Test Your Knowledge - Technical Marketing Handbook

Test your knowledge

Take our Quiz to find out how much you know about technical marketing. The quiz contains 40 questions on different topics that we cover in the Technical Marketing Handbook. Once you complete the quiz, you'll see a result with an overall score as well as how you performed in each Handbook category.

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Category: Tagging And Data Layers

What is the Data Layer?

A general term used to describe all the data that passes through a tag management system

A global JavaScript structure on the web page, designed to pass information between the page and the tag management system

HTML schema for adding specific, tagging-related attributes to HTML elements

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Category: Tagging And Data Layers

Why is it dangerous to add content to or otherwise modify the page with a tag management system (TMS)?

It's not – TMS have built-in protections to prevent the custom content from interfering with other content on the page

It will often result in an uneven experience, and users who block the TMS with an ad blocker will not be able to see the change

TMS always loads long after the page has completed rendering, which results in the dynamically added or modified content suddenly appearing out of nowhere

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Category: Tagging And Data Layers

What is DOM scraping?

When the tag management system adds its own event listeners to the page, it "scrapes" them from the DOM before other scripts have time to react

When the JavaScript representation of the page (DOM) is modified using a tag management system

When information that would be better stored in a Data Layer is instead parsed ("scraped") directly from the page using JavaScript

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Category: Tagging And Data Layers

What is a tag management system?

An extension to the content management system (CMS) that makes it easier to manage content tags and taxonomies

Software designed to create, manage, and deploy marketing-related tags on web pages

A software development module for writing automated tests to validate marketing tags

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Category: Tagging And Data Layers

Why are marketing tags also called pixels?

Because historically marketing data was collected with pixel-sized image files designed solely to send data to vendor servers over the network

Because marketing tags are visible on the page as pixel-sized dots – this is a regulatory obligation to make it transparent the page is collecting data

Because individually, marketing tags are as unimportant as individual pixels of an image, but together they form the tapestry of marketing

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Category: Digital Advertising

What is the purpose of ad retargeting?

To remind users about sites they previously visited or products they have previously engaged with

To dynamically change the composition of the target audience for any given ad

To automatically run the ad campaign again once it expires

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Category: Digital Advertising

What is an ad click identifier?

A parameter added to the link URL when an ad is clicked – the parameter encodes information about the ad that was clicked (among other things)

A way to separate individual ad click events from one another when analyzing the ad campaign

An identifier which tells the landing page all the details about the ad that brought the user to the site

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Category: Digital Advertising

What is a demand-side platform (DSP)?

A service for end users to opt-out of advertising demand at scale

A service for publishers to put up their ad placements and available ad spaces up for sale

A service for advertisers to negotiate with different auctions and ad exchanges automatically

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Category: Digital Advertising

What is RTB (real-time bidding)?

The act of updating the bid on a specific ad in reaction to changes in the marketplace

Software designed to automate the generation of ad copy in reaction to the search query

A form of programmatic advertising for buying and selling digital ads in real-time through automated auctions

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Category: Digital Advertising

What are walled gardens?

Companies that are large enough to handle almost an entire ad ecosystem by themselves

The boundaries around sites, or between third-party and first-party sources

Companies that have their own social media platforms and ad networks (e.g. Meta and Twitter)

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