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Questions in this quiz (70)
1At an ad agency, what team is most commonly responsible for examining their clients market goals and translating them into media goals
- Acreative team
- Bstrategy team
- Cad ops team
- Dbuying team
2Arbitron, comScore, Nielson, and Scarborough are all types of ___ that provide reach, frequency and/or usage data
- Amixed media models
- Btarget rating points
- Cthird party research firms
- Donline video platforms
3what acronym, typically used to measure the size of a television audience, is calculated as a precent of the target market reached multiplied by the exposure frequency
- AGRP
- BISP
- CDMA
- DCTR
4Your client has stated intent to purchase on one of your proposals. While they want to see a decrease in eCPM before committing, you are not willing to lower your rates. The BEST option for you to decrease the eCPM and maintain the current plan would be____
- Aoffering added value impressions
- Boffering an event to sponsor
- Cstarting over and offering less expensive products
- Dblending the CPMs of multiple products
5What is the FIRST step in confirming the ability to run a site-retargeting campaign for a client?
- Atroubleshoot the ad tags from the client
- Bconfirm which ad serve the agency uses
- Cconfirm the brand will allow a pixel on their site
- Dconfirm which demographic the brand is trying to reach
6What type of company allows adv and//or thei agency to manage their media buying via multiple exchanges in on interface?
- Aad network
- Bholding company
- Cdemand side platform
- Dsupply side platform
7Your client wants to measure the effectiveness of their online ad campaign as it relates to a positive impact to their product or service. What is the BEST study to analyze this?
- Abrand lift
- Bcross media study
- Ccampaign study
- Dreach/frequency analysis
8A mobile advertiser is gauging the effectiveness of a mobile campaign by the number of leads received in a given month. What is the BEST way to track the response rate?
- Aclick to call
- Bclick to download
- Cclick to landing page
- Dclick to mobile website
9Which IAB rising star unit can feature scrolling text and video?
- Afilmstrip
- B160x600 jpg
- COPA pushdown
- Dexpandable video
10Your client wants to target consumers who have ALREADY EXPRESSED interest in buying new furniture. Which of the following targeting options could provide the greatest ROI for them?
- Acontextual targeting
- Bbehavioral targeting
- Cgeographic targeting
- Ddemographic targeting
11A clients campaign is generating the following CTRs (the clients main metric of success) Into which placement shoudl the bedget be optimized?:
Geographic Targeting 300x250 with CTR of 0.065%
Geographic Targeting 728x90 with CTR of 0.054%
Demographic Targeting 300x250 with CTR of 0.089%
Demographic Targeting 728x90 with CTR of 0.062%- AGeographic Targeting 300x250 with CTR of 0.065%
- BGeographic Targeting 728x90 with CTR of 0.054%
- CDemographic Targeting 300x250 with CTR of 0.089%
- DDemographic Targeting 728x90 with CTR of 0.062%
12If Brand X is trying to reach "Recipe Seekers" at scale, which targeting method would be MOST APPLICABLE?
- Abehavioral
- Bgeographic
- Cdemographic
- Dpurchase based
13Which of the following ad unit is NO LONGER an IAB standard ad unit
- Aleaderboard 728x90
- Bskyscraper 120x600
- Crectangle 300x250
- Dportrait 300x1050
14Which of the following is a way to increase campaign delivery?
- Acapping daily delivery
- Bdecrease frequency caps
- Cincrease frequency caps
- Dadd day-parting to the campaign
15What do search engines use to eliminate waste and determine the BEST result to search queries?
- Afirewall
- Balgorithm
- Cverification
- Dviral marketing
16If a campaign has delivered 2,000,000 impressions at a CPM of $3.00 and has 100 conversions, what is the CPA
- A$6
- B$60
- C$600
- D$6,000
17Of the demographics below, which group has consistently been measured to click on the highest percentage of the ads they see in a given month?
- AA55+
- BM18-34
- CA25-49
- DW18-49
18What does it mean if a client has a view through window of one week?
- Athey only count conversions once a week
- Bthey only count conversions after one week has passed
- Cthey only count clicks based on conversions
- Dthey only count conversions within one week aft he user sees the ad
19A handheld, portable device would be BEST defined as a ___ digital advertising platform
- Aonline
- Bmobile
- Cdesktop
- Dtraditional
20A client is running a campaign through a third-party ad server. According to internal reporting it is scheduled to deliver in full. What is need to be bill for the total IO amount?
- Agenerate an invoice
- Breview internal numbers
- Coptimize delivery of campaign
- Dcompare with third-party delivery report
21The percentage of digital inventory an advertiser purchased on a single site is called the ___
- Ashare of voice
- Bsell-through
- Cplacement
- Dsector
22According to the IAB terms and conditions, if a publisher is serving the campaign, reports should be provided to the advertiser at least every ___
- A14 days
- B2 days
- C4 weeks
- Dweek
23A data management platform is a
- Amedia buying service aggregated from multiple sources
- Bservice that allows the collection of audience intelligence
- Ccentralized service that aggregates content for advertising networks
- Dservice that provides outsourced media selling an ad network management
24Your clients goal is to sell pizza at a cost per order of $2.00. At the end of the campaign you've reached a total of 2,869 conversions at a total spend of $5,000. What action makes the most sense?
- AInvoice the client
- Bsend a new IO extending flight dates
- Cadvise the client to change their attribution model
- Ddiscuss the results and see if more budget is available
25Desktop, mobile and connected TVs are all examples of ___
- ADSPs
- Bad networks
- Cmedia platforms
- Dthird-party ad servers
26What type of backup file is recommended to accompany rich media creative?
- Apdf
- Btext
- Cstatic
- Danimated
27What does the VAST standardization do for video?
- AIt helps make sure the video VPAID compliant
- Bit helps publishers make more video inventory
- Cit helps to ensure publishers are paid for video
- DIt helps advertisers and publishers to work together to run video ads
28An advertiser wants to offer a publishers' site visitors a deal when they sign up for the site. This is called a ____ offer
- Aspecial
- Bsite-wide
- Cco-registration
- Ddiscounted
29If a clients PRIMARY campaign goal was to increase online purchases, what type of campaign measurement is most appropriate?
- Aengagements
- Bconversions
- Cclicks
- Dleads
30If the internet universe consists of 50% males and site X consists of 75% males, what is site's X's male composition index?
- A125
- B150
- C175
- D225
31An advertiser wants to ensure they reach as many unique people as possible on your site, but has a limited budget. What is the BEST targeting tot o reach the most users on your site?
- AUS only targeting
- Bbehavioral targeting
- Chomepage takeover
- Dfrequency cap all banners
32The BEST information to include in a closing slide of a wrap-up report is_____
- Aa summary of the report
- Bopportunities to continue or grow the partnership
- Ca list of optimizations made throughout the campaign
- Da look at the partnership over the years
33What pricing model should be proposed to hit the objectives of a client with a pay per performance goal?
- Acost per thousand
- Bcost per click
- Cflat rate
- Dcost per send
34A site has an index of 325 for reaching M25-64. This means the site is ____% more likely to reach M25-64
- A25
- B125
- C225
- D325
35If a creative has the "ad choices" logo in the corner, what is it referring to?
- Abehavioral targeting
- Bcall to action
- Crich media
- Dad type
36If a media plan includes desktop, mobile and TV, it is MOST COMMONLY referred to as an ___ platform campaign.
- Across
- Btriple
- Ctraditional
- Dacross
37What is the standard IAB out clause?
- A24 hours
- B48 hours
- C14 days
- D7 days
38Which of the following offers a collection of editorial content from multiple sources?
- Ayield optimizer
- Baggregator
- Csyndicator
- Dpublisher
39What is the IAB standard time limit on animation for display media
- A:07
- B:15
- C:25
- D:30
40Which of the following content environments is MOST LIKELY to provide earned media?
- Avideo
- Bsocial
- Cdisplay
- Dsearch
41According to the 4A's and IAB's terms and conditions, what is the acceptable discrepany rate on a digital media 10
- A10%
- B2%
- C7%
- D15%
42What are the two most common pre-roll lengths
- A:10 & :15
- B:10 & :30
- C:30 & :15
- D:30 & :60
43Atlas and Dart for Publishers are two examples of ____
- Aad units
- Bad servers
- Cad agencies
- Dad compilers
44When confirming a client's CPA goal, it is important to understand how/if you receive credit for both post click and post ___ conversions
- Aview
- Bcreative
- Cattribution
- Dinteraction
45What does paywall refer to?
- Aanalytics
- Broadblock
- Cad serving
- Dsubscription
46Which of the of the following is NOT an acceptable format for tracking pixels/codes?
- Ajpeg
- Bhtml
- CiFrame
- Djavascript
47One major benefit of digital media over traditional media is that you can ____
- Ameasure reach
- Bprovide a call to action
- Cexplain product benefits
- Dlaunch a campaign quicly
48The simplified version of a website that is designated to display on a smart phone is called a mobile ___ site
- Agenerated
- Boptimized
- Cmanaged
- Dapplied
49If optimization occurred during branding campaign, awareness should ____ throughout the flight
- Adouble
- Bincrease
- Cdecrease
- Dremain flat
50Which of the following is the MOST COMMON type of behavioral targeting?
- Are-targeting
- Bday-parting
- Ccontextual
- Dkeyword
51When two display banner ads from the same advertiser are shown on a web page simultaneously, the BEST example of a(n)___
- Askin
- Boverlay
- Croadblock
- Dcompanion banner
52How many click-through conversions would an advertiser receive based on a $10,000 budget and a $5.00 CPM, assuming a 0.25% CTR, 1% conversion rate? And what would the CPA be?
- A40, $250
- B50, $200
- C100; $175
- D200; $50
53Which of the following is an example of an instream non-linear ad unit?
- Ain-banner overlay
- Boverlay
- Cbillboard
- Drich media
54If an adv campaign goal is to deliver at least 60% of their impressions to M35-64 they will likely use what to gauge their performance?
- Aoverall brand lift?
- Binternal impressions delivery
- Cthird party click through ratet
- Dthird party audience verification
55Which of the following is a display, video and mobile IAB rising star ad unit?
- Aslider
- Bfilmstrip
- Csidekick
- Dfull screen
56Your client wants to run a rich interactive in-stream experience, you have to make sure your vido player is ____
- AVAST
- BVPAID
- Cnon-linear
- Drich media
57If a client spends heavily on TV and wants to start reaching consumers online, what ad format would be the MOST NATURAL transition
- Avideo
- Bsocial
- Csearch
- Ddisplay
58These four elements are a part of what consumer journey?
Awareness
Consideration
Preference
Purchase- ASocial Marketing Funnel
- BConsumer Marketing Funnel
- CDigital Adv Funnel
- DMarketing Awareness Funnel
59How does SEO differ from SEM
- ASEO is organic, SEM is paid
- BSEO is paid, SEM is organic
- CSEO is earned, SEM is owned
- DSEM is earned, SEO is owned
60Which format allows rich media to run on your iphone?
- AMRAID
- BVPAID
- CVAST
- DDMP
61The benefit of mobile:
- Aon the go
- Bshorter lead time
- Csmaller ads
- Dless clutter
62Vertical video plays best on
- Adesktop
- Bwearable
- Cmobile
- Dlaptop
63@Plan + Media Metrics use help with
- AAudience profile/composition research
- BProgrammatic Buying
- CStandard IAB and Practices
- DSupply Side Platform
64What does PII stand for?
- APersonally Identifiable Information
- BPersonal Identifiable Information
- CPersons Identity Information
65What does MRC stand for?
- AMedia Rating Council
- BMedia Rich Content
- CMulti Rating Council
66The objective or purpose to be promoted or carried on by Media Rating Council is:
- ATo secure for the media industry and related users audience measurement services that are valid, reliable and effective.
- Bbuild plans
- Cexecute campaigns
67Type of marketplace where select companies are invited to participate in auction?
- AOpen Auction
- BInvitation Open Auction
- CAutomated Guaranteed
- DPMP
68MRC view-ability threshold?
- A50%
- B70%
- C30%
- D100%
69If you are a MCN, which attribution model is best?
- ALast Touch
- BBrand Lift Study
- CMulti Touch
- DFirst Touch
70RIch Media video is an example of
- AVPAID
- BVAST
- CMRAID
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