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Week 3: Display Marketing Fundamentals Quiz

Which of the following are considered forms of Display Advertising? (Choose all that apply)
In-app Ads
Video Ads
Interactive HTML Ads
Flash Ads
Facebook Ads
Instagram Ads
Sidebar ads on a Google Search Results Page
Banner Ads
What does CPM stand for?
Cost per million impressions
Cost per thousand impressions
Cost per media impression
Cost per hundred impressions
Which the following acronyms does not make sense in the world of Display Marketing?
CPC
CPM
CPA
CTR
CVR
CPT
True or False - In Traditional Ad Buying, the Advertiser would form a direct relationship with the Publisher to begin displaying ads on their page.
True
False
Which of the following were reasons why Ad Exchanges started becoming popular in the rise of Display Marketing? (Choose all that apply)
Publishers wanted to sell in bulk and wanted to sell all of their inventory
Direct relationships between publishers and advertisers don’t always exist and when they did were hard to manage
Advertisers didn't want to commit to all the inventory a publisher was selling
Advertisers wanted to spend more on ads
True or False - Inventory is a segment of Ad Space on any given page that the publisher is looking to sell
True
False
What does DSP stand for?
Demand-Side Platform
Demand-Supply Platform
Display-Supply Platform
Display-Side Platform
What does SSP stand for
Supply-Side Platform
Server-Side Platform
Supply-Server Platform
Server-Supply Platform
What does RTB stand for?
Real Time Bidding
Real Time Bargaining
Real Transaction Bidding
Real-time Transaction Bidding
True or False - Direct Media Buys are no longer utilized in today's industry
True
False
True or False - Publishers use DSPs and Advertisers use SSPs
True
False
True or False - Ad Exchanges interact with both DSPs and SSPs
True
False
Which of the following are reasons advertisers adopted RTB? (Choose all that apply)
Save money on CPM
Access to huge volumes of inventory
Target more effectively
Ad impressions are shown faster
What does the "e" in eCPM stand for?
Efficient
Effective
Euler
Earned
True or False - With RTB, each individual ad slot is sold independently in an auction.
True
False
True or False - Google has a Search and a Display Network
True
False
The ad symbol for google display ad is a ____.
Plus
Play Button
"G"
"D"
True or False - In a scenario where a visitor lands on CNN.com, who hosts Google Display Ads, CNN can read the cookies that Google places on the user.
True
False
True or False - In a scenario where a visitor lands on CNN.com, who hosts Google Display Ads, Google can read the cookies that CNN places on the user.
True
False
True or False - First Party Cookies are cookies placed by the domain the user is on. I.e. User lands on CNN.com, the cookies CNN places on the user are First-Party Cookies
True
False
True or False - Third Party Cookies are cookies placed by a domain other than the one the user is on. I.e. User lands on CNN.com, who hosts Google Display Network ads, the cookies google.com places on the user are Third-Party Cookies
True
False
True or False - Cookies are browser specific. I.e. The cookies placed on my chrome browser are different than what are stored on my Firefox browser
True
False
True or False - Cookies are device specific. I.e. The cookies placed on my desktop are different than what are stored on my phone
True
False
What does DMP stand for?
Data Management Platform
Data Mining Platform
Digital Marketing Platform
Digital Management Platform
True or False - In the scenario where Nike is advertising on TheWallStreetJournal.com, Nike is the publisher in this relationship
True
False
True or False - In the scenario where Nike is advertising on TheWallStreetJournal.com, The Wall Street Journal is the advertiser in this relationship
True
False
Which of the following are sources of data a DMP would take in to make meaningful audience segments? (Choose all that apply)
CRM
Search
Display
Email
Website
Invoca
True or False - One of the main purposes of a DMP is to take data from various parts of your business to segment your customers into meaningful audiences to retarget with more defined marketing material
True
False
True or False - A DMP performs close to the same function as a DSP
True
False
True or False - A DMP can power many DSPs
True
False
True or False - A DSP can buy inventory to display ads in mobile apps
True
False
True or False - A DMP can be used to give a unique customer web experience
True
False
Which of the following is not a feature of a DMP?
Look-a-like Audience Building
Audience Segmentation
Powering DSP
Ad Buying
True or False - A platform that can power retargeting and suppression is a DMP.
True
False
Which of the following is a benefit to buying a DMP? (Choose all that apply)
Segment and Analyze existing customer base
Make existing customers more profitable by targeted cross-sell marketing
Show what good customers look like - engagements and attributes
How to find more good customers, look-a-like modeling
Which of the following is a DMP Invoca integrates with?
Adobe Audience Manager
MediaMath
The Trade Desk
BlueKai
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