Amazon DSP advanced certification answers

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

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

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

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

What advertiser insights can you use to build lookalike audiences?

• DMP-transferred audiences or advertiser hashed-customer list
• All of these
• Pixel seed audiences
• Amazon Advertising tag remarketing audiences

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

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

Select all settings you must adjust when setting up a private marketplace deal in Amazon DSP. Select All Correct Responses

• Supply source
• Preferred deal vs. private deal
• Fixed vs. floor price
• Seat ID

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

Which of the following are true?

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

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

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

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

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

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

• When directing to an Amazon Ads site for mobile in-app ads with third-party tags, Amazon Ads requires using a 1×1 pixel and not a redirect.
• If you are running creatives served through a third-party on eligible Amazon DSP inventory, you will need to append your third-party tag in the tag source section of creative settings.
• All content must be served from the ad server’s domain and may not call from other domains. Only secured calls https are accepted.
• Amazon Ads accepts third-party hosted creative libraries from all third-party ad servers.

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

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

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

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

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

Amazon Ads allows you to build and engage with audiences that have streamed content on Twitch, based on channels, genres, and games, with a 180-day lookback window.

Using the audience builder in Amazon DSP, you are able to create custom audiences based on which of the following? Select All Correct Responses

• Searches
• Brand views
• Product purchases

• Bid request
• Supply-side platfrom (SSP)
• Demand-side platform (DSP)
• Model-predicted action

If you want to control your pacing and performance trade-off for your advertising campaign, what is the best option to choose in order settings?

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

Amazon Ads enables you to create brand-based audiences around which of the following behavior types? Select All Correct Responses

• Brand views
• Brand purchases
• Similar brand views

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

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

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

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

• Lifestyle audiences
• In-market audiences
• Life event audiences
• Demographic audiences

Amazon Advertising tag (AAt) supports conversion insights. Therefore, you do not need to use a simple conversion pixel for conversion insights, optimization, and reporting.

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

Choosing this simple pixel type allows you to manage fewer pixels and gives more flexibility when embedding them.

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

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

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

Attribution reinstatements occur 10 days, 2 weeks, and 4 weeks after the original conversion is attributed to a campaign. This process then occurs on a rolling basis following each reinstatement.

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

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

What is Amazon DSP’s attribution lookback window?

• 1 day
• 14 days
• 7 days
• 30 days

When are conversions for Amazon DSP campaigns reported?

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

Which of the below is NOT considered a conversion metric?

• Impressions
• Pixel conversions
• Purchases
• Detail page views

Which of the below statements is true for private auction deals? Select All Correct Responses

• Private auction deals allow you to pay a varied CPM across multiple sites.
• Private auction deals give an exclusive group of advertisers priority to bid on the open inventory.
• Private auction deals work on a 1st price auction where the highest bidder wins the impression, and pays the highest bid.
• Private auction deals work on a 2nd price auction where the highest bidder wins the impression, but pays the 2nd highest bid.

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

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

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

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

Lifestyle audiences can be used to drive brand awareness, and for advertising everyday products and services such as B2B courier services, organic produce, etc.

Amazon Garage, Twitch, Whole Foods Market, and Amazon Fresh stores are examples of which type of audience?

• Custom audiences
• Standard audiences
• Channel-based audiences
• None of these

Bulksheets are which file format?

When using Amazon Advertising tag (AAt), you must install event code on each page of your website where the user action takes place or use a tag manager to ensure AAt is placed on each page.

Bulksheets are recommended to manage: Select All Correct Responses

• None of these
• Campaign optimizations
• Reporting
• Campaign creation

When you’re creating a simple pixel in Amazon DSP, which of the following is true?

• You will need to create both remarketing and lookalike audiences separately in the audiences tab of Amazon DSP.
• To create a remarketing audience based on pixel exposure, go into the audiences tab of Amazon DSP.
• You can create a remarketing audience at the same time as you create the pixel through the pixels tab of Amazon DSP.

Which of the following are reasons your private marketplace deal may not be bidding? Select All Correct Responses

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

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

Creative macros can be used to allow third-parties to view metrics to provide greater visibility into third-party creatives served through Amazon DSP.

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

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

Your order is running the “While spending full budget, maximize performance” bid strategy and opted into “bid optimization models.” The lines in your order start under-pacing. This will most likely cause which of the following?

• The Amazon DSP will increase submitted bids for most impressions.
• The Amazon DSP will increase the model-predicted action for most impressions.
• The Amazon DSP will decrease the model-predicated action for most impressions.
• The Amazon DSP will decrease submitted bids for most impressions.

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

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

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

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

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

Which type of Amazon audience segment should you use when trying to drive sales of a new product?

• Lifestyle audiences
• In-market audiences
• Interest-based audiences
• Life event audiences

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

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

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

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

You can modify parameters to include in bulksheet downloads.

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

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

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

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

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

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

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

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

Amazon DSP supports creation of lookalike audiences from:

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

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

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

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

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

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

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

Bulksheets are recommended to manage:

• Campaign optimizations
• None of these
• Campaign creation

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

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

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

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

• While spending full budget, maximize performance
• Maximize performance

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

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

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

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

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

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