Programmatic 101

What are the types of programmatic buys? Choose all that apply.

Automated Guarantee

RTB

PMP

True or False? All real-time bidding is programmatic, but not all programmatic is RTB

True

False

Demand-Side Platforms (DSPs) were built primarily to

Enable publishers to manage/sell their inventory programmatically

Enable advertisers to bid on ad inventory across multiple exchanges programmatically

Supply-Side Platforms (SSPs) were built primarily to

Enable publishers to effectively manage/sell their inventory programmatically

Enable advertisers to bid on display inventory across multiple exchanges programmatically

How long does it take to deliver an ad in an RTB auction to the end user?

Instantly, the transaction occurs in real-time

The time varies based on factors such as the platform/media type

The time is predetermined by publishers and advertisers before the auction occurs

True or False: RTB is only used by direct response (DR) advertisers

True

False

Which of the following is a benefit of programmatic advertising?

The ability to optimize targeting/delivery using "big data"

Improving marketing ROI

Avoiding human error

Increasing publisher fill rates

All of the Above

"3 views/unique visitors/24-hours" is most commonly known as?

Impression management

Unique Reach

Frequency Cap

Refer to the following "second price" RTB auction model for an impression in a typical ad tech environment: Advertiser 1: Bid $4.77 Advertiser 2: Bid $5.11 Advertiser 3: Bid $4.53. Who will win the auction?

Advertiser 1

Advertiser 2

Advertiser 3

$4.54

$5.12

$4.78

What process allows DSPs and SSPs to communicate unique ID info?

Ad tagging

De-duplication

Cookie Syncing

Retargeting

True or False? A supply-side platform (SSP) typically houses advertising creative?

True

False

If an advertiser chooses to show their placements only on pages that pertain to a specific topic or category, this is known as?

Behavioral Targeting

Retargeting

Contextual Targeting

PMP

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