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.
- What are the pixel dimensions of the standard IAB leaderboard banner? → 728×90
- What is a 'wide skyscraper' display ad unit? → A tall, narrow vertical banner typically 160×600 pixels
- What does 'viewability' measure in display advertising? → Whether an ad was actually seen by a user on screen
- What is cross-device targeting in display advertising? → Tracking and serving ads to the same user across multiple devices
- 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
- What is the 'leaderboard' display ad size? → 728×90 pixels
- What size does a leaderboard have? → 728x90
- What is 'first-party data' in the context of programmatic advertising? → Data collected directly by an advertiser from their own customers and website visitors
- How long can an ordinary ad be animated for? → 30 seconds
- The term for the 728x90-pixel display ad area at the top of the page is: → Leaderboard
- What is 'linear attribution' in display advertising? → Distributing conversion credit equally across all touchpoints in the user journey
- 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'
- What does 'media mix modeling' help advertisers determine in display strategy? → The optimal budget allocation across display and other advertising channels
- What is a 'conversion pixel' in display advertising? → A snippet of code placed on a conversion page to track completed actions
- What is 'customer match' targeting in display advertising? → Uploading your customer list to target or exclude existing customers
- Banner video advertisements are permitted on bg.com → False
- Displaying adverts on a website or a collection of websites that the target audience frequently visits is known as __________targeting. → Placement
- What is a Supply-Side Platform (SSP)? → Technology that helps publishers manage and sell their ad inventory programmatically
- What does a high 'bounce rate' from display ad traffic typically indicate? → Poor landing page relevance or targeting mismatch with the ad audience
- What is a 'landing page' in the context of display advertising strategy? → The specific webpage users are directed to after clicking a display ad
- What is geofencing in display advertising? → Serving ads to users within a defined geographic boundary using GPS or IP data
- What is a view-through conversion in display advertising? → A conversion that occurs after a user sees but does not click a display ad
- What does 'ad fraud' refer to in display advertising measurement? → Invalid traffic generated by bots or deceptive practices that inflates metrics
- What is an 'interstitial' display ad format? → A full-screen ad that appears between pages of content or during app transitions
- What does 'demographic targeting' allow advertisers to specify? → Age, gender, parental status, and household income of the audience
- What does 'last-click attribution' give all conversion credit to? → The final ad the user clicked before converting
- What does 'always-on' display advertising strategy mean? → Running display campaigns continuously throughout the year rather than in bursts
- What is an 'interstitial' display ad? → A full-screen ad that appears between content pages or during natural transition points
- What is 'cross-channel attribution' important for in display advertising strategy? → Understanding how display ads contribute alongside other channels like search and social
- What is 'recency targeting' in display campaign strategy? → Prioritizing users who visited your website most recently for retargeting
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