Online Advertising Cards Practice Exam

Question 1 Online Advertising Cards

What is viewability?

Whether an ad had the opportunity to be seen (e.g., % of pixels in view for a duration, per standard). Average number of times a person/device sees an ad over a period. Tool to collect/store user consent choices and signal them to vendors for privacy compliance. Lifetime value: expected gross margin (or revenue) from a customer over their relationship.

Question 2 Online Advertising Cards

What causes creative fatigue?

Audience sees the same creative too often, reducing CTR/CVR over time. Broad: widest queries; Phrase: includes meaning/phrase; Exact: tightest matching; behavior varies by platform updates. A tracked action aligned to business goals (purchase, lead, signup, install, etc.). Lifetime value: expected gross margin (or revenue) from a customer over their relationship.

Question 3 Online Advertising Cards

What is programmatic advertising?

Cost per click = spend / clicks. Automated buying/selling of ad inventory via software and auctions (often RTB). Small/biased seed, tracking loss, market saturation, or model changes; refresh seed and test tiers. Bidding toward higher-value outcomes using reported conversion values.

Question 4 Online Advertising Cards

Why does viewability matter?

Non-viewable impressions waste spend and can inflate reach/frequency and mislead CTR/CVR. Customer acquisition cost: total acquisition spend / new customers acquired (define scope/time window). Automated or manual rules determining how much to bid per auction to hit an objective (tCPA, tROAS, max clicks). The period after an ad interaction during which a conversion can be attributed (e.g., 7-day click, 1-day view).

Question 5 Online Advertising Cards

What is a landing page?

Ensuring ads do not appear next to content that could harm brand reputation. The page a user arrives on after clicking an ad; optimized for message match and conversion. Model-built audience resembling a seed list (customers/visitors) based on platform signals. Return on ad spend = revenue attributed to ads / ad spend.

Question 6 Online Advertising Cards

What is server-side conversion tracking?

Sending conversion events from your server to ad platforms to reduce loss from browsers/ad blockers. Average number of times a person/device sees an ad over a period. A user interaction that sends them to a destination (site/app/store) from an ad. Broad: widest queries; Phrase: includes meaning/phrase; Exact: tightest matching; behavior varies by platform updates.

Question 7 Online Advertising Cards

What is cookie deprecation (impact on ads)?

Reduced ability to track and target across sites, affecting attribution, retargeting, and measurement. Return on ad spend = revenue attributed to ads / ad spend. Disapproved list of domains/apps/placements you exclude. A tag (often JS) that records events (pageviews, conversions) and ties them to ad interactions.

Question 8 Online Advertising Cards

What is a consent management platform (CMP)?

The page a user arrives on after clicking an ad; optimized for message match and conversion. Customer acquisition cost: total acquisition spend / new customers acquired (define scope/time window). A model of customer journey: top (awareness), middle (consideration), bottom (conversion). Tool to collect/store user consent choices and signal them to vendors for privacy compliance.

Question 9 Online Advertising Cards

Why use frequency caps?

Click-through credits conversions after a click; view-through credits conversions after an impression without a click. Apple policy requiring permission to track across apps/sites; reduces available device identifiers for ads. To reduce waste, manage fatigue, and improve reach efficiency. Ensuring ads do not appear next to content that could harm brand reputation.

Question 10 Online Advertising Cards

What is prospecting (in paid media)?

Cost per acquisition/action = spend / conversions. Targeting new audiences who have not yet engaged with your brand. Paid distribution of messages across digital channels to drive measurable outcomes (e.g., awareness, leads, sales). One ad view opportunity served (or counted as served) to a user/device.

Question 11 Online Advertising Cards

What is a blocklist?

Find new converting queries to add; identify irrelevant queries to negate. Disapproved list of domains/apps/placements you exclude. A user interaction that sends them to a destination (site/app/store) from an ad. The causal lift in outcomes caused by ads vs what would have happened anyway.

Question 12 Online Advertising Cards

What is CPC?

Cost per click = spend / clicks. Sending conversion events from your server to ad platforms to reduce loss from browsers/ad blockers. Cost per acquisition/action = spend / conversions. Model-built audience resembling a seed list (customers/visitors) based on platform signals.

Question 13 Online Advertising Cards

Search term report: why is it useful?

Tool to collect/store user consent choices and signal them to vendors for privacy compliance. CPA ≈ CPC / CVR (or CPM / (CTR*CVR)); reduce CPC/CPM or increase CTR/CVR. Find new converting queries to add; identify irrelevant queries to negate. Disapproved list of domains/apps/placements you exclude.

Question 14 Online Advertising Cards

tCPA vs tROAS: when to use each?

Number of unique people/devices exposed to an ad. tCPA when value per conversion is uniform; tROAS when conversion values vary and value matters. Cost per click = spend / clicks. Reduced ability to track and target across sites, affecting attribution, retargeting, and measurement.

Question 15 Online Advertising Cards

Last-click attribution (definition).

Appending parameters to URLs to pass campaign/source/medium data into analytics. Credits 100% of conversion to the most recent eligible click before conversion. ROAS uses revenue and excludes non-ad costs; ROI includes profit or net return after all costs. First-price: winner pays their bid; Second-price: winner pays just above next highest bid; many markets use hybrids.

Question 16 Online Advertising Cards

What is conversion value optimization?

Reduced ability to track and target across sites, affecting attribution, retargeting, and measurement. Bidding toward higher-value outcomes using reported conversion values. Model-built audience resembling a seed list (customers/visitors) based on platform signals. Holdout/geo tests, split tests, lift studies, or randomized experiments with a control group.

Question 17 Online Advertising Cards

How do you measure incrementality?

Cost per acquisition/action = spend / conversions. iOS privacy-preserving install attribution framework providing delayed, aggregated conversion data. Holdout/geo tests, split tests, lift studies, or randomized experiments with a control group. ROAS uses revenue and excludes non-ad costs; ROI includes profit or net return after all costs.

Question 18 Online Advertising Cards

What is brand safety?

Return on ad spend = revenue attributed to ads / ad spend. Non-human or deceptive activity generating fake impressions/clicks/conversions. Real-time bidding: per-impression auction where buyers bid on a bid request in milliseconds. Ensuring ads do not appear next to content that could harm brand reputation.

Question 19 Online Advertising Cards

What is contextual targeting?

Targeting ads based on page/app content rather than user identity. Non-human or deceptive activity generating fake impressions/clicks/conversions. Cost per 1,000 impressions = (spend / impressions) * 1000. CPA ≈ CPC / CVR (or CPM / (CTR*CVR)); reduce CPC/CPM or increase CTR/CVR.

Question 20 Online Advertising Cards

What is CVR (conversion rate) in ads?

Bidding toward higher-value outcomes using reported conversion values. Consistency between ad promise/creative and landing page content to reduce bounce and improve CVR. Conversions / clicks (sometimes conversions / sessions; define consistently). Return on ad spend = revenue attributed to ads / ad spend.

Question 21 Online Advertising Cards

What is CPA?

Credits 100% of conversion to the most recent eligible click before conversion. Cost per acquisition/action = spend / conversions. First-price: winner pays their bid; Second-price: winner pays just above next highest bid; many markets use hybrids. It confounds results; you cannot attribute lift to a single change.

Question 22 Online Advertising Cards

What is incrementality?

DSP buys for advertisers; SSP sells for publishers; exchange matches bids and inventory. Number of unique people/devices exposed to an ad. The causal lift in outcomes caused by ads vs what would have happened anyway. Audience sees the same creative too often, reducing CTR/CVR over time.

Question 23 Online Advertising Cards

What is SKAdNetwork (high level)?

Targeting new audiences who have not yet engaged with your brand. Number of unique people/devices exposed to an ad. iOS privacy-preserving install attribution framework providing delayed, aggregated conversion data. tCPA when value per conversion is uniform; tROAS when conversion values vary and value matters.

Question 24 Online Advertising Cards

First-price vs second-price auction (concept).

First-price: winner pays their bid; Second-price: winner pays just above next highest bid; many markets use hybrids. A keyword that prevents ads from showing on irrelevant queries to improve efficiency. Paid distribution of messages across digital channels to drive measurable outcomes (e.g., awareness, leads, sales). ROAS uses revenue and excludes non-ad costs; ROI includes profit or net return after all costs.

Question 25 Online Advertising Cards

What is invalid traffic (IVT) / ad fraud?

Budget limits, low bids, low quality, targeting constraints, or low ad rank. First-price: winner pays their bid; Second-price: winner pays just above next highest bid; many markets use hybrids. Non-human or deceptive activity generating fake impressions/clicks/conversions. A platform estimate of ad/keyword relevance and expected performance affecting rank and CPC.

Question 26 Online Advertising Cards

What are UTMs used for?

It confounds results; you cannot attribute lift to a single change. Controlled comparison of one variable (creative, landing page, bid strategy) with consistent measurement. iOS privacy-preserving install attribution framework providing delayed, aggregated conversion data. Appending parameters to URLs to pass campaign/source/medium data into analytics.

Question 27 Online Advertising Cards

Click-through attribution vs view-through attribution.

Real-time selection process deciding which ad shows and at what price based on bids and quality/utility. Bidding toward higher-value outcomes using reported conversion values. Disapproved list of domains/apps/placements you exclude. Click-through credits conversions after a click; view-through credits conversions after an impression without a click.

Question 28 Online Advertising Cards

What can reduce impression share?

Budget limits, low bids, low quality, targeting constraints, or low ad rank. DSP buys for advertisers; SSP sells for publishers; exchange matches bids and inventory. Controlled comparison of one variable (creative, landing page, bid strategy) with consistent measurement. Auction score used to order ads; typically based on bid, quality, and expected impact of extensions.

Question 29 Online Advertising Cards

What is lookalike/similar audience targeting?

A tag (often JS) that records events (pageviews, conversions) and ties them to ad interactions. Model-built audience resembling a seed list (customers/visitors) based on platform signals. Automated buying/selling of ad inventory via software and auctions (often RTB). Impressions received / impressions you were eligible to receive.

Question 30 Online Advertising Cards

What is retargeting/remarketing?

Conversions / clicks (sometimes conversions / sessions; define consistently). Showing ads to people who previously engaged with your site/app/content. Audience sees the same creative too often, reducing CTR/CVR over time. First-price: winner pays their bid; Second-price: winner pays just above next highest bid; many markets use hybrids.

Question 31 Online Advertising Cards

What is online advertising?

Automated or manual rules determining how much to bid per auction to hit an objective (tCPA, tROAS, max clicks). ROAS uses revenue and excludes non-ad costs; ROI includes profit or net return after all costs. iOS privacy-preserving install attribution framework providing delayed, aggregated conversion data. Paid distribution of messages across digital channels to drive measurable outcomes (e.g., awareness, leads, sales).

Question 32 Online Advertising Cards

What is reach?

Number of unique people/devices exposed to an ad. Find new converting queries to add; identify irrelevant queries to negate. Auction score used to order ads; typically based on bid, quality, and expected impact of extensions. Appending parameters to URLs to pass campaign/source/medium data into analytics.

Question 33 Online Advertising Cards

What is an ad auction?

Audience sees the same creative too often, reducing CTR/CVR over time. Real-time selection process deciding which ad shows and at what price based on bids and quality/utility. Return on ad spend = revenue attributed to ads / ad spend. Sending conversion events from your server to ad platforms to reduce loss from browsers/ad blockers.

Question 34 Online Advertising Cards

What is impression share (search)?

Impressions received / impressions you were eligible to receive. High-intent audiences with recent engagement; strong offer; adequate frequency control. Non-viewable impressions waste spend and can inflate reach/frequency and mislead CTR/CVR. Click-through credits conversions after a click; view-through credits conversions after an impression without a click.

Question 35 Online Advertising Cards

What is iOS ATT?

Cost per 1,000 impressions = (spend / impressions) * 1000. Cost per click = spend / clicks. Apple policy requiring permission to track across apps/sites; reduces available device identifiers for ads. Click-through credits conversions after a click; view-through credits conversions after an impression without a click.

Question 36 Online Advertising Cards

Define an impression.

A package of info about an impression opportunity (context, device, user signals) sent to bidders. One ad view opportunity served (or counted as served) to a user/device. A user interaction that sends them to a destination (site/app/store) from an ad. The page a user arrives on after clicking an ad; optimized for message match and conversion.

Question 37 Online Advertising Cards

Keyword match types (broad/phrase/exact) at a glance.

A tag (often JS) that records events (pageviews, conversions) and ties them to ad interactions. Pre-bid filters, allowlists/blocklists, verification vendors, anomaly monitoring, post-bid clawbacks. Broad: widest queries; Phrase: includes meaning/phrase; Exact: tightest matching; behavior varies by platform updates. Cost per click = spend / clicks.

Question 38 Online Advertising Cards

Primary drivers of CPA (high level).

CPA ≈ CPC / CVR (or CPM / (CTR*CVR)); reduce CPC/CPM or increase CTR/CVR. One ad view opportunity served (or counted as served) to a user/device. A tag (often JS) that records events (pageviews, conversions) and ties them to ad interactions. Controlled comparison of one variable (creative, landing page, bid strategy) with consistent measurement.

Question 39 Online Advertising Cards

What is a funnel (TOFU/MOFU/BOFU)?

Ensuring ads do not appear next to content that could harm brand reputation. A model of customer journey: top (awareness), middle (consideration), bottom (conversion). Rotate new creatives, refresh hooks/offers, expand audiences, adjust frequency caps. Credits 100% of conversion to the most recent eligible click before conversion.

Question 40 Online Advertising Cards

ROAS vs ROI (in ads): what's the difference?

Model-built audience resembling a seed list (customers/visitors) based on platform signals. ROAS uses revenue and excludes non-ad costs; ROI includes profit or net return after all costs. Paid distribution of messages across digital channels to drive measurable outcomes (e.g., awareness, leads, sales). Holdout/geo tests, split tests, lift studies, or randomized experiments with a control group.

Question 41 Online Advertising Cards

What is a bid request?

The period after an ad interaction during which a conversion can be attributed (e.g., 7-day click, 1-day view). A package of info about an impression opportunity (context, device, user signals) sent to bidders. Rotate new creatives, refresh hooks/offers, expand audiences, adjust frequency caps. Bidding toward higher-value outcomes using reported conversion values.

Question 42 Online Advertising Cards

What is a learning phase (social ads)?

Non-viewable impressions waste spend and can inflate reach/frequency and mislead CTR/CVR. A tag (often JS) that records events (pageviews, conversions) and ties them to ad interactions. Period where the system explores to stabilize delivery; frequent changes can reset performance. ROAS needed to cover cost of goods + variable costs; often = 1 / contribution margin (if revenue-based).

Question 43 Online Advertising Cards

What is an ad extension (asset)?

A platform estimate of ad/keyword relevance and expected performance affecting rank and CPC. It confounds results; you cannot attribute lift to a single change. Additional ad info (sitelinks, callouts, structured snippets, etc.) that can improve CTR and utility. Appending parameters to URLs to pass campaign/source/medium data into analytics.

Question 44 Online Advertising Cards

What is a conversion window?

Customer acquisition cost: total acquisition spend / new customers acquired (define scope/time window). The period after an ad interaction during which a conversion can be attributed (e.g., 7-day click, 1-day view). Holdout/geo tests, split tests, lift studies, or randomized experiments with a control group. Apple policy requiring permission to track across apps/sites; reduces available device identifiers for ads.

Question 45 Online Advertising Cards

What is Quality Score (search ads)?

One ad view opportunity served (or counted as served) to a user/device. Automated or manual rules determining how much to bid per auction to hit an objective (tCPA, tROAS, max clicks). A platform estimate of ad/keyword relevance and expected performance affecting rank and CPC. Find new converting queries to add; identify irrelevant queries to negate.

Question 46 Online Advertising Cards

Break-even ROAS (concept).

Controlled comparison of one variable (creative, landing page, bid strategy) with consistent measurement. ROAS needed to cover cost of goods + variable costs; often = 1 / contribution margin (if revenue-based). ROAS uses revenue and excludes non-ad costs; ROI includes profit or net return after all costs. Average number of times a person/device sees an ad over a period.

Question 47 Online Advertising Cards

What is RTB?

Return on ad spend = revenue attributed to ads / ad spend. A tag (often JS) that records events (pageviews, conversions) and ties them to ad interactions. The page a user arrives on after clicking an ad; optimized for message match and conversion. Real-time bidding: per-impression auction where buyers bid on a bid request in milliseconds.

Question 48 Online Advertising Cards

What is ROAS?

Ensuring ads do not appear next to content that could harm brand reputation. Tool to collect/store user consent choices and signal them to vendors for privacy compliance. Click-through credits conversions after a click; view-through credits conversions after an impression without a click. Return on ad spend = revenue attributed to ads / ad spend.

Question 49 Online Advertising Cards

What is a conversion?

A tracked action aligned to business goals (purchase, lead, signup, install, etc.). Click-through credits conversions after a click; view-through credits conversions after an impression without a click. Whether an ad had the opportunity to be seen (e.g., % of pixels in view for a duration, per standard). First-price: winner pays their bid; Second-price: winner pays just above next highest bid; many markets use hybrids.

Question 50 Online Advertising Cards

When does retargeting usually work best?

ROAS needed to cover cost of goods + variable costs; often = 1 / contribution margin (if revenue-based). High-intent audiences with recent engagement; strong offer; adequate frequency control. Showing ads to people who previously engaged with your site/app/content. Targeting ads based on page/app content rather than user identity.