vmartinez

 

Which of the following statements about programmatic advertising is correct?

 

• Most publishers make their inventory available to market it on programmatic platforms.
• Programmatic advertising allows you to deliver a relevant message to a specific audience.
• Both options are correct.

 

 

What is “automated buying” in programmatic advertising?

 

• It is the advertisers’ possibility of accessing a limited inventory (advertising spaces) without having to buy it manually.
• It is the ability of websites to sell their digital inventories without the need for intermediaries.
• It is the ability to sell and buy digital inventory (advertising space) through technology.

 

 

Which of the following characteristics describe programmatic advertising?

 

• It uses processes available through technological platforms and it takes advantage of proprietary or third-party databases.
• It allows for the optimization of advertising campaigns once they have ended.
• It forces advertisers to buy inventory for each platform and device.

 

 

In advertising, direct buying is the only way to reach the right audience. True or false?

 

• True: Direct buying uses cookie technology and third-party data to reach users interested in the ads.
• True: Direct buying eliminates manual processes and negotiations typical of advertising for a more efficient process.
• False: Programmatic buying allows advertisers to combine technology and audience data to reach the right users.
• False: Direct buying does not allow segmentation.

 

 

Which of the following options correctly represents the selling and buying process in a programmatic environment?

 

• Through an SSP/Exchange platform, advertisers report how much they are willing to pay for an inventory. When a user visits a website, a publisher connects to those platforms to decide who wins the bid.
• Advertisers manage campaigns through a DSP platform by defining (among other parameters) how much they are willing to pay for the available inventory. When a user visits a website, the publisher connects to SSP/Exchange platforms which, in turn, connect to DSP platforms to auction the inventory and decide who wins the bid.
• Through an SSP/Exchange, advertisers communicate directly with publishers to buy the inventory that interests them most. Then, the DSP auctions those spaces. The inventory is auctioned
  regardless of whether there are users that see that ad space.
• Advertisers receive an alert every time a user visits a website. Through a DSP, they can purchase inventory on that site. The SSP/Exchange platform submits the offers to the publisher so that they choose an ad.

 

 

Through which platform can a brand or agency manage its programmatic campaigns?

 

• An SSP/Exchange.
• A DSP.
• A DMP.
• None is correct.