Display Advertising Display Advertising MCQ 3

Question 1

In a second-price auction for display inventory, the winning bidder typically pays what amount?

Accepted Answer

Slightly more than the second-highest bid

Answer

In a second-price auction the winner pays the second-highest bid plus a small increment, often $0.01.

Question 2

Which technique places ads on pages based on the page's content and keywords rather than the user's identity or history?

Accepted Answer

Contextual targeting

Answer

Contextual targeting matches ads to page content, requiring no user-level data or cookies.

Question 3

A campaign spent $2,000 and generated 50 conversions. What is the CPA?

Accepted Answer

$40

Answer

CPA = $2,000 / 50 conversions = $40 per acquisition.

Question 4

What does 'frequency capping' accomplish in a display campaign?

Accepted Answer

Limits how many times one user sees the ad in a set period

Answer

Frequency capping restricts ad exposures per user to prevent fatigue and wasted impressions.

Question 5

Which of the following is a 'view-through conversion'?

Accepted Answer

A user sees a display ad, does not click, but later converts on the site

Answer

View-through conversions credit impressions that were seen but not clicked before an eventual conversion.

Display Advertising Practice Test