1- Why do advertisers want to maximize cost efficiency?

To achieve the greatest product exposure for the least amount of financial investment

Because they want to exclusively purchase premium inventory

To evaluate the likelihood of one event occuring versus another.

Because they have unlimited budget

2- Which vendor would Green Giraffe Hotels use to measure viewability?

Creative Optimization

Verification

Data Management Platform (DMP)

Data Supplier

3- Which of the following best describes how Real-Time Bidding (RTB) works?

Auction where the highest bidder wins the opportunity to display an ad.

Auction where first bidder wins the opportunity to display an ad.

Auction where an algorithm picks a random bidder, who then gets to display an ad.

Auction where the lowest bidder wins the opportunity to display an ad.

4- Advertisers pay more for higher value impressions, and less for lower value impressions, to reach their goals. This is an example of what type of pricing model?

Cost Per Click (CPC)

Cost Per Thousand (CPM)

Cost Per Action (CPA)

Dynamic CPM (dCPM)

5- How is a dynamic CPM (dCPM) different to other pricing models?

dCPM does not require an algorithm

dCPM can be used in direct deals with publishers

dCPM is static.

dCPM requires an algorithm.

6- You can only buy one type of supply for each programmatic campaign.

False

True

7- Green Giraffe Hotels wants to buy ads that that are optimizing in real time in the open exchanges towards their CPA goal. What type of supply will they buy?

Preferred Deal

Private Marketplace

Open Auction

Programmatic Guaranteed

8- Green Giraffe Hotels wants to buy a homepage takeover via programmatic. Which type of supply is the best choice for them?

Preferred Deal

Private Marketplace

Programmatic Guaranteed

Open Auction

9- Green Giraffe Hotels want to use real time bidding to access premium inventory. What type of supply would be the best choice?

Programmatic Guaranteed

Private Marketplace

Preferred Deal

Open Auction

10- Which of the following statements is NOT a reason for advertisers to use programmatic?

Programmatic marketing allows for better targeting

Programmatic marketing frees up time

Programmatic marketing puts more protections in place

Programmatic marketing enables advertisers to work with individual suppliers on a daily basis