Amazon DSP Certification Exam Answers

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Amazon DSP (Demand-Side Platform) is an advertising platform that allows advertisers to programmatically buy display, video, and audio ads both on and off Amazon’s owned and operated sites, as well as third-party websites, apps, and devices. It provides advertisers with access to Amazon’s robust data ecosystem, enabling them to target audiences based on demographics, interests, shopping behavior, and more.

Here’s an introduction to key features and concepts of Amazon DSP:

1. Programmatic Advertising: Amazon DSP operates on a programmatic advertising model, which means that ad placements are bought and sold automatically through real-time bidding (RTB) auctions. Advertisers use the platform to set their campaign parameters, such as budget, targeting criteria, and bid prices, and the platform matches these with available ad inventory in real-time.
2. Audience Targeting: One of the primary advantages of Amazon DSP is its access to Amazon’s vast trove of customer data. Advertisers can leverage this data to target specific audiences based on various factors such as demographics, shopping behavior, purchase history, and interests. This precise targeting capability helps advertisers reach their desired audience segments more effectively.
3. Ad Formats: Amazon DSP supports various ad formats including display, video, and audio ads. Display ads appear as banners or images on websites and mobile apps, while video ads can be displayed before, during, or after video content on supported platforms. Audio ads are delivered as audio spots on music streaming services and other audio platforms.
4. Campaign Management: Advertisers can create and manage their advertising campaigns within the Amazon DSP interface. This includes setting campaign objectives, defining targeting criteria, selecting ad creatives, and optimizing campaign performance. The platform provides tools for monitoring campaign metrics and making adjustments in real-time to improve performance.
5. Measurement and Reporting: Amazon DSP offers robust reporting and analytics capabilities, allowing advertisers to track the performance of their campaigns across various metrics such as impressions, clicks, conversions, and return on ad spend (ROAS). This data enables advertisers to evaluate the effectiveness of their campaigns and make data-driven decisions to optimize performance.
6. Integration with Amazon Advertising: While Amazon DSP operates independently, it can also complement other advertising efforts on Amazon, such as Sponsored Products, Sponsored Brands, and Amazon Attribution. Advertisers can leverage Amazon DSP to reach audiences both on and off Amazon’s platforms, enhancing their overall advertising strategy.

Overall, Amazon DSP provides advertisers with a powerful toolset for reaching and engaging their target audiences across a wide range of digital channels, backed by Amazon’s extensive data capabilities and advertising expertise.

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.

• False
• True

Question 57: Advertisers are allowed to edit an Amazon customer review to appear in an ad if the review contains spelling or grammatical errors.

• True
• False

Question 58: Antonio has a line-item that is under-delivering. Which of the following manual optimization tactics should he consider? (Select 2)

• Decrease bids
• Relax the viewability setting
• Select any unchecked supply sources
• Decrease frequency caps

Question 59: Using the following report, which audience segment might the campaign manager choose to remove from their targeting approach?

• IM – Exercise & Fitness Apparel
• LS – Parents with Children in Household
• LS – Music, Movies, TV Fans
• LS – Sci-fi Interest

Question 60: What method(s) of optimization does Amazon DSP offer?

• Manual optimizations
• Automatic optimizations
• Neither of these