Display Advertising EMarketing Display Advertising 5 — Questions and Answers
Question 1: A CMO asks why display CPMs rose during November. Which factor most plausibly explains seasonal CPM increases?
- Higher advertiser demand during the holiday shopping season (Correct answer)
- Lower overall internet usage
- Publishers adding more inventory
- Browsers rendering ads more slowly
Correct answer: Higher advertiser demand during the holiday shopping season
Holiday-season competition raises auction pressure, driving CPMs up as more advertisers bid on the same inventory.
Question 2: Which attribution model gives all conversion credit to the final ad interaction before purchase?
- Linear attribution
- Position-based attribution
- Time-decay attribution
- Last-click attribution (Correct answer)
Correct answer: Last-click attribution
Last-click attribution assigns 100% of the conversion credit to the final touchpoint, ignoring earlier exposures.
Question 3: What distinguishes a Private Marketplace (PMP) deal from open exchange buying?
- It only supports video formats
- It requires manual insertion orders faxed to publishers
- Invitation-only access to premium inventory at negotiated terms (Correct answer)
- Ads are bought without any auction mechanics
Correct answer: Invitation-only access to premium inventory at negotiated terms
A PMP is an invite-only programmatic auction where selected buyers access premium publisher inventory under negotiated terms.
Question 4: An ecommerce brand's display campaign shows a 200% ROAS. What does this mean?
- Costs exceeded revenue by 200%
- Every $1 of ad spend generated $2 in revenue (Correct answer)
- The campaign doubled its click-through rate
- Conversion rate reached 200%
Correct answer: Every $1 of ad spend generated $2 in revenue
ROAS of 200% means revenue was twice the advertising spend.
Question 5: Which display tactic sequences different creative messages to the same user across multiple exposures?
- Bid shading
- Header bidding
- Sequential messaging (storyboarding) (Correct answer)
- Domain spoofing
Correct answer: Sequential messaging (storyboarding)
Sequential messaging serves a planned series of creatives to move a user through a narrative or funnel.
Question 6: Header bidding benefits publishers primarily by doing what?
- Guaranteeing every impression sells at floor price
- Reducing page load speed intentionally
- Blocking all programmatic buyers
- Letting multiple demand sources bid simultaneously before the ad server call (Correct answer)
Correct answer: Letting multiple demand sources bid simultaneously before the ad server call
Header bidding runs a unified auction among many demand partners at once, increasing competition and publisher yield.
Question 7: A B2B software firm wants display ads shown only during business hours on weekdays. Which feature enables this?
- Frequency capping
- Dynamic creative optimization
- Dayparting (ad scheduling) (Correct answer)
- Viewability optimization
Correct answer: Dayparting (ad scheduling)
Dayparting restricts ad delivery to chosen days and hours, such as weekday business hours.
Display Advertising EMarketing Display Advertising 5
A CMO asks why display CPMs rose during November.
Which factor most plausibly explains seasonal CPM increases?