Platforms – Smart Assessment Answers 2023

A publisher ad server allows publishers to conduct which of following activities?

1. Search Engine Management
2. Keyword Management
3. Social Media Management
4. Inventory Management

Correct Answer:

• Inventory Management

A publisher’s most valuable asset is the audience it has access to.

1. True
2. False

Correct Answer:

• True

A trading desk is the same as a demand side platform.

1. False
2. True

Correct Answer:

• False

AdX inventory is exclusive to GDN and DBM.

1. True
2. False

Correct Answer:

• False

An advertiser is using Google Analytics 360 can use first-party, Google Audiences, and DoubleClick audience data.

1. True
2. False

Correct Answer:

• True

AppNexus is a competitor to DoubleClick Bid Manager.

1. False
2. True

Correct Answer:

• True

Appnexus is an example of a stack player.

1. False
2. True

Correct Answer:

• True

By default, DoubleClick Search will favor Google inventory.

1. False
2. True

Correct Answer:

• False

Criteo is an example of a point player.

1. False
2. True

Correct Answer:

• True

DBM is the only demand side platform with access to YouTube’s TrueView format

1. True
2. False

Correct Answer:

• True

DoubleClick Bid Manager is restricted to buying Google Media.

1. True
2. False

Correct Answer:

• False

DoubleClick Campaign Manager allows advertisers to build rich, interactive ads.

1. True
2. False

Correct Answer:

• False

DoubleClick Search allows advertisers to buy media on Facebook and Twitter.

1. True
2. False

Correct Answer:

• False

DoubleClick Search allows advertisers to control their organic listings.

1. False
2. True

Correct Answer:

• False

DoubleClick Search allows advertisers to import conversions from multiple sources such as DoubleClick and Google Analytics.

1. False
2. True

Correct Answer:

• True

DoubleClick Search allows advertisers to import data from non-Google search engines.

1. True
2. False

Correct Answer:

• True

DoubleClick Search is designed to have a similar look and feel to AdWords.

1. False
2. True

Correct Answer:

• True

DoubleClick’s sell-side solutions benefit from being integrated with the buy-side solutions.

1. True
2. False

Correct Answer:

• True

first-party data is defined as data owned by the advertiser and collected from online and offline sources.

1. False
2. True

Correct Answer:

• True

Google Web Designer allows clients to author custom, interactive HTML5 creative.

1. True
2. False

Correct Answer:

• True

Google has an affiliate marketing platform.

1. True
2. False

Correct Answer:

• False

How does programmatic benefit advertisers?

1. Media is more targeted, allowing advertisers to select only the impressions they want.
2. Media is always cheaper through programmatic than through direct channels.
3. Media is always fraud-free.
4. All answers are correct

Correct Answer:

• Media is more targeted, allowing advertisers to select only the impressions they want.

How would DoubleClick Bid Manager best be classified?

1. Search engine management
2. None of the answers are correct
3. Demand side platform
4. Data management platform

Correct Answer:

• Demand side platform

Identify the interface where publishers log-in to control their campaigns and report on performance.

1. Ad server
2. Supply-side platforms (SSP)
3. Demand side platform (DSP)
4. Search engine

Correct Answer:

• Supply-side platforms (SSP)

Identify the type of ad format that is typically full screen and covers the whole real estate, typically in mobile app.

1. Native video
2. In-stream video
3. Interstitials
4. Expanding ads

Correct Answer:

• Interstitials

In a programmatic auction, the winning bidder is the one with the highest score when the quality score and bid are combined.

1. True
2. False

Correct Answer:

• False

Personally identifiable information (PII data) such as name, email, phone number and mailing address are examples of third-party data.

1. True
2. False

Correct Answer:

• False

Point players allow advertisers to pass assets seamlessly between platforms.

1. False
2. True

Correct Answer:

• False

Search management platforms only access search engines and don’t offer social or display functionality.

1. True
2. False

Correct Answer:

• False

Some clients use both the AdWords and DS interface.

1. False
2. True

Correct Answer:

• True

This type of Google audience is composed of users who are actively intending to buy certain products or services in the near future or have a high propensity to buy if they find the right product or offer.

1. Affinity Audiences
2. Demographic Audiences
3. Similar Audiences
4. In-Market Audiences

Correct Answer:

• In-Market Audiences

Using both DFP and AdX allows publishers to use advanced features such as dynamic allocation.

1. False
2. True

Correct Answer:

• True

What does “DSP” stands for?

1. DoubleClick sellside platform
2. DoubleClick search platform
3. Demand sell platform
4. Demand side platform

Correct Answer:

• Demand side platform

What is Google’s DSP?

1. DoubleClick Ad Exchange
2. DoubleClick Campaign Manager
3. DoubleClick DSP
4. DoubleClick Bid Manager

Correct Answer:

• DoubleClick Bid Manager

What is Google’s advertiser ad server called?

1. DoubleClick for Publishers
2. DoubleClick Studio
3. DoubleClick Campaign Manager
4. DoubleClick Bid Manager

Correct Answer:

• DoubleClick Campaign Manager

What is Google’s creative platform for building dynamic creative?

1. DoubleClick Campaign Manager
2. Google Studio
3. DoubleClick Studio
4. Google Web Designer

Correct Answer:

• DoubleClick Studio

What is Google’s enterprise solution for tracking website engagement?

1. DoubleClick Campaign Manager
2. Google Analytics 360
3. Google Tag Manager 360
4. Google Surveys 360

Correct Answer:

• Google Analytics 360

What is Google’s solution for deploying pixels across a website?

1. DoubleClick Campaign Manager
2. Google TagMan 360
3. DoubleClick Tag Manager 360
4. Google Tag Manager 360

Correct Answer:

• Google Tag Manager 360

What is a type of data aggregated from a variety of suppliers and then curated into targetable segments?

1. Google data
2. Third-party data
3. Proprietary data
4. first-party data

Correct Answer:

• Third-party data

What platform allows advertisers to gather valuable insights into how users interact with their site or application?

1. DoubleClick Studio
2. DoubleClick Search
3. DoubleClick Campaign Manager
4. Google Analytics

Correct Answer:

• Google Analytics

What reason would a customer want to use GDN over DBM?

1. Customization
2. New-to-display features
3. Advanced controls
4. Access to exclusive inventory via deals

Correct Answer:

• New-to-display features

What should an advertiser use to track digital campaigns across channels?

1. Demand side platform
2. Data management platform
3. Publisher ad server
4. Advertiser ad server

Correct Answer:

• Advertiser ad server

What’s Google’s creative HTML authoring tool called?

1. DoubleClick Studio
2. DoubleClick Web Designer
3. Google Web Designer
4. Google Studio

Correct Answer:

• Google Web Designer

What’s another term for the publisher side of media transactions?

1. Down-side
2. Up-side
3. Buy-side
4. Sell-side

Correct Answer:

• Sell-side

What’s the best definition for programmatic?

1. Display advertising
2. Platform to connect multiple inventory sources
3. Artificial intelligence
4. Automated media buying

Correct Answer:

• Automated media buying

What’s the name of Google’s search management platform?

1. Dart Search
2. Duck Duck Go
3. Marin Software
4. DoubleClick Search

Correct Answer:

• DoubleClick Search

What’s the term for when publisher ad servers are used to upload the creative from advertisers?

1. Ad trafficking
2. Ad rallying
3. Ad slotting
4. Ad segmenting

Correct Answer:

• Ad trafficking

Which Google audience captures users who have demonstrated a qualified and recent interest in a given topic?

1. Demographic
2. Similar Audiences
3. Affinity
4. In-Market

Correct Answer:

• Affinity

Which conversion types can DoubleClick Search pull in?

1. AdWords conversion pixel
2. DoubleClick floodlight
3. All answers are correct
4. Google Analytics

Correct Answer:

• All answers are correct

Which of the following does DoubleClick Studio help advertisers do?

1. Create a dynamic feed to control different creative variations being shown to different audiences
2. Build custom HTML5 creative assets
3. Set up programmatic campaigns to target specific audiences
4. Traffic the campaigns and send to publishers

Correct Answer:

• Create a dynamic feed to control different creative variations being shown to different audiences

Which of the following is the online marketplace for the buying and selling of programmatic ads?

1. Ad exchange
2. Campaign manager
3. Demand side platform
4. Ad server

Correct Answer:

• Ad exchange

Which one of these companies offers a competitor to DoubleClick Search?

1. Facebook
2. AppNexus
3. Microsoft
4. Adobe

Correct Answer:

• Adobe

Which platform should publishers use to define the areas of their website that they can sell as ad space?

1. DoubleClick Ad Exchange
2. DoubleClick for Publishers
3. DoubleClick Campaign Manager
4. DoubleClick Bid Manager

Correct Answer:

• DoubleClick for Publishers

Which platform should publishers use to sell their inventory in an online marketplace?

1. DoubleClick for Networks
2. DoubleClick Bid Manager
3. DoubleClick Campaign Manager
4. DoubleClick Ad Exchange

Correct Answer:

• DoubleClick Ad Exchange

Which tool allows marketers to aggregate, action, and analyze their data to inform their audience targeting strategy?

1. Supply Side Platform (SSP)
2. Google Web Designer (GWD)
3. DoubleClick Studio
4. Data Management Platform (DMP)

Correct Answer:

• Data Management Platform (DMP)

Which type of ad format matches the look and feel of a publisher’s site/app?

1. Expanding ads
2. In-stream video
3. Interstitials
4. Native ads

Correct Answer:

• Native ads

Advertisers can import their campaign data from DCM into GA360.

1. False
2. True

Correct Answer:

• True

Attribution 360 can help advertisers see the impact of their TV campaigns.

1. True
2. False

Correct Answer:

• True

Google Analytics 360 is the free, entry-level analytics platforms.

1. True
2. False

Correct Answer:

• False

Identify ALL of the platforms that offer attribution analysis.

1. All answers are correct
2. Attribution 360
3. Google Analytics 360
4. DoubleClick Campaign Manager

Correct Answer:

• All answers are correct

Select the best Google tool for website A/B testing.

1. Google Attribution 360
2. Google Optimize 360
3. Google Tag Manager 360
4. DoubleClick Campaign Manager

Correct Answer:

• Google Optimize 360

Select the platform that allows advertisers to combine data feeds for reporting and visualization.

1. Google Analytics 360
2. DoubleClick Campaign Manager
3. Google Data Studio
4. Google Tag Manager

Correct Answer:

• Google Data Studio

Using Google Analytics 360, an advertiser can turn measurement into action by creating audience lists for future targeting.

1. True
2. False

Correct Answer:

• True

What is the DoubleCIick advertiser ad server called?

1. Google Analytics 360
2. Google Tag Manager
3. DoubleClick Bid Manager
4. DoubleClick Campaign Manager

Correct Answer:

• DoubleClick Campaign Manager

Which platform type can an advertiser use to track time spent on their site?

1. Data Management
2. Analytics Tool
3. Audience Management
4. Tag Management

Correct Answer:

• Analytics Tool

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