Display Advertising EMarketing Display Advertising 5

Question 1

A CMO asks why display CPMs rose during November. Which factor most plausibly explains seasonal CPM increases?

Accepted Answer

Higher advertiser demand during the holiday shopping season

Answer

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?

Accepted Answer

Last-click attribution

Answer

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?

Accepted Answer

Invitation-only access to premium inventory at negotiated terms

Answer

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?

Accepted Answer

Every $1 of ad spend generated $2 in revenue

Answer

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?

Accepted Answer

Sequential messaging (storyboarding)

Answer

Sequential messaging serves a planned series of creatives to move a user through a narrative or funnel.

Display Advertising Practice Test