PAC PAC Programmatic Supply Chain and Inventory 2

Question 1

What is a Private Marketplace (PMP) deal in programmatic advertising?

Accepted Answer

An invitation-only auction where select buyers bid on premium publisher inventory

Answer

PMPs are closed, invitation-only RTB auctions that give select advertisers access to premium inventory at agreed deal IDs.

Question 2

What does 'eCPM' stand for and what does it measure?

Accepted Answer

Effective Cost Per Mille; the revenue earned per 1,000 ad impressions

Answer

eCPM normalizes revenue across different buying models so publishers can compare the effective value of every 1,000 impressions.

Question 3

What is ad stacking fraud in programmatic advertising?

Accepted Answer

Placing multiple ads on top of each other so only the top ad is visible but all register impressions

Answer

Ad stacking involves placing multiple ads in a single placement so hidden ads generate fraudulent impressions without being seen.

Question 4

Which organization provides the ads.txt standard to combat inventory fraud?

Accepted Answer

IAB Tech Lab

Answer

The IAB Tech Lab introduced ads.txt (Authorized Digital Sellers) to allow publishers to publicly declare authorized sellers of their inventory.

Question 5

In a first-price auction model, how is the winning bid price determined?

Accepted Answer

The winner pays their full submitted bid amount

Answer

In a first-price auction, the highest bidder pays exactly what they bid, which increases bid shading strategies among DSPs.

PAC - Programmatic Advertising Certification Practice Test