What should be tested for in digital ad sales interviews?

Written By Eric Palmer
Sales interview process

Essential MarTech Knowledge:

In today's digital advertising landscape, understanding marketing technology (MarTech) has become crucial for ad sales professionals. Whether you're a hiring manager crafting interview questions or a candidate preparing for interviews, this guide explores the essential MarTech knowledge that should be tested during the hiring process.

The Foundation: Ad Tech Infrastructure

Every digital ad sales professional should demonstrate a solid understanding of the fundamental ad tech infrastructure. This includes knowledge of:

Programmatic Advertising Ecosystem

Candidates should be able to explain the roles and relationships between key players in the programmatic ecosystem, including Demand Side Platforms (DSPs), Supply Side Platforms (SSPs), and Ad Exchanges. They should understand real-time bidding (RTB) and be familiar with significant platforms like Google Ad Manager, The Trade Desk, and MediaMath.

Serving and Verification

Understanding how ad servers function, including the technical process of ad delivery and measurement, is crucial. Candidates should be familiar with leading ad-serving platforms and verification tools like DoubleClick, Atlas, and Integral Ad Science.

Data Management and Analytics

First-Party Data Strategies

With the ongoing deprecation of third-party cookies, candidates should demonstrate knowledge of first-party data collection, management, and activation strategies. This includes understanding:

- Customer Data Platforms (CDPs)

- Data Management Platforms (DMPs)

- Identity resolution solutions

- Privacy-compliant data collection methods

Attribution and Measurement

Candidates should be well-versed in various attribution models and measurement methodologies, including:

- Multi-touch attribution

- Media mix modeling

- Incrementality testing

- Cross-device measurement

Emerging Technologies and Trends

Artificial Intelligence and Machine Learning

Knowledge of how AI and ML are transforming digital advertising is increasingly important. Candidates should understand:

- Automated campaign optimization

- Predictive analytics

- Dynamic creative optimization

- Audience segmentation algorithms

Privacy and Compliance

With evolving privacy regulations, candidates must demonstrate knowledge of:

- GDPR and CCPA requirements

- Privacy-enhancing technologies

- Consent management platforms

- Alternative targeting solutions

Testing Methodology

Technical Assessment

When testing candidates, consider implementing:

1. Case studies that require platform-specific knowledge

2. Scenario-based questions about troubleshooting common ad tech issues

3. Data analysis exercises using real campaign data

4. Platform demonstrations using primary ad tech tools

Strategic Understanding

Evaluate candidates' ability to:

- Develop integrated marketing technology solutions

- Identify opportunities for technology stack optimization

- Balance technical capabilities with business objectives

- Articulate technical concepts to non-technical stakeholders

Interview Questions to Consider

Here are some example questions to assess MarTech knowledge:

1. "How would you explain the difference between first-party and third-party data to a client new to digital advertising?"

2. "Walk me through how you would set up a cross-channel attribution model for a client with both online and offline conversion points."

3. "What considerations would you prioritize when helping a client choose between different DSPs?"

4. "How would you approach building a first-party data strategy for a client relying heavily on third-party cookies?"

Skills Assessment Checklist

✓ Platform Knowledge

- Understanding of major DSPs, SSPs, and ad servers

- Familiarity with analytics platforms

- Experience with tag management systems

✓ Technical Capabilities

- Basic understanding of HTML, CSS, and JavaScript

- Knowledge of API integrations

- Familiarity with pixel tracking and conversion setup

✓ Analytics and Reporting

- Proficiency in data visualization tools

- Understanding of key performance metrics

- Experience with attribution modeling

The MarTech landscape continues to evolve rapidly, making it essential for digital ad sales professionals to maintain current knowledge while understanding fundamental principles. When testing candidates, focus on both technical proficiency and strategic thinking abilities, as successful professionals need both to thrive in today's complex digital advertising ecosystem.

References

1. Bashir, M., & Wilson, C. (2023). "Digital Advertising Technology: A Comprehensive Guide." Journal of Digital Marketing, 15(2), 45-62.

2. Chen, H., & Thompson, R. (2023). "The Evolution of Programmatic Advertising: From RTB to AI-Driven Optimization." AdTech Review, 8(4), 112-128.

3. IAB Technology Laboratory. (2024). "Digital Advertising Technology Stack Guidelines." Interactive Advertising Bureau.

4. Kumar, V., & Smith, S. (2023). "First-Party Data Strategies in the Post-Cookie Era." Marketing Technology Quarterly, 12(1), 78-95.

5. Martinez, D., & Johnson, K. (2023). "Privacy-First Marketing Technology: A New Paradigm." Journal of Marketing Technology, 19(3), 201-218.

6. Programmatic Advertising Institute. (2024). "State of Programmatic Advertising Report." Annual Industry Review.

7. Thompson, A., & Rogers, B. (2023). "Attribution Modeling in the Age of Privacy." Digital Marketing Analytics Review, 7(2), 156-173.

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Article by Eric Palmer - Chief Recruiter at MySalesRecruiter.co

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With 10+ years specializing in sales recruitment and talent acquisition, I've helped hundreds of Advertising companies and sales professionals achieve their growth objectives.

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