IAB Study Guide 2026
Everything you need to pass the IAB exam in one place: the exam format, every topic to study, real practice questions with explanations, flashcards, and full-length practice tests. Free, no sign-up needed.
📋 IAB Exam Format at a Glance
📚 IAB Topics to Study (41)
✍️ Sample IAB Questions & Answers
1. What is the primary purpose of 'rich media' in display advertising?
Rich media ads incorporate interactive elements, video, audio, and advanced functionality to create engaging experiences that go beyond what static images or text can achieve.
2. What is the role of a Mobile Measurement Partner (MMP)?
MMPs (such as AppsFlyer, Adjust, or Branch) provide independent, neutral attribution data that tracks which marketing channels drove installs and user actions across mobile campaigns.
3. What is 'skippable' vs 'non-skippable' video advertising?
Skippable video ads (like YouTube TrueView) let viewers skip after typically 5 seconds, while non-skippable ads must be viewed entirely before the content begins.
4. What does 'purpose limitation' mean in data privacy?
Purpose limitation is a GDPR principle that requires personal data to be collected for specific, explicit, and legitimate purposes and not further processed in incompatible ways.
5. What is a mid-roll video ad?
Mid-roll ads are video advertisements inserted at a break point during longer-form video content, similar to a traditional TV commercial break, and tend to have high completion rates.
6. What is 'programmatic native advertising'?
Programmatic native advertising applies automated buying technology to native ad inventory, dynamically assembling ad components (headline, image, description) to fit each publisher's native format at scale.