Display Advertising Display Advertising Ad Formats and Placements 2

Question 1

In display advertising, what does 'above the fold' refer to?

Accepted Answer

The portion of a webpage visible to the user without scrolling

Answer

Ads placed in the site header navigation bar

Answer

Ad inventory purchased before a campaign launches

Answer

Ads displayed before a video plays

Question 2

According to the MRC (Media Rating Council) standard, what minimum threshold must a display ad meet to be counted as 'viewable'?

Accepted Answer

50% of pixels visible for at least 1 second

Answer

25% of pixels visible for at least 2 seconds

Answer

75% of pixels visible for at least 1 second

Answer

100% of pixels visible for at least 0.5 seconds

Question 3

What is 'frequency capping' in the context of display ad placements?

Accepted Answer

Setting a ceiling on how many times one user sees the same ad within a period

Answer

Limiting the maximum creative file size

Answer

Capping total campaign spending per day

Answer

Restricting ads to appear no more than once per page

Question 4

What is 'ad stacking,' and why is it considered an invalid traffic concern?

Accepted Answer

Layering multiple ads in the same placement so only the top ad is visible, generating fraudulent impressions

Answer

Running ads sequentially in a playlist to maximize engagement

Answer

Stacking multiple campaigns with the same creative to boost reach

Answer

Placing ads in a vertical column layout on publisher pages

Question 5

Which placement position on a webpage typically achieves the highest display ad viewability rates?

Accepted Answer

In-content placements embedded between paragraphs

Answer

Footer placements at the bottom of the page

Answer

Right-rail sidebar placements far below the fold

Answer

Pop-under ads that load behind the browser window

Question 6

What is a 'page takeover' or 'homepage takeover' in display advertising?

Accepted Answer

A strategy where one advertiser purchases all available ad inventory on a page or site for a defined period

Answer

An ad that replaces the website's homepage entirely with brand content

Answer

An interstitial ad that prevents users from accessing page content

Answer

A programmatic tactic to outbid all competitors in real-time auctions

Question 7

What is a 'sticky' or 'anchored' display ad unit?

Accepted Answer

A display ad that remains fixed in position on the screen as the user scrolls

Answer

An ad that retargets users after they leave a website

Answer

A banner that attaches itself to the browser's bookmark bar

Answer

An ad served to users who have 'stuck' with a brand for 30+ days