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Mobile Marketing Glossary
A
B
C
D
E
F
G
I
K
L
M
N
O
P
R
S
T
U
V
W
A
API (Application Programming Interface)
AVOD (Advertising-based video on demand)
Ad exchange
Ad inventory
Ad mediation
Ad monetization
Ad network
Ad podding
Ad server
Ad spend
Ad stacking
Ad tag
Ad unit
Advertisement
Advertiser
Analytics
Android App Links
App monetization
App stickiness
App store analytics
App store optimization (ASO)
App tracking transparency (ATT)
Application (app)
Attribution fraud
Attribution modeling
Average revenue per daily active user (ARPDAU)
Average revenue per user (ARPU)
app-ads.txt
B
Bid request
Blocklist (Blacklist)
Bots
Branded link
Broadcaster video on demand (BVOD)
C
CPA fraud
Churn rate
Click farms
Click fraud
Click hijacking
Click injection
Click redirection
Click spam
Click to install time (CTIT)
Click validation
Click-through rate (CTR)
Cohort
Connected TV (CTV)
Conversion
Conversion Rate
Cost aggregation
Cost models
Cost per action (CPA)
Cost per click (CPC)
Cost per completed view (CPCV)
Cost per engagement (CPE)
Cost per install (CPI)
Cost per mille (CPM)
Cost per view (CPV)
Cross-device tracking
D
Daily Active Users (DAU)
Dashboard
Deep linking
Deferred deep linking
Demand-side platform (DSP)
Device ID
Device ID reset fraud
Differential privacy (DP)
Digital out-of-home (DOOH)
Duplicate IP
Dynamic Links
Dynamic product ad (DPA)
E
E-commerce
Effective cost per mille (eCPM)
Engagement
Extract, transform, and load (ETL)
F
Fake users
G
GAID (Google Advertising ID)
Geofencing
Gross rating point (GRP)
I
IDFA (Identifier for Advertising)
Identifier for vendor (IDFV)
Impression
Impression fraud
In-app bidding
In-app events
In-app header bidding
In-app notifications
In-app purchase (IAP)
In-game purchase
Install
Install fraud
Install hijacking
Install referrer
Instant apps
Interstitial ad
K
Key Performance Indicator (KPI)
K-factor
L
Lifecycle tracking
Lifetime value (LTV)
Limit ad tracking (LAT)
M
M-commerce
MVPD (Multichannel Video Programming Distributor)
Marketing automation
Mediation platform
Mobile ad fraud
Mobile attribution
Mobile malware
Mobile marketing
Mobile measurement partner (MMP)
Monthly Active Users (MAU)
Multi-touch attribution (MTA)
N
Native advertising
O
OTT (Over The Top)
Offerwall
Owned media
Organic install
P
Paywall
Phone farms
Postback
Predicted lifetime value (pLTV)
Premium video on demand (PVOD)
Privacy preserving technologies (PPTs)
Privacy set intersection (PSI)
Private marketplace (PMP)
Probabilistic modeling
Programmatic advertising
Programmatic digital-out-of-home (pDOOH)
Publisher
Push notification
R
Re-engagement
Real-time bidding (RTB)
Receipt validation
Remarketing
Retargeting ad
Retention rate
Return On Ad Spend (ROAS)
Return On Investment (ROI)
S
SDK spoofing
SKAdNetwork (SKAN)
SVOD (Subscription-based video on demand)
Self-attributing network (SAN)
Self-serve DSP
Server-to-server (S2S)
Session
Software Development Kit (SDK)
Supply-side platform (SSP)
T
Targeting
Temporary attribution
Time of inactivity
Touchpoint
Tracking link
Tracking parameter
Transactional video on demand (TVOD)
U
Uninstall
Universal links
Urchin tracking module (UTM)
User Acquisition (UA)
User loyalty
V
Video on demand (VOD)
View-through attribution (VTA)
View-through rate (VTR)
Virtual multichannel video programming distributor (vMVPD)
W
Walled garden
Web attribution
Weekly Active Users (WAU)
White-label DSP
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