Display Advertising Cheat Sheet 2026

The 30 highest-yield Display Advertising facts, distilled from real exam questions. Print it, save it as a PDF, or study it here — free, no sign-up.

1. What are the pixel dimensions of the standard IAB leaderboard banner? → 728×90
2. What is a 'wide skyscraper' display ad unit? → A tall, narrow vertical banner typically 160×600 pixels
3. What does 'viewability' measure in display advertising? → Whether an ad was actually seen by a user on screen
4. What is cross-device targeting in display advertising? → Tracking and serving ads to the same user across multiple devices
5. What is the standard dimension (in pixels) of a 'Medium Rectangle' display ad, one of the most common IAB ad units? → 300x250
6. A campaign spent $2,000 and generated 50 conversions. What is the CPA? → $40
7. Why might a 50 KB text overlay covering most of a marketing image cause issues in responsive display ads? → Google discourages text covering more than 20% of the image
8. Which metric measures the percentage of ad impressions that were actually seen by users according to MRC standards? → Viewability rate
9. What is 'frequency capping' in the context of display ad placements? → Setting a ceiling on how many times one user sees the same ad within a period
10. What is the 'leaderboard' display ad size? → 728×90 pixels
11. Which of the following is a 'view-through conversion'? → A user sees a display ad, does not click, but later converts on the site
12. What size does a leaderboard have? → 728x90
13. What is 'first-party data' in the context of programmatic advertising? → Data collected directly by an advertiser from their own customers and website visitors
14. The 970x250 ad unit is commonly known by which name? → Billboard
15. How long can an ordinary ad be animated for? → 30 seconds
16. The term for the 728x90-pixel display ad area at the top of the page is: → Leaderboard
17. Which attribution model gives 100% of conversion credit to the final touchpoint before conversion? → Last-click attribution
18. What is 'linear attribution' in display advertising? → Distributing conversion credit equally across all touchpoints in the user journey
19. Header bidding benefits publishers primarily by doing what? → Letting multiple demand sources bid simultaneously before the ad server call
20. What is the primary purpose of a 'call to action' (CTA) in a display ad? → Directing users to take a specific next step, such as 'Shop Now' or 'Learn More'
21. An ecommerce brand's display campaign shows a 200% ROAS. What does this mean? → Every $1 of ad spend generated $2 in revenue
22. What does 'media mix modeling' help advertisers determine in display strategy? → The optimal budget allocation across display and other advertising channels
23. What is a 'conversion pixel' in display advertising? → A snippet of code placed on a conversion page to track completed actions
24. In an A/B creative test, the only element that should differ between the two ad versions is what? → The single variable being tested
25. What is the maximum length of a short headline in a Google responsive display ad? → 30 characters
26. What is 'customer match' targeting in display advertising? → Uploading your customer list to target or exclude existing customers
27. Banner video advertisements are permitted on bg.com → False
28. What distinguishes a Private Marketplace (PMP) deal from open exchange buying? → Invitation-only access to premium inventory at negotiated terms
29. Displaying adverts on a website or a collection of websites that the target audience frequently visits is known as __________targeting. → Placement
30. What is a Supply-Side Platform (SSP)? → Technology that helps publishers manage and sell their ad inventory programmatically