IAB IAB Programmatic Advertising 1 — Questions and Answers
Question 1: What is programmatic advertising?
- Automated buying and selling of digital ad inventory using technology (Correct answer)
- Manual negotiation of ad placements between buyers and sellers
- A type of print advertising sold through agencies
- A method of creating ad creative using AI tools
Correct answer: Automated buying and selling of digital ad inventory using technology
Programmatic advertising refers to the automated buying and selling of digital advertising inventory using software and algorithms.
Question 2: What does RTB stand for in programmatic advertising?
- Real-Time Broadcasting
- Real-Time Bidding (Correct answer)
- Reach-Targeted Buying
- Revenue-Tracked Bids
Correct answer: Real-Time Bidding
RTB stands for Real-Time Bidding, a form of programmatic buying where ad impressions are auctioned off in milliseconds.
Question 3: What is a Demand-Side Platform (DSP)?
- A tool publishers use to manage and sell their ad inventory
- A platform that advertisers use to buy digital advertising inventory automatically (Correct answer)
- A measurement tool for tracking ad performance
- A platform for creating digital ad creatives
Correct answer: A platform that advertisers use to buy digital advertising inventory automatically
A DSP is a platform that allows advertisers and agencies to buy digital advertising inventory across multiple ad exchanges through a single interface.
Question 4: What is a Supply-Side Platform (SSP)?
- A platform advertisers use to plan campaigns
- A tool for creating programmatic ad creatives
- A platform that helps publishers manage, sell, and optimize their ad inventory (Correct answer)
- A system for tracking ad fraud
Correct answer: A platform that helps publishers manage, sell, and optimize their ad inventory
An SSP is a technology platform used by publishers to manage their advertising inventory and maximize revenue from programmatic sales.
Question 5: What is an ad exchange in programmatic advertising?
- A marketplace where publishers and advertisers trade ad inventory through auctions (Correct answer)
- A tool for exchanging creative assets between agencies
- A system for tracking ad performance across channels
- A method of manually exchanging deals between media buyers
Correct answer: A marketplace where publishers and advertisers trade ad inventory through auctions
An ad exchange is a digital marketplace that facilitates the buying and selling of media advertising inventory from multiple ad networks through real-time auctions.
Question 6: What is a Private Marketplace (PMP) in programmatic advertising?
- A public open auction available to all buyers
- An invite-only real-time bidding auction set up by a publisher for select buyers (Correct answer)
- A direct buy with a fixed price and no auction
- A marketplace exclusively for mobile ad inventory
Correct answer: An invite-only real-time bidding auction set up by a publisher for select buyers
A Private Marketplace is an invitation-only RTB auction where publishers offer premium inventory to a select group of advertisers.
IAB IAB Programmatic Advertising 1
What is programmatic advertising?