glossary

Glossary

Glossary

Appgain Knowledge Hub for Digital Marketers.

A

Advertisement Action

Any activity associated with a Advertisement that enables interactivity and communication betwee...

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Affiliate Marketing

A process whereby a Content Provider provides financial consideration to one or more persons or ...

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Aggregator

n organization that acts as a middleman between application and content providers, and mobile ca...

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Alert Tone

An audio product that is triggered by and sounds on the handset upon a specific event, such as a...

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Alternative Method of Entry

A no cost or low cost means for an individual to enter a sweepstakes or contest

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Anchor Text

The actual text of a link – i.e. the portion that you see underlined. An important ranking facto...

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Application Originated Message

A text or multimedia message sent from a network based mobile application, typically to a handset.

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Application Terminated

A text or multimedia message received by a network based mobile application, typically sent by a...

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B

Background Audio Ad

A background audio clip that is played throughout the MMS message. An example is a jingle.

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Banner Size

The width and length dimensions (typically presented in pixels) of a banner/ image advertisement...

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Billing Aggregator

An organization that provides one ore more billing solutions (PSMS, Direct-to-bill, Credit Card,...

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Bitmap

A format for images

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Bluetooth

A communication protocol that enables mobile devices equipped with a special chip to send and r...

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BREW Applications

Applications that are designed and built on Qualcomm’s BREW technology for small-screen devices...

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Browse and Buy

The model for content discovery and purchase that is provided by operators on-deck. This model i...

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C

Call to Action

A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other for...

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Carrier

A company that provides wireless telecommunications services

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Chat

A program that enables asynchronous interactions between two or more mobile subscribers.

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Chat Bots

A computer-generated response sent to chat par￾ticipants. These responses are sent without human ...

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Child

A person under the age of 13

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Click

The act of when a mobile subscriber interacts with (highlights and clicks on) an advertisement (...

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Click-through

The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber ...

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Code Division Multiple Access;

Also called “spread spectrum techniques,” a tech￾nique for multiplexing digital transmission of r...

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Color Graphics

A color image

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Commercial Messages

Text or multimedia messages that are sent to a mobile device, usually for commercial purposes.

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Common Shortcode

Short numeric numbers (typically 4~6 digits) to which text messages can be sent from a mobile ph...

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Complete MMS Ad

This advertisement unit assumes that the entire MMS is the advertisement. This MMS advertisement...

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Consideration

Although the definition of consideration varies from state to state, generally, consideration me...

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Content Preview

An advertisement where a sample of mobile content is included. This is very similar to a movie t...

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Content Provider

A company that creates and offers content, e.g. graphic products, ringtones, games, news, inform...

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Cookie

Information placed on a visitor’s computer or Mobile handset by a Web server that can be stored o...

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Coupon

A ticket, message, and/or document that can be exchanged for a financial discount on a product or...

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Customer Care and Billing

The function area/department of a carrier, content provider, or other vendor that provides custo...

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D

Data Collection

The process by which a marketer collects mobile subscribers’ personally identifiable information.

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Deck

A browseable portal of links to content, pre-configured usually by the network operator, and set ...

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Delivery Report

An acknowledgement /notice/report of a successful MO/MT billing.

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Digital Video Broadcasting- Handset

The technology that drives mobile TV, which is a combination of conventional digital video, and ...

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Dynamic Ad Delivery

Based upon predetermined criteria, Dynamic Ad De￾ivery is the process by which a mobile advertise...

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E

Enhanced Data rates for GSM Evolution

The final stage in the evolution of the GSM standard, which was also an intermediate technology ...

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Extensible HyperText Markup Language

A markup language. It is a reformulated, upgraded version of HTML, but still conforms to the XML...

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F

Fixed Mobile Convergence

A mobile device that supports both carrier network and WiFi and can switch between each seamlessly

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Friendly Off-Deck

Off-portal mobile internet content that has been validated against operator standards for techni...

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G

Gallery

An extended set of menus containing links to third-party content. The gallery is usually accesse...

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General Packet Radio Service

A packet-switching technology that enables highspeed data transmission of up to 115kbps. An enha...

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Global System for Mobile Communications

A digital mobile cellular standard developed and widely used in Europe. One of the main 2G digit...

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Graphics Interchange Format

A supported format for color images, such as mobile banner ads.

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I

Image

A photograph or graphic that may be delivered to the mobile handset as any of several low resolu...

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i-Mode

A packet-based information service developed by Japanese operator NTT DoCoMo to deliver a wide ...

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Index

The database in which a search engine stores content from every Web page that its spider visits.

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Instant Voice Response

A computerized system that allows a person, typically a telephone caller, to select options from...

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Interactive TV

nteractive TV refers to TV programming and technology that allows the viewer to engage in two-wa...

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International Mobile Equipment Identity

A 15 digit, unique serial number assigned to a mobile phone. IMEI consists of five groups of num...

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Interstitial Image Ad

An advertising image that is inserted into the middle of a complete MMS message. This image will...

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Interstitial Video Ad

An advertising video clip that is inserted in the middle of a complete MMS message. This video p...

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IVR Discovery

A content discovery method where the user calls a phone number, during which their mobile phone ...

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L

Landing Page

A secondary page to which a user is directed when they click on an ad, where they are provided a...

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Location Information

Information that enables a Mobile Marketer to identify the specific location of a particular wir...

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Layered Notice

The provisioning of a short, medium and long form description for a program/service overview, te...

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Locator

An advertisement or service through which an advertiser’s (i.e. Radio Shack, Ford) brick & mortar...

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M

Mastertone

Audio sourced directly from recorded music tracks and encoded for mobile devices with a high fid...

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Meta Description

The meta tag that describes the page’s content – especially relevant to mobile spiders.

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MO or MT Billing

The tagging of a tariff to the MO or MT SMS message of a PSMS service for billing purposes.

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Mobile Community Service

A service accessible from a mobile device which may include, but is not limited to, the followin...

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Mobile Dating

Social networking via a mobile community, application or web site for the purpose of dating

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Mobile Marketer

All companies within the mobile ecosystem, including: Advertisers, Aggregators/Distributors, Carr...

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Mobile Message

SMS and/or MMS message sent to a handset but does not include advertisements delivered on WAP s...

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Mobile Search

Executing a search via mobile Internet.

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Mobile Subscriber

A consumer that enters into an agreement with a Carrier. Once executed, the agreement requires t...

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Mobile Web

The Mobile Web is a channel for delivery of web content, which offers and formats content to use...

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Mobisode

Trademarked term owned by NewsCorp/ Fox Broadcasting Company to describe original, made-for-mobil...

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Mpeg Audio Layer 3

An audio compression format to greatly reduce the amount of data required to represent the audio...

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Musical Instrument Digital Interface

A standard used to represent musical information in a digital format. They can be recorded and p...

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Mobile attribution

What is mobile attribution? In the simplest terms, mobile attribution ties app installs to market...

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Mobile fraud detection

What is mobile fraud detection and protection? Mobile fraud detection encompasses a set of techno...

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Multi-touch attribution

The number of touchpoints between prospect and brand before conversion or sale can vary from anyt...

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Menu

Any list of selections that are accessible using either the left or right soft key while inside ...

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MMS Banner

A transparent advertising screen image that is inserted with text onto an MMS message. This imag...

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Mobile Advertising

A form of advertising that is communicated to the consumer/target via a handset. This type of ad...

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Mobile Content

Entertainment, sports and news information and games delivered via any wireless media type in a ...

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Mobile Games

A game created for and played on a handset or handheld computer. The majority of mobile games a...

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Mobile Marketing

The use of wireless media as an integrated content delivery and direct response vehicle within a...

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Mobile Messaging Program

Multiple mobile messages, usually delivered as part of a coordinated campaign.

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Mobile Shorts

Original, made-for-mobile programming/episodes. Usually created by TV networks and movie studios...

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Mobile Terminated Message

An SMS/ MMS message received to a mobile device.

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Motion Picture Experts Group

A compression technology for voice and video, which allows these forms of information to be tran...

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N

NeuStar

The commercial company that manages the directory of common short codes, which are rented out fo...

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Non-Personally Identifiable Information

Information that may correspond to a particular person, account or profile, but is not sufficien...

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Non-organic install (NOI)

What are NOIs? Non-organic installs happen when a user chooses to download and install an app aft...

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O

Off Portal

Point of sale/access on the mobile network, but outside of the carrier’s “walled garden”/ portal...

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P

Push notifications

Real-time messages sent to users' devices, keeping them informed and engaged with updates, promo...

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R

Reattribution window

A reattribution window refers to a set period of time set during which a user re-installs an app.

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Retention rate

What is retention rate? Retention rate is the percentage of customers who continue to use your se...

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S

SKAdNetwork (SKAN)

SKAdNetwork (SKAN) is a framework introduced by Apple for measuring the effectiveness of ad campa...

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