TRADE DESK MARKETING COMPLETE
PRACTICE TEST WITH CORRECT
ANSWERS
"Dynamic Creative Optimization" creates a personalized ad for
each user by using cookies. - CORRECT ANSWER-True
A demand-side platform (DSP) sells inventory on behalf of
publishers across the internet. - CORRECT ANSWER-False
A data management platform (DMP) helps you evaluate
audience data by: - CORRECT ANSWER-All apply
Conducting lookalike modeling
Forecasting available impressions
Segmenting users
A DSP activates the data stored in a DMP. - CORRECT
ANSWER-True
Cost per mille (CPM) measures: - CORRECT ANSWER-The
price an advertiser pays per 1,000 impressions
DSPs optimize to: - CORRECT ANSWER-Low CPMs
,The economic concept of liquidity is important in digital
advertising because: - CORRECT ANSWER-All answers apply
Digital advertising is a marketplace
Liquidity measures how quickly an asset can be converted to
cash
Healthy marketplaces require liquidity
Real-time bidding (RTB): - CORRECT ANSWER-Prices online
inventory via an auction
CPM measures the cost per user action. - CORRECT
ANSWER-False
In programmatic advertising, buying at a CPM rate means that
you are only buying impressions by the thousand and not
individually. - CORRECT ANSWER-False
It's important for the consumer and data center to be close
together to increase the efficiency of the "100 milliseconds". -
CORRECT ANSWER-False
"100 milliseconds" refers to the amount of time it takes for a
publisher to serve an ad to a single consumer when they click
into a webpage. - CORRECT ANSWER-True
Within the "100 milliseconds" in real-time bidding (RTB),
millions of impressions are processed simultaneously through
the auction. - CORRECT ANSWER-True
Demand-side platform (DSP) data centers should be close to
exchange data centers to: - CORRECT ANSWER-Increase
efficiency and reduce the rate of timeouts
What is the best way to be a yield optimizer? - CORRECT
ANSWER-Both B and C are correct
, Create higher levels of transparency to make prices rise
Understand what the buyer needs in order to pay the market
price
Supply-side platforms (SSPs) and exchanges will most likely
separate in the future to create an objective and efficient
market. - CORRECT ANSWER-True
Low barriers to entry hurt the efficiency of a market. -
CORRECT ANSWER-False
A true demand-side platform (DSP) allows you to build
additional technology, adds value to the strategic process, and
participates in the decisioning to help companies make better
buying decisions. - CORRECT ANSWER-True
Every company has a focus, regardless of where they fall on
the Lumascape. - CORRECT ANSWER-True
The industry needs to begin giving credit to all levels of the
purchase funnel - not just the last click. - CORRECT ANSWER-
True
Attribution for a desired event (e.g., a click or conversion)
should be given to: - CORRECT ANSWER-All levels of the
purchase funnel
It's important to have measurable conversions at all levels of
the purchase funnel. - CORRECT ANSWER-True
Line item-based systems require you to create a different
permutation for every bidding scenario, which limits the amount
of time you can spend on optimizing. - CORRECT ANSWER-
True
PRACTICE TEST WITH CORRECT
ANSWERS
"Dynamic Creative Optimization" creates a personalized ad for
each user by using cookies. - CORRECT ANSWER-True
A demand-side platform (DSP) sells inventory on behalf of
publishers across the internet. - CORRECT ANSWER-False
A data management platform (DMP) helps you evaluate
audience data by: - CORRECT ANSWER-All apply
Conducting lookalike modeling
Forecasting available impressions
Segmenting users
A DSP activates the data stored in a DMP. - CORRECT
ANSWER-True
Cost per mille (CPM) measures: - CORRECT ANSWER-The
price an advertiser pays per 1,000 impressions
DSPs optimize to: - CORRECT ANSWER-Low CPMs
,The economic concept of liquidity is important in digital
advertising because: - CORRECT ANSWER-All answers apply
Digital advertising is a marketplace
Liquidity measures how quickly an asset can be converted to
cash
Healthy marketplaces require liquidity
Real-time bidding (RTB): - CORRECT ANSWER-Prices online
inventory via an auction
CPM measures the cost per user action. - CORRECT
ANSWER-False
In programmatic advertising, buying at a CPM rate means that
you are only buying impressions by the thousand and not
individually. - CORRECT ANSWER-False
It's important for the consumer and data center to be close
together to increase the efficiency of the "100 milliseconds". -
CORRECT ANSWER-False
"100 milliseconds" refers to the amount of time it takes for a
publisher to serve an ad to a single consumer when they click
into a webpage. - CORRECT ANSWER-True
Within the "100 milliseconds" in real-time bidding (RTB),
millions of impressions are processed simultaneously through
the auction. - CORRECT ANSWER-True
Demand-side platform (DSP) data centers should be close to
exchange data centers to: - CORRECT ANSWER-Increase
efficiency and reduce the rate of timeouts
What is the best way to be a yield optimizer? - CORRECT
ANSWER-Both B and C are correct
, Create higher levels of transparency to make prices rise
Understand what the buyer needs in order to pay the market
price
Supply-side platforms (SSPs) and exchanges will most likely
separate in the future to create an objective and efficient
market. - CORRECT ANSWER-True
Low barriers to entry hurt the efficiency of a market. -
CORRECT ANSWER-False
A true demand-side platform (DSP) allows you to build
additional technology, adds value to the strategic process, and
participates in the decisioning to help companies make better
buying decisions. - CORRECT ANSWER-True
Every company has a focus, regardless of where they fall on
the Lumascape. - CORRECT ANSWER-True
The industry needs to begin giving credit to all levels of the
purchase funnel - not just the last click. - CORRECT ANSWER-
True
Attribution for a desired event (e.g., a click or conversion)
should be given to: - CORRECT ANSWER-All levels of the
purchase funnel
It's important to have measurable conversions at all levels of
the purchase funnel. - CORRECT ANSWER-True
Line item-based systems require you to create a different
permutation for every bidding scenario, which limits the amount
of time you can spend on optimizing. - CORRECT ANSWER-
True
