Mastering Programmatic Advertising: Interview Prep & Insights

Why this matters

If you’re interviewing for a role in programmatic advertising—whether as a media buyer, ad-operations lead, or at an agency—expect your discussion to go beyond “what is programmatic?” You’ll be tested on tools, platforms, ecosystem stakeholders, measurement, troubleshooting—plus how you explain things in simple terms. The list below highlights the questions you’ll likely face, and what you should understand.

Core Technical Questions

Here are some of the most commonly asked questions and how to think about them:

What is a click macro? Why is it used?
A click macro is a placeholder in an ad-tag or tracking URL that gets replaced with actual data (e.g., click timestamp, destination URL). It’s used to track ad clicks, capture metadata, and attribute performance.
Why ask this? Because tracking is fundamental in programmatic—if you cannot demonstrate good fundamentals of tracking and attribution, other knowledge may falter.
What is brand safety? Why is it important? Give an example.
Brand safety refers to ensuring the brand-advertiser’s ads do not appear alongside content that could harm reputation (e.g., extremist, adult, hateful content). Example: choosing inventory with verification tools like MOAT, DoubleVerify or IAS.
Why ask it? Programmatic offers scale—but also risk. Understanding how to safeguard brands is key, especially for premium/brand-advertising clients.
How do you implement pixels? List the steps. What tools do you use (website & App)?
Implementation might include: generating the pixel code (or SDK), placing it in site/App header/footer, verifying it fires, assigning variables for tracking (e.g., conversion value), linking to analytics or tag-management tool like Google Tag Manager. For apps, using SDKs and mobile measurement partners.
Why ask this? Because correct implementation ensures accurate data—poor tracking leads to flawed optimization and client issues.
How do you know if the pixel is firing on the page? What tools/extensions do you use?
Tools might include browser extensions such as Tag Assistant, preview modes, network-log checking, validating via analytics. For apps: debugging, SDK logs, MMP dashboards.
Why ask this? Troubleshooting is a real part of the job—showing that you verify setup and don’t just “hope it works”.
Who are the different stakeholders in programmatic advertising? If you run a campaign, what vendors/stakeholders will you depend on?
Stakeholders might include: Advertiser, Agency, DSP (Demand Side Platform), SSP (Supply Side Platform), Ad-Exchange, Publisher, Verification vendors, Data providers (DMP/CDP), Tag-/Ad-servers.
Why ask this? It tests your ecosystem knowledge: understanding how programmatic works end-to-end is critical for coordination, budgeting, and problem-solving.
Do you prefer running campaigns on Display & Video 360 (DV360) or Google Ads? What are the differences? When would you prefer DV360 vs Google Ads?
Key difference: Google Ads is more self-serve, primarily for search/display/social within Google’s ecosystem; DV360 offers enterprise-level DSP features (cross-exchange inventory, advanced targeting, audience integrations, programmatic guaranteed deals). You might prefer DV360 for large brand campaigns, multi-channel/connected-TV, or where you need unified inventory across exchanges—and Google Ads for simpler, more direct campaigns with less complexity.
Why ask this? It shows your judgement about platform suitability and cost-vs-complexity trade-offs.
What is programmatic advertising? Explain it to a layman.
Example explanation: “Programmatic advertising is like an automatic auction for online ad-space—software buys the best placement for your ad in milliseconds, instead of manual negotiation.”
Why ask this? Communication matters. You need to explain complex media-buying concepts clearly to clients or senior stakeholders.
How do you take a screenshot of creatives uploaded to DV360?
This may appear simple but shows familiarity with workflow. You might mention entering the creative view in DV360, selecting preview mode, or using the creative library’s “preview” and screenshot/export options.
Why ask this? Workflow know-how matters because creative QA/visibility is part of operations.
What creative format will you suggest for an awareness campaign?
For awareness: use large reach, high-impact formats—e.g., video (pre-roll, in-stream), rich-media display, mobile native, or connected TV. The choice depends on channels, audience, budget.
Why ask this? Strategy: knowing which formats fit which objective shows maturity beyond “just running ads”.
What are macros and how do they work? What are they used for?
Macros (similar to click-macros) allow dynamic insertion of values (e.g., timestamp, campaign ID, creative ID). They help tracking, attribution and reporting.
Why ask this? It underlines tracking and measurement sophistication.
If a 3rd-party tag doesn’t have a click macro which is trafficked in DV360, will the 3rd party ad server count an impression?
The answer depends on how the tag is configured: If the impression tracking is independent of the click macro then yes, the impression can be counted, but if the tracking relies on the macro then you may lose click tracking. You’d need to explain assumptions and impact.
Why ask this? This kind of detailed question gauges understanding of ad-tag mechanics, vendor dependencies, and tracking pitfalls.
What creative and formats are available in DV360? What are “3rd-party tag” creatives?
Formats: display (static, animated), video in-stream/out-stream, native, audio, connected TV, rich media, programmatic guaranteed, etc. A “3rd-party tag” creative means creative served via a tag from a third-party ad-server (not directly uploaded to the DSP). This allows independent measurement or verification.
Why ask this? It tests your familiarity with the platform’s capabilities and integration options.
Common targeting capabilities in DV360? What additional audience-targeting capabilities does DV360 offer versus Google Ads?
Common targeting: demographics, geography, device, placement, contextual, remarketing. Additional DV360 capabilities: integration with external data providers, advanced cross-exchange inventory, private marketplace (PMP) deals, custom audience segments, multi-channel (CTV + DOOH) etc.
Why ask this? Platform differentiation shows you know which tool fits which part of the campaign.
If I am using two 3rd-party audience segments in my campaign, what one will I be billed for?
You’ll typically be billed for the combined audience impression if they overlap—but you need to show understanding of how billing/overlap works, how DSPs count audience layering, and how you’d avoid double-billing or negative overlap.
Why ask this? It reveals your understanding of audience-charging logic and cost-control.
What is GDPR?
GDPR = General Data Protection Regulation (EU). It governs how personal data is collected, processed, and stored. In programmatic advertising, this affects data usage, audience targeting, consent management, cross-border data flows.
Why ask this? Compliance matters. Programmatic intersects with privacy, so you must understand the rules.
What is ads.txt? And what does it mean to include or exclude ads.txt non-compliant publishers in the inventory targeting?
ads.txt (Authorized Digital Sellers) is a text file that publishers host listing authorized sellers of their inventory. Including only ads.txt-compliant publishers increases transparency and reduces fraud risk. Excluding non-compliant publishers is a risk mitigation strategy.
Why ask this? It shows you know supply-chain transparency — critical in programmatic.
How does Campaign Manager 360 (CM360) charge clients?
CM360 is Google’s ad-server. Charging models may include cost-per-impression (CPM), cost-per-click (CPC), cost-per-action (CPA), or fixed fees plus media spend. Knowing this shows your knowledge of ad-serving economics.
Why ask this? Because media-buying roles often involve budgets, invoicing, and ad-serving cost structures.
What is the difference between an Ad Network and an Ad Exchange?
Ad Network: aggregates publisher inventory, sets fixed prices, often less granular targeting. Ad Exchange: real-time marketplace (RTB) where inventory is auctioned to the highest bidder.
Why ask this? It tests ecosystem knowledge—important when recommending strategy or explaining to stakeholders.
What is a DMP?
DMP = Data Management Platform. It collects, organises, and analyses audience data (first-, second-, third-party) for targeting.
Why ask this? It shows your data strategy skills—key for programmatic roles.
What are MMPs, how do they work? What kind of advertisers are these platforms important for?
MMP = Mobile Measurement Partner. They attribute mobile app installs/conversions across channels and provide analytics for mobile campaigns. They are particularly important for app advertisers (games, e-commerce, SaaS) who need to measure installs, in-app events, ROAS.
Why ask this? Because mobile is a major channel—knowing mobile-specific measurement is advantageous.
Name some MMPs and which one is better?
Example MMPs: Branch, Adjust, AppsFlyer, Singular. “Better” depends on region, budget, integrations, feature set, privacy requirements.
Why ask this? Situational product knowledge shows depth.
What is a CDP? Why is it gaining traction in recent years? Name a CDP you know of.
CDP = Customer Data Platform. It unifies customer data across channels (often offline + online) for unified view of customer and segmentation. It is gaining traction due to privacy changes (less reliance on third-party cookies) and greater demand for first-party data. Example CDPs: Segment, Tealium, Treasure Data.
Why ask this? Because the data-ecosystem is evolving, and advertisers/brands increasingly demand first-party-data strategies.
Difference between affinity and in-market audiences?
Affinity: users with long-term interest in a topic (e.g., “sports fans”). In-market: users actively looking to buy or considering purchase in a short period (e.g., “in-market car buyers”).
Why ask this? Because audience segmentation is key in programmatic—understanding the difference changes media strategy.
What does “targeting expansion” setting do in DV360?
Targeting expansion (sometimes called “look-alike” or similar) allows campaigns to extend beyond the defined audience segment to reach similar users, potentially increasing scale.
Why ask this? It shows you know optimization levers within the platform.
What is MOAT, IAS and DoubleVerify? Have you heard of any of these names?
These are third-party verification/measurement vendors for viewability, fraud detection, brand safety:
- MOAT (by Oracle)
- IAS (Integral Ad Science)
- DoubleVerify
  Why ask this? Because quality of inventory and measurement matters—your answer shows you know what tools help ensure premium media investments are safe and effective.
What are verification vendors? What do they do?
They validate whether ads are seen (= viewability), served in brand-safe environments, not fraud-driven, seeing correct geography/geo-targeting, etc.
Why ask this? Because media buyers must justify spend and ensure inventory quality—especially in programmatic where scale can blur control.
What are UTM parameters? Why are they used?
UTM parameters are URL query parameters (e.g., utm_source, utm_medium, utm_campaign) used in analytics to attribute traffic/clicks to campaigns.
Why ask this? Because measurement and attribution are foundational in digital advertising—you must know how you track and attribute campaigns.
Troubleshooting steps for high bounce-rate traffic generated from an open-auction campaign?
Possible steps: check targeting (is it too broad?), check creative-message alignment, check landing-page experience, check fraud/low-quality inventory, check device/mobile issues, verify tracking set-up, check placement exclusions.
Why ask this? Because real-world campaigns often underperform—interviewers want to see your problem-solving approach.
What are PG (Programmatic Guaranteed) deals? What are the steps to set up a PG deal?
Programmatic Guaranteed = negotiated fixed-price guarantee of inventory via programmatic (rather than manual IO). Steps might include: negotiate with publisher, define inventory/price/impressions, set up deal in DSP/SSP, traffick creatives, monitor delivery.
Why ask this? Because advanced buying models (not just open auctions) are increasingly common—so you should know alternatives.
Tell us the troubleshooting steps if a PG line item is not serving?
Steps: verify pacing/caps, check creative flight dates, check deal set-up (deal ID, targeting), check budget, check exclusions/frequency cap, check creative validity, check that publisher inventory is available.
Why ask this? Because operations roles will need to troubleshoot—in an interview you’ll want to show that you know how to dig in.
How will you set up a campaign structure for a summer campaign for an automotive client?
This is a scenario question. You might walk through: objective (awareness vs lead), audience (in-market car buyers, affinity auto), creative format (video + rich media), channels (mobile, CTV, display), budget allocation, timing (summer seasonality), KPIs (CPC/CPA/ROAS), tracking (UTMs, pixels), optimisation (frequency cap, exclusions).
Why ask this? Because clients want structured strategies. You’re asked to show your planning ability, not just technical proficiency.
What can be the reasons for discrepancy in traffic/clicks between a DSP and Google Analytics?
Reasons: different attribution windows/models, double counting, invalid traffic, ad-blocking, mismatched time zones, delayed data, differences in what is counted as a “click” vs a “session”, filtering in Analytics, missing UTM tags.
Why ask this? Because data mismatch is a common issue—shows you understand operational nuance.
How would you explain to a client about PMP deals or RTB in layman’s term?
Example: “RTB is like a live auction where ad-slots are bid on in real-time; PMP deals are like a private invitation-only sale with negotiate-terms in advance.”
Why ask this? Communication and client-facing explanation ability matters in agency roles.
Why do impression discrepancies occur between DSP and an Ad Server?
Possible reasons: latency, ad-blocking, filtering, invalid traffic, caching, different counting logic (server-side vs client-side), viewability thresholds, placement exclusions.
Why ask this? Shows you know measurement and reporting challenges.
How does cachebuster macro work? What if the cachebuster macro isn’t implemented?
Cachebuster macro prevents ad creative from being cached (serving stale ad) and allows dynamic tags to fire properly. If not implemented, impression/clicks may not track correctly, cached creative may serve repeatedly, skewing measurement.
Why ask this? Because creatives and tracking tags in programmatic often use macros—knowing this shows you’re detailed.
What is Active View or Viewable impression? And how does it work? What does it mean to target certain viewability in a campaign?
Viewable impression (e.g., Google Active View) means the ad was in view (e.g., 50% of pixels on screen for 1 second). Targeting viewability means you may set that only impressions that are viewable count (higher quality).
Why ask this? Because viewability is a major KPI for brand campaigns, and many advertisers insist on minimum viewability.
What are the prerequisites of setting up a YouTube campaign in DBM?
DBM = legacy name (DoubleClick Bid Manager) now part of DV360. You might need: YouTube channel linking, creative assets per YouTube specs, linking analytics/GA-4, selecting inventory type (YouTube in-stream/out-stream), targeting (youTube audiences), setting frequency cap, CPV or CPM bidding, ensuring brand safety settings.
Why ask this? Because cross-channel (YouTube + display) campaigns are frequent—showing you know video workflow is a plus.
What is native advertising? What are native ads?
Native ads are ad units that match the look & feel of the platform where they appear (e.g., in-feed article style, recommended content). They are less disruptive and often improve engagement.
Why ask this? Because modern programmatic includes native—knowing formats gives you more flexibility.
What is a cookie? What role does it play in programmatic advertising?
A cookie is a small piece of data stored in a browser that helps track user behaviour (e.g., revisit to site). In programmatic, cookies enable remarketing, frequency capping, audience segmentation. Note: cookie-based tracking is evolving (e.g., third-party cookie deprecation).
Why ask this? Because tracking, targeting and data privacy are core to programmatic—understanding cookies is foundational.
What is DCO (Dynamic Creative Optimisation)? What kind of advertisers should definitely use DCO?
DCO is the process of automatically customizing ad creative elements (image, headline, call to action) in real-time based on data (audience, context). Advertisers with large scale, many segments (e-commerce, retail, travel) benefit most from DCO as they can tailor creatives dynamically for many audiences.
Why ask this? Because optimization and personalization are big value-adds in programmatic—showing knowledge of DCO shows you go beyond basic buying.
Do you suggest using multiple DSPs and split the programmatic budget for a client or consolidate the spend in one DSP? Why?
Pros of multiple DSPs: access to different inventory, diversification of risk; cons: higher complexity, fragmented reporting, higher overhead. Pros of one DSP: simpler operations, unified reporting, possibly better negotiating power; cons: risk of platform-specific bias, limited supply. The “right” answer depends on client size, budget, complexity, and strategic goals.
Why ask this? Because you must show strategic judgement—not just “what I would do” but “why I would do it”.
What is Reach Planner in DV360? When do you use it?
Reach Planner is a tool in DV360 to estimate reach/frequency, budget impact, audience overlap, and plan media schedules. You use it during planning or re-planning phases to forecast outcomes and optimise budget allocation.
Why ask this? Because planning is part of your role—not just launching campaigns but forecasting and optimising.
What is Marketplace in DV360 and when do you use it?
Marketplace in DV360 features programmatic guaranteed/private deals inventory: direct deals with publishers, often premium inventory. You may use it when you need premium placements, fixed pricing, brand‐safe environments, special packaging.
Why ask this? Shows that you know inventory types beyond open auction and can choose the right level of premium.
Can we run Audio ads in DV360?
Yes—DV360 supports audio inventory (e.g., streaming audio services). If asked, you should mention formats, inventory sources, targeting, measurement.
Why ask this? Because omni-channel buying (display, video, audio, CTV) is increasingly expected—knowing audio shows breadth.
How are third-party audience usage billed in DSPs?
Some DSPs charge a fee for using third-party audience segments (licence fee) plus media cost; billing may depend on segment size, frequency, exclusivity. You’d discuss how to evaluate cost-benefit of third-party data and whether first-party data is more cost-efficient.
Why ask this? Because data cost enters the media budget—knowing how it affects ROI is important.
While having a PG deal with a publisher via DV360, who uploads the creatives? Advertiser or the Publisher?
Typically the advertiser (or their agency) uploads creatives via DSP; but sometimes publishers may host/integrate them depending on the type of PG deal. You should show clarity about roles and workflow.
Why ask this? Shows you know real-world workflow and deal mechanics.
You want to have a PG deal with a publisher based in another country via DV360. What are the ways to reach out to them?
You might: identify publisher’s sales-team, use ad-exchange or SSP intermediaries, negotiate terms via local agency, use translation/localisation, consider currency/exchange, legal/compliance (GDPR, local privacy laws), time-zone/workflow coordination.
Why ask this? This question tests your operational experience and ability to handle cross-border deals—not just set-up on paper.

Theoretical & Strategic Questions

Beyond technical tasks, interviewers will test your big-picture understanding:

What is programmatic advertising?
What are the different types of programmatic advertising?
How does programmatic advertising work?
What are the advantages of programmatic advertising?
For example: scale, automation, real-time optimisation, advanced targeting. (BYYD)
How does programmatic differ from traditional advertising?
Automation, real-time bidding, audience-first instead of site-first, scale vs manual negotiation.
What are the challenges of programmatic advertising?
e.g., transparency, ad fraud, viewability, brand safety, cookie-deprecation, data quality.
What are the key metrics used in programmatic advertising?
CPM, CPC, CPA, viewability rate, CTR, conversion rate, ROAS, invalid traffic rate.
How does programmatic advertising help improve targeting and reach?
Audience segments, data-layers, RTB, look-alike, cross-device reach.
What is real-time bidding (RTB) in programmatic advertising?
Auction-based buying / instant bidding on impressions in milliseconds. (Wikipedia)
What are the key trends in programmatic advertising?
e.g., CTV/OTT, audio programmatic, privacy-first targeting, first-party data strategies, AI/ML optimisation.
What are the different types of programmatic ad exchanges?
Open auction, private marketplace (PMP), programmatic guaranteed (PG).
How does programmatic advertising fit into overall digital marketing strategy?
It can complement search/social by offering scale and targeting through display/video/audio/CTV, support awareness, retargeting, full-funnel campaigns.
What are the key differences between open and closed programmatic ad exchanges?
Open = broad, many buyers, less control on placements; Closed = invite-only, premium inventory, more control, sometimes higher cost.
What are the different types of programmatic ad formats?
Display, video (in/out-stream), native, audio, CTV, DOOH (digital out of home).
What are the different types of programmatic ad inventory?
Remnant inventory (low cost), premium inventory, direct deals, private auction.
What are the key players in the programmatic advertising ecosystem?
Advertiser, Agency, DSP, SSP, Ad Exchange, Publisher, DMP/CDP, Verification Vendor.
What are the key factors to consider when choosing a programmatic ad platform?
Inventory reach, targeting options, transparency, vendor fees, fraud protection, measurement/attribution, UI/workflow.
What are the different programmatic ad buying models?
RTB/open auction, PMP, PG, fixed-price direct programmatic.
What are the key challenges of programmatic ad fraud?
Invalid traffic, bots, hidden impressions, click-spamming, domain spoofing.
What are the key differences between in-house and agency programmatic ad buying?
In-house: more control, closer to brand data, possibly lower cost; Agency: scale, expertise, vendor relationships.
What are the key considerations for programmatic ad placement and optimization?
Targeting accuracy, creative relevance, frequency capping, viewability, inventory quality, performance data.
What are the key challenges of viewability in programmatic advertising?
Low viewability means wasted impressions; you may need to exclude low-viewable placements, monitor via vendors.
What are the key differences between first-party and third-party data in programmatic advertising?
First-party = data you collect directly (CRM, site behaviour); Third-party = data from external providers. First-party is increasingly valuable under privacy regimes.
What are the key considerations for programmatic ad targeting and segmentation?
Audience definition, data hygiene, overlap, reach/frequency trade-offs, privacy/compliance, segmentation vs scale.
What are the key differences between private and public programmatic ad marketplaces?
Private = invitation or direct deals, more control, premium inventory; Public/open = broad reach, less control, often cheaper but riskier.
What are the key challenges of programmatic ad transparency and visibility?
Hidden fees, lack of clarity on supply path (who gets paid), unclear data flow, viewability/fraud concerns.
What are the key considerations for programmatic ad budget allocation and bidding strategy?
Setting clear objectives (awareness vs conversion), choosing bidding model (CPM/CPC/CPA), allocating across formats/channels, pacing, bidding algorithms.
What are the key differences between direct and indirect programmatic ad buying?
Direct = negotiated inventory via API or IO but still automated; Indirect = open auction via DSP/SSP.
What are the key challenges of programmatic ad latency and performance?
Delays in ad loading, page latency caused by tags, creative heavy loads, impacting viewability & user experience.
What are the key considerations for programmatic ad creative and messaging?
Tailoring creative to audience/context, testing variants, dynamic creative optimisation (DCO), format suitability.
What are the key differences between managed-service and self-service programmatic ad platforms?
Managed-service: vendor/agency does optimisation; Self-service: you do it. Trade-off between control, cost, expertise.
What are the key challenges of programmatic ad measurement and attribution?
Cross-device journeys, ad-view vs click, view-through conversions, different attribution models across platforms.
What are the key considerations for programmatic ad quality and brand safety?
Inventory vetting, verification vendor, placement exclusions, viewability requirements, fraud filters.
What are the key differences between server-side and client-side programmatic ad buying?
Server-side: ad calls happen server-to-server, may reduce blocking/ad-tag latency; Client-side: via browser, more common, but subject to blocking and performance issues.

How to Use These Questions for Interview Preparation

Pick 10-15 core questions from above and prepare concise answers.
Have examples ready: From your past campaigns or hypothetical. Interviewers appreciate “tell me about a time when…” or “here’s how I would…”.
Know the platforms: Be able to speak to tools like DV360, Google Ads, ad-servers, verification vendors.
Be ready to explain to non-technical stakeholders: The “explain to a layman” style questions show you can bridge between tech and business.
Prepare workflow & troubleshooting cases: e.g., “high bounce rate”, “discrepancy in clicks”, “PG line item not serving”. These show operational depth.
Understand strategy & trade-offs: Not every decision has one “right” answer—you will be evaluated for your reasoning (“why would you use this format”, “why single vs multiple DSPs”).
Stay current on data/privacy issues: Questions like GDPR, cookies, first-party vs third-party data indicate awareness of evolving industry challenges.

Final Thoughts

If you are interviewing for a programmatic role, your preparation should span technical execution, platform knowledge, measurement/analytics, and strategic judgement. Being able to answer a “What is programmatic advertising?” question is good—but what will differentiate you is why you would choose one tactic over another, how you handle issues in live campaigns, and how you communicate that to business stakeholders.

Use the questions above as your checklist. Pick out the ones you’re less comfortable with, deep-dive into them, and make sure you can answer both what and why. If you bring real-world examples (or well-structured hypothetical ones) tied into digital marketing outcomes (ROI, scale, efficiency), you’ll be well-positioned for the interview.

If you have any questions on Programmatic advertising, reach me at on Linkedin here

Mastering Programmatic Advertising: Interview Prep & Insights