Ad Tech, App Monetization & Mobile Marketing Glossary

Glossary

Everything you need to know about AdTech and Mobile App industry!

Ad Exchange

An Ad Exchange is a digital marketplace where publishers and advertisers enter into real-time bidding to buy and sell ad space and impressions.

Ad format

Ad format describes how the ads will look in your app and where they’ll be located.

Ad Impression

An Ad impression is counted every time an ad is displayed within the app.

Ad Mediation

Ad Mediation is a platform used by app developers that allows them to connect multiple ad networks to their apps.

Ad Network

An Ad network is a platform that manages the ad inventory of the supply sources and matches them efficiently to the demand sources looking for ad slots.

Ad Revenue

Ad revenue is apps’ monetary income from in-app advertisements. It is calculated by multiplying ad impressions with eCPM.

Ad Server

An Ad server is a digital application platform used by publishers, advertisers, agencies, and networks to manage and run online advertising campaigns.

Ad Unit

An ad Unit refers to the placeholder of ads that app developers integrate into their apps where advertisers can display their ads to the user to monetize the traffic.

Ads.Txt

Authorized Digital Sellers or Ads.Txt is a text file that allows publishers to declare who is authorized to sell their digital inventory publicly.

Android App Advertising

Android app advertising has tremendous advantages in achieving huge-scale growth.

App Active Users

An active App user is a person who accesses the app for a given period of time.

App Discovery

The process by which app developers get their apps noticed by users.

App Localization

App localization is the process of refining an app to target specific geographic users.

App Metrics

App metrics are the mobile application’s Key Performance Indicators (KPI).

App Promotion

App promotion, also known as mobile marketing, is the process of advertising the app using marketing strategies.

App Rating

App ratings are the feedback an app receives on the App Store or play store.

App Session

The app session measures how frequently users interact with an app.

ARPDAU – Average Revenue Per Daily Active User

ARPDAU stands for Average Revenue Per Daily Active User, a performance indicator of how well your app is performing on a daily basis.

ARPDEU- Average Revenue Per Daily Engaged User

ARPDEU stands for Average Revenue Per Daily Engaged User, which measures the number of users that are engaged with the apps.

ARPPU- Average Revenue Per Paying User

ARPPU stands for Average Revenue Per Paying User. It is the estimated revenue a paying user generates over a period of time.

ARPU- Average Revenue Per User

ARPU stands for Average Revenue Per User. It is the revenue generated by each active user over a given period of time.

Attribution

Attribution or mobile attribution shows the app developers exactly how their users landed on their app or game and how they interact with their brand.

Banner Ads

Mobile banner ads are system-generated rectangular static or dynamic ads that are placed strategically within the app's layout.

Bid Shading

Bid shading helps advertisers find the most affordable ad inventory prices using DSPs and ad exchanges.

Casual Games

Casual games are mobile app video games that are designed for everyone.

Churn Rate

Churn rate is the percentage of users who stop engaging with the app over time or uninstall the app.

CPA – Cost Per Action

CPA stands for Cost Per Action. CPA is calculated by dividing the cost of advertising by the number of times an action occurred.

CPC – Cost Per Click

CPC stands for Cost Per Click. CPC is calculated by the advertising cost by the number of clicks.

CPCV – Cost Per Completed View

CPCV stands for Cost Per Completed View. CPCV is calculated by dividing the advertising cost by the number of completed video views.

CPE – Cost Per Engagement

CPE stands for Cost Per Engagement. CPE is calculated by dividing the advertising cost by the number of engagements.

CPI – Cost Per Install

CPI stands for Cost Per Install. CPI is calculated by dividing the total advertising cost to the total number of installs.

CPM – Cost Per Millie (Thousand)

CPM stands for Cost Per Millie. It shows how much an ad unit costs and how much revenue publishers and advertisers will generate every 1000 impressions.

CPV – Cost Per View

CPV stands for Cost Per View. CPV is calculated by dividing the advertising cost by the number of video views.

CTR – Click Through Rate

CTR stands for Click through rate, calculated by dividing the number of clicks an ad received by the number of times the ad was shown multiplied by 100.

Customer Cohort Analysis

Cohort analysis helps app developers study user engagement over time.

CVR – Conversion Rate

CVR stands for conversion rate. It refers to the number of users who saw an ad and clicked on it.

Daily Active Users

Daily active users measure the number of users who visit the app on a daily basis.

Deep Linking

Deep linking or deep-link URL also referred to as Hyperlink directs the user to specific content within the app.

eCPM

eCPM stands for effective cost per Millie. It is the metric used to estimate ad revenue publishers can expect from every thousand impressions.

Engagement Rate

Engagement rate is the ratio of engaged users to the active users of an app. It refers to the users who engage actively with the ads on the app.

Fill Rate

Fill rate is the percentage of the number of times an ad request was filled by the ad network.

Frequency Capping

Frequency Capping is a feature that limits the number of times the same ad is shown to the user.

Game Bundles

Users can buy several games in a single purchase with game bundles. Game bundles may be free, paid or in a subscription model.

Gametech

Gametech or gaming technology refers to the solutions and services available for game development.

Impression Level Revenue

Impression level revenue is the revenue earned through the views from in-app ads.

In-App Advertising

In-app advertising is a strategy used by publishers to show the users ads within their app.

In-App Bidding

In-app, bidding is where the ad space is bought by the highest bidding advertiser

In-App Purchase

In-app purchases are rewards and features like premium subscriptions bought by users within the app

In-Game Purchase

In-game purchases include virtual goods like coins and hearts that are bought by users while playing the game.

Interactive Ads

Interactive mobile ads allow users to interact with the ads.

IPM – Installs Per Millie

IPM measures the number of app installs per 1000 impressions.

K-Factor

K-factor is a metric to analyze the growth rate of apps

LTV

A mobile app's lifetime value (LTV) measures the revenue generated by a single user throughout their lifetime within an app.

Mobile Ad Fraud

Mobile Ad fraud is an attempt by fraudsters to manipulate ad impressions by artificially inflating them.

Mobile Ad Viewability

Mobile Ad viewability is the percentage of impression for an ad that was viewed for a particular length of time.

Mobile App Growth

The strategy of Mobile app growth is to continuously grow the app's user base and increase app downloads.

Mobile App Monetization

Mobile app monetization is a process by which app developers generate revenue through their apps.

Mobile App Retention

Mobile app retention is the app's ability to retain the app users.

Mobile Attribution Manipulation

Mobile attribution manipulation is a fraudulent process of serving unnecessary mobile ads to users.

Mobile Attribution Window

Mobile attribution window is a period of time within which publishers can claim credit for user conversion.

Mobile Bid-Adjustments and Multi-Bidding

Mobile bidding adjustment is a process by which advertisers can increase or decrease their bids for ad campaigns.

Mobile game business models

Mobile game business models are a monetization strategy that developers adapt to increase app revenue.

Mobile Game Marketing

A comprehensive mobile game marketing strategy helps to market mobile games effectively.

Monthly Active Users (MAU)

Monthly Active Users (MAU) measures the unique number of users that visit the app within a monthly time frame (30 days)

Native Ads

Native ads are system-initiated customizable ads.

OEM Advertising

Original Equipment Manufacturer (OEM) refers to the companies that manufacture their own Mobile phones in their own factories.

OEM Marketing Strategy

Pre-installed apps on mobile devices can put the users directly in contact with your apps without the requirement to download the same.

Organic Installs

Organic Installs refer to the app download that happens on their own when a user makes this decision without the intervention of marketing campaigns.

Pay Per Install

Pay per install is a pricing model whereby the advertiser pays for every install their ad campaign generates.

Phone Widget

A mobile phone widget is an app that is always active on the home screen.

Playable mobile ads

Playable mobile ads are interactive ad units.

Post-Install Events

Post-install events refer to the actions or events that happen after an app is installed.

Preloaded Apps

Apps installed on new mobile devices before they are even purchased are preloaded apps.

Retention Rate

Retention Rate or App Retention rate measures the percentage of users who continue to use the app for a longer time.

Rewarded Video

Rewarded video is a type of ad format which allows users to receive in-app rewards in exchange for watching a video ad.

ROAS-Return on Ad spend

ROAS stands for Return on Ad spend. It is a metric that measures the revenue earned for every ad spend.

Soft Launch

Soft Launch refers to the process of releasing an app or product ahead of its scheduled launch without any marketing push.

Software Development Kit (SDK)

Software Development Kit (SDK) is a software code when integrated with mobile apps, helps enhance the app functionality.

Supply Side Platform (SSP)

A supply-side platform (SSP) is an ad exchange platform used by publishers to manage, sell and optimize their ad inventory.

Suppression List

A suppression list is a list of mobile app audiences that advertisers share with an ad network to improve ROI for user acquisition campaigns.

User Acquisition

User Acquisition refers to the process of gaining new users to a mobile app through marketing strategies.

User Engagement

User Engagement refers to the degree of user interaction within the app.

User Segmentation

User Segmentation is the process of separating the app’s user base into groups based on specific behaviours and demographics.

View-Through Attribution

View-Through Attribution calculates the number of users that downloaded an app after seeing an ad without actually clicking on it.

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