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

As third-party cookies are phased out, contextual targeting provides relevant ad delivery without any reliance on user tracking or identity.

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

Audience segments group users with similar traits so advertisers can apply consistent targeting, bidding, and messaging to each group.

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

Second-party data is essentially another company's first-party data obtained directly through a data partnership, offering higher quality than marketplace data.

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

Identity resolution connects disparate data points about the same user to enable consistent, cross-channel audience targeting and measurement.

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

In-market audiences are identified through behavioral signals like search queries, product page visits, and comparison shopping that indicate near-term purchase intent.

PAC - Programmatic Advertising Certification Practice Test

PAC - Programmatic Advertising Certification Practice Test

PAC PAC Audience Targeting and Segmentation 3