IAB Programmatic Advertising Flashcards

What is audience targeting in programmatic advertising?

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

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

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

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

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

What is frequency capping in programmatic?

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

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

What is contextual targeting?

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

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

What does 'floor price' mean in programmatic auctions?

Answer: The minimum CPM price a publisher will accept for an impression

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

What is the role of an ad verification vendor in programmatic advertising?

Answer: They provide brand safety, viewability measurement, and fraud detection for digital ads

Ad verification vendors (such as IAS or DoubleVerify) provide independent measurement of viewability, brand safety, and invalid traffic detection across programmatic campaigns.