PAC PAC Programmatic Supply Chain and Inventory

Question 1

What is the primary role of a Supply-Side Platform (SSP) in programmatic advertising?

Accepted Answer

To help publishers manage and sell their ad inventory

Answer

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?

Accepted Answer

Programmatic Guaranteed

Answer

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?

Accepted Answer

Offer inventory to multiple ad exchanges simultaneously before the ad server call

Answer

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?

Accepted Answer

The percentage of ad requests that result in an ad being served

Answer

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?

Accepted Answer

OpenRTB

Answer

OpenRTB is the IAB standard protocol that defines the bid request/response format used in real-time auctions between DSPs and SSPs.

PAC - Programmatic Advertising Certification Practice Test