Digital Advertising - Quiz 6

Rishi T - PGP/24/171

Article 1: 'spon-con' simply stands for .....................

A) Sponsors Conference
B) Sponsor first, and then con
C) Sponsored Content
D) none of these

Article 1: Influencers and Affiliates are defined as "those who use their ................ or .............. to spread the
word about a brand's products"
A) skills, assets
B) personalities, content
C) marketing, partnership
D) private marketplace, tech-led product

Article 1: a particularly eager adopter of influencer and affiliate marketing are ..............
A) O2C companies, like RIL
B) G2G companies, like Dassault
C) F2F platforms, like Zoom
D) D2C brands, like Away luggage

Article 1: author predicts that Impact's 'spon-con' accounting infrastructure will soon morph into
a .................. company
A) Big Data Analytics
B) Social Media
C) Food Delivery Aggregator
D) none of these

Article 1: affiliate and influencer marketing is trying to make a dent in the ............. of advertising pie that is
already digital
A) 20%
B) 30%
C) 40%
D) 60%

Article 1: strategically speaking, entities like .............. and ................. would not like if ad dollars are headed
to influencers or affiliates (or indeed the presence of alternate sources of monetization to these small actors)
A) FB, Google
B) Qatar Investment Authority, Providence Public
C) Lenovo, Microsoft
D) Film producers, Censor Board

Article 1: the author hints that ................. will have the same accounting and attribution problems
as ................. have, especially in 'long tail' derivative uses of content
A) affiliates, news publishing
B) influencers, political machine's agents
C) spon-con economy, small-scale music publishers
D) none of these

Article 1: one can imagine that using ............., a particular ................... from an influencer can be tracked
across all impressions inside ..................... that the brand buys
A) YouTube, testimonial video, video display Ads
B) Affiliate marketing, blogpost, Display Ads
C) Impact, newspaper article, Display Ads
D) Impact, testimonial video, video display Ads

Because attribution in ................. uses ................., there have been cases of fraud in pocketing commissions
A) Influencer Marketing, sidekicks
B) Affiliate Marketing, Cookies
C) Conversions, Pixels
D) none of these

As an extreme case of 'spon-con', it is interesting to note that it is ..............-sponsored ............. that promote/s
greater adoption of the brand (i.e. watch more of such content against payment)
A) Influencer, display ads
B) QIA, attribution platform
C) Netflix, content
D) India, ban on TikTok

Article 2: Signaling growing importance, and unlike a Phone's OS App-store or an App marketplace within
an App, the malicious Adblockers were part of a/an ..................
A) Affiliate program
B) Browser's extension store
C) Desktop OS' app store
D) Mini-app store, e.g. inside Google Pay

Article 2: the malicious technique of ................... was adopted by the adblockers described.
A) denial of service
B) man-in-the-middle attack
C) snooping
D) cookie stuffing

Article 2: unlike a website (with access to cookies) which loads only when a URL is clicked or typed,
a/an ...................... has the advantage of being 'always on' w.r.t. examining cookies.
A) Anti-virus software
B) Browser Extension
C) Browser notifications permission
D) none of these

Article 2: for some strange reason, the names of both the offending software ........................... (suggesting
that marketplace permits more than just 'typosquatting')
A) are in cyrillic
B) resemble names of big companies
C) match with existing apps
D) do not indicate any cookie stuffing intentions
Article 2: whenever a user of these SW completed a purchase on, say, .................... then a commission would
accrue to owner of this SW
A) Google Playstore
B) IndusOS marketplace
C) TeamViewer
D) none of these

Article 2: only saving grace in this affair is ................, i.e. the affiliate marketing program's ability to detect
where (or how much) commission was ferreted away.
A) Chrome Scene Investigation (CSI) at Google
B) traceability
C) precedent of Brian Dunning's case
D) the efforts of AdGuard's Andrey Meshkov

Affiliates bait: even the promise of .................. (when there are none) will bring consumers over to an
affiliate and give latter a chance to log their name into cookie.
A) discount coupon
B) free software
C) free malware
D) none of these

It is possible for affiliates to create an arrangement where ............... is/are offered against possibility
of ................. that they make (albeit later)
A) stuffing, cookie
B) sale, returns
C) discount, commission
D) fake specifications, transaction timeout

There are regulations which require affiliates or influencers (in certain cases) to set up a .................. that they
will profit from a transaction conducted against a link
A) escrow account
B) disclaimer
C) chief compliance officer
D) none of these

In a way, the price that affiliates set for buyers who go through them - e.g. a 5% discount on MRP against an
10% affiliate commission - mirrors the case of discounts for ......................
A) early adopters
B) developing country buyers
C) influencers who may spread bad word-of-mouth
D) volume purchases