Display Advertising EMarketing Display Advertising 3 — Questions and Answers
Question 1: Contextual targeting places display ads based primarily on what factor?
- The user's past purchase history
- The advertiser's CRM segments
- The content of the webpage where the ad appears (Correct answer)
- The user's email engagement
Correct answer: The content of the webpage where the ad appears
Contextual targeting matches ads to the topic of the page content rather than to user data.
Question 2: An advertiser caps ad exposure at 3 impressions per user per day. What is this practice called?
- Frequency capping (Correct answer)
- Bid shading
- Dayparting
- Impression pacing
Correct answer: Frequency capping
Frequency capping limits how many times a single user sees an ad within a set period to prevent fatigue.
Question 3: Which entity aggregates and sells publisher ad inventory to buyers in the programmatic ecosystem?
- Data Management Platform (DMP)
- Ad verification vendor
- Supply-Side Platform (SSP) (Correct answer)
- Demand-Side Platform (DSP)
Correct answer: Supply-Side Platform (SSP)
An SSP represents publishers, making their inventory available to DSPs and exchanges to maximize yield.
Question 4: A brand's display ad appears next to extremist content, causing public backlash. Which safeguard directly addresses this risk?
- A/B creative testing
- Frequency capping
- Bid multipliers by device
- Brand safety exclusion lists and pre-bid filtering (Correct answer)
Correct answer: Brand safety exclusion lists and pre-bid filtering
Brand safety tools block bids on unsafe content categories and exclude flagged sites before ads serve.
Question 5: What is 'ad fraud' in the form of non-human traffic generating fake impressions and clicks commonly called?
- Retargeting leakage
- Cloaking
- Dark posting
- Bot traffic (Correct answer)
Correct answer: Bot traffic
Bot traffic is automated non-human activity that inflates impressions and clicks fraudulently.
Question 6: Which display campaign goal is BEST measured by view-through conversions?
- Users who watched 100% of a video ad
- Users who clicked and immediately purchased
- Users who saw an ad without clicking and later converted (Correct answer)
- Users who unsubscribed from emails
Correct answer: Users who saw an ad without clicking and later converted
View-through conversions credit display ads for conversions that happen after an impression even when no click occurred.
Question 7: A travel advertiser wants ads shown only to users physically within 5 miles of its airport lounge. Which targeting method applies?
- Keyword contextual targeting
- Sequential messaging
- Lookalike modeling
- Geofencing (Correct answer)
Correct answer: Geofencing
Geofencing serves ads to devices inside a defined geographic boundary around a location.
Display Advertising EMarketing Display Advertising 3
Contextual targeting places display ads based primarily on what factor?