Display Advertising EMarketing Display Advertising 3

Question 1

Contextual targeting places display ads based primarily on what factor?

Accepted Answer

The content of the webpage where the ad appears

Answer

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?

Accepted Answer

Frequency capping

Answer

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?

Accepted Answer

Supply-Side Platform (SSP)

Answer

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?

Accepted Answer

Brand safety exclusion lists and pre-bid filtering

Answer

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?

Accepted Answer

Bot traffic

Answer

Bot traffic is automated non-human activity that inflates impressions and clicks fraudulently.

Display Advertising Practice Test