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IAB DSM Study Group > Digital Media Sales Certification Practice Exam > Flashcards

Digital Media Sales Certification Practice Exam Flashcards

1
Q

What acronym, typically used to measure the size of a television audience, is calculated as a percent of the target market reached multiplied by the exposure frequency?

A

GRP

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2
Q

UGC stands for User Generated

A

Content

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3
Q

An advertiser wants to ensure they reach as many unique people as possible on your site, but has a limited budget. What is the best targeting tool to reach the most users on your site?

A

Frequency cap all banners

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4
Q

The simplified version of a website that is designed to display on smartphones is called a mobile-______ site.

A

Optimized

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5
Q

Your client wants to measure the effectiveness of their online ad campaign as it relates to a positive impact of their product or service. What is the best study to analyze this?

A

Brand lift

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6
Q

How many click-through conversions would an advertiser receive based on a $10,000 budget and a $5.00 CPM, assuming a 0.25 percent CTR and 1 percent conversion rate? And what would the CPA be?

A

50; $200

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7
Q

According the IAB terms and conditions, if a publisher is serving the campaign, reports should be provided to the advertiser at least every:

A

Week

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8
Q

A mobile advertiser is gauging the effectiveness of a mobile campaign by the number of leads received in a given month. What is the best way to track the response rate?

A

Click-to-call

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9
Q

What is the first step in confirming the ability to run a site-retargeting campaign for a client?

A

Confirm that the brand will allow a pixel on their site

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10
Q

Which of the following is an example of an instream non-llinear ad unit?

A

Overlay

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11
Q

A frequency cap is a restriction on the number of:

A

times an ad is shown to a unique user

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12
Q

A handheld, portable device would best be defined as a(n) _________ digital advertising platform.

A

Mobil

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13
Q

According to the MRC, a viewable standard ad display impression MUST be seen for 1 second and have ______ of the pixels in view.

A

50%

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14
Q

Which of the following is a way to increase campaign delivery?

A

Decrease frequency caps

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15
Q

What do search engines use to eliminate waste and determine the best result to search queries?

A

Algorithm

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16
Q

When confirming a client’s CPA goal, it is important to understand how/if you receive credit for both post-click and post-_________ conversions.

A

View

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17
Q

Desktop, mobile, and connected TVs are all examples of:

A

Media platforms

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18
Q

What type of backup file is recommended to accompany rich media creative?

A

Static

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19
Q

A client with a budget of $50K wants purchase 3MM impressions. They want the impressions broken down with 50 percent in standard ads at $12/CPM, 25 percent in video at $16/CPM, and 25 percent in a takeover. What would the CPM be for the takeover units in order to meet budget?

A

$26.67

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20
Q

One major benefit of digital media over traditional media is that you can:

A

Measure reach

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21
Q

If the Internet universe consists of 50 percent males and Site X consists of 75 percent males, what is Site X’s male composition index?

A

150

22
Q

Which of the following offers a collection of editorial content from multiple sources?

A

Aggregator

23
Q

If Brand X is trying to reach “Recipe Seekers” at scale, which targeting method would be most applicable?

A

Behavioral

24
Q

You’ve completed the following proposal for a potential client. What is the eCPM for this entire proposal?
Proposal:
Placement _______CPM _____Impressions ____Spend
ROS ______ $2.75 ____ 2,500,000 ____ $6,875.00
Behavioral Targeting __$5.25 _ 1,500,000 __ $7,875.00
Geographic Targeting __$3.45 __ 2,250,000 _$7,762.50
Contextual Targeting __$4.45 __2,400,00 __$10,680.00
TOTAL __________?_______8,650,000____$33,192.50

A

$3.84

25
Q

Which of the following content environments is most likely to provide earned media?

A

Social

26
Q

What type of company allows advertisers and/or their agencies to manage their media buying via multiple exchanges in one interface?

A

Supply-side platform

27
Q

Your client has stated intent to purchase on one of your proposals. While they want to see a decrease in eCPM before committing, you are not willing to lower your rates. The best option for you to decrease the eCPM and maintain the current plan would be:

A

Offering added value impressions

28
Q

Which of the following is the most common type of behavioral targeting?

A

Re-targeting

29
Q

A site has an index of 325 for reaching M25-64. This means the site is _________ more likely to reach M25-64.

A

225

30
Q

What is the standard IAB out clause?

A

14 days

31
Q

If an advertiser’s campaign goal is to deliver at least 60 percent of their impressions to M35-64, they will likely use what to gauge the performance?

A

Third-party audience verification

32
Q

Which of the following is not an acceptable format for tracking pixels/codes?

A

JPG

33
Q

What pricing model should be proposed to hit the objectives of a client with a pay-per-performance goal?

A

Cost-per-click

34
Q

If optimization occurred during a branding campaign, awareness should ______________ throughout the flight.

A

Increase

35
Q

A data management platform is a:

A

Service that allows for the collection of audience intelligence

36
Q

What does paywall refer to?

A

Subscription

37
Q

Your client’s goal is to sell pizzas at a cost per order of $2.00. At the end of the campaign, you’ve received a total of 2,869 conversions at a total spend of $5,000. What action makes the most sense?

A

Discuss the results and see if more budget is available.

38
Q

If a media plan includes desktop, mobile, and TV, it is most commonly referred to as a (n) _____ platform campaign.

A

Cross

39
Q

Your client wants to target consumers who have already expressed interest in buying new furniture. Which of the following targeting options could provide the greatest ROI for them?

A

Behavioral targeting

40
Q

If a client spends heavily on TV and wants to start reaching consumers online, what ad format would be the most natural transition?

A

Video

41
Q

A client is running a campaign through a third-party ad server. According to internal reporting, it is scheduled to deliver in full. What needs to be done to bill for the total IO amount?

A

Compare with third-party delivery report

42
Q

What does it mean if a client has a view-through window of one week?

A

They only count conversions within one week after the user sees the ad

43
Q 
A client's campaign is generating the following CTRs (the client's main metric of success). Into which placement should the budget be optimized?
\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_Placement \_\_\_\_\_\_ CTR (%)
Geographic Targeting \_\_\_\_ 1x1 \_\_\_\_\_0.065
Geographic Targeting \_\_\_\_ 8x1 \_\_\_\_\_0.054
Demographic Targeting \_\_\_\_1x1 \_\_\_\_0.089
Demographic Targeting \_\_\_ 8x1 \_\_\_\_ 0.062
A

Demographic Targeting 1x1

44
Q

If a creative has the “ad choices” logo in the corner, what is it referring to?

A

Behavioral targeting

45
Q

According to 4A’s and IAB’s terms and conditions, what is the acceptable discrepancy rate on a digital media IO?

A

10 percent

46
Q

The best information to include in a closing slide of a wrap-up report:

A

Opportunities to continue or grow the partnership

47
Q

If a client’s primary campaign goal was to increase online purchases, what type of campaign measurement would be most appropriate?

A

Conversions

48
Q

At an ad agency, what team is most commonly responsible for examining their clients’ market goals and translating them into media goals?

A

Strategy team

49
Q

If a campaign has delivered 2,000,000 impressions at a CPM of $3.00, and has 100 conversions, what is the CPA?

A

$60

50
Q

In the picture below, what is Exhibit A, the ad adjacent to the pre-roll ad, called?

A

Companion

IAB DSM Study Group (11 decks)

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