Amazon Ad Server Advanced Certification Exam Answers

Clear My Certification February 20, 2024 Amazon Leave a comment 84 Views

If Amazon were to provide an advanced ad server solution, it might encompass several advanced features and capabilities tailored to meet the needs of advertisers and publishers within the Amazon advertising ecosystem. Here are some potential features that could be included:

Cross-Channel Ad Serving: Integration with various advertising channels and platforms, including Amazon’s own advertising solutions (e.g., Sponsored Products, Sponsored Brands, Amazon DSP) as well as third-party ad networks, websites, and mobile apps. This would enable advertisers to manage and optimize their ad campaigns across multiple channels from a centralized platform.
Advanced Targeting and Personalization: Granular targeting options based on demographics, interests, behavior, and contextual relevance, leveraging Amazon’s vast data resources and machine learning algorithms. Advertisers could create highly targeted and personalized ad campaigns to reach specific audience segments with relevant messaging.
Dynamic Creative Optimization (DCO): Support for dynamic creative optimization, allowing advertisers to automatically generate and serve personalized ad creative based on real-time data and user interactions. DCO enables advertisers to deliver more engaging and relevant ad experiences that drive higher engagement and conversion rates.
Real-Time Bidding (RTB) and Programmatic Buying: Integration with real-time bidding (RTB) exchanges and programmatic buying platforms to enable automated, data-driven ad buying and selling processes. Advertisers and publishers could leverage advanced algorithms and predictive analytics to optimize ad placements and maximize ROI in real time.
Advanced Analytics and Reporting: Robust analytics and reporting capabilities to measure the performance and effectiveness of ad campaigns across various metrics such as impressions, clicks, conversions, and revenue. Advertisers and publishers could access real-time dashboards, customizable reports, and attribution modeling tools to gain actionable insights and optimize their advertising strategies.
Audience Data Management: Tools and features for managing audience data, including segmentation, targeting, and data activation. Advertisers and publishers could leverage first-party and third-party data to create custom audience segments and deliver personalized ad experiences to specific user groups.
Brand Safety and Fraud Protection: Advanced brand safety measures and fraud detection technologies to ensure that ads are displayed in brand-safe environments and protected from fraudulent or non-human traffic. Advertisers and publishers could implement pre-bid and post-bid filters, ad verification tools, and anti-fraud algorithms to maintain brand integrity and maximize ad quality.
APIs and Integrations: Open APIs and integration capabilities to facilitate seamless integration with third-party ad tech platforms, data management platforms (DMPs), customer relationship management (CRM) systems, and other marketing technologies. Advertisers and publishers could customize and extend the functionality of the ad server to meet their specific business needs and requirements.

Amazon Ad Server Advanced Exam Quiz Answers

Question 1: It is important to analyze results against the KPIs determined at the beginning of the campaign and use the reports to test campaign efficiency.

True
False

Question 2: The Tag Tester tool extension will create Variables under an advertiser that is specified by the user, even if the Tag Manager is not implemented on the web page.

True
False

Question 3: An Italian events management company would like to run a campaign to target members who previously purchased tickets for past events. Which target audience would be best set up in SAS?

Geo: Italy Site Keywords: events
Site Keywords Retargeting: Exposed to “Landing Page” Retargeting: Exposed to “Purchased”
Retargeting: Exposed to: Purchased Geo: Italy Browser: Safari
Retargeting: Exposed to: Purchased + Geo: Italy

Question 4: Place the following steps in the correct order to create a Search Direct Integration:

In ‘Settings,’ click ‘Search’ and then ‘Add.’
Select a vendor – either Google Ads or Bing Ads. Click Authorize to grant permission for SAS to view and manage search accounts.
Choose the Brand, Integration type, and tracking options.
The Add New Integration window appears with search accounts. Select one or more accounts and select the appropriate brand.

Question 5: Jared is looking for a variable on a webpage with the Tag Tester tool and does not know the name of the data layer. What steps should Jared take to find the variable?

He can scan for global JavaScript variables and query string parameters
He can scan for global JavaScript variables only
He can scan for query string parameters only

Question 6: DCO versions are used to:

determine which creative elements go with which target audience
serve Instream and Banner format at the same time
get real time impression data in Visual Analytics

Question 7: What are the prerequisites to be able to create Global Conversion Activity?

Create Global Variables and activity parameters on the Global Conversion Activity before assigning them to Local Advertisers.
Define the Global Tag Manager under the global advertiser.
Create a Search Integration on the advertiser level.
Define a Global Advertiser under the Native Account.

Question 8: Match each definition with the correct term:

Variable Name
URL Query String Param
Data Layer Variable
Variable Name in Data Layer

Variable obtained from the URL query string of the web page where the Tag Manager is implemented. (1)

An internal name that will appear in the Variables list. (2)

Variable passed to SAS by the advertiser using the Data Layer object that exists on the web page where the tag manager is implemented. (3)

This is the name of the variable on the web page where the Tag Manager is implemented. (4)

Question 9: Kitchen Smart-Germany and Kitchen Smart-UK each run a campaign with the goal to bring more visitors to the global website GlobalKitchenSmart.com. The Kitchen Smart organization wishes to attribute conversions that come from local campaigns so they create a global conversion activity that is attached to Kitchen Smart-Germany and Kitchen Smart-UK. What tag feature is being used to achieve their goal?

Create a Data Layer variable to understand data in locales under the global user
Create a global conversion activity
Set up the activity parameter of each country

Question 10: When planning her DCO campaign Jennifer determined the exact KPIs she should review her strategy against. Which stage of the campaign should she check the performance?

Both
At the end of the campaign to use learnings for her next campaign
At the middle of the campaign to update the strategy as needed

Question 11: Ken wants to generate conversion reports that use different attribution models than the Primary model on the advertiser level. What next step can he take to achieve this?

Select the different attribution model for reporting in the reporting dashboard.
This cannot be done.
Adjust the primary model account attribution settings first, then run the report.
Go to each advertiser’s account and delete the primary attribution model.

Question 12: When customizing Tag manager, the mapping report contains the following sheets (select all that apply):

Activity Rules
Advertisers
Conversion Activities
Tag Managers

Question 13: Each ad built as dynamic within SAS has one version automatically created by default. You can create and edit multiple other versions to fit your needs.

False
True

Question 14: Which one of the following permission sets should be granted in order for a user to switch accounts?

Account Administrator
Primary Creative Manager
Super User
Campaign Manager

Question 15: When working with RDF reports, which of the following report settings is not customizable for a Metadata file?

File format
Headers
Delimiters
Report history

Question 16: Place the steps to checking SAS remarketing cookies in chronological order:

Click the Chrome extension icon and select Retargeting Cookie Analyzer.
Navigate to a web page.
View pane that appears and displays the cookies for your browser navigation history.
Log into SAS.

Question 17: Sarah would like to enable a custom parameter to be sent to SAS for every impression event. The information received is available in cookie-level insights and RDF reports. Which setting would she use to accomplish this?

Click Tracking Token
Publisher Custom Parameter
Impression Tracking Token
Line ID

Question 18: Janie wants to run an RDF report that displays data about conversion activities and events in the path to conversion. Which feed type should they activate to achieve this?

Interaction Feed
Site Activity Feed
Standard Feed
Conversion Feed

Question 19: Juan has a video asset that he is ready to run with a Master Ad. He attaches the ad to its respective placement and gets a sign that “Video Auto Transcoding” has begun. Which of the following statements best describes the automatic process that is currently taking place?

SAS is automatically adding subtitles to Juan’s video
SAS is automatically converting your video assets to final serving variants
SAS is automatically dubbing a video to selected languages
SAS is automatically sending the video to all of Juan’s publishers

Question 20: SAS Search Integrations occur on the advertiser level.

True
False

Question 21: Which of these scenarios can media targeting be the most useful for? (Select all that apply)

An online retailer wants to serve ads to customers who have shown interest to a new novel in the past.
A music store wants to place one advertisement for a guitar on its website.
A toy store wants to serve several new characters to parents with children in a specific age range.
An autobody store wants to advertise a new promotion to audiences near all its locations.

Question 22: Which method to manage DCO versions is limited to one version at the time?

Version UI
Spreadsheet
Feed

Question 23: Jean wants to update the transcoded assets, due to an update in the transcoding profile. To complete this for a placement ad that is already attached, he should:

Do nothing, it is done automatically
Re-generate the placement tag
Reinforce the inheritance by resetting and resaving the transcoding setting and the master ad

Question 24: When variables are used as tokens, what is the correct format if the variable name is TestVariable?

[$$TestVariable$$]
[&TestVariable&]
[%TestVariable%]
{%TestVariable%}

Question 25: Diane works for a travel agency and wants to show different ads to users based on the destination page they’ve previously visited on her website. There are three offers – New York, Paris, and Berlin. What Activity Type can she use to achieve this?

Using a retargeting activity with the destination variable values of “New York,” “Paris,” and “Berlin”
Using a third-party activity with the condition of a variable destination equals to “New York” or “Paris” or “Berlin”
Using conversion activity with the activity parameter of destination
Using an activity rule with the IF section condition of variable destination equals to “New York” or “Paris” or “Berlin”

Question 26: In a conversation about creative campaigns, Juri was recommended by a coworker to use DCO. Using a DCO can help with her campaign strategy by:

Adding new formats to her ads
Changing her target audience
Updating her product content
Reaching multiple audiences with dynamic elements

Question 27: Mina is customizing a global account and realizes a global conversion activity is in place. This means the attribution is:

Achieved by attaching conversion activities from local agencies
Not possible
Achieved automatically
Achieved by selecting the Attribute Conversions button

Question 28: John owns a car dealership. He is thinking of using DCO for his advertising strategy. What is the most ideal scenario to serve tailored messaging to an audience interested in cars?

Run a promotion on tire sales
To market the newest model in his inventory
To drive more people to his website
Reach drivers based on their preferred car model

Question 29: While setting up his DCO campaign, Jeff is thinking of using rotation settings and/or targeting delivery groups. What type of trafficking strategy should he use?

Advanced Trafficking
Simple Trafficking

Question 30: Target Audience ID, Smart Item List, and Clicks (Total Net) are dimensions/metrics to look for in which DCO report?

Aggregated Report
Path to Conversion report
Raw Data Feed

Question 31: A Swiss bicycle company is launching a campaign to sell new bikes to customers across the country. Bike model 1 will be advertised to a completely new audience, while bike model 2 will be advertised to an audience that has already purchased products from them in the past. Which criteria below would be the most appropriate target audiences for each product?

Bike Model 1: Geo – All Europe Bike Model 2: Retargeting – Bike Purchases
Bike Model 1: Contextual – Bikes Bike Model 2: Retargeting – Not Exposed to Purchased
*Bike Model 1: Geo – Switzerland and Retargeting – Not Exposed to Landing Page Bike Model 2: Geo – Switzerland and Retargeting – Exposed to Purchased*
Bike Model 1: Geo – All Europe Bike Model 2: Retargeting – Exposed to Purchased

Question 32: How many attribution conversion models can be set up per advertiser?

1
Unlimited
5
As many as you set in the primary model

Question 33: Which of the following is not an available SAS Target Audience type?

Geo targeting
Sequence targeting
Retargeting
Contextual targeting

Question 34: Jill wishes to extract search engine reporting data (primarily for media cost information). What Direct Integrations can she use to do this?

Social media Integrations: Facebook/ Instagram Ads
Google/ Bing Ads
Adobe/ IOs Ads

Question 35: Before you begin any Search Integration you need to verify that you are logged out of all search engine accounts.

True
False

Question 36: Local Conversion Activities can be added to Global Activity Rule.

False
True

Question 37: If using media targeting with DCO campaign, which of the following scenarios best describes the setup where a single creative version is applied to a single targeted placement audience?

A cosmetic brand has a new collection with several items. They have different versions for each of them, but the audience would be the same.
A cosmetic brand with stores on multiple locations wants to serve specific version to audiences near those stores/locations.
A cosmetic brand wants to display items based on buyers’ preferences and avoid items they may already own.

Question 38: What is the first step in planning a DCO campaign?

Understanding the media buy and campaign goals
Creating relevant audiences
Creating a media plan
Creating the campaign

Question 39: Carla wants to a set a custom date range to serve versions while running her promotion. Which DCO rotation type will help her achieve this?

Automatic Optimization
Time-Based
Time-Sensitive
Even Distribution

Question 40: Rita owns a shoe store that just released a new set of sneakers. Rita wants to learn which age group interacts most with her sneaker ads. Which campaign should Rita run to obtain such insights?

Demographic prospecting campaign
Campaign optimization campaign
Behavioural prospecting campaign
Product-based campaign

Question 41: When a Site is using Server-Side Ad Insertion (SSAI), impressions are stored under:

Unique impressions
General Invalid Traffic impressions
Default Tracked Ads
Aggregated Interactions

Question 42: Meka creates the following URL Variable to gain insight into revenue stats for recent concert sales on her company’s website (ConcertTickets.com/PurchaseAmount_confirmation). What type of SAS variable is she utilizing in this case?

Global JavaScript Variable
Data Layer Variable
Query String Variable

Question 43: In order for the Tag Manager to be considered as global, it should be created under a Global Advertiser and include global entities.

True
False

Question 44: Yulia is trying to map an Activity Rule that will be triggered for audiences who have visited her client’s page but have not purchased a product on the website. What criteria combination can she use in the Activity Rule to achieve this?

Time Spent on Page, Clicked Element
Referral URL, clicked element
Page URL, Number of session page views, User’s Browsing History, Referral URL
Page URL, User Browsing History

Question 45: Which tag manager feature is a Chrome browser extension that allows users to analyze retargeting cookies that exist on the browser and understand the current navigation journey?

Tag Cookie Manager
Tag Tester Tool
Tag Manager Activity Reader
Tag Manager Variables

Question 46: Which of the following is NOT a feature of the mapping report?

Includes a list of variables used to pass values to conversion, retargeting and third-party activities.
Can be used as a checklist for testing activity rules and related activities.
Shows existing activities linked to an advertiser for a better overview
Triggers activity rules according to the amount of time that a user spends on a page that implements the current tag manager.

Question 47: When managing DCO versions, which method is best for automatic version updates?

Feed
Spreadsheet
Version UI

Question 48: Match the appropriate cost model to its respective action:

Conversions	for CPA
Billing Impressions	for CPM
Clicks (Net)	for CPC
Impressions with Video Start	for CPV
Video Fully Played	for CPCV
Impressions with Interaction	for CPE

Question 49: How does attribution work when there is a Global-Local Advertiser structure?

All conversions are attributed to the Global Advertiser’s conversion activity
All conversions are attributed to the Local Advertiser’s conversion activity accordingly
All conversions are attributed to all Local Advertiser’s conversion activitiy
There is no attribution in the Global-Local structure

Question 50: The two options for SEM intergration types in SAS are:

Marin and Kenshoo
any Y42 types
Krux and Tableau

Question 51: How many Account Extensions are allowed per account?

10
Each Native Account is allowed one Account Extension
Unlimited

Question 52: Which of these report types are not standard for DCO campaign reporting?

Path to Conversion
Recent Activity Feed
Aggregated
Raw Data Feeds

Question 53: Which Target Audience feature allows you to define criteria of reaching audiences based on exposure?

Entire Coversion Activity
Conversion Activity parameter
Activity variable
Entire Retargeting activity

Question 54: Setting up a DCO campaign differs greatly from launching a regular campaign in terms of SAS workflow.

False
True

Question 55: Granting “Super User” permission to a user allows them to:

Alternate between accounts their Native Account is extended to
Switch to different advertisers within the account
Add “Switch Account” permission to other users
Switch to any account within SAS

Question 56: Who has the access to set up Account Extensions?

Customer Success Managers at Amazon Ads
Campaign traffickers at publisher website
Native Account holders at customer agency

Question 57: Which criterion can be used only once in the IF section when customizing Tag Manager Activity rules?

User’s Browsing History
Page URL
Clicked Element
Time Spent on Page

Question 58: James is a Native Account holder and his team has just expanded to Mexico, United Kingdom, and Germany. In order to gain insights from all 3 locales, what account setup and permission access steps should James take next?

Add additional users and provide them global account permissions
Create a Native Account with 3 Account Extensions
Set up a Global Tag Manager and name each tag after its respective locale
Create a Global Advertiser entity then create Local Advertiser entities for all respective locales

Question 59: The default option for Tracking Search Campaigns is:

Manual Tracking
Automatically Track New Campaigns
Track After Threshold

Question 60: Aja wants to generate a report that includes last month’s media cost for her company’s video campaigns. Which cost models should she look at in order to gain insight into this information? (Select all that apply)

CPV
CPM
CPCV
CPE

Question 61: While setting up his global entity, Malik defines which Local Advertisers shall be affected and assigns them to this entity. Once the entity is saved, how are the Local Advertisers affected? (select all that apply)

All Global Conversions will be attributed locally.
Local Advertisers now have Global Advertiser settings with Activity Rules and Variables but not Conversion Activities.
The Local Advertisers will be able to review the global entities in a read-only mode.
Local entities will remain editable for both Global Advertiser users and local ones.

Question 62: An account that has access to multiple linked accounts to it is called:

Network Account
Business Account
Extension Account
Native Account

Question 63: Which of the following is a reason a user would set up an Account Extension?

They would like to add multiple users to the account
They want to access additional accounts other than their Native Account
They want to serve ads based on different account strategies

Question 64: Which of these tag codes are in script format? Select All Correct Responses

script type=”text/javascript” (function(e, s, t) { t = t || {}, t.id = e, versaTagObj = { $: [], onready: function(e) { this.$.push(e) } }; var n = s.getElementsByTagName(“script”)[0], r = s.createElement(“script”); r.options = t, r.async = !0, r.src = “https://secure-ds.serving-sys.com/SemiCachedScripts/ebOneTag.js?id=” + e, r.options = t, n.parentNode.insertBefore(r, n) })(“XXXXXXXXXX”, document, { dataLayer:”SizmekDataLayer” }); /script
script type=”text/javascript” (function(e, s, t) { t = t || {}, t.id = e, versaTagObj = { $: [], onready: function(e) { this.$.push(e) } }; var n = s.getElementsByTagName(“script”)[0], r = s.createElement(“script”); r.options = t, r.async = !0, r.src = “https://secure-ds.serving-sys.com/SemiCachedScripts/ebOneTag.js?id=” + e, r.options = t, n.parentNode.insertBefore(r, n) })(“XXXXXXXXXX”, document, { dispType:”iframe”,dataLayer:”SizmekDataLayer” }); /script
noscript iframe src=” https://bs.serving-sys.com/Serving?cn=ot&onetagid=XXXXXXXXX&ns=1&activityValues=$$Session=[Session]$$&dynamicRetargetingValues=$$$$&acp=$$$$” style=” display: none; width:0px; height:0px”>/iframe /noscript

Question 65: Select the Tag Manager code that matches the settings shown in the screenshot.

script type=”text/javascript” (function(e, s, t) { t = t || {}, t.id = e, versaTagObj = { $: [], onready: function(e) { this.$.push(e) } }; var n = s.getElementsByTagName(“script”)[0], r = s.createElement(“script”); r.options = t, r.async = !0, r.src = “https://secure-ds.serving-sys.com/SemiCachedScripts/ebOneTag.js?id=” + e, r.options = t,

n.parentNode.insertBefore(r, n) })(“XXXXXXXXXX”, document, { ptcl:”http”,dispType:”iframe”,dataLayer:”SizmekLayer” }); /script

script type=”text/javascript” (function(e, s, t) { t = t || {}, t.id = e, versaTagObj = { $: [], onready: function(e) { this.$.push(e) } }; var n = s.getElementsByTagName(“script”)[0], r =

s.createElement(“script”); r.options = t, r.async = !0, r.src = “https://secure-ds.serving-sys.com/SemiCachedScripts/ebOneTag.js?id=” + e, r.options = t, n.parentNode.insertBefore(r, n)

})(“XXXXXXXXXX”, document, { ptcl:”http”,dataLayer:”SizmekDataLayer” }); /script

script type=”text/javascript” (function(e, s, t) { t = t || {}, t.id = e, versaTagObj = { $: [], onready: function(e) { this.$.push(e) } }; var n = s.getElementsByTagName(“script”)[0], r =

s.createElement(“script”); r.options = t, r.async = !0, r.src = “https://secure-ds.serving-sys.com/SemiCachedScripts/ebOneTag.js?id=” + e, r.options = t, n.parentNode.insertBefore(r, n)

})(“XXXXXXXXXX”, document, { dispType:”iframe”,dataLayer:”SizmekDataLayer” }); /script

script type=”text/javascript” (function(e, s, t) { t = t || {}, t.id = e, versaTagObj = { $: [], onready: function(e) { this.$.push(e) } }; var n = s.getElementsByTagName(“script”)[0], r =

s.createElement(“script”); r.options = t, r.async = !0, r.src = “https://secure-ds.serving-sys.com/SemiCachedScripts/ebOneTag.js?id=” + e, r.options = t, n.parentNode.insertBefore(r, n)

})(“XXXXXXXXXX”, document, { dataLayer:”SizmekDataLayer” }); /script

Question 66: Jessica wants to create a report using a template that Anna has created. How can she do this?

Anna can duplicate her template, set it up to include the data Jessica expects to review and then add Jessica as a recipient
Anna can copy the template over to Jessica’s user account directly in the SAS UI
Anna’s report template cannot be shared with another user

Question 67: Which placement types require creative attached in order to complete trafficking and generate placement tags?

Tracking
In-banner
In-stream video
In-stream video tracking

Question 68: Expert attribution (a premium feature) is enabled when a custom path length is set to include more than ___ events.

Question 69: What do all three report types in SAS have in common?

They are all aggregated reports
They can be exported as .csv files
They are available in the form of a report builder
Report templates are available across all types

Question 70: Each ad built as dynamic within AAS has one version automatically created by default. You can create and edit multiple other versions to fit your needs.

True
False

Question 71: An Italian events management company would like to run a campaign to target members who previously purchased tickets for past events. Which target audience would be best set up in AAS?

Retargeting: Exposed to: Purchased + Geo: Italy
Site Keywords Retargeting: Exposed to “Landing Page” Retargeting: Exposed to “Purchased”
Retargeting: Exposed to: Purchased Geo: Italy Browser: Safari
Geo: Italy Site Keywords: events

Question 72: Which of the following is not an available AAS Target Audience type?

Contextual targeting
Sequence targeting
Retargeting
Geo targeting

Question 73: Meka creates the following URL Variable to gain insight into revenue stats for recent concert sales on her company’s website (ConcertTickets.com/PurchaseAmount_confirmation). What type of AAS variable is she utilizing in this case?

Query String Variable
Data Layer Variable
Global JavaScript Variable

Question 74: Setting up a DCO campaign differs greatly from launching a regular campaign in terms of AAS workflow.

True
False

Question 75: Sarah would like to enable a custom parameter to be sent to AAS for every impression event. The information received is available in cookie-level insights and RDF reports. Which setting would she use to accomplish this?

Click Tracking Token
Line ID
Impression Tracking Token
Publisher Custom Parameter

Question 76: AAS Search Integrations occur on the advertiser level.

False
True

Question 77: Place the steps to checking AAS remarketing cookies in chronological order:

Navigate to a web page. (1)
Click the Chrome extension icon and select Retargeting Cookie Analyzer. (2)
Log into AAS (3)
View pane that appears and displays the cookies for your browser navigation history. (4)

Question 78: Which of the following are relevant dynamic ads dimensions to look out for when analyzing reports? (Select all that apply)