Display Advertising EMarketing Display Advertising 2 — Questions and Answers
Question 1: In programmatic display advertising, what does a Demand-Side Platform (DSP) primarily allow advertisers to do?
- Design creative assets with built-in templates
- Sell publisher inventory to the highest bidder
- Verify brand safety after campaigns end
- Buy ad inventory across multiple exchanges through automated bidding (Correct answer)
Correct answer: Buy ad inventory across multiple exchanges through automated bidding
A DSP lets advertisers purchase impressions programmatically across many ad exchanges from a single interface.
Question 2: An advertiser notices high impressions but a very low click-through rate on a display campaign. Which change is MOST likely to improve CTR?
- Switching billing from CPM to CPC only
- Extending the campaign flight dates
- Refining audience targeting and creative relevance (Correct answer)
- Increasing the daily budget
Correct answer: Refining audience targeting and creative relevance
Low CTR usually signals a mismatch between the audience and the creative, so tightening targeting and improving ad relevance helps most.
Question 3: What is the standard dimension of a 'Medium Rectangle' display ad, one of the most common IAB units?
- 728x90 pixels
- 970x250 pixels
- 160x600 pixels
- 300x250 pixels (Correct answer)
Correct answer: 300x250 pixels
The medium rectangle is 300x250 pixels and is among the highest-inventory IAB standard units.
Question 4: Which metric measures the percentage of ad impressions that were actually seen by users according to MRC standards?
- Bounce rate
- Frequency
- Viewability rate (Correct answer)
- Share of voice
Correct answer: Viewability rate
Viewability rate reports the share of impressions meeting the MRC standard of 50% of pixels in view for at least one second.
Question 5: A retailer wants to show display ads featuring the exact products a visitor viewed but did not purchase. Which tactic is this?
- Contextual targeting
- Affinity audience targeting
- Geofencing
- Dynamic retargeting (Correct answer)
Correct answer: Dynamic retargeting
Dynamic retargeting automatically populates ads with the specific products a user previously browsed.
Question 6: In real-time bidding (RTB), roughly how long does the entire auction for a single impression typically take?
- About 5 seconds
- Several minutes
- About 30 seconds
- Under 200 milliseconds (Correct answer)
Correct answer: Under 200 milliseconds
RTB auctions complete in well under 200 milliseconds so the ad loads as the page renders.
Question 7: Which pricing model charges the advertiser only when a user completes a defined action, such as a purchase or sign-up?
- CPC (cost per click)
- CPM (cost per mille)
- CPA (cost per acquisition) (Correct answer)
- CPV (cost per view)
Correct answer: CPA (cost per acquisition)
CPA billing ties advertiser cost directly to completed conversions rather than impressions or clicks.
Display Advertising EMarketing Display Advertising 2
In programmatic display advertising, what does a Demand-Side Platform (DSP) primarily allow advertisers to do?