Display Advertising Display Advertising Analytics and Measurement 1

Question 1

What does CTR stand for in display advertising metrics?

Accepted Answer

Click-Through Rate

Answer

CTR (Click-Through Rate) measures the percentage of users who clicked on a display ad out of the total number of users who saw it (impressions).

Question 2

What is a view-through conversion in display advertising?

Accepted Answer

A conversion that occurs after a user sees but does not click a display ad

Answer

A view-through conversion is recorded when a user sees a display ad (an impression) but converts on the advertiser's site later without ever clicking that ad.

Question 3

What does CPM stand for in display advertising?

Accepted Answer

Cost Per Mille (cost per 1,000 impressions)

Answer

CPM stands for Cost Per Mille, where 'mille' is Latin for thousand, meaning the cost an advertiser pays for every 1,000 times their display ad is shown.

Question 4

What is the 'impression share' metric in display campaigns?

Accepted Answer

The percentage of eligible impressions your ads actually received

Answer

Impression share measures how often your ads were shown versus how often they were eligible to show, revealing how much potential reach you may be missing.

Question 5

What does 'viewability' measure in display advertising?

Accepted Answer

Whether an ad was actually seen by a user on screen

Answer

Viewability measures whether a display ad was placed in a position where it could actually be seen—the IAB standard requires at least 50% of the ad to be visible for 1 second.

Display Advertising Practice Test

Display Advertising Practice Test

Display Advertising Display Advertising Analytics and Measurement 1