IAB IAB Ad Measurement and Analytics 1 — Questions and Answers
Question 1: According to the IAB and MRC, what is the definition of a 'viewable' display ad impression?
- An ad that is loaded in the browser, regardless of screen position
- At least 50% of the ad's pixels visible in the browser viewport for at least 1 continuous second (Correct answer)
- An ad that a user actively scrolls past on a webpage
- An ad that loads within 3 seconds on a standard internet connection
Correct answer: At least 50% of the ad's pixels visible in the browser viewport for at least 1 continuous second
The IAB and MRC define a viewable display impression as one where at least 50% of the ad's pixels are in view within the viewport for a minimum of 1 continuous second.
Question 2: What is 'attribution' in digital advertising measurement?
- The process of crediting a creative artist for their work on an ad
- The process of identifying which marketing touchpoints contributed to a conversion or desired outcome (Correct answer)
- Assigning viewability scores to individual ad placements
- Reporting on the geographic distribution of ad impressions
Correct answer: The process of identifying which marketing touchpoints contributed to a conversion or desired outcome
Attribution is the process of identifying which ads, channels, or touchpoints deserve credit for driving a user to take a desired action such as a purchase or sign-up.
Question 3: What is 'last-click attribution'?
- A model that gives equal credit to all touchpoints in the conversion path
- An attribution model that gives 100% of conversion credit to the final ad the user clicked before converting (Correct answer)
- A model that credits the first ad a user interacted with
- An attribution method that credits the most expensive touchpoint in the funnel
Correct answer: An attribution model that gives 100% of conversion credit to the final ad the user clicked before converting
Last-click attribution assigns 100% of conversion credit to the last ad or channel the user clicked immediately before completing the conversion.
Question 4: What is 'invalid traffic' (IVT) in digital advertising?
- Ad traffic that does not meet IAB creative specifications
- Ad impressions or clicks generated by non-human sources such as bots, scrapers, or fraudulent activity (Correct answer)
- Traffic from users who are not in the advertiser's target demographic
- Ad requests that are blocked by brand safety filters
Correct answer: Ad impressions or clicks generated by non-human sources such as bots, scrapers, or fraudulent activity
Invalid traffic (IVT) refers to any ad traffic that does not come from a genuine human user with real interest, including bot traffic, click fraud, and other non-human activity.
Question 5: What is 'brand safety' in digital advertising?
- Protecting an advertiser's brand by preventing ads from appearing next to content that could harm the brand's reputation (Correct answer)
- Encrypting advertiser creative assets to prevent unauthorized use
- Ensuring ads are served only to users over 18 years old
- Verifying that publisher websites are secure with HTTPS
Correct answer: Protecting an advertiser's brand by preventing ads from appearing next to content that could harm the brand's reputation
Brand safety refers to measures taken to ensure that ads do not appear alongside content that is inappropriate, harmful, or inconsistent with the brand's values.
Question 6: What does CPM stand for in digital advertising pricing?
- Cost Per Minute
- Cost Per Mille — the cost per one thousand ad impressions (Correct answer)
- Cost Per Message
- Clicks Per Month
Correct answer: Cost Per Mille — the cost per one thousand ad impressions
CPM stands for Cost Per Mille (Latin for thousand), representing the price an advertiser pays for one thousand ad impressions.
IAB IAB Ad Measurement and Analytics 1
According to the IAB and MRC, what is the definition of a 'viewable' display ad impression?