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: Digital Advertising

What are walled gardens?

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)

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

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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 advertisers to negotiate with different auctions and ad exchanges automatically

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

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Category: Digital Advertising

What is the purpose of ad retargeting?

To automatically run the ad campaign again once it expires

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

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

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Category: Digital Advertising

What is an ad click identifier?

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

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

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)

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Category: Digital Advertising

What is RTB (real-time bidding)?

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

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

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

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Category: Privacy And Data Protection

What is the core idea of Privacy by Design?

Data protection and privacy measures need to be included in the technological design of an app or service from the very beginning

Apps and websites need to ask for the user's consent for any unnecessary data use

Privacy features need to go through a specific, standardized design process

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Category: Privacy And Data Protection

When is an entity a data controller?

When they determine the purposes and means of processing personal data

When they collect personal data of the user

When they store personal data of the user

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Category: Privacy And Data Protection

What type of encryption is a SHA256 hash?

It's a complex encryption that can only be decrypted if both the public and the private keys are known

It's not encryption – it's an irreversible, one-way transformation of the original data

It's a standardized encryption method that uses a 256-bit key to decrypt the data

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Category: Privacy And Data Protection

What is the data minimization principle?

If you minimize the amount of data you collect, you also minimize the risk of legal consequences

Only the minimum amount of data should be collected to satisfy the purpose for which it was collected

Data should be collected in small batches to make it easier to audit it both upstream and downstream

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Category: Privacy And Data Protection

What does the GDPR take a stance on?

Collecting, storing, and managing personal data of individuals in the EU

Consent for accessing any stored, non-necessary information on the user's device

The individual's right to opt out of the sale of their personal data

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Category: Tagging And Data Layers

What is the Data Layer?

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

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

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Category: Tagging And Data Layers

What is DOM scraping?

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

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 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

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

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

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

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

Why are marketing tags also called pixels?

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

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

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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: Search Engine Optimization

What is Microdata?

The smallest possible unit of data that can be handled by an analytics system

A specification for nesting structured data within HTML content, using attributes particular to a specific schema

Data about a specific individual (vs. macrodata which is data about populations)

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Category: Search Engine Optimization

How do search engines (generally) choose the order of results for any given query?

Ranking is based on a multitude of factors with which the search engine tries to determine what are the most relevant pieces of content for any given query

After determining the 10 most relevant pieces of content, the order is randomized with each search to level the playing field

Ranking is based on both query relevance and the company's ad spend – the more money a company uses on ads, the better their content ranks

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Category: Search Engine Optimization

What are Core Web Vitals?

Key metrics for measuring how fast a page is loaded from the web server

A set of metrics that measure actual user experience for loading performance, interactivity, and visual stability of a web page

The name of Google's three principles for designing a faster web

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Category: Search Engine Optimization

What does SERP stand for?

Search Engine Rating Post

Structurally Encoded Render Path

Search Engine Results Page

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Category: Search Engine Optimization

What is a crawler?

The bot that fetches (crawls) content in a search engine's index to respond to a user's query

Malware designed to attack a specific website in order to find vulnerabilities

A machine that downloads and parses content on the web, following links to find additional content to fetch

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Category: Data And Analytics

What is the purpose of geolocation?

To geographically locate the user on the globe, usually with a reverse lookup of the user's IP address

To store all user-related data in a data center of their choosing in order to comply with regulations

To ensure that the resources are loaded over the network from servers as geographically close to the user as possible

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Category: Data And Analytics

What does it mean when data is stored relationally?

When a single table includes all the data related to the primary agent (e.g. user), that table is said to be relational

Data is distributed across columns, rows, and tables in such a way that different entries can be linked together with keys

All related data is stored in the same table – cross-table joins are not possible

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Category: Data And Analytics

What is data architecture concerned with?

How data is structured, stored, and utilized within an organization using data models, schemas, data flow maps, and governance instructions

How the physical storage and computation for data engineering efforts within an organization are orchestrated

How measurement plans for data collection and analysis are designed and compiled

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Category: Data And Analytics

What is a data warehouse?

Data warehouses are used as long-term storage and archival systems for an organization's data – they are usually restricted to just one source

A repository of data, typically from multiple different sources – the sources are normalized and joined together by applying schemas at storage time

Another name for a database – any system designed to store data in a structured format

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Category: Data And Analytics

What does a "bounce" measure in an analytics system?

Repeat visits from the same user in a short period of time

A particularly unimpressive or short-lived visit to a website

How often users were unable to visit the site due to errors

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Category: The Web Browser

What is Unix time?

A standardized time unit generated specifically by Unix servers

A colloquial expression used to describe a date/time string in localized format

Standardized format describing the amount of time (usually milliseconds) since the Unix epoch of 00:00:00 (UTC), January 1st, 1970

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Category: The Web Browser

What does "asynchronous" mean?

If a resource is loaded asynchronously, the web browser continues with other tasks while waiting for the download to complete

An asynchronously loaded resource is loaded after the page DOM has been rendered completely

When two things happen unexpectedly at the same time, they happen asynchronously

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Category: The Web Browser

What does caching do?

Caches are another form of browser storage, similar to cookies and localStorage

If a resource is cached, it's stored (usually temporarily) for quicker access

Caching lets you download web pages locally for reading them while offline

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Category: The Web Browser

What is a third-party cookie?

An identifier created or owned by another organization, typically an advertising technology company

When the browser tries to access a cookie that is set on a site the user is not currently browsing, that cookie is called a third-party cookie

A way to store the user's email address (or other personal data) on a third-party network – it's the cornerstone of advertising for companies like Meta and Google

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Category: The Web Browser

What is the relationship between a browser engine and a browser app?

Every browser app uses the same browser engine, but browser apps behave differently depending on which vendor built the app

There is no practical difference, the two terms are used interchangeably

The browser engine is the core functionality of the browser, from rendering to storage management – the browser app is just the user interface for this engine

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