PAC PAC Audience Targeting and Segmentation

Question 1

What is a Data Management Platform (DMP) primarily used for in programmatic advertising?

Accepted Answer

Collecting, organizing, and activating audience data for targeting across campaigns

Answer

Managing creative assets and ad formats

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Running real-time auctions for display inventory

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Verifying publisher identity in the supply chain

Question 2

What is 'contextual targeting' in programmatic advertising?

Accepted Answer

Targeting ads based on the content of the webpage where the ad will appear

Answer

Targeting users based on their browsing history

Answer

Targeting based on a user's location at time of ad serving

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Targeting based on CRM customer data

Question 3

What are 'third-party data' segments in programmatic advertising?

Accepted Answer

Audience segments purchased from external data providers who collected data from their own sources

Answer

Data collected directly by the advertiser from their own customers

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Data shared between two specific partners under agreement

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Anonymous behavioral data collected through the publisher's site

Question 4

What is 'lookalike modeling' in audience targeting?

Accepted Answer

Finding new users who share similar characteristics to an advertiser's best existing customers

Answer

Retargeting users who previously visited a brand's website

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Creating visually similar ad creatives for A/B testing

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Matching ads to users based on demographic lookalike profiles

Question 5

What is 'frequency capping' and why is it used in audience targeting?

Accepted Answer

Limiting the number of times a specific user sees an ad to prevent overexposure and ad fatigue

Answer

Setting a maximum CPM bid for a campaign

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Restricting how often a creative is refreshed in an ad unit

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Capping the number of impressions purchased from a single publisher

Question 6

What does 'behavioral targeting' rely on to reach audiences?

Accepted Answer

Users' past browsing activity, search history, and online actions to infer interests

Answer

The real-time content of the page being viewed

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A user's physical location at the moment of ad serving

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Demographic data such as age and income from registration