Display Advertising Display Advertising Analytics and Measurement 2

Question 1

What is attribution modeling in display advertising?

Accepted Answer

The method used to assign conversion credit across multiple ad touchpoints

Answer

The process of creating ad creative variations

Answer

A model for predicting future ad performance

Answer

The system for tracking ad server uptime

Question 2

What does 'last-click attribution' give all conversion credit to?

Accepted Answer

The final ad the user clicked before converting

Answer

The first ad that was displayed to the user

Answer

The ad with the highest spend in the campaign

Answer

The ad with the most impressions

Question 3

What is a 'post-impression' window in display advertising measurement?

Accepted Answer

The time period after an ad is viewed in which a view-through conversion can be credited

Answer

The delay between ad approval and it going live

Answer

The time after a click before a landing page loads

Answer

The window for changing a bid after an auction

Question 4

What does 'unique reach' measure in a display campaign?

Accepted Answer

The number of individual unique users who saw the ad at least once

Answer

The total number of ad impressions delivered

Answer

The unique number of websites the ad appeared on

Answer

The number of clicks from unique IP addresses

Question 5

What is 'brand lift' measurement in display advertising?

Accepted Answer

Measuring the increase in brand awareness or favorability caused by ad exposure

Answer

Tracking the rise in website traffic after a campaign

Answer

Calculating the revenue increase from display ads

Answer

Monitoring the improvement in Quality Score over time

Question 6

What does a high 'bounce rate' from display ad traffic typically indicate?

Accepted Answer

Poor landing page relevance or targeting mismatch with the ad audience

Answer

The ad was shown too many times to the same user

Answer

The campaign bidding strategy is set too high

Answer

The ad creative format is unsupported on the device