Here are 20 MCQ questions on DMP (Data Management Platform) in programmatic advertising, formatted for interview preparation
1. What is a primary function of a Data Management Platform (DMP)?
A) Running ad auctions
B) Storing and organizing user data from multiple sources
C) Designing ad creatives
D) Managing publisher inventory
Answer: B
2. Which type of data is commonly stored in a DMP?
A) First-party, second-party, and third-party data
B) Only third-party data
C) Only CRM data
D) Only email marketing data
Answer: A
3. Which of the following platforms does a DMP typically integrate with?
A) Spreadsheet software
B) Demand-Side Platforms (DSP)
C) Image editing tools
D) Social networking sites only
Answer: B
4. What type of audience segment can be created using a DMP?
A) Unknown users only
B) Lookalike audiences
C) Website layout groups
D) Only social media followers
Answer: B
5. Which of the following is NOT a typical DMP feature?
A) User profiling
B) Data visualization
C) Ad serving
D) Audience segmentation
Answer: C
6. What does “Identity Resolution” in a DMP refer to?
A) Resolving ad spend issues
B) Matching user identifiers across devices and channels
C) Erasing user data
D) Identity theft protection
Answer: B
7. DMP data can be used to enhance:
A) User survey creation
B) Precision targeting in programmatic advertising
C) Email broadcasting frequency
D) Ad creative design
Answer: B
8. What’s the key difference between a DMP and a CDP (Customer Data Platform)?
A) CDPs store anonymous data; DMPs store personal data
B) DMPs rely on cookies; CDPs manage persistent customer records
C) CDPs only work offline; DMPs only online
D) There is no difference
Answer: B
9. Which of the following is an example of first-party data?
A) Purchased third-party audience data
B) Browser cookie information collected on your own site
C) Anonymous device IDs
D) Competitor’s customer data
Answer: B
10. In programmatic advertising, DMPs are mainly used to:
A) Serve ads on websites
B) Optimize ad bidding strategies
C) Segment and target audiences effectively
D) Track payment gateways
Answer: C
11. Which of the following data sources is NOT typically used by DMPs?
A) Website analytics
B) CRM data
C) In-store purchase data
D) Banner ad size information
Answer: D
12. What kind of insight can a DMP generate for advertisers?
A) User behavior patterns
B) Competitor budgets
C) Server load times
D) Ad blocker usage
Answer: A
13. DMPs help advertisers to:
A) Select ad creative animations
B) Build custom audience lists for retargeting
C) Improve video rendering time
D) Upload ad selectors to Google Ads
Answer: B
14. What does the term “Cross-device tracking” refer to in DMPs?
A) Tracking competitors’ device usage
B) Tracking users across multiple devices
C) Blocking apps on smart devices
D) Tracking ad impressions on smart TVs only
Answer: B
15. What’s a key challenge with DMPs in a post-cookie environment?
A) Too much data available
B) Difficulty in collecting third-party data
C) Ad inventory becomes unlimited
D) DSPs stop functioning
Answer: B
16. Which regulation directly impacts how DMPs collect and store user data?
A) FCC Act
B) GDPR
C) DMCA
D) HIPAA
Answer: B
17. Which type of audience is created by analyzing existing customer data to find similar people?
A) Exclusion lists
B) Lookalike audiences
C) Click bait groups
D) Duplicate audiences
Answer: B
18. How do DMPs typically receive data from websites?
A) Through embed code on a website
B) Through FTP uploads
C) Mobile app downloads
D) Phone-based surveys
Answer: A
19. What is a common output of a DMP used by DSPs?
A) Ad formats
B) Audience segments
C) GIF banners
D) Publisher agreements
Answer: B
20. Why is third-party data often used in DMPs?
A) It’s the only form of data that is free
B) It provides broader insights beyond direct customer touchpoints
C) It guarantees precise personalization
D) It’s not regulated
Answer: B
What is DMP (Data Management Platform)?
A Data Management Platform (DMP) is a centralized system that collects, organizes, and analyzes large volumes of data from various sources to build audience segments for marketing and advertising purposes. It serves as the backbone of data-driven marketing, helping advertisers, agencies, and publishers understand user behavior across different channels and devices.