If you want to work for ad-tech firm Collective as a digital media sales executive, you will need to answer these maths questions from The Interactive Advertising Bureau’s (IAB) new Digital Media Sales Certification Exam.The exam is part of a new effort to standardize qualifications for digital ad sales. Only people who pass the exam — which also includes non-maths questions about the business — qualify for jobs.
Here are the questions:
1) There are 14 million emails sent to W 35-54. The open rate is 20% and click through rate is 20%. How many people landed on brand.com?
2) A client was sold a program for 40 million impressions. At the end of the campaign, the client’s ad server shows a delivery of 21 million impressions. The vendor’s ad server shows 41 million ads served. What is the BEST practice in resolving the discrepancy?
A. Bill 31 million impressions to compromise.
B. Bill based upon the client’s ad server numbers.
C. Bill based upon the publisher’s ad server numbers.
D. Audit the server logs of both companies.
Answers are at the bottom of the post.
Collective now requires their entire sales staff to pass the exam. In a recent press release, Jed Savage, Collective, EVP of Media Sales and Strategy, said,
As soon as I learned that IAB was creating a solid professional benchmark for digital media sales, I knew that my sales force would meet that challenge. The interactive landscape is too competitive—and too complex—not to make sure that your executives are fully equipped with the intricate knowledge base and skill sets they need in order to thrive.
The exam study guide lists a table of 21 calculations that all digital sales execs need to know in order to pass the test, including: percentage problems, basic algebra, and, well, using a calculator. Technically, everything being tested should fall under the category of basic maths or standard industry equations, such as calculating cost per thousand (CPM).
The digital media sales exam is two hours long and consists of 100 multiple choice questions, and is divided into four subject areas: Comprehending the Digital Advertising Ecosystem (40%), Selling Digital Media (35%), Managing Digital Advertising Campaigns (10%), and analysing Campaign Performance (15%).
But, here’s the thing — you never find out your score. All you get is a pass/fail with no insight into how you did. An IAB spokesperson explained to Business Insider in an email, “announcing the actual passing score would lead to candidates asking for their specific numerical score, which in turn would create a perception that a particular (passing) score is better than another. This certification exam is meant to test mastery of knowledge and not meant to compare one person’s score against another’s.”
Answers: (1) c (2) d
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