IAB Digital Display Advertising 2 — Questions and Answers
Question 1: In display advertising, what does 'above the fold' refer to?
- An IAB certification tier for premium publisher placements
- The portion of a webpage visible to the user without scrolling (Correct answer)
- An ad format that overlays editorial content
- A display ad format delivered via email headers
Correct answer: The portion of a webpage visible to the user without scrolling
Above the fold refers to the portion of a webpage visible without scrolling, and these placements typically command higher CPMs due to greater viewability and immediate user exposure.
Question 2: What is the IAB's 'SafeFrame' specification designed to do?
- Encrypt ad server communication over public networks
- Provide a managed API enabling safe, controlled interaction between ads and host pages (Correct answer)
- Certify ad creatives as free from malware before delivery
- Define firewall rules for ad network traffic
Correct answer: Provide a managed API enabling safe, controlled interaction between ads and host pages
IAB's SafeFrame is an API specification that creates a secure container for ads, enabling controlled interaction between ad content and the publisher's page without compromising page security or user data.
Question 3: What defines an 'expandable' display ad unit according to IAB standards?
- An ad whose cost increases as campaign performance improves
- A creative that starts at a standard size and enlarges upon user interaction or rollover (Correct answer)
- A targeting segment that grows as more users qualify for it
- A publisher ad slot that resizes dynamically based on surrounding content
Correct answer: A creative that starts at a standard size and enlarges upon user interaction or rollover
Expandable ads begin in a standard ad size and expand to a larger predetermined dimension when the user interacts with them via hover or click, enabling richer experiences without permanently occupying more page space.
Question 4: How does the IAB define an 'interstitial' ad?
- An ad embedded between paragraphs of editorial text content
- A full-screen ad that appears between content pages or during natural transition points (Correct answer)
- An ad displayed in the space between the page header and body content
- A small overlay notification appearing at a corner of the page
Correct answer: A full-screen ad that appears between content pages or during natural transition points
Interstitial ads are full-screen placements that appear between content pages or during natural transition points in the user experience, giving advertisers high-impact immersive ad space.
Question 5: What is the primary purpose of 'rich media' in display advertising?
- To reach high-net-worth consumer audiences with premium content
- To deliver interactive and engaging ad experiences beyond static images or text (Correct answer)
- To advertise exclusively on premium publisher websites
- To use high-resolution photography in standard banner ad formats
Correct answer: To deliver interactive and engaging ad experiences beyond static images or text
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.
Question 6: What is a 'floating' or 'over-the-page' ad unit in IAB display advertising standards?
- An ad delivered through cloud-based ad serving infrastructure
- An ad that appears on top of page content rather than occupying a fixed layout position (Correct answer)
- A programmatically served ad with a dynamically adjusted floor price
- An ad that transitions between multiple creative formats during a session
Correct answer: An ad that appears on top of page content rather than occupying a fixed layout position
Floating or over-the-page ads appear layered on top of a webpage's content, overlaying the page rather than sitting within a defined ad slot in the page layout.
Question 7: What distinguishes a 'sticky' or 'adhesion' banner ad according to IAB guidelines?
- It uses adhesive tracking pixels to follow users across websites
- It remains fixed in the user's viewport as they scroll down the page (Correct answer)
- It requires the user to complete an interaction before navigating away
- It sticks to the top position in search engine results pages
Correct answer: It remains fixed in the user's viewport as they scroll down the page
Sticky or adhesion banner ads are fixed to a specific portion of the viewport, typically the bottom or top, and remain continuously visible as users scroll through page content.
IAB Digital Display Advertising 2
In display advertising, what does 'above the fold' refer to?