Amazon DSP Certification Exam Answers

Clear My Certification February 22, 2024 Amazon Leave a comment 97 Views

Amazon DSP (Demand-Side Platform) is a programmatic advertising platform that allows advertisers to programmatically buy display and video ad placements both on and off Amazon-owned properties. Here’s an overview of Amazon DSP:

Audience Targeting: Amazon DSP enables advertisers to target audiences based on Amazon’s rich first-party shopping data, including shopping behaviors, purchase history, demographics, and interests. Advertisers can also create custom audience segments and lookalike audiences to reach specific customer groups.
Ad Formats: Amazon DSP supports various ad formats, including display ads, video ads, and audio ads. Advertisers can create engaging ad creatives and deliver them across a wide range of placements, including Amazon-owned properties like Amazon.com, Amazon devices (e.g., Kindle, Fire tablet), IMDb, and third-party websites and apps through Amazon’s ad network.
Real-Time Bidding (RTB): Amazon DSP operates on a real-time bidding (RTB) basis, allowing advertisers to bid on ad placements in real-time auctions. Advertisers can set bids based on their campaign objectives, target audience, and budget, and the winning bid gets the ad placement.
Advanced Targeting Options: Amazon DSP offers advanced targeting options, including contextual targeting, behavioral targeting, retargeting, and audience segmentation. Advertisers can target users based on their browsing history, search behavior, purchase intent, and contextual relevance to ensure their ads are served to the right audience at the right time.
Measurement and Reporting: Amazon DSP provides robust measurement and reporting tools to track the performance of ad campaigns in real-time. Advertisers can monitor key performance metrics such as impressions, clicks, conversions, viewability, and return on ad spend (ROAS) and gain actionable insights to optimize their campaigns for better results.
Brand Safety and Fraud Protection: Amazon DSP implements strict 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 can leverage pre-bid and post-bid filters, ad verification tools, and anti-fraud algorithms to maintain brand integrity and maximize ad quality.
Cross-Device Targeting: Amazon DSP enables advertisers to reach users across multiple devices and platforms, including desktop, mobile, and connected TV (CTV). Advertisers can deliver consistent messaging and experiences to users as they move across different devices throughout their customer journey.
APIs and Integrations: Amazon DSP provides 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 can customize and extend the functionality of the platform to meet their specific business needs and requirements.

Overall, Amazon DSP offers advertisers a powerful and scalable solution for reaching their target audience with highly relevant and engaging display and video ads across Amazon’s ecosystem and beyond. By leveraging Amazon’s vast data resources and advanced targeting capabilities, advertisers can drive brand awareness, engagement, and conversions effectively and efficiently.

Amazon DSP Exam Quiz Answers

Question 1: 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)

Question 2: 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

Question 3: 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)

Question 4: True or false? Amazon makes decisions around ad policy in favor of long-term benefits rather than short-term profitability.

True
False

Question 5: 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

Question 6: 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

Question 7: 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 clicks

Question 8: 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).

Question 9: 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

Question 10: True or false? Amazon’s ad policies are only relevant for ads served ON Amazon.

True
False

Question 11: Amazon’s ad policies are only relevant for ads served ON Amazon.

False
True

Question 12: 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

Question 13: At which point during the campaign management timeline should an advertiser establish KPIs?

Review
Setup
Optimize
Report

Question 14: 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.

Question 15: 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

Question 16: For which advertising method are prices negotiated and based on a fixed CPM with no auction involved?

Programmatic advertising
Direct advertising

Question 17: 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)

Question 18: 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.

Question 19: 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

Question 20: Which of these buying method provides advertisers higher priority to inventory?

Fixed price
Open auction
Private auction

Question 21: Martina is managing a campaign that isn’t tracking toward the intended goal. What is the recommended approach?

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.

Question 22: 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.

Question 23: 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

Question 24: True or false? The metrics shown in the performance dashboard (interactive performance report) cannot be customized.

False
True

Question 25: 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.

Question 26: Which type of advertiser(s) can leverage the Amazon DSP for link in campaigns?

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

Question 27: Which pricing model allows advertisers to set a price range for any single impression?

CPM
CPC
dCPM

Question 28: 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

Question 29: True or false? Supply via private marketplaces (PMPs) is only available to the Amazon DSP managed service users.

False
True

Question 30: 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

Question 31: 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.

Question 32: Which of the following describes the viewability standard used by 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

Question 33: 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.

Question 34: True or false? The Amazon DSP is only available in a self-service model.

True
False

Question 35: Amazon DSP is only available in a self-service model.

True
False

Question 36: 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

Question 37: There is a dedicated team that manually audits inventory for compliance with Amazon’s quality standards.

False
True

Question 38: 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

Question 39: 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

Question 40: IMDb is an example of which type of supply source?

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

Question 41: 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

Question 42: 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

Question 43: Kris is managing a campaign where one of the line items is beating the performance goal, yet underdelivering. Which of the following is the recommended approach?

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.

Question 44: 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

Question 45: 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

Question 46: Olga has several line items under her campaign. Two of the line items are underdelivering and not meeting performance goals, while two are high-performing. Which of the following is the recommended optimization strategy?

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

Question 47: 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

Question 48: 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

Question 49: 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

Question 50: Which of the following are variables that may affect campaign performance?

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

Question 51: True or false? Auction buying is unguaranteed buying.

True
False

Question 52: Auction buying is unguaranteed buying.

True
False

Question 53: 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

Question 54: 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

Question 55: Hong has launched a campaign for his client which will run for 60 days. When is the earliest recommended time he should begin reviewing performance data toward optimization?

10 days
1 day
7 days
30 days

Question 56: 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.