Display Advertising Programmatic Display Advertising 1

Question 1

What is programmatic display advertising?

Accepted Answer

The automated buying and selling of digital ad inventory using software and algorithms

Answer

Programmatic advertising automates the purchase of display ad impressions through real-time bidding and algorithms, replacing manual insertion orders and direct deals between buyers and sellers.

Question 2

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

Accepted Answer

Software that lets advertisers buy ad impressions across multiple exchanges automatically

Answer

A DSP (Demand-Side Platform) is technology used by advertisers and agencies to purchase digital ad inventory from multiple ad exchanges through a single automated interface.

Question 3

What is a Supply-Side Platform (SSP)?

Accepted Answer

Technology that helps publishers manage and sell their ad inventory programmatically

Answer

An SSP (Supply-Side Platform) allows publishers to make their ad inventory available to multiple ad exchanges and DSPs simultaneously, maximizing competition and revenue.

Question 4

What happens during Real-Time Bidding (RTB)?

Accepted Answer

An automated auction for a single ad impression that occurs in milliseconds as a page loads

Answer

RTB is an automated auction process where, in the milliseconds it takes a webpage to load, multiple advertisers bid on a single available impression and the highest bidder's ad is displayed.

Question 5

What is a 'private marketplace' (PMP) in programmatic display?

Accepted Answer

An invitation-only RTB auction where select publishers offer premium inventory to approved buyers

Answer

A Private Marketplace is a curated, invite-only programmatic deal where publishers offer premium, often brand-safe inventory to a select group of advertisers at agreed-upon floor prices.

Display Advertising Practice Test

Display Advertising Practice Test

Display Advertising Programmatic Display Advertising 1