AI in Programmatic Advertising Quiz

Answers and explanations appear as you take the quiz.

1. Roughly how long does a typical real-time bidding auction have to complete?
   • About 10 seconds
   • About 100 milliseconds
   • About 5 minutes
   • About 1 second per bidder, one after another
2. Which organization maintains the OpenRTB format commonly used for bid requests?
   • IAB Tech Lab
   • W3C
   • ICANN
   • Media Rating Council
3. What does bid shading do?
   • Hides the advertiser's identity from the publisher
   • Blocks bids from suspected fraudulent buyers
   • Estimates the lowest price likely to still win a first-price auction
   • Raises the publisher's price floor after each sale
4. Why must click-through-rate predictions in a bidder be well calibrated, not just well ranked?
   • Because regulators require calibration certificates
   • Because ranking is impossible with sparse features
   • Because calibration makes models run faster
   • Because the predicted probability is multiplied directly into the bid price, so overestimates cause overbidding
5. What did Google announce in 2024 about third-party cookies in Chrome?
   • It had already fully removed them
   • It would replace them with Apple's App Tracking Transparency
   • It would not force their removal, reversing its earlier phase-out plan
   • It would block all contextual targeting
6. What did the Methbot operation, exposed in 2016, do?
   • Stole credit card numbers from ad exchanges
   • Faked video ad views on counterfeit versions of premium sites
   • Manipulated search engine rankings
   • Hijacked publisher ads.txt files to redirect payments
7. What is the purpose of ads.txt and sellers.json?
   • To store user cookies securely
   • To list the ad sizes a site supports
   • To speed up bid responses
   • To let buyers verify who is authorized to sell a site's inventory
8. Why is training a bid-shading model described as a censored-data problem?
   • Because the clearing price is only observed when you win
   • Because regulators censor auction data
   • Because publishers delete losing bids
   • Because user identities are removed from logs