Content
Social Advertising
While looking to purchase movie tickets on MovieTickets.com, the following ad appeared, what is it an example of?
Pre-Roll Video
Earned Media
Interstitial Ads
A client gives you another $3k to spend on digital advertising, using the chart attached, which metric would you use to determine where to place the additional spend?
CTR
Clicks
Impressions
Cost
Using the chart attached, which placement has the lowest cost per conversion?
Pre-Roll
All conversion costs are the same
What is the CPC of the 300x250 placement?
$2.18
$21.81
$12.81
$1.28
What is the first step in determining effectiveness of a clients campaign?
Optimize for a high CTR
Ensure 100% viewability
Determine client's success metrics
Optimize for a high view-through rate
What is Shared Media?
Media given to one platform via another for a fee
Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube
Public & media relations efforts to gain coverage in publications – on and offline
Online advertising through display ads, pay per click search ads and sponsorships.
What is "Earned" Media?
Media, content and assets that the brand controls, like websites, blogs, newsletters and brand social media accounts.
Often thought of as “traditional” online advertising through display ads, pay per click search ads and sponsorships.
The result of public & media relations efforts to gain coverage in publications – on and offline
Which of the following is NOT a daughter agency of the Omnicom holding group:
BBDO Worldwide Network
DDB Needham Worldwide Network
TBWA International Network
McCann International Network
A holding company is a company that owns other companies' outstanding stock.
The IAB recommends publisher campaign reporting at least weekly.
On a CPM based campaign, cancellation out clause for guaranteed deliverables is
24 hours
48 hours
7 days
14 days
A publisher should not bonus more than _____ % in impressions without permission
10
15
20
25
Makegoods and reporting failure should be cured within _____ days of notice from agency
14
2
5
7
Which of the following is/are examples of owned media
Website
Blog
Twitter Profile
Display Ads
Which of the following is not an example of Earned media?
Sponsorships
Buzz
Going Viral
Word of Mouth
Which of the following true?
CPC=Cost*1000/Impressions
CPA=Cost/Actions
CPS= Cost/Clicks
CPC=Cost*1000/total impressions
Which of the following is not a basic metric of video performance?
Conversions
Conversion Rate
Interaction Level
There are 14 million emails successfully delivered to W 35-54. The open rate is 20% and click through rate is 20%. How many people landed on brand.com?
5,600
56,000
560,000
5,600,000
Which is generally accepted as the BEST optimization tool to add to a banner flight to maximize unique reach?
SIC Targeting
Frequency cap
Day-part Targeting
Demographic targeting
These four elements are a part of what customer journey? -Awareness -consideration -preference -purchase
Social Marketing Funnel
Consumer Buying Funnel
Digital Advertising Funnel
Marketing Awareness Funnel
Which tags SHOULD a client supply when running a CPC campaign?
Flash
.mov file
rich media
click trackers
You receive an RFP with the following objectives listed: awareness, CTR, and demographic targeting. When you first get a chance to speak with the client, the BEST course of action would be to
Confirm priorities of the objectives
ask if there are any other objectives not listed
ask the client what he/she belives is a good CTR
review how your competitors who are submitting plans measure against these objectives
Which type of site analysis is MOST LIKELY to over count unique views to a site? For example, the analysis might count the office user, mobile user, home user as three separate users, even though they are one user.
Syndicated Based (i.e., MRI)
Panel Based (i.e., comScore)
Survey Based (i.e., Scarborough)
Internal Tag Based (i.e., Omniture)
A client was sold a program for 40 million impressions. At the end of the campaign, the client’s ad server shows a delivery of 21 million impressions. The vendor’s ad server shows 41 million ads served. What is the BEST practice in resolving the discrepancy?
Bill 31 million impressions to compromise
Bill based upon the client’s ad server numbers
Bill based upon the publisher’s ad server numbers.
Audit the server logs of both companies.
A linear video ad can only be a pre-roll or mid-roll.
How does SEO differ from SEM?
SEO is organic, SEM is paid
SEM is organic, SEO is paid
SEO is earned, SEM is owned
SEM is earned, SEO is owned
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