IAB Marketing Practice Exam With Answers (121 Solved Questions)
IAB Marketing Practice Exam With Answers allows you to test your knowledge with real exam questions from previous years.
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IAB Digital Advertising Certification
Exam Questions and Answers (Graded
A+)
Agency - ANSWER-An organization that, on behalf of clients, plans marketing and
advertising campaigns, drafts and produces advertisements, and places advertisements
in the media.
Advertiser - ANSWER-The company paying for the advertisement.
Ad impressions - ANSWER-The count of ads which are served to a user. These can be
requested by the user's browser (referred to as pulled ads) or they can be pushed, such
as e-mailed ads.
Ad Ops - ANSWER-The team/function that is responsible for trafficking and optimizing
digital ad campaigns.
Ad Server - ANSWER-a web server dedicated to the delivery of advertisements. This
technology specialization enables the tracking and management of advertising related
metrics.
Campaign - ANSWER-In traditional marketing, a campaign is a series of advertising
messages that share a single idea and theme. In digital advertising, a campaign will
refer to a set of ad buys from a specific ad network or publisher.
Click through rate - (CTR) - ANSWER-the percentage of ad impressions that were
clicked on as compared to the entire number of impressions; CTR% = [Clicks ÷ Imps]
×100
Creative - ANSWER-Otherwise known as the ad set, this is an image file, rich media or
snippet of code that can be rendered as a display advertisement when entered into an
ad serving platform.
CPM - ANSWER-Stands for Cost-per-thousand and is a media term describing the cost
to deliver 1,000 impressions.
CPA - ANSWER-the cost of advertising based on a visitor taking some specifically
defined action in response to an ad. Examples of "Actions" include such things as
completing a sales transaction, or filling out a form.
Exam Questions and Answers (Graded
A+)
Agency - ANSWER-An organization that, on behalf of clients, plans marketing and
advertising campaigns, drafts and produces advertisements, and places advertisements
in the media.
Advertiser - ANSWER-The company paying for the advertisement.
Ad impressions - ANSWER-The count of ads which are served to a user. These can be
requested by the user's browser (referred to as pulled ads) or they can be pushed, such
as e-mailed ads.
Ad Ops - ANSWER-The team/function that is responsible for trafficking and optimizing
digital ad campaigns.
Ad Server - ANSWER-a web server dedicated to the delivery of advertisements. This
technology specialization enables the tracking and management of advertising related
metrics.
Campaign - ANSWER-In traditional marketing, a campaign is a series of advertising
messages that share a single idea and theme. In digital advertising, a campaign will
refer to a set of ad buys from a specific ad network or publisher.
Click through rate - (CTR) - ANSWER-the percentage of ad impressions that were
clicked on as compared to the entire number of impressions; CTR% = [Clicks ÷ Imps]
×100
Creative - ANSWER-Otherwise known as the ad set, this is an image file, rich media or
snippet of code that can be rendered as a display advertisement when entered into an
ad serving platform.
CPM - ANSWER-Stands for Cost-per-thousand and is a media term describing the cost
to deliver 1,000 impressions.
CPA - ANSWER-the cost of advertising based on a visitor taking some specifically
defined action in response to an ad. Examples of "Actions" include such things as
completing a sales transaction, or filling out a form.
CPC - Cost Per Click - ANSWER-is the cost of advertising based on the number of
clicks received.
CPC - Cost Per Customer - ANSWER-is the cost an advertiser pays to acquire a
customer.
Discrepancy - ANSWER-This is the difference in reporting numbers between a client or
agency and ad partner. They can be caused by a variety of factors. Standard ways to
measure are with impressions sold, impressions served, and revenue.
Insertion Order - ANSWER-Purchase order between a seller of interactive advertising
and a buyer (usually an advertiser or its agency).
KPI - ANSWER-a quantifiable measure used to evaluate the success in meeting
objectives for performance; also known as Key Success Indicators (KSI)
Make Goods - ANSWER-Additional ad impressions which are negotiated in order to
make up for the shortfall of ads delivered versus the commitments outlined in the
approved insertion order.
Media Company - ANSWER-A company that derives revenue from publishing content
via one or more means of distribution, e.g., print publishing, television, radio, the
Internet.
Performance Metrics - ANSWER-The measurement of digital ad campaigns with action-
based goals such as click-throughs, leads, downloads, sales, etc.
Publishers - ANSWER-An individual or organization that prepares, issues, and
disseminates content for public distribution or sale via one or more media.
Real-time bidding - ANSWER-a real-time system for either bidding on or buying ad
inventory.
Request for Proposal - ANSWER-A document sent by an advertiser or agency inviting a
publisher to submit a proposal for an upcoming advertising campaign. This is the first
step taken by the advertiser or the agency representing the advertiser that initiates the
campaign process.
Rich media - ANSWER-Advertisements with which users can interact (as opposed to
solely animation) in a web page format. These advertisements can use various
technologies, including but not limited to sound, video, or Flash, and with programming
languages such as Java, JavaScript, and DHTML.
Tags - ANSWER-Software code that an advertiser provides to a publisher or ad network
that calls the agency's ad server for the purposes of displaying an advertisement.
clicks received.
CPC - Cost Per Customer - ANSWER-is the cost an advertiser pays to acquire a
customer.
Discrepancy - ANSWER-This is the difference in reporting numbers between a client or
agency and ad partner. They can be caused by a variety of factors. Standard ways to
measure are with impressions sold, impressions served, and revenue.
Insertion Order - ANSWER-Purchase order between a seller of interactive advertising
and a buyer (usually an advertiser or its agency).
KPI - ANSWER-a quantifiable measure used to evaluate the success in meeting
objectives for performance; also known as Key Success Indicators (KSI)
Make Goods - ANSWER-Additional ad impressions which are negotiated in order to
make up for the shortfall of ads delivered versus the commitments outlined in the
approved insertion order.
Media Company - ANSWER-A company that derives revenue from publishing content
via one or more means of distribution, e.g., print publishing, television, radio, the
Internet.
Performance Metrics - ANSWER-The measurement of digital ad campaigns with action-
based goals such as click-throughs, leads, downloads, sales, etc.
Publishers - ANSWER-An individual or organization that prepares, issues, and
disseminates content for public distribution or sale via one or more media.
Real-time bidding - ANSWER-a real-time system for either bidding on or buying ad
inventory.
Request for Proposal - ANSWER-A document sent by an advertiser or agency inviting a
publisher to submit a proposal for an upcoming advertising campaign. This is the first
step taken by the advertiser or the agency representing the advertiser that initiates the
campaign process.
Rich media - ANSWER-Advertisements with which users can interact (as opposed to
solely animation) in a web page format. These advertisements can use various
technologies, including but not limited to sound, video, or Flash, and with programming
languages such as Java, JavaScript, and DHTML.
Tags - ANSWER-Software code that an advertiser provides to a publisher or ad network
that calls the agency's ad server for the purposes of displaying an advertisement.
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