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Ad Exchange
An ad exchange is a marketplace where advertisers and publishers can buy and sell advertising space. They’re used to sell display, video and mobile ad inventory.

Ad Network
An integrated system that connects advertisers and publishers to match the inventory of suppliers with the advertiser demand. It is a commercial and technical intermediary between advertisers and publishers.

Ad Server
A web server is a web based tool which stores advertising content and delivers it to mobile apps, web pages and other advertising mediums. It effectively uses technology to manage and measure ad campaigns’ performance to increase campaign efficiency for both advertisers and publishers.

Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

API (Application Programming Interface)
A language and message format used by an application program to communicate with the operating system or some other control program such as a database management system (DBMS) or communications protocol. APIs are implemented by writing function calls in the program, which provide the linkage to the required subroutine for execution.

An App is an abbreviated form of "application." An application is a software program that is designed to perform a specific function directly for the user or, in some cases, for another application program.

App Monetization 
App Monetization is using advertising, app downloading promotion and other methods, as a means of making a mobile app profitable.

ARPU (Average Revenue Per User)
A ratio which is calculated by dividing total revenue by total active users

App Store Optimization (ASO)
A process which helps increase visibility in the App Store by optimizing app content (keywords,description, icon etc.)

Attribution is the process of identifying a set of user actions (“events” or "touchpoints") that contribute in some manner to a desired outcome, and then assigning a value to each of these events. This provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behaviour, typically referred to as a conversion.


Banner Ad
Banner ads are graphical ads embedded into a webpage, typically including a combination of static/animated images, text and/or video designed to convey a marketing message and/or cause the user to take an action. Banner ads are now standardized, so they look the same on every single site.

Big Data
An approach to business or analytics process that mainly emphasizes the use of data and quantitative analysis for decision making.


(Ad) Campaign
An advertising action that promotes a single message or theme.

Cost Per Acquisition pricing model where the advertiser pays a publisher for each specified action linked to a specific advertisement, like registration after an install

Cost Per Click pricing model where the advertiser pays a publisher for every user who clicks on the ad. Formula: CPC = Cost/Number of Clicks

Cost per Engagement pricing model where the advertiser pays a publisher for user interaction with an ad. For instance, choosing to expand a 3D ad unit.

Cost per Install pricing model where the advertiser pays a publisher for each installation linked to an ad, of a mobile app. Formula: CPI = Cost/Number of Installs

CTR (Click-through rate)
A ratio of clicks to ad impressions obtained by dividing the number of users who clicked on an ad by the number of total impressions. Formula: CTR = Number of Clicks/Impressions

CR (Conversion rate)
A measurement which gives us how many users take action beyond viewing or interacting with an ad.


Technically, raw facts and figures, such as orders and payments, which are processed into information, such as balance due and quantity on hand. Data may refer to any electronic file no matter what the format: database data, text, images, audio and video. Everything read and written by the computer can be considered data except for instructions in a program that are executed (software). May refer only to data stored in a database in contrast with text in a word processing document.

Daily Active Users (DAU)
A metric that shows the number of unique users who are interacting with your app daily

Demand Side Platform (DSP)
A demand-side platform is a piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.

Display Ads
Online display advertising represents a range of adverts that sit on the pages of websites. Brands use online display for three main purposes: to deliver brand messages; to immerse consumers with interactive experiences; and to generate a direct response from consumers. All of this can uniquely be achieved within the same online advert.

DMP (Data Management Platform)
In simple terms, a data management platform is a data warehouse. It is a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.


eCPM (effective cost-per-mille)
A measurement which gives us the value of a publishers’s inventory on a Cost-per-Mille basis. Formula: eCPM = (Total Spent/Impressions Delivered)X 1000

Engagement Rate
Percentage of total impressions which include clicks, likes, Comments regardless of platform. It tells us how much a user interacts.


Fill Rate
A measure of an inventory’s ability to meet demand which shows the percentage of ad requests that are filled with ads

Frequency capping
A frequency cap (also known as an impression cap) allows an advertiser to limit the max amount of times that your ad will be shown to a user over a period of time.


A method of detecting a website visitor’s location to serve location-based content or advertisements. Every visitor’s computer (mobile device) is tied up with an IP address that indicates its specific location. The first three digits of an IP address corresponds to a country code, while the succeeding digits often refer to specific areas within that domain. This geographical information, when used for marketing purposes, is called geo-targeting.


HTML5 Banners
HTML5 is a significant force in online advertising, and it allows you to run your banner ads on any device, wherever your audiences are. It will help you as publishers or advertisers to create cross-device ad campaigns, for instance, a campaign with animated banner ads that fits laptops, smartphones and tablets. That means you don’t have to create hundreds of versions of the same ad.


Source Identifier for Advertisers (IFA or IDFA) is a temporary device identifier used by the Apple set of handheld devices. It provides device identification while giving end users the ability to limit the device/consumer information accessed by advertisers or apps.

In-app ads
A type of advertising that appears within a mobile app. It can be standard banners, videos, native advertising and rich media ad formats.

Interstitial Ads
Full screen advertising that covers the interface of their host application and appears between two views within a mobile website or mobile app.

Incent Traffic
The term which refers to the traffic coming from all types of advertisements in return for a reward


Lifetime Value (LTV)
CLV (Customer Lifetime Value) is a prediction of all the value a business will derive from their entire relationship with a customer.


MAU is monthly active users. It represents the number of unique returning visitors in a time span of one month.

Mobile Advertising
Advertising designed for mobile which is transmitted to the user via a device.

To monetize is to convert an asset into or establish something as money or legal tender. When used in relating to a website or app, monetization simply refers to the act of making money from your website or other property.


Native Ads
A form of media that’s built into the actual visual design and where the ads are part of the content. It’s a method of advertising which seeks to provide content in the context of the user’s experience.

Non-incent traffic
Traffic coming from ads that don’t include a reward


Preroll Video
A pre-roll ad is a promotional video message that plays before the content the user has selected. The video advertisements are often repurposed television ads, sometimes shortened to 10 or 15 seconds because the 30-second standard for ads on television is not suitable for videos, which are themselves frequently only a few minutes long. Pre-roll ads are the most common form of video advertisement. There are also mid-roll and post-roll ads.

Programmatic is the buying and selling of digital advertising using data collected by user behaviour and using that to be able to hit your target through smart learning of technology.

A Publisher that provides both internet as well as mobile content


Optimization is the process of increasing the impact of an ad. Simply put, it's using past performance and future forecasting to determine how much to spend for future goals, and to amend campaigns in-flight.


RTB (Real-Time Bidding)
The process of bidding for an ad placement in real time by multiple advertisers. The winner serves the ad. During the Real Time Bidding process, the page loads with no ad on it, and only with the “opportunity for an ad”. The page passes valuable information (known as the “bid request”) to multiple advertisers, and based on this information, advertisers decide whether or not they want to bid for this placement. The price is determined in accordance with the “Second Price Auction” principle.

Return on investment of an ad campaign conducted to increase category ranking and organic downloads

Re-targeting is the type of targeting when users are shown ads if they completed a certain action in the past (visited the advertiser’s site, clicked on the ad, etc.). Re-targeting is achieved by placing a simple text file (called a “cookie”) on the user’s browser after a special code fires (called a “pixel”), indicating a specific action. For example, the user visits the page, where the re-targeting pixel is pre-installed. This pixel then fires and places a cookie in the user’s browser. This user is added to the “cookie pool” of users. Advertisers then are able to target this “cookie pool”.

Retention Rate
Retention is the percentage of consumers who recall a specific advertisement or brand even after exposure to the advertising has ceased. For example, you would consider whether users have reopened the app during a tracked period. The users that did reopen / re-engage with it would be 'retained' users.


Short for software development kit, a programming package that enables a programmer to develop applications for a specific platform. Typically an SDK includes one or more APIs, programming tools, and documentation.

SSP Supply-Side Platform
A supply-side platform is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video and mobile ads.


Impacting and targeting on potential users according to specific criteria in order to increase the efficiency of mobile marketing operations.


User experience (UX)
The performance that a user experiences while using and navigating an app or web

User interface (UI)
Parts of a mobile app in terms of design that a user experiences


VAST, or “Video Ad Serving Template,” is a script that gives video players information about which ad to play, how the ad should show up, how long it should last, and whether users are able to skip it.

A metric that measures how visible your ad is and how much is actually seen by the user.

Waterfalling is a technique publishers use to maximize both the pricing and fill rate of their inventory there by increasing their overall revenue.