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Wednesday, March 26, 2008

PUBLISHER

1. What is IAB?
A.      Internet Advertisers Bureau
B.      Internet Advertising Broadband
C.      Internet Advertising Bureau
D.      None of the above

2. The ads for a News Letter campaign appear on:
A.      The client website
B.      In the news letter
C.      Both client website and news letter
E.       All of the Above

3. Demographic targeting is:
F.       Targeting people based on age group, gender etc
A.      Targeting people based on user behavior
B.      Targeting people based on cookies and the conversion records
C.      None of the above

4. Yield Management is:
A.      Managing invoices and payments and making sure those clients want to do business with the publisher.
G.     Maximizing ad revenue.  Making sure that the publishers are making the most money possible while fulfilling all ad delivery priorities.
B.      Managing RFPs, and available inventory and Proposals during the sales process.
C.      A and B

5. Which of the statement is TRUE with respect to RFP?
A.      Request for proposal. Advertiser sends RFP to Publisher by requesting to run an ad
B.      Request for publisher. A request made by the public to publisher
C.      None of the above
H.      Request for Proposal. Publisher sends an RFP to Advertiser or Agency.




6. What is forecasting?
I.        A process of investigating how many impressions are available for a future date on a specific targeting area of a website.
A.      Process of identifying the proper website and section for better ROI.
B.      Process of investigating how many clicks are available on a future date on a specific targeting area
C.      Both A and C

7. Which of the statement is TRUE with respect to IO?
A.      Insulting order: An order which is violating instruction from the advertiser. Trafficker will deactivate this campaign.
B.      Insertion Order. Trafficking instruction spreadsheet for Advertiser and has the data of campaign date, creative size, Placement purchased, price, impression and targeting. Advertiser/agency need to signoff.
J.        Insertion Order. Trafficking instruction spreadsheet for Publisher and has the data of campaign date, creative size, Placement purchased, price, impression and targeting. Advertiser/agency need to signoff.
C.      None of the above

8. What is a RATECARD?
A.      Electronic card which outlines the rate of the website and other installation charges
B.      A type of credit card very popular in US and Canada and used by Publishers
K.      Document detailing prices for various ad placement options.
C.      Both B and D

9. A campaign can be optimized by;
A.      Applying frequency capping
B.      Adding/removing site, sections, zones and other targeting
C.      Swapping the revised creative
L.       All of the above

10. When we traffic an ad in ADNETWORK and trafficker will not specify the targeting restriction
A.      Ad will not run on any of the sites
M.    Ad will start running on all the sites of the Network
B.      Ad will only run for the 1st hour
C.      None of the above



Please provide 2-3 LINE explanation for the following questions (Each question – 2 MARKS)
1.       Explain Inventory Management Process

Sales team process Managing the ad inventory available for sale.  Responding to proposals and letting the sales team what’s available for sale. Also forecasting the available inventory on the specific website for future dates.

2.       Explain Over delivery and Under delivery. What are the optimization you will do for each case?
Over Delivery – If the impression delivered by the ad server is exceeding the per day goal of the overall inventory booked. Campaign is speeding. Optimization – To control the delivery we can set frequency cap, hard stop, add targeting,  remove sites/zone etc and apply key-value, extended the rundates etc

Under Delivery - If the impression delivered by the ad server is below the per day goal of the overall inventory booked. Camping is running slow. Optimization – To increase the ad delivery – we can ad more sites/zones, swap the creative, remove targeting, remove frequency capping.

3.       Sony wants to advertise on Digital camera. What are some of the benefits and risks running this ad campaign on all available sites in the world?

Benefits: - You can reach to large number of audience across the world. Branding and awareness. Reach to various kinds of people with various interests
MORE IMPRESSIONS, CLICKS and CTR
Risk: Cost of running the campaign is more. Product is not targeting to appropriate audience. Less  rate of conversion. Wastage of impressions and click cost. We need to target to specific users to get more ROI

4.       Maruthi wants to run an ad campaign for its new SWIFT car. Suggest some website to the advertiser so that they can get maximum reach and ROI. Also explain why you are selecting those sites.
Auto related site – Reach to concentrated audience so that conversion rate is more.
Example :
CARS.com (Site dedicated to cars and accessories – Used, New etc) – Carwale.com, cardomain, Autosite.com,
Yahoo/MSN – Popular site in the world and wide range of audience.

5.       List 4 Publisher adserving tools?
DFP – DART For Publisher (DoubleClick) , Accipiter , Yield Manger ,YAHOO APT ,HELIOUS

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