Amazon Ad Server Certification Exam Answers

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Amazon does provide a range of advertising solutions and tools that allow advertisers to serve ads across Amazon-owned properties and third-party websites and apps. These include:

1. Amazon Advertising Platform (AAP): Amazon’s programmatic advertising platform allows advertisers to programmatically buy display and video ad placements across Amazon-owned properties (such as Amazon.com, IMDb, Kindle) and third-party websites and apps through Amazon’s ad network. While it’s not referred to as an “ad server” specifically, AAP functions similarly to other demand-side platforms (DSPs) in the digital advertising ecosystem.
2. Amazon DSP (Demand-Side Platform): Amazon DSP enables advertisers to programmatically buy display and video ad placements both on and off Amazon-owned properties. It offers advanced targeting options, real-time bidding, and robust reporting and analytics capabilities to reach and engage with target audiences effectively.
3. Sponsored Ads: Amazon offers various sponsored ad formats, including Sponsored Products, Sponsored Brands, and Sponsored Display ads, which allow advertisers to promote their products and brands directly within Amazon’s search results, product detail pages, and other placements on the Amazon website and mobile app.
4. Amazon Attribution: Amazon Attribution provides advertisers with insights into how their Amazon advertising efforts impact shopper behavior and purchase decisions both on and off Amazon. It allows advertisers to measure the impact of their Amazon ads on sales and performance metrics across various touchpoints.

Amazon Ad Server Exam Quiz Answers

Question 1: What do all three report types in SAS have in common? Select All Correct Responses

• 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 2: Path to conversion reports can include multiple advertisers’ data.

• True
• False

Question 3: Tag Manager activity rules can be based on multiple criteria.

• True
• False

Question 4: In-banner placement tags can be generated as one of these format options: script, iFrame and auto-detect type.

• False
• True

Question 5: Expert attribution (a premium feature) is enabled when a custom path length is set to include more than — events.

• 10
• 15
• 20
• 5

Question 6: If variables/parameters are to be passed through a noscript Tag Manager code the webmaster needs to add them manually.

• False
• True

Question 7: Which tool in SAS is used for mass creative upload?

• Creative refresh
• Bulk attach
• Smart upload
• Ad creation wizard

Question 8: Michael is looking for a report which will list out attributes of the path to conversion events such are ad names and publisher sites running the ads. Which report field type is the best option for Michael?

• Winner event
• Conversion activity
• Conversion path

Question 9: If email is the selected delivery method of an aggregated report, the report can only be sent to the report owner’s email address.

• True
• False

Question 10: Which attribution model serves as a baseline for collecting advertiser’s conversion data?

• Primary attribution model
• Primal attribution model
• Account-level attribution model
• Main attribution model

Question 11: What is the maximum number of tracking events you can add to a tracking placement?

• Up to 15 impression and click-trackers
• One: an impression or a click-tracker
• None
• Two: one impression and one click-tracker

Question 12: How far in advance can raw data feeds be scheduled?

• Six months
• Two months
• Three months
• One month

Question 13: If you see red highlighted fields in your clickthrough and events spreadsheet during import validation it means that:

• No action is needed, you can proceed to import clickthrough URLs
• The import process has stalled
• You should check the tool icon and fix the errors

Question 14: SAS Tag Manager can be generated in both JavaScript and noscript format.

• False
• True

Question 15: What are the key benefits of correlation between master ad and placement ad(s)?

• Applying changes to a placement ad only affects the placement ad
• You can edit multiple placement ads by editing the master ad
• Placement ads can be duplicated together with the master ad
• Deleting a master ad does not delete the placement ad(s)

Question 16: Match the cost models with the units they represent.

• CPM
• CPC
• CPA

Impressions (1)

Clicks (2)

Conversion activity (3)

Question 17: Metadata file names contain the word “match” and are also called match files.

• False
• True

Question 18: Placement status doesn’t affect the placement tag publishing process.

• False
• True

Question 19: When recording conversion third-party activities for sites, instead of reporting the activity to all sites, only a single site is informed of the conversion, according to to the attribution model selected. This process in SAS is called:

• Path to conversion
• Deduplication
• Single conversion record
• Piggybacking

Question 20: Samira is running a multi-ad campaign for a transport company and she needs each vehicle model’s ID passed from the creative to the clickthrough URL. How can she achieve this?

• Add a custom field on the ad level and use it as token
• Add special instructions to each placement
• Use API to pass additional data
• This is not possible

Question 21: A delivery group is running four ads in sequential rotation with frequency cap set at three impressions per user per day. Which creative instance will load when served for the fourth time to the same user in the same day?

• The fourth ad in sequence
• The first ad in sequence
• No ad will be served at all
• The default images

Question 22: All creative assets under your account are stored in a location called:

• Creative refresh
• Ads location
• Account library
• Assets library

Question 23: P2C reports can include each conversion and the associated parameters, including custom parameters.

• False
• True

Question 24: Karina’s main campaign KPIs are CTR and impressions delivered. Which type of report is the best option to get this data?

• Raw data feed
• Aggregated report
• Path to conversion report
• Conversion summary report

Question 25: What type of logic is used for Tag Manager activity rules?

• If/then logic
• Common logic
• Propositional logic
• Aristotle’s logic

Question 26: Once disabled in a delivery group, the ad is no longer in creative rotation and stops being served.

• True
• False

Question 27: What is the best mapping option for a page button element located within an iFrame source?

• Set up a new activity rule based on the clicked element from the iFrame and ask the webmaster to place the Tag Manager code within the iFrame source
• Set up a new activity rule based on the URL of the page containing the button
• Ask the webmaster for the button’s CSS selector and set up a new activity rule based on the clicked element
• It is not possible to map a button on a page

Question 28: A delivery group cannot be replaced if attached to a live placement.

• True
• False

Question 29: You must be connected to a VPN in order to access SAS RDF server.

• True
• False

Question 30: Anna has access to multiple accounts in SAS and she is setting up a conversion RDF for all of them. By default (no additional settings applied) the system will generate:

• A single file with data from Anna’s main account only
• Multiple files, one per each advertiser under Anna’s main account
• A single file with data from all accounts selected
• Multiple files, one per each account selected in the RDF

Question 31: How many different code versions are generated for each Tag Manager?

• Two
• One
• Four
• Three

Question 32: Jason works for an advertiser called “Velda&Waag” who just set up a new Tag Manager in SAS and generated the tag code. What is the first step they should take in order to fully utilize benefits of Tag Manager, before sending the tag code to the webmaster for implementation?

• Test Tag Manager
• Define activity rules within Tag Manager and map one or more webpages to corresponding conversion and retargeting activities.
• Determine campaign KPIs, requirements around conversion and third-party tags as well as their retargeting strategy. Then, identify webpages which will be tracked and used for retargeting.
• Publish Tag Manager

Question 33: A customer searched online for a truck to rent and “Trucksy” came up as one of the results. Upon clicking on the paid search ad, they were taken to the “Trucksy” webpage where a Tag Manager triggered a conversion activity. Which of the following site activities was triggered in this case?

• Revenue-sharring referral rule
• Social referral rule
• Other referral rule
• Search referral rule

Question 34: Lisa wishes to review a conversion report which lists out all dimensions related to the conversion-winning event, such as event date or event location (country). Which report field type is the best option for Lisa?

• Conversion activity
• Winner event
• Conversion path

Question 35: Each new RDF must be activated in SAS.

• False
• True

Question 36: Upon deploying a code on a website, the tag administrator has the power to control when and where will the activities fire. There is usually no need to further touch the website for any additional tag implementation.

• False
• True

Question 37: Ivan is about to launch a customer campaign across three sites with multiple banner sizes and a budget allocated per site. The most effective way for Ivan to traffic the campaign and track overall data and spend per site would be to:

• Inform the customer this is not possible
• Group placements in packages for each site
• Divide the budget per placement and enter it as a unit limit
• Place all ads in one delivery group per site

Question 38: The Tag Tester tool browser icon will activate only on pages with the Tag Manager implemented.

• False
• True

Question 39: Which settings tab is used to set up verification and viewability?

• Custom
• Analytics
• Privacy
• Regional

Question 40: Fields from all three metric groups (conversion activity, conversion path, and winner event) can be combined in a P2C single report.

• True
• False

Question 41: Which placement types require creative attached in order to complete trafficking and generate placement tags? Select All Correct Responses

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

Question 42: In most scenarios, Tag Manager code changes throughout the pages of a website.

• False
• True

Question 43: Which is the recommended communications protocol value for a Tag Manager?

• JavaScript
• iFrame
• HTTPS
• HTTP

Question 44: Which section is the Tag Manager “publish” button located in the SAS UI?

• Within the advertiser settings
• Within campaign settings
• Within account settings
• Within the Tag Manager settings

Question 45: Path to conversion reports can include data from different campaigns under a single advertiser.

• True
• False

Question 46: Anna’s user permissions allow her to access multiple agency accounts in SAS. How does she pull reports for a single agency account?

• She cannot pull reports for individual accounts at all. Ana can only filter reports by campaigns.
• She can use the existing user account and only select relevant agency account for her report
• She should log into each agency account separately to see data and get reports

Question 47: When do you need to re-implement the Tag Manager on a webpage?

• Every month
• When the Tag Manager name is changed
• When any of the three main tag settings (protocol, data layer object name, return server response as) change
• When requested by the advertiser’s webmaster

Question 48: A placement tag will serve default ads when the stop serving condition is met, unless the placement tag is disabled by the publisher.

• False
• True

Question 49: Raw data feeds are event-level raw data files exported from SAS.

• True
• False

Question 50: Anthony needs to do an in-depth analysis of how customers interacted with the advertiser’s ads. Which type of report will provide the best insights to Anthony?

• Path to conversion report
• One of the report templates
• Aggregated report
• Raw data feed

Question 51: Data obtained by setting the line ID is passed to third-parties via:

• Tokens added to the placement tag
• Email to third party where this is specifically mentioned
• Special instructions section in the exported placement tag .txt file

Question 52: Which type of activities can be added to activity rules in SAS? Select All Correct Responses

• Retargeting activity
• Conversion activity
• Third-party activity
• Bonus activity

Question 53: These are added to URLs to pass relevant campaign, placement, ad ID details to a third-party measurement system.

• Aggregated reports
• API integrations
• Tokens

Question 54: Tania is about to send placement tags to publishers. Some publishers are asking for different placement tag formats while others require different tag protocols. What is the best option for Tania to manage these requests?

• Export tags in Excel files and send relevant file to each publisher
• Ask publishers to make the changes to each code manually according to their respective needs
• Change placement and tag settings for each placement and click Save. SAS will automatically update the tags.
• Inform the publishers that there is only one placement tag format that she can generate

Question 55: Sizmek Ad Suite offers multiple options for creative authoring, streamlined campaign management, advanced dynamic creative optimization, and Media Rating Council-accredited measurement.

• True
• False

Question 56: Jessica wants to create a report using a template that Anna has created. How can she do this? Select all that apply.

• 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 57: What is true for environments where JavaScript tags are not allowed or supported?

• The Tag Manager can automatically collect all data
• The Tag Manager has no limitations
• The Tag Manager is prevented from automatically collecting data
• The Tag Manager cannot be used at all

Question 58: Can you access SAS from the Sizmek Tags Tester tool and how?

• No, you should sign in to SAS first in order to view details in the Tags Tester tool
• No need to access SAS, everything is visible/shown in the Tags Tester tool
• Yes, clicking any of the links in the “name” column will redirect you to the corresponding entity in SAS

Question 59: Site visits are included as events in the path to conversion report but they are never the winner event.

• False
• True

Question 60: History log stores data about edits to entities for 30 days. Edit logs older than one month are automatically deleted.

• False
• True

Question 61: Once a placement is created and saved, you can modify the placement type.

• False
• True

Question 62: Attributes such as entity name, entity ID, date, duration, etc. which populate SAS report headings are also known as:

• Delimiters
• Metrics
• Advertisers
• Dimensions

Question 63: SAS retargeting activities can be used to create target audiences in SAS.

• False
• True

Question 64: SAS raw data feeds cannot be generated ad-hoc, they can only be scheduled.

• True
• False

Question 65: Users under the same SAS account cannot be restricted to specific advertisers.

• False
• True

Question 66: John is running a test campaign with CTR as the main KPI. He is trafficking five ads per placement and wants to make sure the best performing ads are displayed more often to end users. Which setup is best suitable to John’s goal?

• Monitor data and use creative refresh to replace the underperforming ads
• Create a delivery group with five ads and select “automatic optimization based on CTR” as the rotation method
• Monitor performance and manually increase delivery group weights in favor of the best performing ads
• Add five delivery groups to the same placement and detach the underperforming ones

Question 67: Which types of campaigns can you include in SAS P2C reports?

• This is not something you can choose
• Only search campaigns
• Only display campaigns
• Both display and search campaigns

Question 68: Tania has requests to group placements for the same site, with the same cost settings, and the same placement start and end dates. What is the best option for Tania to manage these requests?

• Change placement and tag settings for each placement and click Save.
• Create a placement package.
• Import placements with the Excel template
• Manage placements using the ads mapping table

Question 69: These are added to URLs to pass relevant campaign, placement, and ad ID details to a third-party measurement system.

• Aggregated reports
• Tokens
• API integrations

Question 70: Which attribution model serves as a baseline for collecting an advertiser’s conversion data?

• Account-level attribution model
• Primary attribution model
• Primal attribution model
• Main attribution model

Question 71: Expert attribution (a premium feature) is enabled when a custom path length is set to include more than — events.

• 10
• 15
• 20
• 5

Question 72: In-banner placement tags can be generated as one of these format options: script, iFrame, or auto-detect type.

• True
• False

Question 73: If you see red highlighted fields in your clickthrough and events spreadsheet during import validation, it means that:

• The import process has stalled
• You should check the tool icon and fix the errors
• No action is needed, you can proceed to import clickthrough URLs

Question 74: The type of third-party activity fired independently from any other SAS activity (added in the “Then” section of an activity rule) is called:

• Other third-party activity
• Third-party retargeting tracking activity
• Third-party conversion tracking activity

Question 75: Placement status determines when the tags can be published.

• True
• False

Question 76: Which type of activities can be added to activity rules in SAS?

• Retargeting activity
• Conversion activity
• Third-party activity
• Bonus activity

Question 77: Michael is looking for a report which will list out attributes of the path to conversion events such as ad names and publisher sites running the ads. Which report field type is the best option for Michael?

• Conversion activity
• Conversion path
• Winner event

Question 78: Anna wants to use a Raw Data Feed to perform an indepth analysis of activities recorded on the site and site referrals. What type of RDF report should Anna pull to get the best results?

• Standard Feed
• Interactions Feed
• Site Activities Feed

Question 79: Unless implemented by iFrame as non-script, the Tag Tester Tool browser icon will activate only on pages with the Tag Manager implemented.

• True
• False

Question 80: When using a script format to set site parameters to be passed into Tag Manager from the webpage, which of the following options allows you to define where Tag Manager retrieves insights?

• Conversions
• Third Party Activity
• Variables
• Retargeting

Question 81: Anthony needs to do an in-depth analysis of event level data to see how customers interacted with the advertiser’s ads. Which type of report should Anthony use?

• Raw data feed
• Path to conversion report
• One of the report templates
• Aggregated report

Question 82: Which option provides a log of activities that were performed by all users who have edited the entity?

• History
• Information
• Edits
• Logs

Question 83: John is running a test campaign with CTR as the main KPI. He is trafficking five ads per placement and wants to make sure the best performing ads are displayed more often to viewers. Which setup is best suitable to John’s goal?

• Monitor data and use creative refresh to replace the underperforming ads
• Monitor performance and manually increase delivery group weights in favor of the best performing ads
• Add five delivery groups to the same placement and detach the underperforming ones
• Create a delivery group with five ads and select “automatic optimization based on CTR” as the rotation method

Question 84: Fire Always rule is a default rule that enables your Tag Manager to fire and be tested/used immediately. You can rename or disable it but it cannot be deleted.

• False
• True

Question 85: Lisa wishes to review conversion winner event date and winner event location for the winning event. Which of the 3 report field types would Lisa select?

• Conversion activity
• Winner event
• Conversion path

Question 86: SAS Tag Manager is a single block of code that resides on an advertiser’s website for advertisers who want to measure site visits, measure conversions and manage any third-party pixels from the SAS user interface (UI).

• True
• False

Question 87: Which tab under advertiser settings is used to set up Verification and Viewability?

• Regional
• Analytics
• Custom
• Privacy

Question 88: What is the default counting method for sales conversion activities?

• Once per orderID/sessionID
• Once per browser session
• Always
• Once per day

Question 89: Arrange the steps in the correct order to generate Tag Manager.

• Determine the KPIs (1)
• Create a Tag Manager (2)
• Create Activity Rules and relevant Conversion/Retargeting Activities (3)
• Publish and implement the Tag Manager code (4)
• Test the Tag Manager (5)

Question 90: A delivery group can be replaced if attached to a live placement.

• False
• True

Question 91: Where should the webmaster place the code if the advertiser wants to track conversions only on specific pages?

• In the head of the webpage
• Directly into the body of that webpage
• Into the click button

Question 92: Which placement types require a creative in order to generate placement tags?

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

Question 93: You can access SAS directly from the Sizmek Tag Tester Tool.

• True
• False

Question 94: What are the key benefits of correlation between master ad and placement ad(s)?

• Applying changes to a placement ad only affects the placement ad
• You can edit multiple placement ads by editing the master ad
• Placement ads can be duplicated together with the master ad
• Deleting a master ad does not delete the placement ad(s)

Question 95: Path to Conversion (P2C) reports can include each conversion and the associated parameters, including custom parameters.

• True
• False

Question 96: When setting up Tag Manager what is the default communications protocol?

• JavaScript
• iFrame
• HTTPS

Question 97: Which of the following statements are true in regards to noscript tag implementation?

• Activity rules based on CSS selectors will not work
• noscript tag fetches all advertiser data from the webpage
• Tag variables can only be added manually
• Only image and URL third-party pixels will be able to execute

Question 98: AAS Tag Manager can be generated in both JavaScript and noscript format.

• False
• True

Question 99: Which type of activities can be added to activity rules in AAS?

• Conversion activity
• Product-based activity
• Third-party activity
• Retargeting activity

Question 100: Which types of campaigns can you include in AAS P2C reports?

• This is not something you can choose
• Both display and search campaigns
• Only display campaigns
• Only search campaigns

Question 101: You can access AAS directly from the Tag Tester Tool.

• True
• False

Question 102: Amazon Ad Server offers multiple options for creative authoring, streamlined campaign management, advanced dynamic creative optimization, and Media Rating Council-accredited measurement.

• False
• True

Question 103: The type of third-party activity fired independently from any other AAS activity (added in the “Then” section of an activity rule) is called:

• Other third-party activity
• External conversion tracking activity
• Third-party retargeting tracking activity

Question 104: AAS Tag Manager is a single block of code that resides on an advertiser’s website for advertisers who want to measure site visits, measure conversions and manage any third-party pixels from the AAS user interface (UI).

• True
• False

Question 105: When recording conversion third-party activities for sites, instead of reporting the activity to all sites, only a single site is informed of the conversion, according to to the attribution model selected. This process in AAS is called:

• Piggybacking
• Path to conversion
• Attribution conversion model
• Deduplication

Question 106: Attributes such as entity name, entity ID, date, duration, etc. which populate AAS report headings are also known as:

• Delimiters
• Metrics
• Dimensions
• Advertisers

Question 107: Anna’s user permissions allow her to access multiple agency accounts in AAS. How does she pull reports for a single agency account?

• She can use the existing user account and only select relevant agency account for her report
• She cannot pull reports for individual accounts at all. Ana can only filter reports by campaigns.
• She should log into each agency account separately to see data and get reports

Question 108: Users under the same AAS account cannot be restricted to specific advertisers.

• True
• False

Question 109: Each new RDF must be activated in AAS.

• False
• True

Question 110: AAS retargeting activities can be used to create target audiences in AAS.

• False
• True

Question 111: Which section is the Tag Manager “publish” button located in the AAS UI?

• Within the advertiser settings
• Within the Tag Manager settings
• Within account settings
• Within campaign settings

Question 112: What do all three report types in AAS have in common?

• Event level data is available across all types
• They are all aggregated reports
• They are available in the form of a report builder
• They can be exported as .csv files

Question 113: Raw data feeds are event-level raw data files exported from AAS.

• True
• False

Question 114: Which tool in AAS is used for mass creative upload?

• Ad creation wizard
• Smart upload
• Attachment tool
• Creative refresh

Question 115: You must be connected to a VPN in order to access AAS RDF server.

• True
• False

Question 116: AAS raw data feeds cannot be generated ad-hoc, they can only be scheduled.

• True
• False