DoubleClick Ads Exchange (AdX) for Buyers Fundamentals Exam

AdX inventory does no include inventory from the Google Display Network (GDN)?

A) True
B) False

Answer - False

Reason : DoubleClick Ad Exchange: Select inventory from the DoubleClick Ad Exchange is also part of the Google Display Network. All advertisers who are opted in to the Display Network [limited to certain regions] have access to DoubleClick Ad Exchange inventory.


DoubleClick AdX holds an auction. 

A) True
B) False

Answer - True

Reason : Ad Exchange auction model. The ad auction is used to select the ads that will appear on a publisher’s sites and determine how much they earn from those ads. All ads pay different amounts of money, depending on factors such as how much an advertiser has bid for the ad. The ads that win in the auction are the ones the publisher sees on their sites.


What are the fundamental reasons to buy on AdX?

A) Data, reach and technology
B) Reach, technology and keywords
C) Data, CPA buys and technology
D) Reach, technology and text ads

Answer - Data, reach and technology


DoubleClick Ad Exchange supports both Sellers and Buyers?

A) True
B) False

Answer - True


Which of the following buyers are on AdX?

A) Demand-Side Platforms
B) Tracing Desks
C) Ad Networks
D) All of the above

Answer - All of the above

Reason : Buyers who act as an ad network, trading desk, or demand-side platform can buy on Ad Exchange. These companies must buy on behalf of multiple advertisers.


Which type of ad is available on AdX?

A) Text ad
B) Wap mobile ad
C) Display and Mobile ads
D) Display, Mobile Web, Mobile Apps and Video ads.

Answer - Display, Mobile Web, Mobile Apps and Video ads.


How can buyers buy inventory on AdX?

A) Call an AdX Account Manager
B) AdX User interface (UI)
C) Real-Time Bidding (RTB)
D) AdX User Interface (UI) and Real-Time Bidding (RTB)

Answer - Real-Time Bidding (RTB)

Reason : Buyers on Ad Exchange can buy inventory for advertisers through real-time bidding or static buying.


Campaign daily budget will always spend exactly that amount per day.

A) True
B) False

Answer - False

Reason : Your campaign daily costs might go slightly over or under your daily budget, but you won't be  charged more for a campaign than your daily budget times the number of days in that period. This is known as overdelivery.


To review performance reports by placement, click on the display networks tab.

A) True
B) False

Answer - True


In the Devices section, the enhanced campaign is set to show on all devices by default.

A) True
B) False

Answer - True


An AdX account structure is as follows:

A) Account, Ad Group, Campaign, Targeting & Creatives
B) Account, Campaign, Ad Group, Targeting & Creatives
C) Account, Targeting & Creatives, Ad Group, Campaign
D) Account, Campaign, Targeting & Creatives, Ad Group

Answer - Account, Campaign, Ad Group, Targeting & Creatives

Reason : The process to create a campaign consists of three steps: (1) creating a campaign, (2) creating an ad group and targeting the ad group, then (3) creating an ad.


When do you need to declare a technology vendor?

A) When the vendor is certified and on the help center non-declarable vendor list
B) When the vendor is certified and on the help center declarable vendor list
C) When the vendor is uncertified but approved
D) When the vendor is uncertified and not approved

Answer - When the vendor is certified and on the help center non-declarable vendor list

Reason: If the vendor is not available on the list of declarable vendors, it is either white-listed on the approved technology vendors list or not allowed under any circumstances.


Which of the following is a targeting option?

A) Placements, topics and account
B) Account, placements and audience buying
C) Placements, topics and audience buying
D) Account, placements and geography

Answer - Placements, topics and audience buying

Reason : When you combine topics, placements, and/or audiences in a single ad group, an impression has to meet all of the targeting types for your ad to be eligible to serve. In other words, Ad Exchange combines targeting types with a Boolean AND.


What options are possible for audience targeting?

A) Remarketing or segment lists from DFA or DFP
B) Third party data from data partners
C) Custom combination
D) All of the above

Answer - Remarketing or segment lists from DFA or DFP

Reason : Options for building and targeting user lists are -

  • The Ad Exchange remarketing tag
  • User list mapping from other DoubleClick/Google products
  • Cookie matching using real-time bidder



A bid response includes the following:

A) Impression and ad tag
B) Ad tag and bid
C) Impression and bid
D) Ad tag, bid and impression

Answer - Impression and bid


A real-time bidder is software that responds to bid requests at the moment ad inventory becomes available, making decisions about the suitability and value of he inventory and sending a bid to compete in the auction.

A) True
B) False

Answer - True

Reason : Real-time bidding (RTB) is a server-to-server integration option for network buyers that allows networks to evaluate and bid on each available impression. It is available to any Ad Exchange buyer that has its own ad server or bid engine. No additional contract is required, but terms of use are referenced in the Ad Exchange buyer contract.


The Creative REST API allows you to submit a creative for pre-approval so that your campaign can start serving on time.

A) True
B) False

Answer - False

Reason : REST API: This Ad Exchange API provides the most updated approval status of your creatives and detailed information on why a creative was disapproved.


The response time/latency is as follows:

A) network time + think time, within 100ms
B) think time, within 120ms
C) network time, within 100ms
D) think time + inventory request time, within 120ms

Answer - network time, within 100ms


The Publisher Settings File is a list of exclusions set by AdX sellers that will block bids from winning the auction for their inventory.

A) True
B) False

Answer - True


A buyer can buy from both the UI and RTB.

A) True
B) False

Answer - True


RTB buyers do need to access the UI and create an initial UI pre-targeting campaign.

A) True
B) False

Answer - True


An RTB buyer sends the following to AdX:

A) Impression
B) Bid request
C) Bid response
D) Present

Answer - Bid request

Reason : Ad Exchange sends buyers an RTB bid request containing a list of the fields requested by the website, mobile website or mobile app.


A deal passes its end date and both the buyer and seller wish to extend the deal. What needs to happen to accomplish this?

A) The buyer must set a new end date.
B) The seller must set a new end date.
C) Either the buyer or seller must create a new deal.
D) None of the above.

Answer - None of the above


A Preferred Deal may be created:

A) By the seller in the Deals UI
B) By the buyer in the Deals UI
C) Either the buyer or the seller in the Deals UI
D) None of the above

Answer - By the seller in the Deals UI

Reason : Preferred Deals is a feature that allows Ad Exchange sellers to offer inventory to buyers at a negotiated fixed price, before the inventory is made available to other buyers in the Open Auction. Some publishers also choose to offer certain inventory exclusively through Preferred Deals.


A deal is set between a seller and Buyer A on behalf of Advertiser A. If Buyer A bids below the fixed price for Advertiser A, can Buyer A bid on behalf of another advertiser?

A) True
B) False

Answer - False


A buyer can offer a seller a private auction.

A) True
B) False

Answer - False


A seller can offer a specific slice of inventory to multiple buyers at differing min CPM’s via a private auction.

A) True
B) False

Answer - True


A buyer can bid below a preferred deal’s fixed price and still win the impression in the open auction.

A) True
B) False

Answer - True

Reason : The buyer must respond to the bid request either at or above the fixed CPM. For example, let's say Buyer A has a fixed deal at $4 CPM set for only Adidas. If the buyer responds at $4 with an Adidas ad, then the buyer wins the impression and the Adidas ad is served.


A user can enable email alerts to be sent when they have a Preferred Deal/Private Auction waiting for approval. This can be set:

A) In the Settings tab of the Deals UI
B) Via the Deals API
C) by requesting your AdX Account Team set it for you
D) all of the above

Answer - In the Settings tab of the Deals UI


A deal ID is not generated until both the buyer and seller accept a preferred deal or private auction.

A) True
B) False

Answer - True