IAB IAB Ad Measurement and Analytics 2 — Questions and Answers
Question 1: What is 'multi-touch attribution' (MTA)?
- A touchscreen-based ad format for tablet devices
- An attribution model that distributes conversion credit across multiple ad touchpoints in the customer journey (Correct answer)
- Measuring how many times a user physically touches their device while viewing an ad
- A model that attributes conversions to the most-viewed ad in a campaign
Correct answer: An attribution model that distributes conversion credit across multiple ad touchpoints in the customer journey
Multi-touch attribution distributes conversion credit among multiple marketing touchpoints that a consumer interacted with before converting, rather than crediting only one.
Question 2: What is 'reach' as an advertising metric?
- The total number of ad impressions served in a campaign
- The number of unique individuals exposed to an ad at least once during a campaign (Correct answer)
- The average number of times each person saw an ad
- The geographic distance an ad campaign covers
Correct answer: The number of unique individuals exposed to an ad at least once during a campaign
Reach measures the total number of unique individuals who were exposed to an ad or campaign at least once, as distinguished from total impressions.
Question 3: What is 'frequency' as an advertising metric?
- How often a campaign is optimized by an algorithm
- The average number of times a unique individual is exposed to an ad within a given time period (Correct answer)
- The rate at which new ads are uploaded to an ad server
- The number of unique ad placements used in a campaign
Correct answer: The average number of times a unique individual is exposed to an ad within a given time period
Frequency is the average number of times a unique user sees an ad during a campaign period, calculated as total impressions divided by total reach.
Question 4: What is a 'KPI' in advertising campaign management?
- Key Publisher Inventory — a ranking of premium ad placements
- Key Performance Indicator — a measurable metric used to evaluate campaign success against an objective (Correct answer)
- Knowledge-based Programmatic Interface — a DSP optimization tool
- Known Publisher Index — a list of verified ad-safe publishers
Correct answer: Key Performance Indicator — a measurable metric used to evaluate campaign success against an objective
A KPI (Key Performance Indicator) is a specific, measurable metric that an advertiser uses to evaluate whether a campaign is achieving its stated objectives.
Question 5: What does ROAS stand for and what does it measure?
- Rate of Ad Success — the ratio of successful to unsuccessful ad placements
- Return on Ad Spend — the revenue generated for every dollar spent on advertising (Correct answer)
- Reach of Advertising System — the total reach of an ad network
- Record of Ad Spending — a budget tracking metric
Correct answer: Return on Ad Spend — the revenue generated for every dollar spent on advertising
ROAS (Return on Ad Spend) measures the revenue generated for every dollar spent on advertising, calculated as total revenue from ads divided by total ad spend.
Question 6: What is 'brand lift' measurement in advertising?
- The increase in website traffic generated by a display campaign
- A research methodology measuring the incremental impact of advertising on brand awareness, perception, or purchase intent (Correct answer)
- The improvement in ad viewability rates after campaign optimization
- A metric tracking the increase in social media followers from an ad campaign
Correct answer: A research methodology measuring the incremental impact of advertising on brand awareness, perception, or purchase intent
Brand lift studies measure the incremental change in consumer perception, awareness, recall, or purchase intent caused by exposure to an advertising campaign, using control and exposed groups.
IAB IAB Ad Measurement and Analytics 2
What is 'multi-touch attribution' (MTA)?