IAB Mobile Advertising 1 — Questions and Answers
Question 1: What is MRAID (Mobile Rich Media Ad Interface Definitions)?
- An IAB standard API that enables rich media ads to communicate with mobile app environments (Correct answer)
- A measurement standard for mobile ad viewability
- A format specification for banner ads on mobile websites
- A protocol for sending push notifications in mobile apps
Correct answer: An IAB standard API that enables rich media ads to communicate with mobile app environments
MRAID is the IAB standard API that allows rich media ad creatives to interact with mobile app containers, enabling features like expand, resize, and access to device capabilities.
Question 2: What is IDFA (Identifier for Advertisers) used for?
- A unique, resettable identifier assigned to Apple iOS devices for cross-app advertising and tracking (Correct answer)
- An IAB certification for digital advertising professionals
- A unique code identifying ad formats in mobile environments
- An identifier for tracking in-app purchase revenue
Correct answer: A unique, resettable identifier assigned to Apple iOS devices for cross-app advertising and tracking
IDFA is Apple's device-level advertising identifier that allows advertisers to track users across apps for targeting and measurement purposes, though App Tracking Transparency now requires opt-in consent.
Question 3: What is Google's equivalent of Apple's IDFA for Android devices?
- GAID (Google Advertising ID) / AAID (Android Advertising ID) (Correct answer)
- UUID (Universally Unique Identifier)
- DAID (Device Ad Identity)
- PAID (Platform Advertising ID)
Correct answer: GAID (Google Advertising ID) / AAID (Android Advertising ID)
Google's Android Advertising ID (AAID), also called GAID, is the resettable device identifier for Android used for ad targeting and measurement, analogous to Apple's IDFA.
Question 4: What is in-app advertising?
- Advertising that is displayed within mobile applications rather than in mobile web browsers (Correct answer)
- Ads that are built into the app store listing for an application
- Sponsored content within email applications
- Advertising shown during the app installation process
Correct answer: Advertising that is displayed within mobile applications rather than in mobile web browsers
In-app advertising refers to ads served within mobile apps, including banner ads, interstitials, rewarded video, and native formats that appear during the user's app experience.
Question 5: What is app install advertising?
- Advertising campaigns specifically designed to drive users to download a mobile application (Correct answer)
- Ads that appear during the installation process of desktop software
- Native ads integrated into the app store search results
- Ads promoting updates to existing installed apps
Correct answer: Advertising campaigns specifically designed to drive users to download a mobile application
App install advertising is a mobile campaign type where the primary goal and call-to-action is to drive users to download and install a specific mobile application.
Question 6: What does SKAdNetwork do in mobile advertising?
- Apple's privacy-preserving framework for measuring app install campaign attribution without using IDFA (Correct answer)
- A network of ad publishers within the Apple App Store ecosystem
- A tool for verifying ad delivery on Apple devices
- An SDK for integrating ads into iOS applications
Correct answer: Apple's privacy-preserving framework for measuring app install campaign attribution without using IDFA
SKAdNetwork is Apple's privacy framework that enables ad networks to measure app install campaign performance without accessing device-level IDFA data, using aggregated, delayed reporting.
IAB Mobile Advertising 1
What is MRAID (Mobile Rich Media Ad Interface Definitions)?