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

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

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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 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 an ad click identifier?

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

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

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

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

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Category: Privacy And Data Protection

When is an entity a data controller?

When they store personal data of the user

When they collect personal data of the user

When they determine the purposes and means of processing personal data

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Category: Privacy And Data Protection

What does the GDPR take a stance on?

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

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

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

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Category: Privacy And Data Protection

What is the core idea of Privacy by Design?

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

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

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Category: Privacy And Data Protection

What is the data minimization principle?

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

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

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 type of encryption is a SHA256 hash?

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

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

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

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Category: Data And Analytics

What is the purpose of geolocation?

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

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

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 a "bounce" measure in an analytics system?

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

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

A particularly unimpressive or short-lived visit to a website

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Category: Data And Analytics

What is data architecture concerned with?

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

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

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

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Category: Data And Analytics

What does it mean when data is stored relationally?

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

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

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 a data warehouse?

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

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

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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

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

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

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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

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

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

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Category: Search Engine Optimization

What is a crawler?

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

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

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Category: Search Engine Optimization

What is Microdata?

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

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

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

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Category: Search Engine Optimization

What does SERP stand for?

Search Engine Rating Post

Search Engine Results Page

Structurally Encoded Render Path

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Category: The Web Browser

What does caching do?

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

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

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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?

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

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

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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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

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

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

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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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