Display Advertising Display Advertising MCQ 4 — Questions and Answers
Question 1: What is 'ad fraud' in the form of a botnet primarily designed to do?
- Generate fake impressions and clicks that advertisers pay for (Correct answer)
- Block ads from loading on user devices
- Slow down publisher page speed
- Steal creative assets from competitors
Correct answer: Generate fake impressions and clicks that advertisers pay for
Botnets simulate human traffic to inflate impressions and clicks, draining ad budgets fraudulently.
Question 2: Which file format enables rich, animated display creatives that replaced Flash as the industry standard?
- TIFF
- HTML5 (Correct answer)
- SWF
- GIF87a
Correct answer: HTML5
HTML5 became the standard for animated and interactive display ads after Flash was deprecated.
Question 3: A 'lookalike' or 'similar' audience is built by doing what?
- Showing ads only to past purchasers
- Copying a competitor's keyword list
- Targeting users in the same zip code as a store
- Finding new users who share traits with an advertiser's existing customers (Correct answer)
Correct answer: Finding new users who share traits with an advertiser's existing customers
Lookalike modeling analyzes a seed audience and finds new users with statistically similar characteristics.
Question 4: What is the main purpose of the ads.txt initiative from the IAB?
- Encrypting all ad creative files
- Requiring text-only advertising formats
- Letting publishers publicly list who is authorized to sell their inventory (Correct answer)
- Standardizing banner sizes across browsers
Correct answer: Letting publishers publicly list who is authorized to sell their inventory
ads.txt lets buyers verify authorized sellers of a publisher's inventory, reducing domain spoofing.
Question 5: An advertiser wants ads shown only between 6 PM and 11 PM local time. Which tactic should they use?
- Whitelisting
- Frequency capping
- Geotargeting
- Dayparting (Correct answer)
Correct answer: Dayparting
Dayparting schedules ad delivery to specific hours or days of the week.
Question 6: Which of these describes 'native' display advertising?
- Ads that match the form and feel of the surrounding editorial content (Correct answer)
- Ads served only within mobile apps
- Ads translated into the user's native language
- Ads that occupy the full screen on load
Correct answer: Ads that match the form and feel of the surrounding editorial content
Native ads blend with the platform's content style, such as sponsored articles or in-feed units.
Question 7: A campaign generated $12,000 in revenue from $3,000 in ad spend. What is the ROAS?
- 4:1 (400%) (Correct answer)
- 9:1 (900%)
- 0.25:1 (25%)
- 2.5:1 (250%)
Correct answer: 4:1 (400%)
ROAS = revenue divided by spend, so $12,000 / $3,000 = 4, or 400%.
Display Advertising Display Advertising MCQ 4
What is 'ad fraud' in the form of a botnet primarily designed to do?