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DoubleClick for Publishers Exam Answers - Publisher University

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DoubleClick for Publishers Exam Answers - Publisher University



The network time zone cannot be changed once set in the admin tab.


False
True

In reporting, what does it mean if a query dimension is disabled and marked with an exclamation point?


        This type of data is not available in your network.
The maximum amount of parameters have been selected for this report.
Another dimension has been selected which prevents you from using this one.
Your account does not have permission to access this data.

The term underbooking refers to when you attempt to reserve more impressions than a forecast indicates are available.


True
False

You can set up DFP to email a report to someone who is not a user in your network.


True
False

What is a benefit of creating a placement?


It will be easier to remember the names of multiple ad units
It will be quicker for traffickers to target line items to multiple ad units
Special ad units can quickly be identified
It will allow five levels of inventory hierarchy to be defined

For which of the following can labels be used? (Select all that apply.)


Frequency Capping
Creative Wrapper
Competitive Exclusion
Delivery Forecasts
Ad Exclusion


Which report type will help you identify unique visitors exposed to ad content?


Business Intelligence
Sales
Reach
Historical


You’re looking to serve a run of 10 million non-guaranteed network impressions over the next year. Which priority type should you select for the line item?


Standard
Network
Price Priority
Bulk
Sponsorship

Forecasts and future sell-through reports will NOT provide the same results.


True
False

DFP will try and convert an uploaded Flash creative into a format which can be served as a fallback image. Into what format is the file converted?


TXT
JPG
HTML5
GIF
BMP

You can overbook a campaign if you have that permission enabled.


True
False

Which of the following rate types is only available with a Sponsorship or Network line item type?


CPM (cost per thousand impressions)
CPD (cost per day)
CPC (cost per click)

Put the following definitions in order to match the terms: 1. Users, 2. Teams, 3. Labels, 4. Contacts, 5. Roles


Used to group objects for a variety of purposes
Advertisers whom you've invited to view orders, line items, creatives, and reports for their campaigns
Groups of users that share access to the same companies and ad units
Consists of a set of controls, called permissions, which control what users can see and do
    Can sign into your DoubleClick for Publishers account and use the application


Which label can be used to categorize line items so that you can prevent them from being delivered in emergency situations?


Creative Wrapper
Competitive Exclusion
Ad Exclusion
Frequency Capping

Generally, the more key-values that are added, the ________ the impressions.


Greater
Fewer

If you need reporting on data between April 1 and June 30, which date range type would you select?


Fixed
Lifetime
Dynamic

Focusing on priority alone, a Sponsorship line item will serve over a Network line item.


False
True

When creating key-values, which one of the following would be most appropriate to set up as pre-defined custom criteria?


Ad unit position
Article ID
Search term
Favorite movie
Occupation

__________ line items are guaranteed and have an absolute impression goal.


Standard
Price Priority
Absolute
House

You can not create a report without creating a query first.


True
False


A __________ macro should be used to count clicks on a 3rd party Flash creative?


Cachebuster
Click
Tracking
Third-party

Custom targeting allows for granular targeting beyond the ad unit, through the use of ______________.


Ad units
Key-values
Placements
Special ad units

What key value set-up is needed to target an ad to female users who are over 18 years of age?


Gender IS female AND age IS NOT under 18
Gender IS female OR age IS over 18
Gender IS female AND age IS under 18
Gender IS NOT male OR age IS NOT under 18
Gender IS NOT female AND age IS NOT under 18

Which delivery option delivers the daily average of impressions plus ~25% in the first half of the campaign, but then decreases to ~5% in the second half of the campaign?


Weighted
Evenly
As fast as possible
Frontloaded

You and your coworker are administrators for your DFP network; each of you having your own customized administrator Role. You need to add teams to certain ad units. You are able to execute this task, however when your coworker attempts this, her changes are not saved even though she hit "save." When you impersonate her user, you experience the same result that the changes are not reflected after hitting "save." What is the most plausible reason for this?


Your coworker is doing it wrong
Your coworker's administrator role has different permissions than yours, and cannot edit users, roles, and teams.
Impersonating a user does not allow you to manipulate settings as that user.
Your coworker was not actually logged in to DFP, therefore could not save the adjustment.

To what does internal redirect refer with respect to DoubleClick tag creatives?


The DoubleClick tag will redirect the browser to a third party server if a creative could not be returned by the DoubleClick system.
The DoubleClick Tag cachebuster macro will redirect the page to the DoubleClick system in order to serve an appropriate creative instead of a cached image.
The user is redirected to the advertiser’s site when clicking on the creative.
DoubleClick, instead of returning a code to the browser, will be redirected within its own system to retrieve and serve the creative.

You run a forecast and see a certain number of impressions that are "Reserved for higher-priority line items or for same-priority line items that can't be displaced to other available inventory." These impressions are ___________.


matched
targeted
available
unavailable


Forecasts gather samples from the previous _______ days.


18
10
28
20

Where can you see a list of all creatives added to DFP?


Admin tab
Creative library
Creative backlog
Inventory tab

When setting up a line item for an interstitial ad, what creative size should be selected?


Skyscraper
Medium rectangle
Out-of-page

Leaderboard



===

4 Inventory
4 Create an ad unit

An ad unit can represent several pages of related content or a single page of content.


    • True
      False


Run-of-network ads will automatically serve to special ad units.


    • True
      False


How many levels of network inventory can be defined when using Google Publisher Tags?

    • 2
      3 4 5

5 Placements


What is the benefit of creating a placement?


    • It will be quicker for traffickers to target line items to multiple ad units
    • It will be easier to remember the names of multiple ad units
    • Special ad units can quickly be identified
    • It will allow five levels of inventory hierarchy to be defined

A placement is a grouping of ad units.


    • True
    • False

Special ad units within a placement do not need to be explicitly targeted.


    • True
    • False

6 Key-Values

Custom targeting allows for granular targeting beyond the ad unit, through the use of ______________.

    • ad units
    • placements
    • key-value pairs
    • special ad units

With free-form key-values, traffickers must choose from a list of values that have already been defined in DFP.

    • True
    • False

It is not possible to forecast on key-value impressions.


    • True
    • False

7 Tag Generation

Where should ad tags be placed?

    • In the top-level ad unit
    • In the source code of a website
    • In a special ad unit
    • Within a placement

The header section of code which is generated should be placed in the body section of the web page.

    • True
    • False

8 Suggested Ad Units

What is the only way to remove a suggested ad unit from the list that you don’t want to approve?

    • Find and remove the ad tag that is generating the suggestion
    • Create the ad unit in DFP
    • Delete the suggestion
    • Archive the suggestion

The suggested ad units feature allows you to create ad units by defining them in an ad tag without the need to create them first in DFP.

    • True
    • False

Suggested ad units can appear in reports before they have been approved.

    • True
    • False

9 Introduction to Native Ads

Using native ads in DFP is a highly effective and customizable way to monetize your inventory on which platform?

    • Desktop web
    • Mobile web
    • Mobile apps
    • All of the above

Native ads outperform traditional banner advertising.

    • True
    • False

Within which product are you able to manage native styles?

    • DoubleClick Ad Exchange
    • DoubleClick for Publishers
    • DoubleClick Campaign Manager
    • Google Analytics

10 Implementing Native Ads

Custom native ad formats are system-defined and cannot be changed.

    • True
    • False


Native line items must target any ad units and/or key-values for which you have previously configured native styles.

    • True
    • False

A line item for a given native ad format will deliver to all sizes on the native styles for that format.

    • True
    • False

5 Admin

1 DFP Admin: Part 1

All users can access the Admin section.

    • True
    • False


    • Access to which one of the following entities is not controlled by the Teams feature?


    • Advertisers
    • Orders
    • Roles
    • Ad units

On the Line Item Defaults page you can view, add, and edit the users in your DFP network.

    • True
    • False

2 DFP Admin: Part 2

Change history can only be viewed when in the Admin section of DFP.

    • True
    • False

Which label can be used to categorize line items so that you can prevent them from being delivered in emergency situations?

    • Frequency capping
    • Competitive exclusion
    • Ad exclusion
    • Creative wrapper

When a user performs an action after seeing an advertiser's ad, it’s referred to as a conversion.

    • True
    • False

6 Delivery

3 Introduction to Orders and Line Items

Where are orders created?

    • The delivery tab
    • The inventory tab
    • The admin tab
    • All of the above


    Within the order, you are able to create the first line item.

    • True
    • False

A line item can have several assigned sizes.

    • True
    • False

Labels are created:

    • in the admin tab.
    • when creating/editing the line item.
    • in the inventory tab.
    • all of the above.

4 Line item types

Which of the following are percentage based line items?

    • Standard, Bulk, Price Priority
    • Standard, Network, Price Priority
    • Sponsorship,Price Priority
    • Sponsorship, Network

Which of the following statements is true:

    • Sponsorship, and Network line items are guaranteed/reserved line items.
    • Bulk line items are not guaranteed to serve.
    • Based on priority alone, a Network line item will serve over a Standard Low line item.
    • Ad Exchange and AdSense line items will never compete with guaranteed line items.

Price Priority line items can have a daily or lifetime delivery cap.

    • True
    • False

5 Sponsorship line item

The Sponsorship line item type is used when you have sold an absolute number of guaranteed impressions over a specific period of time.

    • True
    • False

Sponsorship line items are the highest priority line item.

    • True
    • False

6 Standard line item

Standard line items have an absolute impression goal.

    • True
    • False

Standard line item types can be set to 3 sub-priorities (High / Normal / Low).

    • True
    • False

7 Network line item

Network is the highest priority remnant line item type.

    • True
    • False


    Network line item type is used for non-guaranteed ads that have a percentage or share of voice impression goal.

    • True
    • False

8 Bulk line item

The Bulk line item priority type allows you to enter a specific quantity of impressions.

    • True
    • False

Bulk line items will always serve over Network line items.

    • True
    • False

Which of the following is the priority value for Bulk?

    • 6
    • 8
    • 10
    • 12
    • 16

9 Price Priority line item

The price priority line item type is used to fill your site's unsold inventory with the lowest paying line item available.

    • True
    • False


    When Ad Exchange or AdSense is not enabled for your network Price Priority line items will compete against each other based on price.

    • True
    • False

11 House line item

House ads have the lowest priority of all line item types.

    • True
    • False


    If house ads are not set up for your DFP network you may see a high rate of ___________.

    • impression discrepancies
    • unfilled impressions
    • click discrepancies
    • unserved creatives

12 Line item settings

Focusing on priority alone, a priority 12 line item will serve over a priority 8 line item.

    • True
    • False

An absolute goal based line item can be based on a quantity of:

    • Clicks
    • Impressions
    • Clicks or impressions
    • Clicks, impressions, or actions

A discount will affect the rate of the line item.

    • True
    • False

13 Ad Selection Overview

A standard line item will always serve over a network line item.

    • True
    • False

Which of the following is NOT true about a temporary CPM?

    • It is given to a guaranteed line item to compete with Ad Exchange/AdSense.
    • It is used to compete with other, contending remnant line items.
    • It must be set up manually by the user in DFP.

Which of the following will most likely serve over the rest?

    • A Standard High line item that is ahead of schedule.
    • A Standard Normal line item that is on schedule.
    • A Standard Low line item that is behind schedule.
    • A Standard Normal line item that is behind schedule.
16 Delivery Settings Part 1

Which adjust delivery setting does NOT exist?

    • Deliver impressions
    • Display creatives
    • Ad unit delivery
    • Rotate creatives
    • Day and time
    • Frequency

Which delivery option delivers the daily average of impressions plus ~25% in the first half of the campaign, but then decreases to ~5% in the second half of the campaign?

    • Evenly
    • Frontloaded
    • Weighted
    • As fast as possible

As fast as possible delivery:

    • Will always allow the line item to serve over higher priority line items.
    • Is seen as ahead of schedule in the first half of the campaign.
    • Allows for EDA competition with Ad Exchange and AdSense
    • Will not serve over higher priority line items unless they are ahead of schedule and do not need that impression to meet their goal.

17 Delivery Settings Part 2


What “Display creatives” setting needs to be selected if you want to guarantee a roadblock.

    • One or more
    • As many as possible
    • All
    • As many as possibly or all

Where do you change the weight of the creatives after selecting “Weighted” as the method for rotating creatives?

    • In the line item’s “Creatives” tab
    • In the “Admin” section
    • The line item’s “Settings” tab
    • The weights are automatic, and not adjustable

19 Targeting Settings

When adding an ad unit in the targeting widget, it will also include all of the lower level ad units.

    • True
    • False

What key-value set up will target only men who are into fashion?

    • “Gender” is “Male” OR “Hobbie” is “Fashion”
    • “Gender” is “Male” and “Hobbie” is “Fashion”
    • “Hobbie” is “Men’s Fashion”
    • All of the above

Predefined key-values are:

    • Created on the fly in the line item
    • Are used when there are a finite list of values
    • Are created in the Inventory tab, but can be added to in the line item as well
    • All of the above

You can target line items to serve to browsers set to certain languages.

    • True
    • False

21 Introduction to creatives

Each creative in your network is associated with an advertiser.

    • True
    • False

Where in DFP can creatives be added?

    • To the Creative Library
    • When creating an ad unit
    • To an existing ad unit
    • All of the above

A creative is:

    • the file that holds the advertisement
    • always added to a line item
    • always in either jpeg, gif, or png format
    • all of the above

22 Adding and Uploading Creatives

Where can you see a list of all creatives added to DFP?

    • Creative backlog
    • Creative library
    • Inventory tab
    • Advertiser tab

A creative is always tied to an advertiser.

    • True
    • False

Where, in DFP, can you add creatives?

    • An existing line item, a new line item or the creative library
    • An existing line item or a new line item
    • An existing line item, a new line item, the creative library or an order
    • A new line item or the creative library

23 Image creative

If you want to add a 1.5x higher density image file in addition to your original 320x50 image creative file, the pixel size of the high density image file will have to be:

    • 480x100
    • 480x75
    • 640x75
    • 640x100

Of the following destination options, which will work on tablets?

    • Phone number
    • Click-to-Web
    • Click-to-App
    • All of the above


    Custom fields are created:

    • in the Creative Library
    • to help organize reports
    • when adding a creative to DFP
    • for image creative types only

24 Flash creative

Flash creatives can be added to DFP using the bulk upload tool.

    • True
    • False

Which of the following is not validated by DFP when a Flash creative is selected?

    • Creative size
    • Creation date
    • File size
    • Flash version
    • ClickTag presence

Immediately after uploading a Flash creative, DFP will try and convert the file into _______ format which can be served as a fallback image.

    • Flash
    • HTML5
    • CSS
    • JavaScript

26 Third Party Creatives

A click macro:

    • Is used to communicate between DFP and the third-party server as to when the creative was clicked.
    • Is inserted in order to alleviate impression-counting discrepancies between the third-party server and DFP.
    • Must always be inserted into the code manually.
    • Inhibits the browser from caching creatives, and showing those cached creatives instead of going through the correct serving process.

What should be done if you see that DFP counts an impression, but a creative is not rendered on the page?

    • Remove all macros, and reinsert them manually.
    • Reach out to the third-party provider to double-check the code.
    • Add a click macro, as this means one is missing from the code.
    • Recreate the third-party creative from scratch.

Where in the code are cachebuster macros to be inserted?

    • Only the third-party provider will know.
    • Always in the "noscript" section of the code.
    • At the very end of the code, after the click macro.
    • At the very beginning of the code before the click macro.

27 DoubleClick Tag Creatives

To what does internal redirect refer with respect to DoubleClick tag creatives?

    • The DoubleClick tag will redirect the browser to a third party server if a creative could not be returned by the DoubleClick system.
    • DoubleClick, instead of returning a code to the browser, will be redirected within its own system to retrieve and serve the creative.
    • The DoubleClick Tag cachebuster macro will redirect the page to the DoubleClick system in order to serve an appropriate creative instead of a cached image.
    • The user is redirected to the advertiser’s site when clicking on the creative.

DoubleClick Tag macros consist of:

    • Cachebuster macro
    • Click macro
    • Cachebuster, and click macros
    • None of the above

Why do DoubleClick tag creatives reduce the latency of page loads?

    • They are shorter pieces of code than other tags, and therefore easier to read and act upon.
    • The entire creative delivery process is handled within the DoubleClick ecosystem.
    • DoubleClick Tags are generally used on content-light pages.
    • DoubleClick Tag creatives are smaller than other creative types.

7 Forecasting

2 Introduction to Forecasting


Forecasting is a tool that allows you to check how many ___________ your network will likely have in the future.

    • users
    • unique pageviews
    • impressions
    • contacts

The term underbooking refers to when you attempt to reserve more impressions than a forecast indicates are available.

    • True
    • False

During which stage of the ad operations workflow could yield optimizers forecast to find opportunities for tweaking line items to maximize revenue?

    • Selling campaigns
    • Trafficking campaigns
    • Monitoring campaigns