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IAB Digital Advertising Certification-with 100% verified solutions 2024-2025, Exams of Advanced Education

IAB Digital Advertising Certification-with 100% verified solutions 2024-2025

Typology: Exams

2023/2024

Available from 08/25/2024

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IAB Digital Advertising Certification-with 100%

verified solutions 2024-

Agency An organization that, on behalf of clients, plans marketing and advertising campaigns, drafts and produces advertisements, and places advertisements in the media. Advertiser The company paying for the advertisement. Ad impressions 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 The team/function that is responsible for trafficking and optimizing digital ad campaigns. Ad Server a web server dedicated to the delivery of advertisements. This technology specialization enables the tracking and management of advertising related metrics. Campaign 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) the percentage of ad impressions that were clicked on as compared to the entire number of impressions; CTR% = [Clicks ÷ Imps] × Creative 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 Stands for Cost-per-thousand and is a media term describing the cost to deliver 1,000 impressions. CPA 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 is the cost of advertising based on the number of clicks received. CPC - Cost Per Customer is the cost an advertiser pays to acquire a customer. Discrepancy 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 Purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency).

KPI

a quantifiable measure used to evaluate the success in meeting objectives for performance; also known as Key Success Indicators (KSI) Make Goods 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 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 The measurement of digital ad campaigns with action-based goals such as click-throughs, leads, downloads, sales, etc. Publishers An individual or organization that prepares, issues, and disseminates content for public distribution or sale via one or more media. Real-time bidding a real-time system for either bidding on or buying ad inventory. Request for Proposal 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 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 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. Terms and Conditions The details of the contract accompanying an insertion order. Third-party ad server Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers' declared or predicted characteristics or preferences. Trafficker The person who technically sets up the ad campaign in the ad server. This person's task is completed once the insertion order and the creatives have been received. Ad tag

Typically served as JavaScript through a website's ad server; this piece of code allows a website to communicate with another ad server or company involved in the campaign and serve an appropriate ad. Ad exchange An ad partner that serves as a broker between a publisher and an advertiser. Ad exchanges use real-time bidding (RTB) technology to sell a publisher's inventory in an auction-like manner. Ad network An ad partner that serves as a middleman between a publisher and an advertiser; aggregates inventory and audience into buying opportunities. Typically, ad networks provide you with a static rate for your inventory that rarely fluctuates. Auction Price Floor This is the same idea as a standard price floor but in an auction or programmatic environment, the floor serves as a minimum but can be exceeded by higher bidding. For example, if the agency sets the price floor at $1 they can still receive bids at $1.25 but not at $0.75. Daisy chain (Ad chain) Placing ad partners ad tags in order (usually by CPM rate, highest to lowest) so they have the option of serving an ad or 'defaulting' to the next partner in line. DSP (Demand Side Platform)

A buy-side platform that allows buyers/agencies of digital ad inventory to easily and more directly connect with sellers in a programmatic and real- time environment Fixed CPM A CPM rate that remains constant and is guaranteed by an ad partner for every 1,000 impressions that are sent. I-frame (InLine Frame) Is used to embedded a document within an existing HTML document that allows content from another source to appear on a web page. Pass back tag (Default tag) When an ad partner chooses to pass on the opportunity to capture or serve an ad impression, they 'default' the opportunity to serve an ad. The tag that is called during that default process is referred to what? Price Floor A fixed CPM rate that prevents an ad partner from serving campaigns that pay below a certain price threshold. For example, if a digital advertising professional sets the price floor to $1, the ad partner should not serve any campaigns with net CPM rates below that amount. Revenue share model A partnership between a publisher and ad provider where profits from ad serving are split as per the terms of the agreement. These rates are often negotiable depending on how much volume a publisher can provide.

RTB (Real Time Bidding) Impression based, real-time ad inventory sales method. This is a technology that allows thousands of buyers to bid on a single website impression based on bidding algorithms. SSP (Supply Side Platform) A sell-side platform that allows publishers to better package and manage their website's inventory to sell. Viewability A new metric for measuring performance created by the 3.M.S initiative and authorized by the MRC; this metric was created to assure an advertiser that a brand will be viewed by a user. The MRC declared a viewable impression as "at least 50% of the ad creative is displayed for at least 1 second." Volume Refers to how much traffic (impressions/pageviews) a publisher has over a given period of time. Ad partners will often ask how much volume a publisher is willing to send at a discussed rate. CPL (Cost-per-lead) the cost of advertising based on the number of leads the ad generated. eCPM (effective cost-per-mille)

shows the cost of ad inventory based on the amount of impressions that were actually shown/paid. X = Revenue ÷ [Paid Imps÷1000] rCPM (real cost-per-mille) this provides the "real" worth because it takes into account the total impressions that occurred, not just the ones that paid, which is important when determining the value of a space. X = Revenue ÷ [Total Imps÷1000]. Above the fold (ATF) Typically the upper half of a website, or any part a user can view without having to scroll down. Automatically viewable. Ad Units set of specifications for standard image or animated in-page advertisements that establish a framework for advertising inventory and webpage design. The format used is width X height in pixels (e.g. 728×90). Leaderboard / Banner one of four standard ad unit in the UAP; it's initial dimension 728× Rectangle one of four standard ad unit in the UAP; initial dimension is 180×

Skyscraper / Tower one of four standard ad unit in the UAP; initial dimension is 160× Medium Rectangle one of four standard ad unit in the UAP; initial dimension is 300×250. Lowest Common Denominator Ad; will work across platforms (mobile, tablet, desktop) Below the fold (BTF) The lower half of a website or the portion where users have to scroll down to view. Not automatically viewable. Native ads Advertising that aims to blend into the user's experience with the website. This type of ad mimics a site's content and format. Rich Media Advertising appearing in a 'richer' form. These units are outside of the standard ad formats and sizes and usually include special placements and movement. Examples include skins, sponsor bars, pushdowns, and Rising Stars. Rising Stars These are premium ad units that run from or instead of a standard IAB unit. The specs of the unit are defined by the IAB in an attempt to scale out non-standard rich media advertising and normalize the units so they can be sold and served more often.

Rising Stars (Examples) This set of standard includes billboard, filmstrip, sidekick, slider, portrait, and pushdown. Site Skin Creative that appears behind the content of the webpage. Typically this takes over the borders of the website and produces very high engagement. Ad Impression A single ad placement on a page that is available for purchase. There is one ad impression per ad unit per page view. Bounce Rate Percentage of users that visit a page and then leave the site in a short time frame without visiting any other pages at that site. Page View Anytime a webpage loads, a page view is created. The more page views a website has, the more impressions it will have an opportunity to sell. Re-targeting pixel An identifier (cookie) that gets dropped on a user when they are browsing a participating web page. These cookies track online behavior and allow for more targeted ads that are specific to the user.

Unique User A visitor on a web page for the first time over the course of audience measurement (Typically day, week, month, year). Visitor A user who revisits a webpage, regardless of frequency. For example, if you visit Facebook four times in a day, you would count as one unique user for that day but four visitors or visits. Cachebuster This allows an ad tag to "defeat the cache"; this snippet of code adds an extra figure to the ad code that forces the user's browser to make a new call each time the page is reloaded. This ensures that a new ad will be delivered each time the page is reloaded. DMA Designated Market Area, a geographic location where an advertiser wants to reach users. DMA's can be outlined in ad servers via targeting. Flight Lifetime of a campaign, how long a campaign runs on a site. Frequency Cap An established limit to the number of times an ad campaign, tag, or ad size can be shown to an individual user.

Geotargeting Showing certain campaigns to certain users based on what geographic location the user is located. This is helpful when working with an advertiser looking to reach a specific part of the world, country, state, city, or town. Line item Unit of advertising sold by the publisher to the advertiser that specifies the details of the sale (site, size, cost, dates, etc.). Order The name of a group of line items in your ad server; keeps the ad server sorted and organized. Roadblock (Takeover) When an advertising campaign creative is the only brand on a particular page or website, taking over all ad sizes at once. This can be controlled in the setting of an ad server. Run of Site (ROS) An option for ad display which places ads on a rotation in all non-custom ad spaces. These ads can run on any page within the site that does not have an ad already designated for that unit. Run of Network (RON)

a form of internet marketing where an online advertising campaign is applied to a wide collection of websites without the ability to choose specific sites. An advertising network sells space for online ads to appear on a number of different websites, blogs and similar channels. On-Schedule Indicator (OSI) The report showing pacing and the percent likelihood the campaign will deliver all impressions booked. Geo-Targeting (Location based on IP) target geographic area/s: Country, State, City, Zip code, DMA, MSA Behavioral Targeting targeting on assumptions about a person based on their online activity. Ex: Targeting based on items a user has purchased in the past Ex: Targeting based on websites that you've visited in the past Demographic Targeting Targeting based on age, Gender, Marital Status, Income, Education Level Audience Targeting same as Demo. Targeting an audience segment - age, gender, Income level, education level, relationship status. Could be based on first party data (if publisher collect this data directly from their users) or 3rd party data

Psycho-graphic Targeting Targeting based on personalities, opinions, habits, lifestyle; identifies people that are highly likely to buy a product based on past behavior. Look-Alike Targeting Targeting a segment of users who "look similar/alike" to your customer base. Liked similar products, visited similar/same sites, plus a variety of other variable. This type of targeting is called Prospecting (Quantcast) Content / Contextual Targeting targeting based on editorial content. On CBS.com you can target the Home page, or Shows or a specific show - Survivor Date/Time - Daypart Targeting Targeting ads based on day/date - time of day Re-Targeting Target an ad to a person who has been to your website before - Ads that follow you across the web. Designed to bring you back to the website you visited before. Cross Device Targeting similar to re-targeting. Target an ad to you on one device after to you have visited a website on a separate device.

Keyword Targeting Target users who type in specific keywords to a search box Technical Targeting Targeting based on browser (IE, Firefox, Chrome + versions) and/or device (iphone/android) Geo-Fencing Geographic targeting based on GPS (Global Positioning System (Rather than IP address like regular Geo Targeting) Digital Advertising Alliance (DAA) This alliance establishes and enforces responsible privacy practices across industry for relevant digital advertising, providing consumers with enhanced transparency and control; Founding members include: AAF, 4A's, ANA, DMA, NAI, IAB, CBBB Federal Trade Commission (FTC) an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act. Its principal mission is the promotion of consumer protection and the elimination and prevention of anti-competitive business practices, such as coercive monopoly. Making Measurement Make Sense (3MS) Is a cross-industry initiative founded by 4A's, ANA and IAB; works with MRC to set and implement measurement standards; focus is to define

impressions, establish audience currency, create a standard classification of ad units, define ad performance metrics, and establish brand attitudinal measures. Media Rating Council (MRC) Is an independent body to ensure ad servers comply with measurement standards and certifications. Integral Ad Sciences (IAS) - one of many verification vendors A technology company that analyzes the value of digital advertising placements; is known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score. Online Behavioral Advertising (OBA) a broad set of activities companies engage in to collect information about your online activity (like webpages you visit) and use it to show you ads or content they believe to be more relevant to you. Interest Based Advertising (IBA) also known as OBA "online-behavioral advertising" - uses information gathered about a site user's visits over time and across different websites or applications in order to help predict preferences and show ads that are more likely to be of interest to you. HTML5 (Hypertext Markup Language v5) extends earlier versions to include tags for processing video, audio, canvas without requiring proprietary plug-ins and APIs. This Language has

been used as an alternative to developing and executing interactions similar to those using Flash but with very different technology. VAST (Video Ad Serving Template) a universal specification developed by the IAB for serving video ads; an xml file template that provides advertising instructions to many of today's different video players. V-PAID (Video Player-Ad Interface Definition) a universal specification developed by the IAB for interaction between ad units and video players focused on "enabling a rich interactive in-stream ad experience". Think of this as VAST with the ability to interact with the video. Expanding or Expandable Ad Rich media ads that can be enlarged to dimensions beyond the initial dimensions of the placement they fill on the webpage. The user initiates expanding events, sometimes after the ad initially expands briefly on its own to catch the user's attention. Interstitial (aka Between-the-page) ad The ad appears after the user leaves the initial page, but before the target page displays on the user's screen. Typically, the ad is self-contained within its own browser window, but may also appear briefly as an overlay on the target page rather than in its own browser window. Banner ad

a rich media ad embedded into a web page or a mobile app, typically including a combination of static/animated images, text and/or video designed to convey a marketing message and/or cause the user to take an action. Banner with Floating ad a rich media banner creative and interstitial creative displayed at the same time Multi-directional Expanding (MDE) ad A rich media creative that expands in multiple directions. For example, when the ad is on the left side of the page, it will automatically detect its location and expand to the right. If the same ad is served on the right side of the page, it will expand to the left. Multi-floating interstitial ad Multiple interstitial creatives (a maximum of four) that work as a single creative delivery, commonly to border or surround a page's content. Like an ordinary interstitial creative, this creative can move with content or maintain a locked position on a page as a user scrolls. Push-down ad a rich media creative that pushes down the content of a web page when the creative expands, moving the web page out of the way to display the ad. Peel-down ad

a fairly new rich media creative; starts 125×125, up to 500×500; is a type of expanding ad that shows a glimpse of an ad in the corner of a web page. When the user interacts with the creative, the rest of the ad appears to peel down to reveal the full message. Billboard ad One of six rising stars; initial dimensions is 970×250 ; A distinct feature of the Billboard is a close button that a user may click to collapse the ad completely if the user doesn't want to see the ad. MRAID Mobile Rich Media Ad Interface Definition - MRAID is a protocol that enables communication between an ad and a mobile application in order to execute interactions such as geolocation, ad resizing, and accelerometer functions among others. Filmstrip ad One of six rising stars; initial dimension is 300×600, viewable with scrolling ad size of 300×3000, divided into five 350×600 pixel segments Portrait ad One of six rising stars; initial dimension is 300×1050, divided into 3 segments; is a template for including interactive modular apps Pushdown ad One of six rising stars; initial dimension is 970×90 and expandable to 970×415 pixels; designed for rich interaction; When the ad is expanded, it

"pushes" page content down rather than displaying over the top of page content as most expandable ads do. Sidekick ad One of six rising stars; initial dimension of 300×250, 300×600 or 970×250 and expandable to 970×550 ; initially displays as one of three standard ad unit dimensions, but upon user initiation, "pushes" publisher content to the left to display a canvas of upto 970×550 pixels full of rich interaction. Slider ad One of six rising stars; initial dimension is full width of publisher page by 90pixels high; is designed with an overlay "slider" (90 pixels high) that rests at the bottom of a publisher's page and when prompted by user interaction, slides page content to the left for a canvas of 970×550 pixels. Share Of Voice (SOV) Percentage of a publisher's inventory that an ad campaign controls during the course of a campaign; represents the relative portion of ad inventory available to a single advertiser within a defined market over a specified time period. Cost-per-Engagement (CPE) Pricing model where advertisters only pay when users actively engage; x = Cost ÷ Engagement Cost-per-Sale (CPS)

is an online advertisement pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement. x = Cost ÷ Sale Unique Visitor (UV) is a term used in Web analytics to refer to a person who visits a site at least once within the reporting period. Each visitor to the site is only counted once during the reporting period, so if the same IP address accesses the site the site many times, it still only counts as one visitor. Run of Channel (ROC) is a type online ad buying campaign where the banner image or media will appear on any channel of a publisher's site. Creative Sequencing Predefined order of ads A then B Then C, then in second round it could be C then B then A. What is this called? Creative Rotation could have 5 creatives for a campaign, and you can automate cycling through the 5 ads. What is this called? Piggy backing Calls a third party pixel from within another tag. often used for re- targeting.

Audience Extension helps in converting a publisher's traffic into an advertiser audience which allows publishers to earn more revenue from their visitors and advertisers to increase their reach ability to more audience; They can create an ad- free site but can still make revenue through the sites traffic.