IAB IAB Ad Measurement and Analytics 2

Question 1

What is 'multi-touch attribution' (MTA)?

Accepted Answer

An attribution model that distributes conversion credit across multiple ad touchpoints in the customer journey

Answer

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?

Accepted Answer

The number of unique individuals exposed to an ad at least once during a campaign

Answer

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?

Accepted Answer

The average number of times a unique individual is exposed to an ad within a given time period

Answer

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?

Accepted Answer

Key Performance Indicator — a measurable metric used to evaluate campaign success against an objective

Answer

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?

Accepted Answer

Return on Ad Spend — the revenue generated for every dollar spent on advertising

Answer

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.

IAB - Interactive Advertising Bureau Practice Test

IAB - Interactive Advertising Bureau Practice Test

IAB IAB Ad Measurement and Analytics 2