Amazon DSP certification exam answers

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Bree has set up a campaign in the Amazon DSP which utilizes a deal ID. What supply is she leveraging?

  • Amazon O&O properties
  • Third-party exchanges
  • Amazon Publisher Services (APS)
  • Private marketplaces (PMPs)

What does Amazon strive for through its ad policies? (Select 2)

  • Ensure ads drive purchases with every click
  • Allow advertisers to effectively communicate their message
  • Ensure ads are seen by a broad audience
  • Ensure customer experience is relevant and enjoyable

Which KPIs are associated with an awareness goal? (Select 3)

  • Brand lift
  • Detail page view rate (DPVR)
  • Click-through rate (CTR)
  • Return on ad spend (ROAS)

True or false? Amazon makes decisions around ad policy in favor of long-term benefits rather than short-term profitability.

  • True
  • False

Which of the following audiences can be reached using the Amazon DSP?

  • Advertiser hashed audiences
  • Amazon audiences
  • Advertiser audiences from a pixel
  • Advertiser audiences from a DMP

There was a viewable display ad on July 15th, a non-viewable video ad on July 22nd, and a viewable video ad on July 29th. The customer had clicked on the first display ad on July 15th and purchased the product on August 5th. Which of the following receives the credit for conversion?

  • July 22nd non-viewable video ad
  • July 29th viewable video ad
  • August 5th purchase
  • July 15th viewable display ad

A customer views an ad on April 1st, clicks the ad on April 4th, views the ad again on April 7th, and purchases the product on April 9th. Which of the following receives the credit for conversion?

  • April 1st impression
  • April 7th impression
  • April 9th purchase
  • April 4th click

Which of the following is NOT a true statement?

  • The majority of programmatic ads are purchased using a CPM or dCPM model.
  • The buying process for programmatic advertising is automated.
  • Programmatic advertising analyzes each impression against an advertisers’ goals in real-time.
  • Programmatic advertising relies on manual insertion orders and requests for proposals (RFPs).

The reporting and analysis hub transforms which two reports into a graphical analysis of campaign reporting?

  • 3P vendor and deal
  • Audience segmentation and all data
  • Performance and audience segmentation
  • Performance and all data

True or false? Amazon’s ad policies are only relevant for ads served ON Amazon.

  • True
  • False


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The World Times, a publisher, has set their inventory’s price floor to $1.05. Advertiser A bids $0.93, Advertiser B bids $1.14, and Advertiser C bids $1.19. What is the most likely outcome in a second-price auction?

  • Advertiser B wins and pays $1.19
  • Advertiser C wins and pays $1.19
  • Advertiser C wins and pays $1.15
  • Advertiser B wins and pays $1.14

At which point during the campaign management timeline should an advertiser establish KPIs?

  • Review
  • Setup
  • Optimize
  • Report

For which scenario(s) should an advertiser consider optimization?

  • The line item is achieving its performance goal but has potential to perform better.
  • The line item is spending its budget at an optimal pace.
  • The line item is not achieving its desired KPI or goal.
  • The line item is not spending enough of the allocated budget.

The World Times, a publisher, has set their inventory’s price floor to $1.00. Advertiser A bids $0.89, Advertiser B bids $1.04, and Advertiser C bids $1.11. What is the outcome in a first-price auction?

  • Advertiser A wins and pays $1.04
  • Advertiser C wins and pays $1.11
  • Advertiser C wins and pays $1.05
  • Advertiser B wins and pays $1.11

For which advertising method are prices negotiated and based on a fixed CPM with no auction involved?

  • Programmatic advertising
  • Direct advertising

Which supply option should an advertiser select to access inventory from Amazon’s direct publisher integration?

  • Private marketplaces (PMPs)
  • Amazon O&O properties
  • Third-party exchanges
  • Amazon Publisher Services (APS)

When should an advertiser care most about brand halo metrics?

  • When reviewing a campaign’s performance toward an awareness goal.
  • When reviewing a campaign’s performance toward a purchase goal.
  • When reviewing a campaign’s performance toward a consideration goal.
  • An advertiser never needs to review brand halo metrics.

Which of the following are benefits of Amazon’s automatic optimization? (Select 2)

  • Speed: decisions made within nanoseconds
  • Customization: adjust levers as needed
  • Granularity: every impression is evaluated
  • Amazon does not offer automatic optimization

Which of these buying method provides advertisers higher priority to inventory?

  • Fixed price
  • Open auction
  • Private auction
  • Martina should only leverage manual optimization tactics.
  • Martina should only leverage automatic optimization.
  • Martina should leverage automatic and manual optimization strategies.
  • Martina does not need to employ any optimization strategies.

A campaign had a ROAS goal of $3.50 or higher, and a CPM goal of less than $1.75. Using the following report, select the statement that is true.

  • GreenTree mobile met both campaign goals
  • GreenTree-BTF met both campaign goals
  • GreenTree -ATF did not meet the ROAS goal.
  • GreenTree video met the CPM goal but did not meet the ROAS goal.

Flynn wants to download a report from the Amazon DSP which will allow him to view the performance on audiences his campaign reached, as well as those not directly reached. Which of the following reports should he choose for this use case?

  • Deal report
  • Performance report
  • 3P vendor report
  • Audience segmentation report

True or false? The metrics shown in the performance dashboard (interactive performance report) cannot be customized.

  • False
  • True

Opal is introducing the Amazon DSP to her team. Which of the following points should she include in her presentation?

  • Advertisers can access comprehensive and unique inventory that is not available via other DSPs.
  • The Amazon DSP monitors for brand safety, traffic quality, viewability and 3rd party supply quality.
  • The Amazon DSP only offers manual optimization.
  • The Amazon DSP enables advertisers to leverage Amazon’s first-party insights.
  • Advertisers of a service that Amazon does not offer
  • Advertisers of a product under a category that Amazon does not offer
  • Any advertiser
  • Advertisers of brands that sell goods/services on Amazon

Which pricing model allows advertisers to set a price range for any single impression?

  • CPM
  • CPC
  • dCPM

When shoppers click on an ad and are directed to an advertiser’s product detail page on Amazon, which customer flow is this?

  • Link in customer flow
  • Link out customer flow

True or false? Supply via private marketplaces (PMPs) is only available to the Amazon DSP managed service users.

  • False
  • True

Reid wants to review how well his campaign is performing toward an awareness goal. Which of these metrics will be most relevant to him? (Select 2)

  • Add to cart
  • Click-through rate
  • Impressions served
  • Brand halo

Which of the following statements about private marketplaces (PMPs) are true?

  • PMPs are invitation-only marketplaces.
  • PMPs allow advertisers broader access to third-party supply.
  • PMPs leverage Amazon’s header-bidding integrations.
  • PMPs extend the benefits of programmatic to specific publisher buys.

Which of the following describes the viewability standard used by the Amazon DSP?

  • 10% of pixels in view for at least 2 seconds
  • 100% of pixels in view for at least 1 second
  • 50% of pixels in view for at least 3 seconds
  • 50% of pixels in view for at least 1 second

Violet is reviewing her campaign report and notices high detail page views (DPV) but low purchase rates. Which of the following is indicated by such results?

  • Shoppers are not moving from the consideration to purchase stage.
  • Shoppers are not moving from the purchase to advocacy stage.
  • Shoppers are not moving from the advocacy to loyalty stage.
  • Shoppers are not moving from the awareness to consideration stage.

True or false? The Amazon DSP is only available in a self-service model.

  • True
  • False

What does the ASIN selected for a display ad with e-commerce creative require in order to be within Amazon’s ad policies?

  • 5+ reviews and a 3.5+ star rating
  • 50+ reviews and a 4.0+ star rating
  • 15+ reviews and a 3.5+ star rating
  • 30+ reviews and a 4.5+ star rating

There is a dedicated team that manually audits inventory for compliance with Amazon’s quality standards.

  • False
  • True

Why is a call to action (CTA) not allowed in the custom image of a display ad with e-commerce creative?

  • CTAs are not allowed in ads that appear off Amazon
  • CTAs are not allowed in display ads
  • The custom image should not duplicate information that is in the e-commerce section

There was a viewable video ad on September 25th, a non-viewable display ad on September 26th, a viewable video ad on October 1st, and a non-viewable display ad on October 3rd. The customer purchases the product on Oct 6th. Which of the following receives the credit for conversion?

  • September 25th
  • October 1st
  • September 26th
  • October 6th

IMDb is an example of which type of supply source?

  • Amazon O&O properties
  • Private marketplaces (PMPs)
  • Amazon Publisher Services (APS)
  • Third-party exchanges

What is the value of Amazon’s pre-bid analysis? (Select 2)

  • It reduces the risk of bidding on suspicious impressions
  • Amazon does not perform pre-bid analysis
  • It removes fraudulent elements after an impression is served
  • It filters out robotic bid requests

The Amazon DSP automated budget optimization allocates budgets based on which of the following?

  • Type of creative selected
  • Duration of campaign
  • KPIs selected for an order
  • Supply selected for a line item
  • Shift budget from that line item to higher performing line items.
  • Increase frequency cap on that line item to serve more impressions.
  • Decrease frequency cap on that line item to serve less impressions.
  • Maintain bids and frequency caps.

Which of the following may not be compliant with Amazon’s creative acceptance policies? (Select 2)

  • Animation that mimics user interaction, such as a moving cursor
  • Flashing or pulsating text
  • Interactive elements that compliment the user experience
  • Engaging animation that does not distract or deceive

At which point during the campaign management timeline should an advertiser use manual optimization levers?

  • After reviewing campaign insights
  • Immediately after setting up the campaign
  • Before setting up the campaign
  • Before pulling downloadable reports
  • Shift budget from high-performing line items to the underperforming/underdelivering line items.
  • Adjust frequency caps on the underdelivering/underperforming line items to serve more impressions
  • Shift budget from the underperforming and underdelivering line items to higher performing line items that are scaling.
  • Adjust frequency caps on the underdelivering/underperforming line items to serve less impressions

Which supply option consists of exclusive inventory available through the Amazon DSP?

  • Amazon O&O properties
  • Third-party exchanges
  • Private marketplaces (PMPs)
  • Amazon Publisher Services

Which of the following describes Amazon Publisher Services (APS)? (Select 2)

  • Invitation-only marketplace allowing select buyers to bid on impressions
  • Amazon’s marketplace of 10,000+ directly integrated sites and apps
  • Code is placed directly on participating websites and apps
  • Exclusive supply sources available in the Amazon DSP

Why should an advertiser upload all creative asset sizes that are available during campaign set up?

  • To be able to optimize to the ones performing best
  • To maximize viewability
  • To reduce time needed to set-up the campaign
  • To increase the campaign’s reach

Which of the following are variables that may affect campaign performance?

  • all of these
  • Poor customer reviews
  • Out-of-stock issues
  • Prime Day

True or false? Auction buying is unguaranteed buying.

  • True
  • False

How long is Amazon’s lookback window from the point of conversion, used in reporting ad-attributed metrics?

  • 14 days
  • 30 days
  • 7 days
  • 60 days

Which of the following copy is most likely to be compliant with Amazon’s creative acceptance policies?

  • UNMISSABLE SUMMER DEALS!
  • Upgrade today
  • Shop now!
  • Hurry while supplies last
  • 10 days
  • 1 day
  • 7 days
  • 30 days

True or false? Advertisers are allowed to edit an Amazon customer review to appear in an ad if the review contains spelling or grammatical errors.

  • False
  • True

Antonio has a line-item that is under-delivering. Which of the following manual optimization tactics should he consider? (Select 2)

  • Decrease bids
  • Relax the viewability setting
  • Select any unchecked supply sources
  • Decrease frequency caps

Using the following report, which audience segment might the campaign manager choose to remove from their targeting approach?

  • IM - Exercise & Fitness Apparel
  • LS - Parents with Children in Household
  • LS - Music, Movies, TV Fans
  • LS - Sci-fi Interest

What method(s) of optimization does the Amazon DSP offer?

  • Manual optimizations
  • Automatic optimizations
  • Neither of these

Which of the following best describes the core value behind Amazon’s ad policies?

  • Follow industry trends
  • Adhere to strict guidelines
  • Maintain high standards
  • Maintain a positive customer experience for Amazon shoppers

Joaquin is launching a campaign for his client, TinyFeet, and only wants to buy fixed-price inventory. Which of the following options should he choose?

  • Open exchange
  • PMP private auction
  • Amazon Publisher Services (APS)
  • PMP preferred deal

Third-party exchanges rely on which buying method?

  • Open auction
  • Private auction
  • Fixed auction

Charlotte is looking to launch a cross-device campaign to promote her brand. Is she able to achieve this with the Amazon DSP?

  • Yes
  • No

Which of the following supply strategies may lead to better performance through the ability to scale and diversify formats and content?

  • Select only auctioned supply
  • Select only Amazon O&O properties
  • Select all supply options
  • Select only non-auctioned supply

Overter is a financial services company that does not sell products or services on Amazon. They are running a campaign on Amazon promoting a new credit card, where the ad directs users to an enrollment page off of Amazon. What type of campaign is this?

  • Link in campaign
  • Link out campaign

Which advertising method may involve real-time bidding?

  • Programmatic advertising
  • Direct advertising

Which of the following statements most closely describes automatic optimization in the Amazon DSP?

  • It works to adjust viewability constraints based on campaign settings.
  • It works to select the best supply options based on campaign settings.
  • It works to adjust frequency caps based on a selected conversion type.
  • It works to bid the best value for a given impression based on a selected conversion type.

Which of the following metrics are non-ad-attributed?

  • Add to cart
  • Detail page view
  • Retail insights
  • Purchase

True or false? PMP preferred deals are an option that bypass auctions completely.

  • True
  • False

Using the following report, which audience segment might the campaign manager choose to add to their targeting approach?

  • LS - Drama Movie Interest
  • LS - Music, Movies, TV Fans
  • LS - Parents with Children in Household
  • LS - Sports Fans

Amazon uses internally developed systems to detect and filter out invalid activity, such as robots that generate fake clicks.

  • True
  • False

Who incurs the cost of invalid impressions resulting from domain spoofing?

  • Amazon
  • The domain owner
  • The advertisers
  • Increase bids and frequency caps on these line items
  • Shift budget away from these line items to lower performing/delivering line items
  • No action should be taken
  • Maintain bids and frequency caps, and shift budget from underperforming/underdelivering line items to these line items

Bree has set up a campaign in Amazon DSP which utilizes a deal ID. What supply is she leveraging?

  • Private marketplaces (PMPs)
  • Amazon Publisher Services (APS)
  • Amazon O&O properties
  • Third-party exchanges

Fire TVs are shared devices and have strict requirements to protect all members of a household.

  • False
  • True
  • True
  • False

At which point during the campaign management timeline should an advertiser establish goals and KPIs?

  • Setup
  • Report
  • Optimize
  • Review
  • Martina should only leverage manual optimization tactics.
  • Martina does not need to employ any optimization strategies.
  • Martina should only leverage automatic optimization.
  • Martina should leverage automatic and manual optimization strategies.

Charlotte is looking to launch a cross-device campaign to promote her brand. Is she able to achieve this with Amazon DSP?

  • No
  • Yes

Which of the below explains Amazon DSP’s order copying capabilities:

  • You cannot copy line items with creatives.
  • You can copy orders, but not line items.
  • You can copy both orders and line items with or without creatives.
  • You cannot copy orders with line items and creatives.

Which of the following ad copy examples is compliant with Amazon Advertising’s guidelines and acceptance policies for pricing and savings?

  • Get 100 free coffee capsules when you purchase a Kitchen Smart coffee machine at Amazon.com. Offer available from 03/25/20 to 09/25/20. Offer not valid on Kitchen Smart Basic range.
  • None of these are compliant
  • Get 100 free coffee capsules today!
  • Get 100 free coffee capsules today with purchase of 50 coffee capsules
  • Advertisers of a product under a category that Amazon does not offer
  • Advertisers of a service that Amazon does not offer
  • Any advertiser
  • Advertisers of brands that sell goods/services on Amazon

An advertiser has decided to exclude “IM – cell phones” from all seven lines in an order. What bulk edit feature would allow you to do this?

  • Bulk edit → Targeting → Audiences → Add audiences
  • Bulk edit → Targeting → Audiences → Exclude audiences
  • Bulk edit → Targeting → Audiences → Remove audiences
  • Bulk edit → Targeting → Domain → Exclude existing targeting

Opal is introducing Amazon DSP to her team. Which of the following points should she include in her presentation?

  • Amazon DSP monitors for brand safety, traffic quality, viewability and 3rd party supply quality.
  • Amazon DSP enables advertisers to leverage Amazon’s first-party insights.
  • Amazon DSP only offers manual optimization.
  • Advertisers can access comprehensive and unique inventory that is not available via other DSPs.

Flynn wants to download a report from Amazon DSP which will allow him to view the performance on audiences his campaign reached, as well as those not directly reached. Which of the following reports should he choose for this use case?

  • Deal report
  • Audience segmentation report
  • Performance report
  • 3P vendor report

Which of the following are benefits of Amazon’s automatic optimization? (select all that apply)

  • Granularity: every impression is evaluated
  • Customization: adjust levers as needed
  • Speed: decisions made within nanoseconds
  • Amazon does not offer automatic optimization

If you want to access open-exchange mobile web display inventory, what type of line item do you need to create?

  • Video
  • Amazon Ads mobile display
  • Standard display
  • AAP – Mobile App

Supply via private marketplaces (PMPs) is only available to Amazon DSP managed service users.

  • False
  • True

Which of the below are best practices when setting up Amazon DSP campaigns?

  • Based on an audience’s size and its relevance to your brand, you can either organize bids in a tiered structure or increase bids on the highest-performing and most-relevant audiences.
  • Break out your campaign’s line items by device type, audience and supply type, Amazon O&O, and third-party sites and apps.
  • Set up cross-device campaigns to engage with your intended audiences on sites, apps, and devices.

Which of the following audiences can be reached using Amazon DSP?

  • Advertiser hashed audiences
  • Advertiser audiences from a pixel
  • Advertiser audiences from a DMP
  • Amazon audiences

Which of the following describes Amazon DSP’s capability to delete individual line items within a campaign?

  • You can delete line items that are live.
  • You can delete a line item as long as it has not yet started spending.
  • You can delete a line item that has ended.

Which of the following statements most closely describes automatic optimization in Amazon DSP?

  • It works to bid the best value for a given impression based on a selected conversion type.
  • It works to adjust viewability constraints based on campaign settings.
  • It works to adjust frequency caps based on a selected conversion type.
  • It works to select the best supply options based on campaign settings.

Which supply option consists of exclusive inventory available through Amazon DSP?

  • Private marketplaces (PMPs)
  • Third-party exchanges
  • Amazon Publisher Services
  • Amazon O&O properties

You can delete Amazon DSP orders as long as they have not yet gone live.

  • True
  • False

Which of the following describes the viewability standard used by Amazon DSP?

  • 50% of pixels in view for at least 1 second
  • 50% of pixels in view for at least 3 seconds
  • 10% of pixels in view for at least 2 seconds
  • 100% of pixels in view for at least 1 second

Display ad homepage restricts the following items from display on the homepage

  • Weight loss
  • None of these
  • Firearms
  • Both weight loss and firearms

The language for promotions and bundles must be which of the following?

  • All of these
  • Clear
  • Complete
  • Free of distractions

In-line editing allows you to adjust key line item settings at the order level, without needing to open up and save each individual line item again.

  • True
  • False

Which of the following scenarios are true for campaign management features in Amazon DSP?

  • In the event that you’d like to duplicate specific line items within an existing campaign, you can copy individual line items.
  • You are able to copy campaigns across advertisers.
  • When setting up a new campaign, you can duplicate previous campaigns by going to the order you’d like to copy.

PMP allows you access to direct deals with publishers.

  • False
  • True

What method(s) of optimization does Amazon DSP offer?

  • Neither of these
  • Manual optimizations
  • Automatic optimizations

Which of the following describes Amazon Publisher Services (APS)? (Select 2)

  • Invitation-only marketplace allowing select buyers to bid on impressions
  • Amazon’s marketplace of directly integrated sites and apps
  • Exclusive supply sources available in Amazon DSP
  • Code is placed directly on participating websites and apps