Amazon DSP Advanced Certification Answers

Amazon DSP Advanced Certification Answers

• Time limit: 120 minutes
• 45 questions in the exam

Some questions:

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

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

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

• False
• True

Which of the below is NOT considered a conversion metric?

• Pixel conversions
• Purchases
• Detail page views
• Impressions

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

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

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

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

Bulksheets are recommended to manage:

Select All Correct Responses

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

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?

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

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.

• True
• False

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?

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

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

• True
• False

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.

• True
• False

You can append a third-party tags to a mobile Amazon Ads owned and operated creative to enable you to pull viewability reporting in the third-party’s portal.

• False
• True

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

• True
• False

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

• False
• True

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.

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

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.

• False
• True

You can modify parameters to include in bulksheet downloads.

• True
• False

Which is a tool where advertisers buy ads in an automated fashion?

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

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

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.

• True
• False

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

Select All Correct Responses

• Private auction deals give an exclusive group of advertisers priority to bid on the open inventory.
• Private auction deals allow you to pay a varied CPM across multiple sites.
• 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.

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

When directing to an Amazon Ads site for mobile in-app ads with a third-party tags, you can use a 1x1 pixel or a redirect.

• False
• True

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

Select All Correct Responses

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

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 order has already reached its frequency cap for that user, therefore the line item is not considered.
• 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 geo location of the line item overlaps with the location properties of the request.

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.

• True
• False

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.

• True
• False

Which of the following are true?

• Using invalid macros in creatives will cause the ad to be rejected.
• 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.
• All of these are true.

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.

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

• False
• True

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.
• You can create a remarketing audience at the same time as you create the pixel through the pixels tab of Amazon DSP.
• To create a remarketing audience based on pixel exposure, go into the audiences tab of Amazon DSP.

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

• True
• False

Which audience type drives consideration for your brand, by engaging users that have regularly demonstrated shopping behaviors reflective of broad interest groups, like tech enthusiasts and foodies.

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

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?

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

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.

• True
• False

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

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

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

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

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

Select All Correct Responses

• Brand views
• Similar brand views
• Brand purchases

What is Amazon DSP’s attribution lookback window?

• 1 day
• 30 days
• 14 days
• 7 days

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?

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

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

• True
• False

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

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

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

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

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

Select All Correct Responses

• Product purchases
• Brand views
• Searches

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.

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

• 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.
• All of these may occur.
• There should be no conversion insights coming in after a campaign ends.

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

Select All Correct Responses

• Amazon Ads accepts third-party hosted creative libraries from all third-party ad servers.
• All content must be served from the ad server’s domain and may not call from other domains. Only secured calls (https://) are accepted.
• When directing to an Amazon Ads site for mobile in-app ads with third-party tags, Amazon Ads requires using a 1x1 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.

When are conversions for Amazon DSP campaigns reported?

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

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

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

Bulksheets are which file format?

• .dsp
• .xls
• .csv
• .tsv

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.

• False
• True

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

Third-party video creative type supports which of the following third-party tags?

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

What advertiser insights can you use to build lookalike audiences?

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

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

• Yes. You should group all deals into a single line since it saves time.
• 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. Amazon DSP will know the specific bid settings for the various deals running on the same line item.

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.

• False
• True

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