IAB IAB Mobile Advertising 1 — Questions and Answers
Question 1: What is the Mobile Advertising ID (MAID)?
- A unique identifier assigned to a mobile ad creative
- A device-level unique identifier (IDFA on iOS, GAID on Android) used for mobile ad targeting and measurement (Correct answer)
- A certification ID for mobile-compliant ad formats
- A publisher-assigned ID for mobile inventory
Correct answer: A device-level unique identifier (IDFA on iOS, GAID on Android) used for mobile ad targeting and measurement
MAIDs are unique, user-resettable identifiers built into mobile operating systems—Apple's IDFA and Google's GAID—used for ad targeting, attribution, and frequency capping.
Question 2: What did Apple's App Tracking Transparency (ATT) framework do?
- It required all iOS apps to display ads
- It required iOS apps to request explicit user permission before accessing the IDFA for tracking (Correct answer)
- It eliminated the IDFA entirely from iOS devices
- It restricted mobile web advertising on Safari browsers
Correct answer: It required iOS apps to request explicit user permission before accessing the IDFA for tracking
ATT, introduced in iOS 14.5, requires apps to ask users for permission before accessing their IDFA for cross-app tracking purposes, dramatically reducing available IDFA data.
Question 3: What is an interstitial ad in mobile advertising?
- A small banner ad at the bottom of a mobile screen
- A full-screen ad that covers the interface of a host app, displayed at natural transition points (Correct answer)
- An ad that appears between items in a social media feed
- A notification-style ad sent to a user's lock screen
Correct answer: A full-screen ad that covers the interface of a host app, displayed at natural transition points
Interstitial ads are full-screen ads that cover the host app's interface, typically appearing between content pages or app levels, offering high visual impact.
Question 4: What is 'in-app advertising'?
- Ads delivered within mobile applications rather than on mobile web browsers (Correct answer)
- Advertising within an app's settings or notification center
- A type of ad that only works when a user is in-store
- Ads delivered within streaming apps on desktop computers
Correct answer: Ads delivered within mobile applications rather than on mobile web browsers
In-app advertising refers to ads displayed inside mobile applications, as opposed to ads served through a mobile web browser.
Question 5: What does 'click-to-call' mean in mobile advertising?
- An ad format where users tap to initiate a phone call to the advertiser directly (Correct answer)
- A tracking method that records calls generated by a mobile campaign
- A Google Ads feature for adding phone number extensions to ads
- A mobile ad format that opens a video call with a sales representative
Correct answer: An ad format where users tap to initiate a phone call to the advertiser directly
Click-to-call is a mobile ad feature that allows users to tap a button or phone number within an ad to immediately dial the advertiser's phone number.
Question 6: What is geo-targeting in mobile advertising?
- Targeting users based on the brand of their mobile device
- Delivering ads to users based on their current or historical geographic location (Correct answer)
- Targeting based on mobile device screen size and resolution
- Serving ads to users in time zones where they are most active
Correct answer: Delivering ads to users based on their current or historical geographic location
Geo-targeting uses location data—such as GPS, IP address, or cell tower data—to deliver relevant ads to users in specific geographic areas.
IAB IAB Mobile Advertising 1
What is the Mobile Advertising ID (MAID)?