Prepare for a programmatic world Assessment Answers 2022

Imagine you are building a dynamic video campaign to create awareness for a new vitamin drink. One of the tools in this list below won’t help you. Which one is it?

1. Bid manager
2. Ad network
3. Campaign manager
4. Studio

Correct Answer:

• Studio

If you wanted to better understand your customer’s overall site behavior, including your site and other browsing they may do online, which two products would solve that problem?

1. Ad Exchange and Campaign Manager
2. Studio and Bid Manager
3. Analytics 360 and Studio
4. Analytics 360 and Campaign Manager

100% Correct Answer:

• Analytics 360 and Campaign Manager

Which isn’t available from a DoubleClick product?

1. Measurement of site behavior
2. Real-time bidding
3. Direct bidding
4. Ad creation

100% Correct Answer:

• Measurement of site behavior

You’ve been asked to explain to a new intern the things that you can test and things you can’t. Which question would be least suitable to determine with a test?

1. Is search really performing as badly as it seems at driving offline sales?
2. What are the most important reasons that people recommend our products?
3. How impactful is our programmatic strategy in all of our markets?
4. How do we determine the true causal impact from our search ads on in-store purchases?

100% Correct Answer:

• What are the most important reasons that people recommend our products?

When combining programmatic products, what are the main benefits?

1. Cookies and managed bids
2. Single view on data and efficient workflow
3. Audience segments and real-time bidding
4. Conversion tracking and automated auctions

100% Correct Answer:

• Single view on data and efficient workflow

Peter sees in his team’s data that many of the people that converted were exposed to a display campaign they ran. So they concluded the display campaign was a success. What did they forget to take into account?

1. Establishing a baseline
2. Measuring view-through conversions
3. Proving incremental impact
4. Creating a focused question

100% Correct Answer:

• Proving incremental impact

You’ve been building a programmatic campaign and all teams just signed off on the brief. What’s the next step in the process?

1. Continue to work together on every decision to get 100 percent sign-off from all teams.
2. Take a moment to debrief on the process so far and iterate the plan if necessary.
3. Let the production team drive content creation.
4. Let the brand and media agency have a hiatus. Bring them back after execution.

100% Correct Answer:

• Let the production team drive content creation.

All but one of the below roles would be great to have in place and help boost the programmatic capability of your team. Which one is it?

1. Marketing technology officer
2. Data storyteller
3. Account director
4. Head of social media

100% Correct Answer:

• Account director

Why would you choose to participate in the Ad Exchange Open Auction?

1. To get exclusive, advertiser-to-publisher relationship for programmatically purchasing inventory in brand-safe environments without any inventory guarantees
2. To reach the widest publisher inventory pool based on your defined campaign targets and to scale your media buys across screens and exchanges using the right audience signals
3. To get exclusive access to premium packages of inventory often before it becomes widely available
4. To reserve a fixed number of impressions at a fixed price, in a manner similar to a traditional reservation

100% Correct Answer

• To reach the widest publisher inventory pool based on your defined campaign targets and to scale your media buys across screens and exchanges using the right audience signals

Related Options:

1. To reach the widest publisher inventory pool based on your defined campaign targets, and to scale your media buys across screens and exchanges using the right audience signals
2. To get an exclusive, advertiser-to-publisher relationship for programmatically purchasing inventory in brand-safe environments without any inventory guarantees
3. To reserve a fixed number of impressions at a fixed price, in a manner similar to a traditional reservation
4. To get exclusive access to premium packages of inventory often before it becomes widely available

100% Correct Answer

• To reach the widest publisher inventory pool based on your defined campaign targets, and to scale your media buys across screens and exchanges using the right audience signals

You’ve defined your campaigns and want access to premium inventory, with exclusive access to publisher data/audience data. Which deal type would best suit your requirements?

1. Programmatic Guaranteed Deal
2. Open Auction
3. Preferred Deal
4. Private Auction

100% Correct Answer

• Preferred Deal

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