API (Application Programming Interface)

AVOD (Advertising-based video on demand)

Ad exchange

Ad inventory

Ad monetization

Ad network

Ad server

Ad spend

Ad stacking

Ad tag

Advertisement

Advertiser

Analytics

Android App Links

App monetization

App search optimization (ASO)

App stickiness

App tracking transparency (ATT)

Application (app)

Attribution fraud

Attribution modeling

Average revenue per user (ARPU)

CPA fraud

Churn rate

Click fraud

Click hijacking

Click injection

Click redirection

Click spam

Click to install time (CTIT)

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)

Cross-device tracking

Daily Active Users (DAU)

Dashboard

Deep linking

Deferred deep linking

Demand-side platform (DSP)

Device ID reset fraud

Differential privacy (DP)

Duplicate IP

Dynamic product ad (DPA)

E-commerce

Engagement

Extract, transform, and load (ETL)

GAID (Google Advertising ID)

Geofencing

Gross rating point (GRP)

IDFA (Identifier for Advertising)

Impression

Impression fraud

In-app bidding

In-app events

In-app notifications

In-app purchase (IAP)

Install

Install fraud

Install hijacking

Install referrer

Interstitial ad

Lifetime value (LTV)

Limit ad tracking (LAT)

M-commerce

MVPD (Multichannel Video Programming Distributor)

Mediation platform

Mobile ad fraud

Mobile attribution

Mobile malware

Mobile marketing

Mobile measurement partner (MMP)

Monthly Active Users (MAU)

Multi-touch attribution (MTA)

Phone farms

Privacy preserving technologies (PPTs)

Privacy set intersection (PSI)

Private marketplace (PMP)

Probabilistic modeling

Programmatic advertising

Publisher

Push notification

Re-engagement

Real-time bidding (RTB)

Receipt validation

Retargeting ad

Retention rate

Return On Ad Spend (ROAS)

Return On Investment (ROI)

SDK spoofing

SKAdNetwork (SKAN)

SVOD (Subscription-based video on demand)

Self-attributing network (SAN)

Session

Software Development Kit (SDK)

Supply-side platform (SSP)

Targeting

Temporary attribution

Time of inactivity

Tracking parameter

Uninstall

Universal links

User Acquisition (UA)

View-through attribution (VTA)

View-through rate (VTR)

Walled garden

Web attribution

Weekly Active Users (WAU)