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IAB Digital Sales Training Exam Questions and Answers 100% Pass

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IAB Digital Sales Training Exam Questions and Answers 100% Pass cost per thousand (CPM) Formula - Cost X 1000 / Impressions set cost for 1000 impressions delivered Cost Per CLick (CPC) Forumula - Cost / Clicks Effective Cost Per Thousand (eCPM) Formula - Total Cost / Total Impressions X 1000 ...

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IAB Digital Sales Training Exam
Questions and Answers 100% Pass

cost per thousand (CPM) Formula - ✔✔Cost X 1000 / Impressions

set cost for 1000 impressions delivered

Cost Per CLick (CPC) Forumula - ✔✔Cost / Clicks

Effective Cost Per Thousand (eCPM) Formula - ✔✔Total Cost / Total Impressions X

1000

Click Through Rate (CTR) Forumula - ✔✔Clicks / Impressions

Cost Per Action CPA Formula - ✔✔Cost / Actions

target audience - ✔✔a select group of potential or current consumers which a business

decides to aim its marketing and advertising strategies at

target audience profile - ✔✔description of a customer that includes demographic and

geographic and psychographic characteristics as well as buying pattern and purchase

history

Katelyn Whitman, All Rights Reserved © 2025 1

,What are some examples of 1st party data? - ✔✔credit cards that track peoples purchase

trends and personal preferences

What is 1st party data? - ✔✔collects info from or about users and is the owner or

controller of the website or service that the user interacts directly

e

What is 2nd party data - ✔✔first party data that sells or shares data to third parties or

non affiliated websites or services

What sources does 1st party data use? - ✔✔website analytic data, CRM data, email data

, previous campaign data, inbound or onsite search data

What are some examples of second party data? - ✔✔if a credit card company shared de-

identified data with an airline company looking to market to affluent travelers

a web publisher sharing online data with an advertiser for a fee

What is 3rd party data? - ✔✔collects info about useers from a non affiliate website or

service - any information collected by an entity that does not have a direct relationship

with the user

Data Management Platform - ✔✔DMP - computing systems for collecting integrating

and managing large sets of audience data third party information is generated on these

websites and platforms and aggregated together

Katelyn Whitman, All Rights Reserved © 2025 2

,Personally Identifiable Information (PII) - ✔✔a persons name, physical address, or date

of birth , only first parties have access to this information and transfer it into less

sensitive declasified information that can be used by other parties

De Identified Information - ✔✔Cookies (used to track users of websites), Device IDS

(Apple and Google device interfiers, IP Addresses - can be used for advertising tracking

purposes

audience segment - ✔✔a group of persons that have been identified as sharing a range

of attributes

traditional consumer buying funnel - ✔✔Awareness, Consideration, Preference,

Purchase

Top of Funnel - ✔✔Brand awareness marketing tactics- designed to create a simple

positive brand message

Lower Funnel - ✔✔marketing tactics typically result in a direct response campaigns,

driving consumers to do something like go to a store or download a coupon

Purchase loop - ✔✔the updated consumer buying model - awareness, consideration,

advocacy, loyalty, preference, purchase

What is owned media? - ✔✔channel a brand controls

What are examples of owned media? - ✔✔website, mobile site, blog, twitter account

Katelyn Whitman, All Rights Reserved © 2025 3

, What role does Owned Media Play in web content? - ✔✔Build for longer-term

relationships with existing potential customers and earn media

What are the benefits of owned media? - ✔✔control, cost efficiency, longevity,

versatility, niche audiences

What are the challenges of owned media? - ✔✔no guarantees, company communication

not trusted, takes time to scale

What is paid media? - ✔✔brand pays to leverage a channel

What are some examples of paid media? - ✔✔display ads, paid search, sponsorships

What role does paid media play in web content? - ✔✔Shift from foundation to a catalyst

that feeds owned and creates earned media

What are the benefits of paid media? - ✔✔in demand, immediacy, scale, control

What are the challenges of paid media? - ✔✔clutter, declining response rates, poor

credibility

What is earned media? - ✔✔when customers become the channel

What are some examples of earned media? - ✔✔WOM, Buzz, "Viral"

What is the role of earned media? - ✔✔Listen and respond- earned media is often the

result of well executed and well coordinated owned and paid media

Katelyn Whitman, All Rights Reserved © 2025 4

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