IAB IAB Programmatic Advertising 2

Question 1

What is a Programmatic Guaranteed (PG) deal?

Accepted Answer

A guaranteed number of impressions at a fixed CPM negotiated directly between buyer and seller, executed programmatically

Answer

Programmatic Guaranteed is a deal type where a publisher and advertiser agree on a fixed price and guaranteed impression volume, then execute the transaction programmatically.

Question 2

What does 'header bidding' mean?

Accepted Answer

A technique allowing publishers to offer inventory to multiple ad exchanges simultaneously before calling their ad server

Answer

Header bidding is an advanced programmatic technique where publishers offer their inventory to multiple SSPs/exchanges simultaneously, increasing competition and yield.

Question 3

What is the IAB's OpenRTB specification?

Accepted Answer

A standardized API specification that facilitates communication between DSPs and SSPs in real-time auctions

Answer

OpenRTB is an IAB Tech Lab API specification that standardizes the communication protocol for real-time bidding between buyers and sellers.

Question 4

What is a bid request in programmatic advertising?

Accepted Answer

A signal sent from an SSP to DSPs with details about an impression opportunity

Answer

A bid request is sent by an SSP to multiple DSPs containing details about an available impression, including user data and page context, so DSPs can decide whether and how much to bid.

Question 5

What is a Data Management Platform (DMP) used for in programmatic advertising?

Accepted Answer

Collecting, organizing, and activating audience data to improve ad targeting

Answer

A DMP collects first-, second-, and third-party data, organizes it into audience segments, and activates it across DSPs and other platforms for improved targeting.

IAB - Interactive Advertising Bureau Practice Test

IAB - Interactive Advertising Bureau Practice Test

IAB IAB Programmatic Advertising 2