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Key terms and definitions for mobile marketing, attribution, and analytics.
A/B Testing, a cornerstone of performance marketing, is a methodical approach that compares two versions of a webpage or app to determine which one performs better.
An Active user refers to an individual who interacts with a digital product, such as a website, app, or online platform, within a specific timeframe.
An ad exchange is a facilitator of buying and selling advertising inventory.
Ad inventory is the available spaces for ads on a particular platform or medium.
Ad mediation is a technology that allows multiple ad networks to be managed through a single SDK. Ad mediation platforms streamline the ad delivery process and maximize revenue, CPM, and fill rates for publishers.
Ad monetization generates revenue from advertising on a website or mobile app.
An ad network serves as the intermediary between advertisers and publishers, helping advertisers land optimal ad inventories for their campaigns. This process is completed as ad networks aggregate available ad inventories from the supply-side (publishers) and match them with sources on the demand-side (advertisers) until they reach the targeted users.
Ad podding is when a group of ads are played back-to-back within a single ad break. Ad pods are used by OTT platforms that provide long-form VOD content.
An ad server is a technology platform that efficiently manages and delivers the most suitable ads to display in real-time. It serves as the central hub for overseeing and distributing ads across various websites, mobile apps, and other digital channels.
Ad spend is the total amount of money spent on advertising campaigns. Ad spend may indicate the simple cost invested in ads, or it may encompass extraneous costs from ad expenses, ad networks, etc.
Ad stacking is a mobile ad fraud that places multiple ads on top of one another within a mobile app or web to inflate ad revenue artificially.
An ad tag is a code snippet used to display and track advertisements on a website or mobile app.
Ad units are the specific areas where advertisements are displayed on websites, mobile apps, and other digital platforms. Ad units come in various forms and are a useful monetization tool for marketers.
AdTech is a broad term that encompasses the tools and software used by advertisers, publishers and intermediaries to target, deliver, and analyze their digital advertising campaigns.
An advertisement is a paid message designed to promote a product, service, or idea to a target audience through various media channels.
An advertiser is someone that promotes a product or service with the use of advertisements. A mobile app advertiser promotes mobile apps to reach a specific target audience.
Advertising Waterfall optimizes ad revenue by sequencing ad networks from the highest to the lowest yield and ensures that the most lucrative ad opportunities are tapped first, maximizing the potential earnings for publishers.
Analytics refers to examining data to extract insights. Mobile analytics analyzes data from mobile devices to understand and improve the performance of mobile apps.
Android App Links are used only for Android devices and direct users to the specific in-app page when clicked.
An API (Application Programming Interface) defines protocols and rules on how software programs should interact.
App monetization refers to various ways that an app can generate revenue.
App stickiness refers to the extent to which users continue to use an app after downloading it.
App store analytics is a marketing tool that provides app owners with a detailed analysis of their app’s performance, including key metrics that are essential for marketing growth.
App Store Optimization (ASO) is the process of optimizing a mobile app's visibility in app store search results to increase organic downloads and ultimately drive more revenue.
App Tracking Transparency (ATT) is a feature in iOS 14.5 that requires apps to obtain user permission before tracking their data across mobile apps, giving users more control over their data and increasing transparency around data collection practices.
Authorized Digital Seller for Mobile Apps, or app-ads.txt, is a text file that app developers/publishers upload on their developer website to control who participates in the ad-selling process. app-ads.text files include a list of approved ad tech vendors that are authorized to sell a publisher’s ad inventory for the purpose of preventing ad fraud.
An application (app) is a software program designed to perform specific tasks on devices such as smartphones, tablets, or computers.
Artificial Intelligence (AI) is setting a new standard for efficiency and effectiveness in performance marketing and is used to help marketers predict consumer behavior, personalize advertising efforts, and enhance decision-making processes.
Attribution fraud is a mobile ad fraud that claims credit for fake mobile app installs or in-app conversions.
Attribution modeling determines the effectiveness of different marketing touchpoints in driving conversions.
Attribution Window is a timeframe within which the post-install in-app events can be attributed.
Average revenue per daily active user (ARPDAU) is a key performance indicator (KPI) that measures the average revenue an active user spends on a day on an app. It is used to evaluate the monetization performance of a mobile app.
Average revenue per user (ARPU) is a metric that calculates the revenue generated by a business per user over a specific period of time, typically a month or a quarter, by dividing the total revenue by the number of users or customers.
AVOD is a business model used in VOD platforms where viewers get access to the videos for free, in exchange for watching the advertisements included in the contents.
Benchmarking in marketing uses data to compare a company's strategies and performance against competitors to identify and implement improvements.
Beta Testing is a crucial phase where an app is distributed to a select audience to identify issues before its public release.
A bid request is a piece of code that enables the selling and delivery of display ads in real time. These codes are programmed so that when a user visits a web or app page, they connect to multiple programmatic networks to deliver user information and ensure that delivery systems fetch the most suitable ads open for bidding.
A blocklist (also known as a blacklist) in the context of mobile ad fraud refers to a list of digital identifiers associated with fraudulent activity. It is used to block or flag suspicious activity in order to protect from potential ad fraud.
Generally speaking, in marketing a bot refers to a software or application that is designed to automate certain tasks such as interacting with users. Bots can be used for various purposes to streamline marketing activities, but they are also exploited for malicious activities that interrupt marketers and damage brands.
A branded link is a shortened URL that contains a custom or branded domain name instead of the original query strings. By replacing the long and unidentifiable URL with a memorable word or name, marketers are able to improve brand consistency and link click-through rates (CTR).
Broadcaster video on demand (BVOD) is a type of VOD service that offers linear television content from traditional broadcasting channels. BVOD services are generally run by broadcasting networks and allow users on-demand access to previously aired shows or video content.
Campaign Optimization involves continuous testing, analysis, and refinement of campaign elements to improve outcomes.
Churn rate measures the number of users who stopped using the app over the total number of users in a given time frame.
A click farm is an operation employing a large number of devices to repeatedly click on ads or engage with content, aiming to manipulate rankings, reputation, or search results. The goal is to distort engagement levels and artificially inflate an app, product, or service’s status.
Click fraud is ad fraud that intentionally inflates mobile app install or in-app event numbers by repeatedly clicking on ads or using automated scripts to create fake clicks.
Click hijacking is an attack in which a user’s legitimate click is intercepted by some sort of fraudulent activity. By hijacking user activity and interrupting the original course of action of the legitimate click, attackers are able to trick users into performing other unwanted actions.
Click injection is a mobile fraud that generates fake ad clicks with malicious software or script.
Click redirection (or automatic redirection) is the use of a script to redirect users who click on an ad to a different website or landing page than originally intended.
Click spamming involves the use of automated scripts or software programs that simulate fake clicks on ads.
Click to install time, or CTIT, measures the time elapsed from the moment a user clicks on an ad to when the user installs and opens the respective app. This metric is often used by marketers to detect mobile ad fraud such as click spamming and click injections.
Click validation is a mobile fraud prevention technique that requires ad partners to verify each click by matching it with its respective impression. In turn, marketers are able to detect fake clicks and prevent ad spend losses.
Click-through rate (CTR) is a metric that measures the ad's ability and effectiveness in generating clicks.
Coarse Conversion Value (CCV) is a metric used in the SKAdNetwork framework to measure and categorize the value of a user's action within an app in a broad or generalized manner.
A cohort is a segment of users that share a common trait.
Connected TV (CTV) is a type of television that can connect to the internet and access online content and services.
A Consent Management Platform (CMP) helps businesses collect and manage user consent in compliance with global data protection laws, simplifying the process and improving user experience, operational efficiency, and responsible data management.
Conversion refers to the desired end goal or outcome a marketer wants the users to reach based on the campaign’s objectives.
A conversion rate is the percentage of people who completed a desired action.
Conversion Tracking provides essential insights into user actions, from clicks to completed sales, directly impacting marketing strategies and ROI.
Cost aggregation is the process of collecting cost data from various sources to create a unified view in ad spend.
Cost models in digital advertising refer to the methods of charging advertisers for displaying or promoting their ads online, including CPM, CPC, CPA, CPI, and CPE.
Cost per action (CPA) is a pricing model that pays for each specific action the users take after clicking on the ad.
Cost per click (CPC) is an ad pricing model where the advertiser pays the publisher each time a user clicks on an ad.
Cost per completed view, or CPCV, is a digital marketing pricing model that measures the cost of an online video advertisement that has a completed view. With the CPCV model, marketers have to pay when their video has been played in its entirety.
Cost per engagement (CPE) is an advertising pricing model in which marketers only pay for users that engage with an app in a specifically desired way post-installation.
Cost per install (CPI) is a metric that calculates the cost of acquiring a new user to a mobile app by dividing the total cost of a marketing campaign by the number of app installs resulting from that campaign.
Cost per mille (CPM) measures the cost of an ad per one thousand impressions.
Cost per view (CPV) is a marketing pricing model where marketers pay every time a user watches their mobile video ad.
CPA fraud (cost per action fraud) is a ad fraud that occurs when a publisher is paid for fake actions.
Cross-device tracking is tracking a user's activity across multiple devices by using various methods.
Crowd anonymity in SKAdNetwork acts as a safeguard for user privacy, setting the degree of confidentiality for an app user according to the volume of app installs produced during a campaign to acquire mobile users.
A Custom Product Page is a feature provided by the App Store that lets developers and marketers design distinct product pages with customized content, including screenshots, videos, and promotional text.
Daily active users (DAU) is a metric to measure how many unique users interacted with the app on a given day.
A dashboard is a visual interface that consists of charts and graphs and provides an overview of key performance indicators and other important data.
A Data Management Platform (DMP) collects, organizes, and activates first, second, and third-party audience data from any source, including online, offline, mobile, and beyond.
Deep linking can directly send users to a specific in-app content. It can build seamless user experiences across mobile web and app and be a powerful conversion booster.
Deferred deep linking directs the user to the in-app page after the app is downloaded and launched.
A demand-side platform (DSP) is a software platform that enables advertisers to buy and manage ad inventory in real-time bidding auctions.
A device emulator is a software program that mimics another device's functions, enabling developers to test app functionality by simulating a device or an operating system.
A device ID is a unique, anonymized combination of numbers and letters that is assigned to a specific device such as smartphones or tablets. It serves as a distinct identifier for each device, allowing it to be recognized and distinguished from all other mobile devices in the world.
Device ID reset fraud is a mobile fraud in which a fraudster resets the unique identifier of a mobile device to bypass fraud detection systems and use it for fraudulent activities such as creating fake accounts or making unauthorized purchases.
Differential privacy (DP) is a way to protect the privacy of individuals while still getting valuable insights from the dataset.
Digital out-of-home (DOOH) advertising refers to the use of digital signage and screens to deliver ads in public spaces. DOOH ads are usually placed in high-traffic locations to drive awareness to a massive audience and bring an immersive experience.
A Dormant User is someone who has downloaded an app and used it initially but then stopped engaging with it for an extended period.
Duplicate IP is a mobile ad fraud to artificially inflate app installs by generating multiple clicks and installs from the same IP address.
Firebase Dynamic Links, offered by Google's Firebase platform, enables the creation of deep links that seamlessly guide users to specific content within your mobile app or website.
Dynamic Product Ads (DPAs) are personalized, programmatically generated ads that use consumer data to promote products to previously interested users.
E-commerce is short for electronic commerce and refers to buying and selling goods through the internet.
Earned Media is essentially the recognition and visibility achieved through non-paid advertising methods. It is often achieved through word-of-mouth, social shares, press releases, and organic search engine results.
Effective cost per mille (eCPM) refers to the revenue generated by an app publisher for every 1,000 ad impressions served. eCPM allows publishers to understand the profitability of their ad inventory and find an estimate of their revenue.
Mobile engagement refers to how much interaction and involvement a user has with an app or a brand through their mobile device.
ETL refers to extracting data from multiple sources, transforming that data to be loaded in the system, and loading the data.
In marketing, fake users are accounts created by fraudsters for deceptive purposes. As the word itself states, these accounts are not used by real human users. Fake users are exploited for various fraudulent activities, typically to manipulate mobile marketing campaigns.
Fallback acts as a safety net, allowing marketers to maintain engagement and tracking effectiveness even when primary methods encounter obstacles.
Free ad-supported streaming TV (FAST TV) is a streaming service that provides free access to TV shows, movies, and video content in exchange for watching ads in between scheduled breaks. FAST TV content can be streamed with internet connection instead of cable or satellite TV.
Fill rate refers to the percentage of ad requests that are successfully filled with ads. It is a crucial metric that reflects the effectiveness of ad inventory utilization.
GAID is a unique and anonymous identifier used in Google’s advertising services to track ad performance and offer personalized ads.
Gametech refers to the innovative technologies and tools that drive the growth and monetization of the gaming industry, particularly focusing on enhancing user engagement and optimizing performance marketing strategies.
Geofencing is a location-based service where an app uses GPS, RFID, Wi-Fi, or cellular data to trigger a specific action when a mobile device or RFID tag visits a virtual boundary.
Google Tag Manager (GTM) is a powerful, free tool designed to simplify the process of managing and deploying marketing tags (snippets of code or tracking pixels) on your website or mobile app without having to modify the code.
Gross Rating Point (GRP) is a measure of the size of an audience reached by a particular media campaign or advertisement, calculated by multiplying the percentage of a target audience reached by the frequency of an ad.
Identifier for vendor (IDFV) is a unique alphanumeric code used as identifiers for iOS app developers. IDFVs are used to track user behavior across apps and facilitate cross-promotion activities.
IDFA is a unique, anonymous identifier assigned to each iOS device for the purpose of tracking and targeting advertising.
An impression is a metric in advertising that measures how many times an ad is shown to the audience.
Impression fraud is a mobile ad fraud that creates fake ad views.
In-app bidding is a programmatic advertising method where ad exchanges compete in real-time to serve an ad to a user.
In-app events refer to actions or interactions that occur within a mobile application.
In-app header bidding is a programmatic mobile advertising technique in which multiple demand sources can compete simultaneously to bid for ad impressions. This technique differs from the traditional waterfall technique where bids are placed one at a time by going down the list of demand sources by ranking and waiting until an acceptable bid appears.
In-app notifications appear within a mobile app to provide users with relevant information, offers, or updates.
An in-app purchase (IAP) allows users to purchase within the app for additional content or features.
An in-game purchase is placed when a user of a mobile gaming app pays within the app to buy virtual goods like in-game currency, level upgrades, and new features.
In-stream ads are a dynamic form of digital advertising, placed directly within the content streams of videos, offering a seamless viewing experience.
An install is the act of downloading and installing a mobile app on a device and is a metric used to measure the effectiveness of mobile app advertising campaigns.
Install fraud is artificially inflating the number of mobile app installs through technical methods such as bots, fake accounts, and incentivized downloads, misleading advertisers.
In mobile attribution, install hijacking refers to ad fraud where an attacker falsely attributes an app install to a legitimate advertising campaign to earn a fraudulent commission or inflate metrics.
An install referrer is an identifier to track the source of app installs of Android devices.
Instant apps allow users to access and use apps without installing them on their devices. They are limited to Android device users and Google Play Store branded apps only.
An interstitial ad is a full-screen ad that appears between content pages within a mobile app or webpage.
An IP (Internet Protocol) address is a distinctive numerical label assigned to each device connected to a network using the Internet Protocol, identifying its physical location.
In marketing, K-factor determines an app’s virality by measuring how many additional users an existing user brings to an app. K-factor is an essential metric for assessing the effectiveness of viral marketing campaigns and the organic growth potential of a product, service, or app.
A KPI is a quantifiable measure to evaluate the success of an organization or a specific activity in which it engages.
Last Touch Attribution credits the final customer interaction for conversion, offering a simplified view of marketing effectiveness.
Lifecycle tracking is a measurement of the stages an individual experiences throughout their lifetime as a user of a mobile app. By tracking the user journey, marketers can enhance their retargeting strategies and improve user retention.
Lifetime Value (LTV) predicts the profit attributed to the entire future relationship with a user.
Limit ad tracking (LAT) is a feature that allows users to choose not to receive personalized ads on iOS devices by opting out of having IDFA.
lockWindow in SKAdNetwork helps advertisers lock each of the three measurement windows sooner, thereby ending the measurement period earlier than the predefined schedule.
A lookback window refers to the timeframe following an ad engagement such as ad click or view, during which subsequent app installs can be attributed to a specific ad.
M-commerce is short for mobile commerce and refers to buying and selling goods through mobile devices.
Machine Learning is the scientific study and construction of algorithms that can learn from and make predictions on data.
Marketing automation is a multifunctional technology that manages marketing activities with minimized human input. It can handle all sorts of tasks, from mass distributing emails to performing user data analytics in real-time, and streamlines the marketing management process for businesses.
Mediation platforms act as intermediaries between mobile apps, publishers, and ad networks, managing the relationship between supply and demand to serve the best-performing ads and maximize ad revenue.
Microtransactions are small, low-value purchases made within games or apps, typically for virtual goods, upgrades, or digital content.
Mobile ad fraud refers to fraudulent activities on mobile devices using a variety of technology.
Mobile attribution is the process of identifying and assigning credit to the different touchpoints that led to a mobile app conversion.
Mobile malware is malicious software designed to attack mobile devices to gain unauthorized access, steal personal information, or perform other malicious actions.
Mobile marketing is the practice of promoting products or services through mobile devices in order to reach customers and provide them with relevant and personalized information.
An MMP is a third-party attribution tool that empowers marketers to maximize mobile growth by measuring campaign performance across channels and ad networks
Monthly active users (MAU) is a metric to measure the number of unique users who engage with the app in a given month.
Multi-touch attribution (MTA) is an attribution model that calculates and distributes the conversion value to multiple touchpoints.
MVPD is a company or a service that provides multiple channels through a wired or wireless communication network such as cable or satellite.
Native advertising blends in with the surrounding content to appear as a part of the publisher's website or app, providing a more seamless and natural experience for users.
Non-organic installs (NOIs) are app installs driven by specific marketing campaigns, such as ads or promotions on owned channels, which improve app visibility and lead to more organic installs.
OEM (Original Equipment Manufacturer) Advertising is an emerging facet of performance marketing that targets users at the device level, leveraging pre-installed apps or software by the device manufacturers
An offerwall is an in-app space that displays ads carrying some sort of task and rewards users in return for completing the task. It is widely used by marketers to monetize their app and increase user engagement. Offerwalls can be anything from watching a video ad to completing a survey within the app, and the reward can range from virtual currency to premium benefits.
OpenRTB is a protocol that standardizes the process of bidding and transacting digital ad inventory in real-time between buyers and sellers.
Organic installs are any app downloads that occur without the influence of paid or owned media sources like digital ads and campaigns.
OTT (over-the-top) refers to the method of delivering content, such as video, audio, messages, and voice calls, via the internet.
Owned media is a marketing channel directly managed by a company, such as its app, website, blog, social media accounts, and email marketing campaigns.
Paid media in performance marketing refers to any form of advertising that requires payment to place your brand in front of your target audience.
A paywall is a digital barricade that limits a user’s access to certain features or content until they subscribe or pay for it. It is a monetization tool used by many subscription-based platforms to offer exclusive benefits and content to users who pay a fee.
PC and console advertising refers to creating and deploying ads specifically tailored to the distinct audiences and environments of PC and console gaming.
Phone farms are a collection of smartphones or mobile devices that are controlled remotely and used to perform automated tasks.
Postback is the exchange of information between servers when an in-app event or app install occurs. It enables in-app activity tracking and carries data that measurement partners need for attributing installs and impressions.
Predictive Analytics is a data-driven approach that forecasts future user behaviors, preferences, and trends by analyzing historical and current data.
Predictive lifetime value (pLTV) is a metric used to estimate the total value a user will generate for a brand over the entire duration of their relationship. pLTV uses machine learning models and artificial intelligence (AI) to conduct predictive analytics.
Preferred deals are a type of programmatic advertising agreement that allows publishers to offer inventory to specific advertisers before making it available on the open market.
Premium video on demand (PVOD) refers to a monetization model where OTT platforms provide viewers with early access to video content in exchange for a premium price. Unreleased movies or high-quality newly released productions are examples of exclusive content commonly distributed using the PVOD model.
Privacy manifests offer a novel approach for third-party SDK developers to disclose their data utilization and privacy protocols. This disclosure aids app developers in providing a precise depiction of privacy practices within their apps.
Privacy preserving technologies (PPTs) are methods used to protect the users' privacy while still allowing for the collection, storage, and analysis of data.
The Privacy Sandbox is a groundbreaking initiative by Google designed to enhance privacy on the web and mobile by providing a set of open standards for digital advertising that do not rely on individual user tracking via GAID.
Private Set Intersection (PSI) is a privacy-preserving protocol that enables the calculation of the intersection of two private sets without revealing the individual elements in the sets.
A private marketplace in the digital advertising industry is an exclusive and secure platform connecting advertisers and publishers directly to buy and sell ad inventory, offering greater control, increased quality, and improved transparency.
Probabilistic modeling in MMPs is a method used to establish a causal link between ad exposure and a user's action, such as an app install or in-app purchase.
Programmatic advertising automates the buying, placement, and optimization of online advertising through real-time bidding and using demand-side platforms (DSPs) and supply-side platforms (SSPs).
Programmatic digital-out-of-home (pDOOH) advertising refers to the automated buying, selling, and delivery of digital out-of-home (DOOH) ad inventory. It combines the benefits of DOOH advertising with programmatic transactions that enable precise and real-time targeting.
Programmatic Guaranteed is a digital advertising buying process that allows advertisers to purchase a fixed amount of inventory from publishers at a set price, ensuring guaranteed ad placements and impressions.
A publisher in digital advertising refers to a provider of advertising inventory.
Push notifications are a type of pop-up message on a mobile device sent to provide updates, offers, or other information to users.
Re-engagement is the process of reconnecting with users who have previously downloaded an app but are no longer actively using it, with the goal of reigniting interest and encouraging continued engagement.
Real-time bidding (RTB) is a real-time auction process where advertisers bid on available ad space through a demand-side platform.
Receipt validation ensures transactions within mobile apps are legitimate and accurately tracked. It serves as a safeguard against fraud and inaccuracies in in-app purchase reporting.
Receipt validation is an important process for mobile apps to ensure the authenticity of in-app purchases made within their apps.
Remarketing is a widely used marketing strategy that re-engages users who have previously interacted with a product/service or app. It is easier to target these users as they have already shown intent and are more likely to convert.
Retargeting ads allow marketers to show ads to users who have previously interacted with their brand by using various tracking technologies.
Retention rates measure the percentage of users who continue to come back and use an app or service over a specified time.
Return on ad spend (ROAS) is a ratio that calculates the revenue generated for every dollar spent on advertising.
Return on investment (ROI) is a metric to measure the profitability of an investment by dividing the net profit by the original cost of the investment, expressed as a percentage.
SDK spoofing is the creation of fake installs which can consume the advertising budget without actual value.
Search Engine Optimization (SEO) is the practice of enhancing a website-related content and structure to improve its visibility in search engine results pages (SERPs), driving organic traffic.
A self-attributing network (SAN) acts as both a publisher and an ad network and can advertise on its own platform.
A self-serve demand-side platform (DSP) is a marketing automation tool that enables marketers to fully manage and optimize the ad buying process in real-time. Marketers can receive direct access to ad inventory sources and control the parameters for ad delivery while everything else is automated.
Server-to-server (S2S), also known as server-side tracking, is a method of collecting and sharing app or web data between servers. S2S is also how app owners communicate with mobile measurement partners (MMPs) and send event data in a secure way, without having to rely on the user browser and asking for tracking requests.
A session refers to a time a user interacts with the app or website.
SKAdNetwork (SKAN) is a framework for mobile app install measurement and attribution on iOS.
These banners provide a seamless link between web content and mobile apps, encouraging website visitors to install or open the app.
A Soft Launch is the strategy of introducing a product to the market before its official release date, often with minimal marketing effort or publicity.
A software development kit (SDK) is a set of tools that enables a developer to easily create applications for a specific platform.
In marketing, a sub-publisher owns traffic that larger publishers buy and sell to advertisers. Advertisers only work with the network that trades with sub-publishers, not directly with the sub-publishers themselves.
A supply-side platform (SSP) enables publishers to manage and monetize their ad space by selling it programmatically.
A subscription-based video on demand (SVOD) is a streaming service where users pay a subscription fee for the content.
Target Rating Point (TRP) is a metric to determine the percentage of the target audience that has been reached by a particular media campaign or advertisement, calculated by dividing the total impressions delivered by the total target audience, then multiplying the result by 100 to get a percentage.
Targeting refers to identifying and reaching specific groups of audience by using data on characteristics like location, demographics, app history, and previous purchasing behavior. Marketers can use targeting to run targeted ads.
A temporary attribution model attributes credit of a conversion for a limited period of time.
The time of inactivity is a metric that measures the amount of time that passes from when a user first engages with an app or mobile website until their next engagement.
In marketing, a touchpoint is any point of interaction between potential users and brands. Touchpoints can be anything from online ad viewing to word-of-mouth communication.
In marketing, a tracking link is a specialized URL used to report user activity on an app or webpage and understand traffic sources of marketing campaigns. It is also used to redirect users to other destinations and monitor attribution parameters.
A tracking parameter is a value added to a URL to track the performance of a specific marketing campaign or advertising effort.
Transactional video on demand (TVOD) is a monetization model where users pay for each individual video content they wish to rent or purchase. Rather than paying a subscription fee for platform-wide access, users pay on a per-title basis for streaming.
An uninstall refers to deleting a previously installed app from a mobile device.
Universal links are deep links used in iOS devices that allows users to open a specific piece of content within an app.
An urchin tracking module (UTM) is a marketing analytics tool used to measure the performance of marketing campaigns. UTM parameters are the key pieces of data that enable the analysis and are added at the end of a URL.
User Acceptance Testing (UAT) is the final phase of the software testing process, where the end users test the software to ensure it meets their requirements and functions correctly in real-world scenarios.
User acquisition (UA) is the process of attracting and converting new users to a product or service.
In mobile marketing, user loyalty is when a user maintains an active and positive relationship with an app after installing and launching it for the first time. A user that drives engagement, repeat purchases, and overall contributes to the beneficial growth of an app is considered a loyal user.
User stickiness indicates how engaged and loyal users are to a mobile app over time. It essentially measures the app's ability to retain users and keep them coming back.
Video on demand (VOD) is a content distribution system that allows users to select and watch video content at their convenience without limitations to a specific device or broadcasting schedule. With VODs, users can access a wide range of content, from movies and TV shows to miscellaneous video content.
View-through attribution (VTA) is a way to measure ad effectiveness by giving credit of a conversion to ad impressions.
View-through rate (VTR) is a metric that measures the number of times an ad was viewed, divided by how many times the ad was shown.
A virtual multichannel video programming distributor (vMVPD) is a streaming service that offers a bundle of live and on-demand linear television through an internet connection, without the need for cable or satellite TV providers.
A walled garden is a platform where the publisher handles all the ad inventory and data.
Web attribution is to determine which source or channel of website traffic led to a conversion.
Weekly active users (WAU) is a metric to measure how many unique users interacted with the app on a given week.
A white-label demand-side platform (DSP) is a fully-programmed software that businesses purchase and use to perform programmatic advertising. These DSPs come without a tag, and brands can rebrand and acquire the solution entirely once the transaction has been made with the developers.
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