IAB Programmatic Advertising 1 — Questions and Answers
Question 1: What is Real-Time Bidding (RTB) in programmatic advertising?
- An automated auction where ad impressions are bought and sold in milliseconds (Correct answer)
- A manual process where buyers negotiate directly with publishers
- A fixed-price model for purchasing ad inventory
- A method for scheduling ads in advance
Correct answer: An automated auction where ad impressions are bought and sold in milliseconds
RTB is an automated auction process where ad impressions are bought and sold in real time, typically completing within 100 milliseconds.
Question 2: What does DSP stand for in programmatic advertising?
- Digital Supply Platform
- Demand-Side Platform (Correct answer)
- Data Services Provider
- Display Scheduling Program
Correct answer: Demand-Side Platform
A Demand-Side Platform (DSP) is technology that allows advertisers and agencies to buy digital advertising inventory automatically across multiple ad exchanges.
Question 3: What is a Supply-Side Platform (SSP) used for?
- Buying ad impressions on behalf of advertisers
- Helping publishers manage, sell, and optimize their ad inventory (Correct answer)
- Storing user data for targeting purposes
- Creating ad creatives for programmatic campaigns
Correct answer: Helping publishers manage, sell, and optimize their ad inventory
An SSP helps publishers manage and sell their available ad inventory programmatically, maximizing revenue from each impression.
Question 4: What is a Deals ID in programmatic advertising?
- A unique identifier for a creative ad unit
- A unique identifier for a private marketplace deal between a buyer and seller (Correct answer)
- A tracking code for measuring conversions
- An identifier assigned to each RTB auction
Correct answer: A unique identifier for a private marketplace deal between a buyer and seller
A Deal ID is a unique identifier that represents a negotiated agreement between a buyer and seller in a private marketplace, enabling preferred or programmatic guaranteed deals.
Question 5: Which IAB standard governs programmatic transaction protocols between ad servers?
- VAST
- OpenRTB (Correct answer)
- MRAID
- VPAID
Correct answer: OpenRTB
OpenRTB is the IAB standard protocol that enables real-time communication between demand-side platforms and supply-side platforms during programmatic auctions.
Question 6: What is a Private Marketplace (PMP) in programmatic advertising?
- An open exchange accessible to all buyers
- An invitation-only marketplace where publishers offer premium inventory to select buyers (Correct answer)
- A platform for purchasing remnant inventory at low prices
- A marketplace exclusively for mobile ad inventory
Correct answer: An invitation-only marketplace where publishers offer premium inventory to select buyers
A Private Marketplace (PMP) is an invitation-only programmatic auction where publishers offer premium inventory to a select group of pre-approved buyers.
IAB Programmatic Advertising 1
What is Real-Time Bidding (RTB) in programmatic advertising?