Banner

One of the most conventional adformats where you use static images generally at the top or bottom of a mobile device.

Brand safety

A term used to express monitoring activities related to placements of a specific marketing activity in order to protect the advertiser’s reputation from potential damages with undesired content.

Campaign

An identifier for marketing activities done with a specific set of creatives, budget and goals.

Call to action

A specific type of button on campaign assets that is solely targeting to drive engagement.

CAP

The upper limits of the budget for a campaign in each different channel. Generally used in a daily or monthly period.

Click

The act of engaging with the advertising material. Might sound too simple but extremely important in mobile marketing since there is also “view-through” attributions where the customer doesn’t actually click on the ad, but installs the app in a specific time period after only “seeing” the ad.

Click through rate

The ratio of users who click on an ad out of the total number of users who simply view the ad.

Conversion rate

The ratio of users among a specific audience triggering an action. For instance with 6% registration conversion rate, you have 6 of each 100 customers installing your app are also registering to your service.

Cost per action

Amount of money advertiser needs to spend for a specific engagement type – for example registration.

Cost per install

In app marketing world, it is the amount of money advertiser needs to spend for each install.

Cost per mile

The most common billing method in programmatic advertising. It is the amount an advertiser pays for one thousand impressions.

Customer acquisition cost

Refers to the overall expenditure involved in acquiring a new customer. This metric encompasses all expenses related to marketing and sales activities, such as advertising costs, employee wages, and software expenses and is an average cost considering all acquisition channels.

Deep linking

Customized URLs used to bring users directly to a specific in-app location. Generally used in retargeting campaigns.

DMP

A data management platform is a centralized database system used to collect and store customer data for digital advertising purposes in the future.

DSP

A demand-side platform is a software tool utilized by advertisers, agencies, and marketers to buy and manage digital advertising space from various ad exchanges and supply-side platforms (SSPs) via a unified interface.

Events

Milestones during the course of customer journey, defined by app owner to monitor the number of users triggering a specific action on an MMP.

Fraud

In mobile advertising fraud is the act of trying to fake specific actions, installs or events. Evolving by several methods throughout the years, the most common target by fraudsters is to steal an attribution created by another channel.

GAID

Google Advertising ID is a unique identifier for Android devices that enables marketers to measure campaign performance and user behavior across media sources. (See also: IDFA)

Headder bidding

Header bidding is an advanced programmatic strategy that allows publishers to present their inventory to various ad exchanges at the same time, prior to reaching out to their publisher ad servers.

IDFA

Identifier for Advertisers a unique identifier for iOS devices that enables marketers to measure campaign performance and user behavior across media sources. (See also: GAID)

Impression

An impression occurs when a user opens an application or a website and an advertisement comes into the user’s view of the screen. The initial step to interact with the enduser after you win an auction for a specific placement.

Incrementality

Methods and analysis implemented to understand the impact of a specific marketing channel.

Insertion order

A brief document signed by an advertiser/agency to validate a new budget for an advertising campaign. Specifies the conditions of the offer.

IPM

Installs per mille, the number of users who installs an app amongst a thousand impressions.

Interstitials

Advertising with a full screen creative that covers the interface of their host application and appears between two views within a mobile website or mobile app.

KPI

Key performance indicator – metrics selected by the marketer as a target. Could have various different types, from a minimum CTR to having a certain amount of CR from installs to events.

Lookback window

The period of time (after an ad is clicked or viewed) defined by the marketer/app owner within which an install can be attributed.

Lifetime value

LTV is the metric to imply the average profit margin a product owner will capture from each user. Extremely important in forecasting and planning the future.

Maching learning

The implementation of AI to collect, analyze, and apply data for marketing.

MAU

Monthly Active Users is a crucial KPI indicating the number of unique users who use your app at least once within a 30-day period.

MMP

Mobile measurement partner is a tool that helps advertisers understand their performance across different media sources and ad networks. It is in charge of decision-making to attribute each app install to a specific channel.

Mobile marketing

Advertising activities in mobile inventory, including in-app and mobile web.

Native ads

Ads that look and feel like an organic content on a specific website or platform.

OEM ads

The act of promoting your product as a pre-installed app that come with a mobile device.

Optimization

The process of adjusting campaign settings with different configurations to reach the best results for your marketing activity.

Paid installs

Users who downloaded your app as a result of a paid and measureable marketing activity – as opposed to organic installs.

Performance marketing

Results-driven type of digital advertising where the advertiser doesn’t pay for the number of impressions or displays, but is rather counting on the number of a specific event – clicks, installs or other in-app events.

Postback

Exchanging information between the servers of different parties (MMP, advertiser, mediasource) regarding installs and in-app events. Helps you understand the outcome of your marketing activity for each unique impression.

Programmatic advertising

Automated media buying in real time through a software solution – generally takes place by the interaction (Real Time Bidding) of DSPs and SSPs through an ad exchanger.

Publisher

The owner of the ad space displaying your ads.

Real time bidding

Crucial element of programmatic advertising - a real time auction of ad impressions where the advertisers compete to get the best ad space for their product.

Retargeting

Type of campaigns that aims to target users who have previously downloaded or engaged with your app. A strong solution especially in e-commerce and online delivery verticals. MMPs count the actions that are results of these campaigns as “reattributions”.

ROAS

Return on ad spend is a KPI that helps you understand the amount of revenue generated across different channels. In digital marketing it generally carries the same meaning with ROI (Return on investment).

SAN

A self attributing network is an ad network that displays ads on its own platform and therefore acts as both a publisher and a network. SANs can measure conversions interally without the need of a 3rd party software or tool like MMPs.

SKAdNetwork

A privacy-friendly way introduced by Apple after changes on ATT to attribute impressions and clicks to installs on iOS apps. Conversion data is shared with advertisers without revealing any user-level or device-level data.

SSP

A supply side platform is the technology and software that manages to sell a publisher’s ad impression inventory in auctions across multiple ad exchanges.

Tracker

A link that is used to measure performance of a specific campaign. It includes several parameters as a query string to help advertisers analyze the results of their actions.

Universal links

Deep linking on iOS apps – helps you redirect users from your banner to specific content within an app.

User acquisition

UA campaigns are the core elements of app marketing that aim to drive new installs for your product. 

View-through attribution

VTA is a modelling used to understand attributions from a specific marketing source when there user doesn’t click on your ad but still installs/engages with your app in a specific time period after seeing it. Needs alot of data analysis to ensure effective differentiation between VTA attributions and organic actions.

Walled garden

Closed platform where all advertising activitie —from ad buying and serving to measurement and reporting—take place exclusively within the platform's ecosystem.