IAB Digital Training ; Questions and Answers 100% Verified
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Course
IAB
Institution
IAB
IAB Digital Training ; Questions and Answers
100% Verified
Brand Answer-a type of product or service manufactured or provided by
a particular company under a particular name. (e.g. Coca-Cola, Apple, Toyota,
McDonald's)
publisher Answer-any entity that provides any type of content a
consu...
long tail Answer-The millions of smaller websites that receive a relatively
small amount of traffic. Companies will still reach the same people they would
on short tail but would have to buy much more advertising and media slots in
order to get the same reach.
, IAB Digital Training ; Questions and Answers
100% Verified
agency Answer-a business or organization who provides a service, such as
digital advertising and marketing strategy, for a brand. They are often employed
directly by a brand, helping them to craft and deliver their message to
consumers. Agencies may be owned by a holding company, independent, or in-
housed by a brand.
Buy Side Answer-The companies running ads
Sell-side Answer-the companies creating the content that the ads run
next to. Ex: A publisher for a blog could make money from the buy side if they
buy a spot for an ad. Thus the sell side is the content or entity "selling or
publishing the ad."
Inventory Answer-the space adjacent to content that is filled with a
brand's ad
, IAB Digital Training ; Questions and Answers
100% Verified
Media Funnel Answer-Awareness, through Consideration to Purchase,
ending in customer Retention and Advocacy.
Top or upper funnel campaigns Answer-where advertisers create
awareness, brand identity, and new leads
Mid funnel campaigns Answer-where advertisers continue to nurture
leads, score them based on engagement, and identify their specific interests in
the product.
Bottom funnel campaigns Answer-what gives a lead the final persuasion
and specific answers to any lingering questions of "is this product or service
right for my needs?"
PESO Answer-Paid, Earned, Shared, and Owned media
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