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

DMPs aggregate first-, second-, and third-party audience data and create segments that can be activated in DSPs for targeting.

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

Contextual targeting matches ads to relevant page content without relying on user data, making it privacy-friendly and cookieless.

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

Third-party data segments are built by independent data companies using aggregated behavioral, demographic, or purchase data sold to advertisers.

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

Lookalike modeling uses machine learning to identify prospecting audiences that statistically resemble a seed audience of high-value customers.

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

Frequency capping protects user experience and campaign efficiency by preventing the same person from seeing the same ad too many times.

PAC - Programmatic Advertising Certification Practice Test