Programmatic Advanced Certificate Quizzes TradeDesk - Q & A "Dynamic Creative Optimization" creates a personalized ad for each user by using cookies.
... [Show More] True A demand-side platform (DSP) sells inventory on behalf of publishers across the internet. False A data management platform (DMP) helps you evaluate audience data by: -Conducting lookalike modeling -Forecasting available impressions -Segmenting users A DSP activates the data stored in a DMP. True Cost per mille (CPM) measures: The price an advertiser pays per 1,000 impressions DSPs optimize to: Low CPMs The economic concept of liquidity is important in digital advertising because: -Digital advertising is a marketplace -Liquidity measures how quickly an asset can be converted to cash -Healthy marketplaces require liquidity Real-time bidding (RTB): Prices online inventory via an auction CPM measures the cost per user action. False In programmatic advertising, buying at a CPM rate means that you are only buying impressions by the thousand and not individually. False It's important for the consumer and data center to be close together to increase the efficiency of the "100 milliseconds". False "100 milliseconds" refers to the amount of time it takes for a publisher to serve an ad to a single consumer when they click into a webpage. True Within the "100 milliseconds" in real-time bidding (RTB), millions of impressions are processed simultaneously through the auction. True Demand-side platform (DSP) data centers should be close to exchange data centers to: Increase efficiency and reduce the rate of timeouts A true demand-side platform (DSP) allows you to build additional technology, adds value to the strategic process, and participates in the decisioning to help companies make better buying decisions. True Every company has a focus, regardless of where they fall on the Lumascape. True Low barriers to entry hurt the efficiency of a market. False Supply-side platforms (SSPs) and exchanges will most likely separate in the future to create an objective and efficient market. True What is the best way to be a yield optimizer? -Create higher levels of transparency to make prices rise -Understand what the buyer needs in order to pay the market price A discrepancy happens when: Buyer and seller report different numbers for impressions served or conversations made A request for bid (RFB) happens when: An exchange sends a bid request to a DSP Which acronym represents the measure of how much it will cost a marketer to acquire a customer? CPA A Deal ID enables buyers to enter into a private deal with a publisher via a real-time bidding infrastructure. True Open RTB is: The open-source project that sets standard protocols for transacting in RTB What does the attribution window measure? Measurement of time in which clicks/conversions will be given credit What is another term for RTB? The spot market The industry needs to begin giving credit to all levels of the purchase funnel - not just the last click. True Attribution for a desired event (e.g., a click or conversion) should be given to: All levels of the purchase funnel It's important to have measurable conversions at all levels of the purchase funnel. True In a line item-based system you have to create a different permutation for every bidding scenario, which limits the amount of time you can spend on optimizing. True In reference to line items, how many permutations are possible with the letters "ABC"? 6 Line items are easier to optimize than bid factors. False Although machine learning is superior for quantitative analysis, machines cannot process the qualitative side (the context). True When using bid factors, it is best to first cast a small net by testing narrow segments, and then expand the buy to optimize performance. False Within programmatic, you only have a few milliseconds to respond to the bid request. True The average person has over 20 digital identities. True Cookie mapping is an important piece to real-time bidding (RTB) because it connects users across domains. True Which of the below is an example of a digital identifier? [Show Less]