Which of the below is NOT an ingredient for quality location data:
Geo Fencing
Brick and mortar sales account for _________ of retail
... [Show More] sales>
90%
Over 80% of markets rate data quality as extremely important for location data initiatives.
High Quality, Transparency, Flexibility, and Neutrality
Cross screen is where Marketers use the signal coming from the mobile device and its location data to stretch that into all screens.
True
The term "waterfall" historically referred to the order of operation and priority of the publisher ad server.
True
When campaigns are trafficked into the publisher ad server, the buyer has full control over decisioning
False
The power of choice benefits the:
Advertiser
Deal IDs connect buyers and sellers:
Through a mechanism by which the relationship is preserved
An early benefit to programmatic advertising was the ability to activate data and create buy-side decisioning
True
Similar to finical markets, the "great shift" in advertising refers to migrating paper deals from 1:1 relationships into platforms.
True
Private Auctions and Preferred Deals allow you to:
Activate your audience
Leverage targeting
Receive transparent reporting
"Audience Guarantee" contracts allow you to do which of the following?
Use your first-party data to forecast a unique deal with an SSP or publisher via programmatic
The future of private buying includes more complex, multi-dimensional order types
True
Automated Guaranteed allows for buy-side decisioning.
False
The major difference between a true DSP and an ad network is:
Ad network no longer exist
In programmatic advertising, you purchase:
Impressions individually with a dynamic CPM
Deal ID:
A protocol to execute a private deal with a publisher through RTB pipes
For a majority of advertising dollars to be online, you need both guarantees and price discovery.
False
Which of the following statements are true about deterministic data?
It describes when we have a login for a particular user
Certainty about it can be misguided due to shared devices and logins
What is the fundamental way to operate within a data-driven marketplace?
Let algorithms optimize your audience buying against the things that are working best against your campaigns objectives
Why is the concept of identity important?
It allows you to have a holistic conversation with the consumer across channels and devices
It allows you to manage reach
it allows you to manage frequency
What do we mean when we say "person-based" marketing?
Marketing to groups of people who act the same way
The data marketplace needs a better mechanism of price discovery so that it is priced in a way that always adds value.
True
Upper-funnel strategies help brands spread awareness to a new audience.
True
What is the purpose of the omnichannel map?
To make sure that strategies we know will drive performance will still align with the brand's higher-level objectives and current strategies
Even though campaign performance will look great, why is the "passing out the flyers at the concert" concept a bad idea?
The user was already going to take action
Showing up means the marketer had already won the user's heart and mind
Well-designed campaigns are conscious of both rate-based and cost-based metrics.
True
Why is it important to prioritize smart measurement strategies and priorities?
If you don't, you will lose to your competitors who do prioritize measurement
If you don't, you will make bad decisions in your media choices
It's perhaps the most central thing for brands and agencies to do in order to move the ball forward toward data-driven marketing
Which of the following are channels?
NOT all the above
In an open internet, you can use complex data science to measure the effect of every ad on every person.
True
In an open internet, you can use complex data science to measure the effect of every ad on every person.
To tie footfall traffic to digital marketing campaigns
To tie frequent shopper cards to digital marketing campaigns
Why can it be useful to optimize to a cost-based goal?
You can drive as many events as possible per dollar spent
You can pay a different price for each attribute (through bid factors) to maximize ROI
You can see whether or not the cost of earning the customer's business is monetarily worth it based on product cost, media investment, and other factors
Cost-based metrics are the number of impressions served before returning one desired event, and rate-based metrics are the total cost of returning one desired event.
False [Show Less]