SPONSORED LISTINGS
TARGETING / DATA
ADR + RETARGETING
CPA / CPC / CPE
RANDOM
100
Q: True or False. ASL requires the client to place brand new pixels.
A: False, we can piggyback ASL pixels onto existing Ad.com/AOP pixels
100
Q: True or False. Search data is included in our standard AOL audience behaviors.
A: True. We also have audience behavior segments consisting of search data exclusively. These segments were broken out because they historically perform very well for advertisers
100
Q: Who do you need to always reach out to when looking to pitch a new ADR campaign?
A: Your ADR seller
100
Q: What does the “E” in CPE stand for?
A: Engagement
100
Q: True or False: AOL Platforms is the only platform/network that has a predictive segments product.
A: False. Most other DSP’s and some ad networks have a similar product but our differentiator is the access to our 1st party audience insights that we use to build out the real time predictive segments.
200
Is CPC a good option if my client wants to drive impressions?
No. CPC is great for driving clicks or unique visitors to a clients landing page. This is a great tactic for growing a retargeting population.
200
Q: True or False: We have the ability to target based on ethnicity.
A: True. We can leverage 3rd party data (Datalogix, BlueKai, etc…) to target in this way
200
Q: True or False: ADR works best when an advertiser has a lot of variation of product.
A: True. ADR is built for product level dynamic retargeting and it combines the dynamic creative component with an efficient bidder to drive the best performance possible.
200
Q: True or False: CPA is a great way to approach prospecting since it takes the risk away from the advertiser because they will only be paying for when an agreed upon conversion is driven as a result of the campaign.
True.
200
Q: Out of the following which are the two identified advantages of running a campaign on a dCPM through AOP. A. Cost effectiveness via the second price auction nature of the platform. B. The ability to bill an advertiser only on conversions. C. The ability to run on safer sites that have better ad verification scores. D. Flexibility to bid up to win better performing inventory that was previously not available with a first price CPM campaign
A: A and D
300
Q: ASL campaigns run on which cost basis: CPM, CPC, CPA or CPE
A: CPC
300
Q: What three components make up our standard AOL Audience Behaviors?
A: AOL 1st Party Data, 3rd Party Publisher Data and BlueKai Data
300
Q: When optimizing a leadback campaign which of the following components is built into the ADR engine but is not currently decisioned on by AdLearn, ad.com’s engine. A. Recency. B. Frequency. C. Time spent on site. D. All of the above
A: D, all of the above.
300
Q: True or false: When running a CPA campaign you need to break out a new campaign with a new price point if you want to add in the 300x600 creative size
A: False. The 300x600 size does not change the price point but your ability to bid on that size and be competitive will be determined by your CPA price point because that directly affects the RPM
300
Q: On average Ad.com reaches what percentage of the US internet population?
A: 85%
400
Q: True or False. The mobile native app download unit runs through ASL and is available on all AOL owned and operated properties.
A: False. While it does run on the ASL platform not all AOL mobile properties are currently set up to allow that ad unit.
400
Q: True or False, AOL Addressable audiences are named in such a way because they incorporate data from the user email address level.
A: False, addressable audiences derive from the user household offline postal address. We have access to 30MM AOL households when targeting based on addressability
400
Q: Out of the following options, which is the best choice for assessing the main reason for running reverse retargeting. A. To increase exposure to the campaign creative for the audience that you are retargeting. B. To drive increased reach by hitting incremental UV’s. C. To drive better performance for the new audience that is reached. D. To improve your in-view banner score as conducted by 3rd party ad verification companies
The correct answer is B. Reverse leadback ensures that you are only hitting additional users on top of the original campaign. Reverse leadback would not naturally help out A and D and C may end up being an end result but it is not a guarantee
400
Q: When running a CPE campaign an engagement is quantified as either a click or a mouse hover over the banner. How long does the hover need to be to qualify as an engagement?
A: 3 seconds
400
Q: What are our three main selling points when pitching AOL Platforms on a high level?
A: Premium inventory, unique data and technology
500
Is CPC good for Branding?
This really comes down to what the client is trying to accomplish. If it is brand awareness a CPM campaign is better suited. Since the client is paying off each click, there needs to be a value against each click.
500
Q: What is the best targeting product to recommend for an RFP that is looking to target based on psychographics/user mindsets?
A: Our MRI product. We leverage offline household survey data for a group of households that fit into the target audience. We then rank the highest indexing experian mosaic lifestage clusters against that audience to and ultimately target those clusters across our network
500
Q: How is creative retargeting different than an audience extension?
A; Creative retargeting is dependent on a banner being served to the user (i.e. campaign exposure) while the audience extension is dependent on site visitation. A retargeting pixel would be embedded in the banner in order to conduct creative retargeting
500
How would a CPA campaign work on mobile where we are not able to cookie users to track conversions?
This is a myth: Cookies actually do work on mobile and we see that 95% of android users are cookieable and 30% of iOS users. We normally run mobile CPA campaigns only in cookieable inventory – but ask your network sales team about strategies for running in non-cookieable inventory.
500
Q: True or False. Targeting based on session depth enables you to serve an ad within specific pre-determined slots on a web page.
A; False. Session depth follows a user’s path across a site and it enables us to target based on pages seen within the user’s session (session depth impression 10 is the 10th ad that a user sees within the identified user session). It proves that when is just as important as where when serving a banner
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