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IAB Digital Media Sales Certification Test Prep
1.
DSP:
Demand Side Platform: Tech interface that provides centralized and aggregated media buying from multiple sources including ad
exchanges, ad networks, and sell side platforms
2.
SSP:
Seller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential advertisers
3.
Exchange:
An
online
marketplace
platform
that
facilitates
automated
auction-based
pricing
and
RTB
4.
Ad
Network:
A
sales
channel
for
pubs
and
aggregated
inventory
for
buyers;
plus
targeting
capabilities, creative generation, and
optimization
5.
Portal:
A company that provides a combination of content (aggregated and/or distributed), search functionality, email and chat, plus other
specialized capabiliites
6.
Trading
Desk:
Centralized
management
platform,
specializing
in
programmatic
audience
buying;
used
by
holding company-owned
agencies
7.
Data
Provider:
Companies that provide cookie pools and other means to target desired audiences
8.
Rich
Media
Vendor:
Ad creative and ad serving provider ottering advertisers the ability to run ads that
viewers can interact with
9.
Performance
Metrics:
Used to measure lower-funnel marketing goals; primarily used to measure
specific actions, leads or sales
10.
Conversion:
When
a
consumer
clicks
on
an
ad
or
visits
a
website
shortly
after
seeing
an
ad,
and
then
purchases the
product
11.
Brand
Metrics:
Used to measure upper-funnel marketing goals; often requires studies or surveys to
measure
12.
Cookie:
A text file that is stored in a consumer's web browser that communicates information back to a server
13.
Viewability:
Term
used
to
describe
if
a
desktop
ad
unit
was
positioned
within
the
portion
of
an
ad
browser
page that could be
seen
14.
Real
Time
Bidding:
RTB: Process that allows multiple buyers to attempt to purchase inventory by
competing over
