Display Advertising EMarketing Display Advertising 4 — Questions and Answers
Question 1: Which HTML5 replacement for legacy rich media became the standard after Flash was deprecated for display ads?
- HTML5 creatives with CSS and JavaScript animation (Correct answer)
- Java applets
- Animated PNG-only units
- Silverlight banners
Correct answer: HTML5 creatives with CSS and JavaScript animation
HTML5 replaced Flash as the standard for animated and interactive display creatives across browsers and devices.
Question 2: An advertiser wants to reach new users who behave like its existing customers. Which audience strategy fits best?
- Placement-only targeting
- Lookalike (similar) audience modeling (Correct answer)
- Negative audience exclusion
- Remarketing to site visitors
Correct answer: Lookalike (similar) audience modeling
Lookalike modeling finds prospects whose signals resemble a seed list of existing customers.
Question 3: In a display campaign report, 'frequency' refers to what?
- The number of unique users reached
- The number of placements purchased
- The percent of budget spent daily
- The average number of times each user saw the ad (Correct answer)
Correct answer: The average number of times each user saw the ad
Frequency is impressions divided by unique reach, showing average exposures per user.
Question 4: Which scenario is an example of native display advertising?
- A 728x90 leaderboard at the top of a page
- An expandable takeover covering the homepage
- A sponsored article recommendation styled to match the publisher's feed (Correct answer)
- A pop-under window on site exit
Correct answer: A sponsored article recommendation styled to match the publisher's feed
Native ads adopt the look and feel of surrounding editorial content, such as in-feed sponsored recommendations.
Question 5: What is the main purpose of a third-party ad server like Campaign Manager 360 for advertisers?
- Generating organic social posts
- Replacing the need for a DSP
- Hosting the advertiser's ecommerce checkout
- Centralized trafficking, tracking, and measurement across all buys (Correct answer)
Correct answer: Centralized trafficking, tracking, and measurement across all buys
A third-party ad server delivers creatives and provides unified tracking and de-duplicated measurement across publishers and platforms.
Question 6: Deprecation of third-party cookies pushes display advertisers toward which alternative?
- First-party data and contextual or cohort-based targeting (Correct answer)
- Buying more pop-up inventory
- Relying solely on last-click attribution
- Increasing frequency caps
Correct answer: First-party data and contextual or cohort-based targeting
Without third-party cookies, advertisers shift to first-party data, contextual signals, and privacy-preserving cohort approaches.
Question 7: Which test compares two display creatives by splitting the audience randomly and measuring performance differences?
- A/B testing (Correct answer)
- Heatmap analysis
- Cohort retention analysis
- Brand lift panel survey
Correct answer: A/B testing
A/B testing randomly splits traffic between creative variants to identify the better performer statistically.
Display Advertising EMarketing Display Advertising 4
Which HTML5 replacement for legacy rich media became the standard after Flash was deprecated for display ads?