IAB Study Guide

Question 1

Consumer Buying Funnel

Answer 1

1. Awareness
2. Consideration
3. Preference
4. Purchase
5. Loyalty
6. Advocacy

Question 2

Media Value Chain

Answer 2

types of orgs and their processes that deliver a product/service within an industry (i.e. programmatic value chain)

Question 3

IAB Arena

Answer 3

1. Core: Brand
2. Media Planning and buying
3. Content creators (i.e. pubs, social, UGC, brand content, portals)
4. Media Vendors (i.e. pubs, ad exchange/networks, DSP/SSP, trading desk)
5. Execution technology (i.e. ad servers, site serve)
6. Media enhancements (DMP, data suppliers, rich media, verification, tag management)
7. Biz Intelligence (media attribution, reporting/analytics, site measurement, research providers)

Question 4

Interactive ad supply chain

Answer 4

RFP > Insertion order > creative delivery > campaign delivery/optimization > billing

Question 5

benefits of DT/laptop ads

Answer 5

reach, creative, immediacy, targeting, trackable, DR

Question 6

benefits of mobile ads

Answer 6

location awareness, DR, trackable, on the go users

Question 7

benefits of audio ads

Answer 7

geo-targeting, awareness, engagement, trackable

Question 8

benefits of video ads

Answer 8

reach, creative, emo connection, younger demo

Question 9

Booking Tools

Answer 9

• proposal management: write/track proposals
• CRMs (customer relationship management): manage/analyze customers throughout the life of their campaigns
• DSPs

Question 10

Trafficking Tools

Answer 10

• buy side ad servers: agency side tool used to house/track advertiser’s ads
• sell side ad servers: pub side tool use by inventory vendors
• audience segmentation: used for targeting and forecasting in the pre-sale stage

Question 11

Implementation Tools

Answer 11

• Verification systems: makes sure ads run in safe environments
• Site analytics: tool for audience measurement
• Creative technology: rich media vendors
• Measurement tools: advanced reporting tools for campaign performance

Question 12

Understand how ad serving works

Answer 12

refer to digital training notes

http://www.adopsinsider.com/ad-serving/how-does-ad-serving-work/

Question 13

Ad Forecasting

Answer 13

process of being able to estimate available ad views for a period of time, across different targeting criteria

Consider: inventory volume, seasonal trends, historical campaign performance, competitive separation, targeting criteria

Question 14

Look a like modelling

Answer 14

Targeting technique used to increase campaign reach by targeting audiences similar to a small audience (based on attributes they have in common)

Question 15

Ad Tag and it’s benefits for advertisers trafficking their own ads

Answer 15

Ad tag: html/java code inserted into the code of the web page via an ad server; used to track user events

*Best practice: Place tracking tags (i.e. conversion tags, retargeting tags) by the time the campaign is ready to go live. For impression, click and interaction tags - these can be implemented during the trafficking process.

Benefits: allows the advertiser to rotate as many content pieces as they like, allows for quick and easy performance optimizations

http://www.digitaladvertising-101.com/blog/digital-101-understanding-ad-tags#.W1oUIPmnFPa