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Criteo Global Challenge 2017

Welcome to the Criteo Global Challenge 2017!

Please read the following instructions before starting the quiz:

The quiz includes 53 questions on 6 different categories.
There is always ONE correct answer UNLESS stated "multiple correct answers", in which case you have to select more than one good answer.
You have to click on 'NEXT' after each question to move on.
You won't be able to go back to the previous question once you clicked on 'NEXT'.
You will have 60 minutes to complete the quiz.
You have to complete the quiz to have your results captured. If you stop in between your results may not be accounted for.

GOOD LUCK :)

Welcome to the Criteo Global Challenge 2017!

Please read the following instructions before starting the quiz:

The quiz includes 53 questions on 6 different categories.
There is always ONE correct answer UNLESS stated "multiple correct answers", in which case you have to select more than one good answer.
You have to click on 'NEXT' after each question to move on.
You won't be able to go back to the previous question once you clicked on 'NEXT'.
You will have 60 minutes to complete the quiz.
You have to complete the quiz to have your results captured. If you stop in between your results may not be accounted for.

GOOD LUCK :)

Please enter your full name!

What is your team?

Sales

CBS

CPS

BSI

Other

Please select your tiering!

Tier 1

MMS

Other

Please select your office!

Please select your market!

Iberia

Russia

Benelux

DACH

France

Italy

Nordics

Poland

Turkey

Please select your market!

Germany

ATCH

CEE

When did you join Criteo?

Q1 2017

Q2 2017

2016

2015

2014

2013

Before 2013

Category 1: UNIVERSAL MATCH / ATTRIBUTION (10 questions)

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Category 1: UNIVERSAL MATCH / ATTRIBUTION (10 questions)

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Which of the following best describes Universal Match?

A unique process that ensures that bids are placed at the right price and right time for each individual consumer

A unique process that uses consumer insights to predict which product is most likely to lead to a sale for that individual consumer

A unique process for understanding the individual purchase intent of consumers across all devices, browsers and apps, creating a single view of each consumer

A unique process that ensures that every ad design is optimized for every impression

How many consumers does Criteo reach?

1.2 Billion+ consumers monthly

1.6 Billion+ consumers monthly

2 Billion+ consumers monthly

2.4 Billion+ consumers monthly

How many of a user’s devices are taken into account in the prediction?

2 devices

3 devices

All the user’s browsed devices

None, we don’t take into account cross device in the prediction

Complete the sentence: Using Criteo User Graph helps with…

�measurement across all devices

...measurement across all devices and all online media

...measurement across all media

...measurement across all devices and all media

Which of the following figures is true of User Graph?

3.3 billion devices

18,500 participating websites

700 million exact-match ids

3.3 billion exact-match ids

Which of the following is the most accurate definition for attribution?

Attribution is finding out what online channels or devices convert best

Attribution is finding out which devices are most valuable to conversion

Attribution is understanding what shapes customer’s decisions and the value of each touch-point in the user journey

Attribution is understanding what shapes user’s decisions

What is the expected uplift when moving from same device sales to cross device sales attribution in Management Center ?

10%

20%

30%

What will an advertiser with deduplication (DD) parameter see in Management Center in the Same Device Sales column?

The same device sales Criteo counts + the FB same device sales

The same device sales Criteo counts

The same device sales attributed to Criteo

The same device sales Criteo counts + a percentage of FB same device sales based on the average attribution rate of the advertiser

Which of the following are single touchpoint attribution models? (Multiple correct answers)

Last click

U-shaped

First-click

Rules-based

Which is the most used attribution method among our customers?

Single touchpoint

Linear

U-Shaped

Multi touchpoint

Complete the sentence: Criteo primarily…

… assists with sales coming from the last click

… assists with sales coming from the first click

… assists with sales on parts of the user journey earlier than the last click

… assists with branding

Category 2: ENGINE & BUSINESS MODELS (11 questions)

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Category 2: ENGINE & BUSINESS MODELS (11 questions)

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Which of the below are the key components of the Criteo Engine?

Universal Match, Optimization Models and Kinetic Design

Universal Match, Predictive Bidding, Product Recommendations and Kinetic Design

Predictive Bidding, Product Recommendations and Kinetic Design

Universal Match, Product Recommendations and Kinetic Design

For every online buyer, how many shopping intent signals does the Criteo Engine evaluate?

12+

120+

1,200 +

12,000 +

Which of the following accounts are eligible for ARO? (Multiple correct answers)

Uncapped budget, DPA live

Uncapped budget, stop & go campaign

Capped budget, DPA live

Uncapped budget, app campaign

Does the client need to sign an additional document to activate ARO?

Yes

What is to be expected when activating ARO?

+5% Rext at same performance target

+15% Rext at same performance target

+20% Rext at same performance target

No Rext uplift but less time consuming campaign management

With ARO, is it possible to have different COS targets per category?

Yes, and it is highly recommended to optimize performance

Yes, but you should ask your AX for recommendation

No, ARO can only be set at campaign level

No, ARO can only be set at advertiser level

Does smoothing still work with ARO?

Yes

What is the impact of VO on other metrics? (Multiple correct answers)

VO activation could impact the COS as we would prioritize the value of the product over its price

VO activation will reduce the number of sales by a factor of 10

VO activation will triple the reach and audience

VO activation will increase the share of displays on high value products

What should you do before activating a Value Optimization campaign?

Include the value coefficients in the feed and start the campaign

Include the value coefficients in the feed and wait at least 10 days to activate the campaign

Include the value coefficient in the trackers and wait at least 7 days to activate the campaign

Create a new partner, include the value coefficient in the trackers and wait at least 5 days to activate the campaign

For which campaigns should you NOT activate Value Optimizer?

Campaigns with Facebook DPA live

App Advertising campaigns

Campaigns with RO (COS Optimizer)

Client optimizing towards CPO only

For Value Optimizer, how does the client send us the different product values?

Through the trackers

Through the feed

In a flat file

Through a code at the header level of their site

Category 3: APP ADVERTISING (10 questions)

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Category 3: APP ADVERTISING (10 questions)

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Which is the primary challenge that advertisers are looking to solve with App Advertising?

Mobile apps are quickly abandoned, advertisers are struggling to keep users engaged

Content within an app isn't of interest to certain audiences

Mobile app updates are difficult to schedule

Mobile app users typically browse less products and add less to the basket

Which of the following statements are true about App Advertising? (Multiple correct answers)

Predicts new consumers who are likely to download your app

Brings users back to your app to browse and to purchase

Boosts engagement with dynamic ads based on each user's real-time interests

Scales reach across more than 555K mobile apps

How much has App Advertising been able to increase user retention?

15%

10%

40%

30%

How many more products do users who have been exposed to App Advertising view versus those who have not?

1.5 times more

3 times more

4.5 times more

6 times more

Does App Advertising leverage all of the key components of the Criteo Engine?

Yes, all key components: Universal Match, Product Recommendation, Predictive Bidding and Kinetic Design

No, only Predictive Bidding and Product Recommendation

No, only Product Recommendation, Predictive Bidding and Kinetic Design. Universal Match will be a feature in Q4.

No, only Product Recommendation, Predictive Bidding and Universal Match. Kinetic Design will be a feature in Q4.

Which order accurately reflects a list ranked from MOST to LEAST preferred integration method for App Advertising?

App Events SDK, Mobile Measurement Partner, App Events API

App Events SDK, App Events API, Mobile Measurement Partner

Mobile Measurement Partner, App Events SDK, App Events API

Mobile Measurement Partner, App Events API, App Events SDK

True or false? A client who is live on Facebook DPA for Mobile Web is automatically live on DPA for App.

False, you need to activate DPA for App separately, as this is the only way to allow clients to manage their budgets separately

False, TS needs to activate DPA for App in TOP

True, a client who is live on DPA is automatically live for both Mobile Web and App

True, but Criteo is not able to track Facebook DPA for App and clients should use their Analytics Tool for this

Which of the following are recommended when launching App Advertising? (Multiple correct answers)

Collect hashed emails for Cross Device matching

Activate App deeplinking event for Facebook DPA

Activate Universal Links for redirection on iOS

Create a dedicated advertiser for your App campaign

Which of the following clients may NOT qualify for App Advertising?

<10k DAUs (Daily Active Users)

>10k DAUs (Daily Active Users)

>100k MAUs (Monthly Active Users)

<100k Downloads per Operating System

Complete the following sentence: Upon clicking on an App Advertising banner, a user who no longer has the app will be ….

�. Redirected to the app store to install the advertiser’s app

� redirected to a blank page in the mobile web browser

� redirected to the advertiser’s mobile site

� redirected to an error page in the app they are currently browsing

Category 4: KINETIC DESIGN (9 questions)

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Category 4: KINETIC DESIGN (9 questions)

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What is Kinetic Design?

Criteo’s creative team

Criteo’s creative technology

Criteo’s ad catalog

Criteo’s design style

Which of the following make up Kinetic Design? (Multiple correct answers)

RTCO

Composer

Creator

Renderer

What does RTCO stand for?

Renderer Total Creative Optimization

Real-Time Criteo Optimization

Real-Time Creative Optimization

Rapid Total Creative Optimization

Which of the following statements is true about RTCO? (Multiple correct answers)

RTCO is powered by the Criteo Engine

RTCO chooses which Business Rules to apply

RTCO allows designers to create the best design framework

RTCO selects the best ad layout and design elements to display

What’s the best way to perform a creative A/B test?

Use the creative A/B test tool

Split the campaign

Ask your local AX to perform an AB test

Ask Central Sales to perform an AB test

What does a design framework include?

A client’s predefined ads

A client’s branded design elements and styles

The Creative Services team’s design toolset

Only the CTA and the layout

Which of the following is a main responsibility of the Creative Services team?

Creating ads for clients on the fly to suit publisher inventory

Designing each individual ad based on client preferences

Building the client’s branded design framework with Composer

Designing ads based on the results given by Real-Time Creative Optimization

Which of the following would NOT be part of a client design framework?

Colorset

Ad size

Logo

Text styles

Complete the following sentence: Enabling more ad layouts results in … (multiple correct answers)

� better personalization

� worse performance

� increased performance

� a better design framework

Category 5: LEGAL (6 questions)

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Category 5: LEGAL (6 questions)

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What is the role of the Commercial Legal team?

To rubber stamp contracts, approve deals, answer operational questions about Criteo’s services

To review and negotiate contracts in partnership with Sales, consider risk, provide templates and support general legal requests

To negotiate contracts and deals directly with partners once Sales has done the initial pitch and got a prospective client interested in Criteo services

To provide information about data privacy law and issues related to cookies

An advertiser wants to work with us but you have a doubt if their products comply with Criteo’s Advertiser Guidelines. What should you do?

Look at Criteo’s Internal Advertising Guidelines for the country where the campaign will run and fill in the Internal Ad Guidelines Escalation Form if needed

Look at Criteo’s Internal Advertising Guidelines for the country where the advertiser’s head office is located and determine whether we can work with the client

Email your legal counsel and ask for his/her written confirmation that it is ok to work with this client

As long as the client’s products comply with all laws and regulations in the country where the campaign will be run, we can work with the client

What is the primary purpose of an NDA?

To ensure that Criteo will not misuse a Client’s confidential information when providing the Criteo Service

To identify and agree on the key business and contractual understandings that will form the basis of the final agreement (such as price and length of the campaign)

To protect any confidential information that either Criteo or a potential partner may disclose to the other during initial discussions of whether to enter into a formal relationship

To ensure that the data collected from the Client’s website is handled in a manner consistent with applicable data privacy laws

A client signs a Criteo IO. Your contact then sends an email: in order to be on our vendor system, please just tick this box: I hereby accept the client terms and conditions. What should you do? (Multiple correct answers)

Tick the box. Client has signed an IO so it’s OK

Forward the email request to local Commercial Legal with background information

Tell the client that it’s impossible to accept their terms

Tell the client that it is not possible to accept terms with a click-box and ask them to send through a Word version of the terms as Criteo is allowed to sign paper documents.

When Criteo provides its Display Service to Clients, Clients must agree to Criteo’s standard Terms and Conditions. How does the Client agree to Criteo’s standard Terms?

Criteo’s standard Terms are automatically attached to the back of the IO and are sent to the client

The Client signs two documents: (1) the IO; and (2) the standard Terms and Conditions

A link to Criteo’s standard Terms is incorporated into the IO, so when the Client signs the IO, it agrees to Criteo’s standard Terms

The Client is sent a pop-up box where they have to tick “I accept”

If Criteo has agreed to make modifications to its Terms and Conditions for a particular Client, how do those modifications become part of the Agreement between Criteo and the Client?

The changes are written directly into the IO, in the section entitled “Particular Conditions”

The changes are made in the form of an “Addendum to Criteo’s Standard Terms and Conditions,” and attached to the IO

The Client signs a completely separate set of “custom” Terms with the client, which is uploaded to House along with the IO

They don’t, because Criteo never agrees to make modifications to its standard Terms and Conditions

And last but not least .....

Category 6: INDUSTRY KNOWLEDGE - Publisher landscape and competition - (6 questions)

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And last but not least .....

Category 6: INDUSTRY KNOWLEDGE - Publisher landscape and competition - (6 questions)

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Complete the following sentence: Header Bidding is an advanced programmatic technique that allows publishers to offer inventory…

� to multiple ad exchanges simultaneously before making calls to their ad servers

� to multiple ad exchanges simultaneously, replacing their adserver

� to multiple ad exchanges simultaneously after making calls to their ad servers

� to a single ad exchange without any adserver

A client is running Google alongside Criteo in order to drive more sales from retargeting. Which of the below are key talking points to address with the client? (Multiple correct answers)

Running with multiple retargeting partners is a good way to drive more sales

We don’t recommended running with multiple retargeting partners because Criteo is often losing vs Google

We don’t recommend running with multiple retargeting partners because you risk over-exposing your users and as a result, negative association with your brand and fewer sales

Two partners bidding on your behalf results in wasted ad spend

In comparing Criteo to Google, which of the following correctly states Criteo’s unique selling points? (Multiple correct answers)

Criteo’s reach goes beyond Google’s ecosystem

With Google, you waste time on campaign administration and management

Unparalleled user-to-device matching accuracy, compared to Google’ probabilistic model

Criteo offers personalized ads while Google only offers static ads

Which of the following are services that Google provides? (Multiple correct answers)

Attribution tool

Tag management system

PLA (Product Listing Ads)

Email Retargeting

Which of the following is true about Facebook Custom Audiences?

Ads target users on their news feed only

Reaches Custom Audiences on a cost efficient, CPC bidding model only

Allows advertisers to create targeted Facebook Ads for people on their customer list

Allows advertisers to create targeted Facebook Ads for brand new customers that aren't on their customer list

Which of the below is NOT a key differentiator for Facebook Dynamic Ads?

Maximum reach - far beyond the Facebook and Instagram ecosystem

Product recommendations – Criteo drives on average 28% of sales from products not previously viewed on-site

Kinetic Design – unique, compelling and personalized brand experiences with dynamically assembled ads using Active Elements

Control and transparency – Full control over CPC and real-time insight into performance

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