Billing
Name 3 key OMD players we work with for financial/billing related purposes
Azizi "Z", Janae, Manish Jaswal, Neha Adhikari, Ryan Jacob, Aaron Randall, Teddy Nadell
+100 Bonus! If not solved after step 1, what is the second step?
1. Press "Appeal" button for rejected creatives
2. Reach out to Google support chat for help
List the DV360 build hierarchy
Campaign
Insertion Order
Line Item
Creative
Name 4 DSPs
DV360
The Trade Desk
Yahoo DSP
Google Ads
Amazon DSP
Basis
Media Math
What is an impression?
When content is display to a user, regardless of if its clicked or watched
Which vendors fall under Ad Serving Fees?
Innovid and DoubleVerify
What is our standard Viewability targeting minimum?
30%
True or False: In DV360, when updating an IO's Geography targeting settings mid-flight, the changes will auto-apply to the IO's Line Items as well.
False! Updating an IO's settings will not carry over to Line Items.
State the Programmatic Buying Method Waterfall from highest to lowest priority
Programmatic Guaranteed
Preferred Deal (Fixed PMP)
Private Auction (Floor PMP)
Open Exchange
What does CPM stand for and what is the formula?
Cost per Thousand Impressions
"Cost per Mille"
CPM = (Cost / Impressions) x 1000
Name the 3 key tools/platform we use for financial/billing purposes (estimate building, budget submissions, invoice tracking, etc.)
1. Citrix
2. Core
3. Prisma
Name two ways to troubleshoot/improve underpacing
Increase bids
Open Viewability restrictions
Open Category restrictions
Open Browser restrictions
Set DSP pacing from Even to ASAP
Expand audience by adding segments
List the Google Demand Gen build hierarchy
Campaign
Ad Group
Ad
What is the difference between PG and PMP?
Programmatic Guaranteed deals are contractual agreements booked with a fixed price where the buyer and vendor align on budget and impression delivery
Private Market Place deals are non-guaranteed deals that can operate on floor or fixed prices.
What does 'RFP' stand for?
Request for Proposal
Why is Apple's calendar year different from the standard fiscal calendar year?
- Quarter start based off of September Event/iPhone launch; Q1 starts in October, following the iPhone launch in end of September
- Stocks close at a high in September due to iPhone launch
- Quarter runs from first Sunday of first month to last Saturday of the third month
Describe the difference between Insertion Order Pacing Settings Even vs. ASAP vs. Ahead
Even - Spends the same amount each day
ASAP - Spends as much as possible as fast as possible with nothing limiting it from delivering in full before flight's end
Ahead - Spends heavier towards the beginning of the flight with daily spend levels decreasing day over day through end of flight
State all inventory formats that Google Demand Gen runs on
1. Gmail
2. Google Discover Feed
3. YouTube Feeds (Home, Search, Watch)
4. VIDEO ONLY YouTube In-Stream
Name 5 Exchange Partners
+100 Bonus! Define OE
AppLovin, BidSwitch, Digital Turbine, Google Ad Manager, GumGum, Index Exchange, Kargo, Magnite, Media.net, Nexxen (fka Unruly), OpenX, PubMatic, Sharethrough, SpotX, Tapjoy, Teads, TripleLife, Xandr, Yahoo, Yieldmo
The most standard and unrestricted way to buy inventory. An
Open Exchange is non-guaranteed inventory source that allows many buyers to bid on the inventory of many publishers in an auction environment using automated dynamic CPM bidding.
What does r/f stand for?
Reach and Frequency
Define Working Meda vs. Non-Working Media
DSP Spend = WM = Net Fees + Platform Fees
Ad Serving Spend = NWM = Innovid + DoubleVerify
Name 4 ways to optimizie and improve performance
Budget - Daily line item caps
Budget - Weight between creatives/audiences
Budget - Shift to top performing buy types
Pause - Underperforming audiences, features, sizes
Sites/Apps - Block poor performers
Day/Time Parting - Block poor performing times
Position - Limit to Above the Fold inventory
What is a Custom Intent audience on DV360?
Custom Intent audiences allow you to go beyond Display & Video 360's predefined In-Market categories and use your own keywords, URLs (websites), and apps to reach specific people as they are making a purchase decision related to your product or service.
A custom audience made up of Search Keywords and Sites/Apps that the target audience is ideal researching.
Used primarily in performance campaigns
Define 1PD
100+ Bonus! Define 2PD
100+ Bonus! Define 3PD
1PD - owned by seller; collected on their O&O
ex. Apple's purchaser data based on Apple website and Apple store purchases
ex. Spotify's data collected from Spotify web/app; put user's who listen to Rock music in a "Rock Lover's" audience
2PD - owned by seller; collect on non-O&O inventory
ex. Google Data (Affinity, In-Market, etc.); collected by Google based on Chrome user accounts and habits across various non-Google sites/apps
3PD - Audience sellers who solely gather and purchase their data collections + solutions and do not own any inventory to collect fro: LiveRamp, Dstillery, Captify, Grapeshot, Foursquare
ex. LiveRamp segment for 'Users who are In-Market for car parts'
ex. FourSquare data for 'Users who have recently visited an Apple store'
Fill in Apple KPIs for the following:
Upper Funnel -
Mid-Funnel -
Lower Funnel -
Upper (Awareness) - VCR/Views, CTR/Clicks
Mid (Consideration) - QVR/Quality Visits, CPI
Lower (Conversions/Performance) - BFER/Buy Flow Engagers, PBR/Potential Buyers, CPI