IAB IAB Mobile Advertising 2 — Questions and Answers
Question 1: What is mobile app attribution?
- The process of assigning credit to the marketing touchpoints that drove a mobile app install or in-app action (Correct answer)
- A method of categorizing apps by advertiser category in app stores
- The IAB's certification process for mobile-compliant apps
- The technical process of matching ad creatives to appropriate app categories
Correct answer: The process of assigning credit to the marketing touchpoints that drove a mobile app install or in-app action
Mobile app attribution identifies which ad campaigns, channels, or touchpoints drove a user to install an app or complete an in-app action, enabling ROI measurement.
Question 2: What is SKAdNetwork (SKAN)?
- Apple's privacy-preserving mobile measurement framework that provides campaign attribution without user-level data (Correct answer)
- Google's software development kit for Android app advertising
- A network of premium mobile publishers certified by the IAB
- An SDK for integrating mobile interstitial ads into iOS apps
Correct answer: Apple's privacy-preserving mobile measurement framework that provides campaign attribution without user-level data
SKAdNetwork is Apple's privacy-preserving attribution framework introduced to enable campaign measurement on iOS without relying on user-level identifiers like the IDFA.
Question 3: What is a 'rewarded video' ad in mobile advertising?
- A video ad that pays users cash for watching it
- An opt-in video ad where users watch a video in exchange for an in-app reward such as virtual currency or extra lives (Correct answer)
- A video ad that shows exclusive content as a reward for loyal users
- An ad format exclusively available to premium app subscribers
Correct answer: An opt-in video ad where users watch a video in exchange for an in-app reward such as virtual currency or extra lives
Rewarded video ads are opt-in ad formats, common in mobile games, where users choose to watch a video ad in exchange for an in-app reward like extra lives or virtual coins.
Question 4: What is 'deep linking' in mobile advertising?
- Placing ads deep within a mobile app's content hierarchy
- A link in a mobile ad that takes users directly to a specific page or section within an app, bypassing the home screen (Correct answer)
- A technique for embedding tracking pixels deep within ad creatives
- A method of linking multiple mobile campaigns together in a DSP
Correct answer: A link in a mobile ad that takes users directly to a specific page or section within an app, bypassing the home screen
Deep linking routes users from an ad directly to a specific in-app destination—such as a product page or checkout flow—rather than just opening the app's home screen.
Question 5: What is 'playable ads' format in mobile advertising?
- Video ads that feature gameplay footage of mobile games
- Interactive ad units that let users try a mini-version of an app or game before downloading (Correct answer)
- Audio ads served within music streaming apps
- Ads that play automatically when a user opens an app
Correct answer: Interactive ad units that let users try a mini-version of an app or game before downloading
Playable ads are interactive ad formats—common in mobile game marketing—that allow users to experience a preview or mini-version of an app before deciding to install it.
Question 6: What is the role of a Mobile Measurement Partner (MMP)?
- A company that creates mobile ad creative formats
- An independent third-party platform that tracks and attributes mobile app installs and in-app events to marketing sources (Correct answer)
- A regulatory body that certifies mobile apps for advertising compliance
- A vendor that sells mobile ad inventory to DSPs
Correct answer: An independent third-party platform that tracks and attributes mobile app installs and in-app events to marketing sources
MMPs (such as AppsFlyer, Adjust, or Branch) provide independent, neutral attribution data that tracks which marketing channels drove installs and user actions across mobile campaigns.
IAB IAB Mobile Advertising 2
What is mobile app attribution?