IAB IAB Programmatic Advertising 3

Question 1

What is audience targeting in programmatic advertising?

Accepted Answer

Delivering ads to users based on their demographic, behavioral, or interest data

Answer

Audience targeting uses data signals—such as demographics, browsing behavior, and purchase intent—to serve ads to specific user segments most likely to respond.

Question 2

What does 'look-alike modeling' do in programmatic?

Accepted Answer

Finds new users who share characteristics with an advertiser's existing high-value customers

Answer

Look-alike modeling uses machine learning to identify new prospective users who exhibit similar attributes and behaviors to a brand's existing valuable customers.

Question 3

What is frequency capping in programmatic?

Accepted Answer

Limiting the number of times a specific user sees the same ad within a given time period

Answer

Frequency capping limits how many times an individual user is exposed to the same advertisement within a defined time window to prevent ad fatigue.

Question 4

What is contextual targeting?

Accepted Answer

Placing ads on webpages whose content is relevant to the ad's subject matter

Answer

Contextual targeting matches ads to webpage content by analyzing keywords, topics, and page context—without relying on user behavioral data.

Question 5

What does 'floor price' mean in programmatic auctions?

Accepted Answer

The minimum CPM price a publisher will accept for an impression

Answer

A floor price is the minimum CPM a publisher sets for their inventory; any bids below this threshold will not win the impression.

IAB - Interactive Advertising Bureau Practice Test

IAB - Interactive Advertising Bureau Practice Test

IAB IAB Programmatic Advertising 3