Channels quiz: CTV, mobile, retail, audio, DOOH
From SSAI on your living-room TV to retail media and digital billboards, ten questions on how each channel sells, measures and gets gamed. intermediate · 10 questions
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What does server-side ad insertion (SSAI) do?
All questions with answers
- What does server-side ad insertion (SSAI) do?
Answer: Stitches ads into the video stream on a server, so ads and content arrive as one stream. SSAI makes ads play smoothly like broadcast TV and resists ad blockers. The flip side is that the ad request comes from a server, so verification depends on the device details the server passes along, the gap that SSAI spoofing exploits. - What is a FAST channel?
Answer: Free ad-supported streaming TV: scheduled, linear-style channels delivered over the internet. FAST looks like old-school channel surfing but streams online and is funded by ads. It is a flavour of AVOD, the opposite of subscription-only SVOD. - What is the difference between CTV and OTT?
Answer: CTV is the device (a TV connected to the internet); OTT is how content is delivered over the internet, to any screen. CTV is about the screen, a smart TV or streaming stick. OTT is the delivery method, which can also reach phones and laptops. People often use them interchangeably, but buyers care because CTV means a big shared screen. - What does a mobile measurement partner (MMP) mainly do?
Answer: Attributes app installs and in-app events to the ad networks and campaigns that drove them. An MMP acts as a neutral scorekeeper across many ad networks. Because networks get paid on its verdicts, MMPs are also where install fraud and attribution fraud are fought. - How does Apple's SKAdNetwork (now AdAttributionKit) report app install results?
Answer: Privacy-preserving, delayed and aggregated postbacks with limited campaign detail. SKAdNetwork / AdAttributionKit tells networks that an install happened without revealing who installed, and deliberately adds delay and coarse values. User-level IDFA data needs App Tracking Transparency opt-in. - What is the biggest selling point of retail media?
Answer: Closed-loop measurement: the retailer can link ad exposure to actual purchases in its own sales data. A retail media network owns both the shopper data and the till, so closed-loop measurement can show sales, not just clicks. Retail media is usually not cheap; brands pay a premium for that proof. - A retailer uses its shopper data to target a brand's ads on other websites and CTV. What is this called?
Answer: Off-site retail media. Off-site retail media takes retailer audiences outside the retailer's own site and app. Sponsored products are the on-site version: promoted listings inside search results on the retailer's own store. - In podcast advertising, what does dynamic ad insertion (DAI) change?
Answer: Ads are inserted when the episode is downloaded or streamed, so they can be targeted and swapped over time. Dynamic ad insertion lets an old episode carry today's ads, targeted by location or time. Baked-in, host-read ads still exist, but they are fixed forever once recorded. - In digital out-of-home (DOOH), how is one ad play on a busy train-station screen usually counted?
Answer: As several impressions, based on the estimated audience in front of the screen. DOOH uses an impression multiplier: one play in front of an estimated crowd counts as many impressions. That makes the audience estimate the thing to scrutinise. - Why does the highest bid not always win a Google search ad auction?
Answer: Ad rank combines the bid with quality factors such as relevance and expected click-through. In search advertising, a relevant ad with a strong Quality Score can outrank a higher bid, because a clicked ad earns more than an ignored one. Keyword bidding is only part of the formula.