CAS Digital Advertising Flashcards

What is viewability in digital advertising?

Answer: A measurement of whether an ad had the opportunity to be seen by a user

Viewability measures whether an ad was actually in a visible position on screen long enough for a user to potentially see it, per IAB standards (50% of pixels for 1 second).

What is the role of a Demand-Side Platform (DSP) in programmatic advertising?

Answer: It allows advertisers to buy ad impressions from multiple exchanges in one place

A DSP (Demand-Side Platform) is software that allows advertisers and agencies to buy digital ad inventory across multiple ad exchanges and networks through a single interface.

Which digital advertising metric best measures brand awareness campaign success?

Answer: Reach and impressions

Brand awareness campaigns prioritize reach and impressions because the goal is to maximize how many people see the ad, not necessarily to drive immediate clicks or conversions.

What does frequency capping do in a digital ad campaign?

Answer: Limits how many times the same user sees the same ad

Frequency capping limits the number of times a specific user is shown the same advertisement within a defined time period to prevent ad fatigue.

What is a conversion pixel in digital advertising?

Answer: A snippet of code placed on a webpage to track actions taken after an ad click

A conversion pixel is a small piece of tracking code embedded in a webpage that fires when a user completes a desired action, allowing advertisers to attribute conversions to specific ads.

What is dynamic creative optimization (DCO) in digital advertising?

Answer: Automatically assembling and personalizing ad creative elements in real time based on data

Dynamic Creative Optimization (DCO) uses data and algorithms to automatically assemble personalized ad variations in real time, tailoring the message to each individual viewer.