Amazon DSP advanced certification answers

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Which of the below scenarios is correct based on the below shopper journey for ads served in Amazon DSP? July 3rd: Desktop display ad view –> July 24th: Mobile display ad click –> July 25th: Video ad view –> July 30th: Purchase made

• All interactions will receive credit in Amazon DSP reporting.
• July 24th mobile display ad click receives credit in Amazon DSP reporting.
• July 25th video ad view receives credit in Amazon DSP reporting.
• July 3rd desktop display ad view receives credit in Amazon DSP reporting.

You can securely transfer audiences from third-party insight providers (DMPs, etc.) to Amazon DSP via Amazon’s Advertiser Audiences. Which of the following statements is true?

• DMP audiences will appear in Amazon DSP within 48 hours and can be immediately applied to campaigns.
• All of these
• Newly-transferred DMP audiences will populate in your overlap report after 7 days.
• Amazon Ads can generate impression forecasts against newly-transferred audiences after 14 days.

All content must be served from the ad server’s domain and may not call from other domains.

• True
• False

If Amazon Ads has an existing server-to-server integration with a third-party measurement provider, you must use the adapter URL Amazon Ads provides, you cannot use a pixel.

• True
• False

If you use third-party served creatives in Amazon DSP, which of the following policies are true?

• When directing to an Amazon Ads site for mobile in-app ads with third-party tags, Amazon Ads requires using a 1x1 pixel and not a redirect.
• Amazon Ads accepts third-party hosted creative libraries from all third-party ad servers.
• For video, the third-party video creative type supports VAST 2, VPAID Flash, and VPAID JS third-party tags.
• If you are running creatives served through a third-party on eligible Amazon DSP inventory, you will need to append your third-party tag in the tag source section of creative settings.

Amazon Ads is integrated with multiple supply-side platforms (SSPs), meaning you can easily access your negotiated inventory with third-party suppliers via Amazon DSP, and run all of your campaign strategies in one place.

• False
• True

Amazon Publisher Services (APS) allows Amazon DSP advertisers to have direct access to premium publisher inventory for increased efficiency and performance without supply-side fees.

• False
• True

Attribution restatements occur 10 days, 2 weeks, and 4 weeks after the original conversion is attributed to a campaign.

• False
• True

When are conversions for Amazon DSP campaigns reported?

• The date the impression was served
• 1 day after the conversion
• 1 day after the impression was served
• On the day of the conversion

Which simple pixel selections provide flexibility after the pixel is created?

• None of these
• Remarketing pixel
• Conversion and remarketing pixel
• Conversion pixel

To create a remarketing audience based on pixel exposure, go into the audiences tab of Amazon DSP.

• True
• False

An advertising agency is simultaneously running 25 campaigns for their client. While they want to maximize performance, they also want to minimize manual campaign manipulation. Which optimization strategy should they choose?

• Maximize performance
• While spending full budget, maximize performance

Which activity provides a stronger signal of an ad’s impact on a conversion.

• Pre-view conversion
• Post-click conversion
• All-up conversion
• Post-view conversion

How will conversions be impacted (if at all) after a campaign ends?

• The last set of conversion insights will come in 14 days before the campaign ends.
• There may be conversion insights coming in after a campaign ends due to the 14 day lookback window.
• All of these may occur.
• There should be no conversion insights coming in after a campaign ends.

Amazon DSP supports creation of lookalike audiences from:

• Audiences transferred from DMPs.
• Hashed audiences.
• Simple pixel or Amazon Advertising tag events.
• All of the above

Bulksheets are which file format?

• .dsp
• .tsv
• .csv
• .xls

You can set up a private marketplace deal manually or through an API.

• True
• False

Which of the following are reasons your private marketplace deal may not be bidding?

• The Amazon Ads viewability threshold set for the line item did not meet the estimated viewability score of the request.
• The line item has already reached its frequency cap for that user.
• The geo location of the line item overlaps with the location properties of the request.
• The order has already reached its frequency cap for that user.

Which of the below statements is true for private auction deals?

• Private auction deals give an exclusive group of advertisers priority to bid on the open inventory.
• Private auction deals allow you to pay a varied CPM across multiple sites.
• Private auction deals work on a 2nd price auction where the highest bidder wins the impression, but pays the 2nd highest bid.
• All of these are true

You can download campaign settings and upload modifications via bulksheets in either your advertiser, order, or entity view.

• True
• False

Creative macros are short commands or shortcuts for commands used to pass back metrics to a third party.

• True
• False

If you associate two pixels to an order, and they both have the same event type, the combined ad-attributed conversions for both those pixels will be aggregated into one column in reporting.

• False
• True

By choosing the “While spending full budget, maximize performance” bid strategy, you want to maximize your campaign performance at a given base bid.

• False
• True

What advertiser insights can you use to build lookalike audiences?

• All of these
• Advertiser hashed-customer list
• DMP-transferred audiences or advertiser hashed-customer list
• Pixel seed audiences

Please select all of the pixel solutions offered by the Amazon DSP.

• Simple pixel
• Amazon Ads tag (AAt)
• Amazon Smart cookie
• Amazon Pixel Pro

Which bid strategy would you require to frequently monitor and optimize in order to balance performance and spend?

• “While spending full budget, maximize performance” bid strategy
• “Maximize performance” bid strategy
• Max bid
• Automated budget optimization

A customer purchases a product from your brand that is not a tracked ASIN for your campaign. The purchase will be counted as a brand halo purchase, allowing you to understand the overall lift in brand-wide conversions from your campaign.

• True
• False

Which of the following are true?

• If a third-party pixel is appended on a creative, and Amazon Ads has a server-to-server integration with that third-party, the creative will not be approved. You will need to remove the pixel, and instead append the adapter URL.
• Amazon Ads allows advertisers to run third-party served creatives as long as the ad servers are on the list of approved vendors.
• All of these are true.
• Using invalid macros in creatives will cause the ad to be rejected.

All lines in an order are opted into budget optimization, but the most efficient line has the lowest allocated budget. What is an optimization you could make to help allocate more budget to that top-performing line?

• Remove the lowest performing audiences on the top-performing line.
• Tighten frequency from “3 per 1 day” to “1 per 1 day” on the top-performing line.
• Decrease the base bid on the top-performing line.
• Increase the base bid on the top-performing line.

What is Amazon DSP’s attribution lookback window?

• 30 days
• 14 days
• 1 day
• 7 days

You can use mobile advertising IDs as a file type to create hashed audiences

• False
• True

With Amazon Advertising tag (AAt), you can capture hundreds of events using one pixel and use them for creating multiple audiences.

• True
• False

An advertiser is looking to secure inventory on the homepage of xyz.com and wants to buy it for $20 CPM. Entering into which type of private marketplace deal with the publisher would guarantee their inventory at a fixed price?

• Advertiser first deal
• Private auction deal
• Prime day deal
• Preferred deal

If you select “Maximize performance” as the bid strategy in order settings, but uncheck “bid optimization models,” what happens?

• The Amazon DSP will bid the base bid for all impressions.
• Amazon DSP will increase bids for all impressions.
• The Amazon DSP will adjust bids to ensure the campaign delivers the full budget.
• The Amazon DSP will adjust bids based on the likelihood of conversion.

You can append a third-party tags to a mobile Amazon Ads owned and operated creative to enable you to pull viewability reporting in the third-party’s portal.

• False
• True

You can download or upload bulksheets across advertisers within the same entity.

• False
• True

Which auction type is a digital buying model where the highest bidder above the floor price wins the auction, and pays exactly the amount they bid?

• Second-price auction
• First-price auction
• Third-price auction

Is it a best practice to select multiple private marketplace deals on the same line item?

• Yes. Amazon DSP will know the specific bid settings for the various deals running on the same line item.
• Yes. You should group all deals into a single line since it saves time.
• No. You should separate deals into their own line items. Deals can have varying floors which can require customized settings for each line item.

Which of the following is an insight collected through Amazon DSP’s Amazon Advertising tag (AAt) solution?

• Advertiser-defined insights
• Tag-specific insights
• Anything present in HTTP headers
• All of these

Advertiser A bids $0.45, Advertiser B bids $0.65, and Advertiser C bids $1.05. Which of the following is true in a second-price auction?

• Advertiser C wins and pays $1.05.
• Advertiser C wins and pays $0.66.
• Advertiser B wins and pays $0.66.
• Advertiser C wins and pays $0.65.

You are running a campaign with the bid strategy “Maximize performance,” and your campaign is under-pacing, but you are hitting your goal KPI. What is an optimization you can implement to improve pacing?

• Increase your base bid.
• Add daily budget caps to your order.
• Lower your base bid.
• Remove the lowest-performing supply source.

Third-party video creative type supports which of the following third-party tags?

• All of the these
• VPAID Flash
• VPAID JS
• VAST 2

For your campaign to receive credit for conversions, you must associate the appropriate ASINs or pixels to your campaign in order settings.

• True
• False

Bulksheets are recommended to manage:

• Campaign creation
• Campaign optimizations
• None of these

Which setting must you adjust when setting up a private marketplace deal in Amazon DSP?

• All of these are true
• Preferred deal vs. private deal
• Supply source
• Deal ID

This type of pixel can be generated by navigating to the events tab in Amazon DSP.

• Simple pixel
• Amazon Advertising tag (AAt)
• Floodlight pixel
• Both simple pixel and AAt

A customer views an ad, clicks on the ad, and then makes a purchase. What type of activity is this?

• Post-click conversion
• All-up conversion
• Pre-view conversion
• Post-view conversion

Which of the below is NOT considered a conversion metric?

• Detail page views
• Purchases
• Pixel conversions
• Impressions

Which of the following are short commands or shortcuts for commands passed to Amazon DSP to enhance ad line and creative monitoring capabilities externally, without the need to generate multiple third-party tag sets.

• Server-to-server integrations
• Creative macros
• Impression tags
• Click tags

Simple pixels can capture attributes such as page type and purchase value, which Amazon Advertising tags (AAt) can’t, making remarketing easier with simple pixels.

• True
• False

Ads are only eligible for conversions if users have either clicked or viewed the ads.

• True
• False

Amazon Advertising tag (AAt) supports conversion insights.

• False
• True