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IAB Cheat Sheet 2026

The 30 highest-yield IAB facts, distilled from real exam questions. Print it, save it as a PDF, or study it here — free, no sign-up.

IAB exam key facts

  • The IAB Digital Media Sales Certification exam consists of 100 multiple-choice questions, comprising 80 scored items and 20 unscored pre-test items. Source
  • Candidates must achieve a scaled score of 500 to pass the IAB DMSC examination. Source
  • Each IAB certification costs $500, which includes the examination and the initial two-year certification period. Source
  • Candidates who fail an IAB certification exam must wait for their official score report, pay a $175 re-test fee, and complete the re-examination within their 6-month window. Source
  • IAB certifications are valid for a period of two years. Source
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  1. What is audience segmentation in programmatic advertising? → Dividing audiences into groups based on shared characteristics for targeted advertising
  2. What is an effective strategy for improving ad performance on mobile devices? → Designing responsive ads that fit different screen sizes
  3. How does the IAB suggest handling ad viewability issues? → Setting and adhering to industry standards for ad viewability
  4. What is a Deals ID in programmatic advertising? → A unique identifier for a private marketplace deal between a buyer and seller
  5. What does VAST stand for in digital video advertising? → Video Ad Serving Template
  6. What is the IAB's stance on user privacy? → Prioritizing user privacy and advocating for responsible data usage
  7. What is a DMP (Data Management Platform) in programmatic advertising? → A platform that collects, organizes, and activates audience data for targeting
  8. What does CCPA stand for and which state enacted it? → California Consumer Privacy Act, California
  9. How does the IAB suggest handling data transparency? → Providing clear and accessible information about data collection and usage
  10. What is video completion rate (VCR) and why does it matter? → The percentage of video ads watched to completion, indicating ad engagement quality
  11. What is programmatic advertising? → Automated buying and selling of online advertising
  12. How can a digital media salesperson demonstrate the value of an ad placement to a potential client? → By showcasing high engagement and conversion rates from similar campaigns
  13. What is frequency capping in programmatic advertising? → Limiting how many times a single user sees the same ad within a given period
  14. What is first-party data in digital advertising? → Data collected directly by a brand from its own customers and audiences
  15. What is geo-targeting in mobile advertising? → Delivering ads to users based on their current or historical geographic location
  16. What is a Private Marketplace (PMP) in programmatic advertising? → An invitation-only marketplace where publishers offer premium inventory to select buyers
  17. What is viewability in digital advertising? → A measure of whether an ad had the opportunity to be seen by a user
  18. What is a 'bumper ad' in video advertising? → A short, non-skippable video ad of 6 seconds or less
  19. What does 'view-through rate' (VTR) measure in video advertising? → The percentage of video ad impressions where the user watched the full ad without skipping
  20. According to the IAB, how should advertisers approach cross-device tracking? → By responsibly tracking users across devices with clear user consent
  21. What is an 'ad pod' in video advertising? → A group of multiple video ads served sequentially in a single ad break
  22. What does 'cookie deprecation' mean for digital advertising? → The phase-out of third-party cookies used for cross-site tracking and targeting
  23. What does CPM stand for in digital advertising pricing? → Cost Per Mille — the cost per one thousand ad impressions
  24. What is a Data Management Platform (DMP) used for in programmatic advertising? → Collecting, organizing, and activating audience data to improve ad targeting
  25. What is Real-Time Bidding (RTB) in programmatic advertising? → An automated auction where ad impressions are bought and sold in milliseconds
  26. What is the 'right to erasure' under GDPR? → A user's right to request that their personal data be deleted by an organization
  27. What does SOV (Share of Voice) measure in digital advertising? → A brand's share of total advertising impressions or spend within its competitive category
  28. What does the IAB's LEAN acronym stand for in its ad principles? → Light, Encrypted, Ad-Choices, Non-invasive
  29. What is a 'pre-roll' video ad? → A video ad that plays before the main video content begins
  30. What does 'floor price' mean in programmatic auctions? → The minimum CPM price a publisher will accept for an impression
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How this page was made: written with AI tools and published by Nathan Beja, founder of Practice Test Geeks, who is responsible for its content. Exam facts are checked against the official sources listed below. Not reviewed by a subject-matter expert. Editorial policy

Sources & references

Exam facts on this page (fees, format, dates, passing scores) are checked against these official sources; the date is our last check. Editorial policy

  1. pearsonvue.com — Registration deadline · verified Oct 2026
  2. iabcertification.com — Renewal, score validity, retake policy, test delivery, eligibility, fees, retake fee, score release, test dates, exam format · verified Oct 2026