PAC PAC Audience Targeting and Segmentation 3

Question 1

What is 'contextual targeting' gaining renewed interest in the era of cookie deprecation?

Accepted Answer

It targets based on page content rather than user identity data, making it privacy-compliant without cookies

Answer

It uses first-party data from publishers to replace third-party cookies

Answer

It relies on server-side tracking to avoid browser cookie restrictions

Answer

It uses fingerprinting technology as a cookieless alternative

Question 2

What is an 'audience segment' in the context of a DMP?

Accepted Answer

A group of users categorized together based on shared characteristics or behaviors for targeting purposes

Answer

A geographic subdivision of a campaign's target market

Answer

A subset of publisher placements grouped by content type

Answer

A budget allocation category within a DSP campaign

Question 3

What is 'second-party data' in programmatic advertising?

Accepted Answer

First-party data shared directly between two trusted partners under a mutual data agreement

Answer

Data purchased from a third-party data marketplace

Answer

Anonymous behavioral data collected by a publisher

Answer

Aggregated demographic data from social media platforms

Question 4

What does 'identity resolution' aim to achieve in programmatic advertising?

Accepted Answer

Creating a unified view of a user across multiple devices, channels, and touchpoints

Answer

Verifying that an ad was seen by a real human and not a bot

Answer

Resolving discrepancies between DSP and publisher impression counts

Answer

Matching ad creative specifications to publisher requirements

Question 5

What is 'in-market audience targeting' in programmatic advertising?

Accepted Answer

Targeting users who are actively researching or showing purchase intent signals for a specific product category

Answer

Targeting users who have previously purchased a product

Answer

Targeting businesses currently spending on advertising

Answer

Targeting users within a specific geographic market

Question 6

What is the primary privacy concern with 'device fingerprinting' as a cookieless targeting method?

Accepted Answer

It tracks users without their explicit consent using non-deletable device characteristics, raising regulatory compliance issues

Answer

It reduces ad targeting accuracy compared to cookies

Answer

It requires collecting personally identifiable information directly

Answer

It only works on mobile devices and not desktop browsers