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Programmatic 101

What is programmatic?
What are the types of programmatic buys? Choose all that apply.
IO
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
Which media channels are currently using programmatic buying?
Mobile
Video
Display
DOOH
CTV
All of the above
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
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. How much will the winning Advertiser pay?
$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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