Term Glossary

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Ad Network: Integrated systems connects advertisers and publishers via SDK integration, API or JS tags.

Ad Request: The request made to an ad server to display an ad.

Ad Server: Technology that stores and delivers advertisements to web pages and mobile apps. Ad servers manage ads, track interactions between users and content providers, and form reports.

ARPDAU: (Average Revenue per Daily Active User) calculated by dividing daily revenue by daily unique active users. It’s a metric for measuring the success of the publisher’s monetization strategy.

ARPU: (Average Revenue per User) calculated by dividing total revenue by the number of active users. It’s a metric that shows the average revenue generated by each user.

ARPPU: (Average Revenue per Paying User) calculated by dividing total revenue by the number of active paying users. It’s a metric that shows the average revenue generated by each paying user.

Ad Zone: Specified space including specified ad placements to display an ad.

Advertising ID: The advertising ID is a user-resettable, unique, anonymous ID for advertising, provided by Google Play. It gives consumers control over privacy and advertising tracking and provides developers with a simple, standard system to continue to monetize their apps.

Banner: Rectangular display ad units which are generally served at the bottom-top or in-app feed on the app.

CTR (Click through rate): The percentage of consumers that click on an ad or link out of the total number of consumers that view that link. It is especially important to monitor CTRs to establish whether or not particular creative is effective or not; an ad set with a low CTR may not be as effective as one with a higher CTR.

CPA (Cost per acquisition): Advertising model where the marketer pays for a specific user action, such as account registration, social sharing, purchase, or a reservation instead of paying for installs, views or clicks.

CPC (Cost per click): Advertising model where the marketer pays for a specific user action, such as account registration, social sharing, purchase, or a reservation instead of paying for installs, views or clicks.

CPI (Cost per install): Advertising campaign charges the advertiser each time a consumer clicks on an ad, goes to the app store and installs the app on their device.

CPM (Cost per mille): CPM is a campaign more similar to television or print campaigns; the advertiser pays one cost for every thousand times the ad is shown, whether in an app, on a social network or on a website.

Cohort Analysis: A cohort is a group of users who perform a certain sequence of events within a particular time frame

Demand Side Platform (DSP): An automated system that allows advertising buyers to manage multiple ad exchanges accounts through one interface.

eCPM (effective cost per mille): The metric that shows revenue generated per 1000 impression. eCPM is calculated by dividing total earnings of a publisher by total number of impressions in thousands.

Fill Rate: The percentage of ads filled in return of ad requests.

Frequency Capping: The feature that allows publishers to limit the number of an impression within a specified period of time per user.

IDFA (Identifier for Advertisers): Created by Apple to replace tracking by UDID, the IDFA is an anonymous tracking identifier (similar to a cookie) that allows developers and marketers to track a user’s activity for advertising purposes.

Impression: Metric that is counted when an ad is displayed within the app.

Impression Interval: The specified period of time(in a sec) between two impression

In-app purchase: Virtual goods that are bought by users within the app. ( in-game currency, subscription…)

Interstitial: Full-screen ads including both static and skippable types that generally serves at app launch or app flows.

Inventory: Advertising inventory is the number of advertisements or amount of ad space, a publisher has available to sell to an advertiser.

K-factor: Metric that shows the growth rate of the app by measuring how many new users each of your existing users brings along to the app.

Latency: The time delay between the user’s request and the response of the application to display an ad.

LTV (Lifetime value): Analytical metric that shows the revenue(ad revenue + in-app purchases) of a single user through its entire life within app.

Mobile Analytics: Data pertaining to how a user interacts with an application. Typically includes screen views, time spent in the app, device and demographic information about the user, and details about the pathways a user takes inside an app.

Mobile Mediation: App monetization tools that allow publishers to manage and optimize their inventory automatically/ manually through multiple ad networks with a single SDK on a single screen.

Native Ads: Ad unit which resembles the natural content- flow of the app.

Offerwall: An offer wall in a mobile app is a list of incentives which a user can receive by performing a specific action, typically downloading another app, watching a video ad, or sharing content on social media. Incentives are often in-app rewards such as digital currency or additional unlocked app content.

User Acquisition (UA): Process of getting users to install and use the app.

Retention Rate: The rate of users who continue the interaction with the app after its first launch in a given period. Retention rate is calculated by the number of active users by the number of apps installs in a given period.

Rewarded Video: Ad Unit which offers in-app rewards in return of watching video with the user’s own request.

ROI (Return on investment): The benefit to the marketer from an investment in an advertising campaign or the development of a new feature to attract users to the app.

SDK (Software Development Kit): is a set of software development tools that help developers create new software. SDKs provide developers with libraries and tools to create, modify, improve or configure the software. While many SDKs contain APIs, they are not identical. SDKs are often available as app platforms.

SSP (Supply-side platform): Technology platform that allows publishers to manage their inventory.