PAC PAC Programmatic Supply Chain and Inventory 1 — Questions and Answers
Question 1: What is the primary role of a Supply-Side Platform (SSP) in programmatic advertising?
- To help publishers manage and sell their ad inventory (Correct answer)
- To help advertisers purchase ad inventory
- To verify brand safety of ad placements
- To measure viewability of ads
Correct answer: To help publishers manage and sell their ad inventory
An SSP enables publishers to make their ad inventory available to multiple buyers and ad exchanges, maximizing revenue.
Question 2: Which type of programmatic deal gives a single buyer exclusive first look at a publisher's inventory before it goes to auction?
- Preferred Deal
- Private Marketplace (PMP)
- Programmatic Guaranteed (Correct answer)
- Open RTB
Correct answer: Programmatic Guaranteed
Programmatic Guaranteed (PG) locks in a fixed price and guaranteed impression volume between a publisher and a single buyer.
Question 3: What does 'header bidding' allow publishers to do?
- Block specific advertisers from bidding
- Offer inventory to multiple ad exchanges simultaneously before the ad server call (Correct answer)
- Set a minimum CPM floor for all auctions
- Encrypt header information in bid requests
Correct answer: Offer inventory to multiple ad exchanges simultaneously before the ad server call
Header bidding lets publishers solicit bids from multiple demand sources in parallel, increasing competition and yield.
Question 4: What is 'ad fill rate' in programmatic advertising?
- The percentage of ad requests that result in an ad being served (Correct answer)
- The ratio of clicks to impressions
- The percentage of ads that are viewable
- The rate at which ad creatives load
Correct answer: The percentage of ad requests that result in an ad being served
Fill rate measures how often an ad request returns a paid impression, indicating how effectively inventory is being monetized.
Question 5: Which protocol underpins real-time bidding (RTB) auctions in programmatic advertising?
- OpenRTB (Correct answer)
- VAST
- VPAID
- GDPR Consent Framework
Correct answer: OpenRTB
OpenRTB is the IAB standard protocol that defines the bid request/response format used in real-time auctions between DSPs and SSPs.
Question 6: What is 'inventory quality' most directly concerned with in programmatic?
- The resolution of display ad creative
- Whether ad placements are brand-safe, fraud-free, and viewable (Correct answer)
- The CPM price of the inventory
- The number of ad slots per page
Correct answer: Whether ad placements are brand-safe, fraud-free, and viewable
Inventory quality encompasses brand safety, ad fraud prevention, and viewability standards to ensure ads deliver real value.
PAC PAC Programmatic Supply Chain and Inventory 1
What is the primary role of a Supply-Side Platform (SSP) in programmatic advertising?