what is glossary!
Glossary is aknowledge hub for digital marketers.
A
Advertisement Action
Any activity associated with a Advertisement that enables interactivity and communication betwee...
View full definitionAffiliate Marketing
A process whereby a Content Provider provides financial consideration to one or more persons or ...
View full definitionAggregator
n organization that acts as a middleman between application and content providers, and mobile ca...
View full definitionAlert Tone
An audio product that is triggered by and sounds on the handset upon a specific event, such as a...
View full definitionAlternative Method of Entry
A no cost or low cost means for an individual to enter a sweepstakes or contest
View full definitionAnchor Text
The actual text of a link – i.e. the portion that you see underlined. An important ranking facto...
View full definitionApplication Originated Message
A text or multimedia message sent from a network based mobile application, typically to a handset.
View full definitionApplication Terminated
A text or multimedia message received by a network based mobile application, typically sent by a...
View full definitionAD EXCHANGE
What is an ad exchange? An online, real-time marketplace that enables advertisers and publishers ...
View full definitionAd Impression
Why are ad impressions important? Ad impressions allow advertisers to see the number of people vi...
View full definitionAd Mediation
What is ad mediation? Ad mediation is an app monetization tool that enables app developers or mar...
View full definitionAD NETWORK
an integrated system that connects advertisers and publishers to match the inventory of suppliers...
View full definitionAd Revenue
What is ad revenue? Ad revenue is the income apps earn from in-app advertising which could be ban...
View full definitionAd Server
What is an ad server? An ad server is a web-based tool that helps publishers, advertisers, ad age...
View full definitionAd Units
What are the ad units? The term ad unit refers to a type of advertisement that app developers inc...
View full definitionads.txt
What is ads.txt? The Authorized Digital Sellers program, or ads.txt, ensures that your digital ad...
View full definitionAPI (APPLICATION PROGRAMMING INTERFACE)
a software interface which allows software components interact with each other using a specific p...
View full definitionApp Active User
What is an active user? Users who engage with your app meaningfully within a given period are con...
View full definitionAPP ADVERTISING (MOBILE)
advertising which targets mobile devices and embracing all mobile formats
View full definitionApp Discovery
What is app discovery? Getting users to notice and install an app is called app discovery. As the...
View full definitionApp Metrics
What are mobile app metrics? Mobile app metrics measure the performance and success of mobile app...
View full definitionApp Monetization
What is mobile app monetization? Mobile app monetization is the way in which app developers gener...
View full definitionApp Promotion (iOS & Android)
What is app promotion? App promotion refers to the process by which app developers advertise thei...
View full definitionApp Rating
What is mobile app rating? App rating allows users to rate an app by giving feedback on their exp...
View full definitionAPP STORE OPTIMIZATION (ASO)
a process which helps increase your app stores visibility with a focus on optimizing your app con...
View full definitionARPU (Average Revenue Per User)
What’s ARPU (Average Revenue Per User)? Being a vital metric for marketers, product managers, and...
View full definitionATTRIBUTION TOOL
an instrument to measure users activities in app and the effectiveness of marketing campaigns
View full definitionAccelerated Mobile Pages (AMP)
What are accelerated mobile pages? An AMP is a highly engaging framework introduced by Google in ...
View full definitionApp store analytics
What are app store analytics? The level of data you can access can be divided into two categories...
View full definitionApp Tracking Transparency (ATT)
App Tracking Transparency (ATT) is a privacy feature introduced by Apple in iOS 14.5 and later ve...
View full definitionAdvertiser
Individual or organization that places a paid promotion within media for the purpose of promotin...
View full definitionAirtime
The number of connected minutes consumed by a mobile subscriber while placing and receiving call...
View full definitionAlerts
Notifications, typically in the form of a text or multimedia message, containing time-sensitive ...
View full definitionALT tag
The text displayed while an image is being loaded. ALT tags are particularly relevant for mobile...
View full definitionApplication
Software solutions that power the business logic for mobile marketing initiative(s).
View full definitionApplication Provider
An organization that offers network based software solutions “applications,” or dowloadable appl...
View full definitionAsynchronous
A type of two-way communication that occurs with a time delay, allowing participants to respond ...
View full definitionAverage Revenue per User (ARPU)
Average Revenue per User (ARPU) is a financial metric commonly used in the telecommunications, so...
View full definitionAverage Revenue per Daily Active User (ARPDAU)
Average Revenue per Daily Active User (ARPDAU) is a financial metric used in the mobile app and g...
View full definitionAttribution Window
The attribution window refers to the period of time during which a user's actions or interactions...
View full definitionActive User
An active user refers to an individual who regularly engages with a product, service, or platform...
View full definitionB
Background Audio Ad
A background audio clip that is played throughout the MMS message. An example is a jingle.
View full definitionBanner Size
The width and length dimensions (typically presented in pixels) of a banner/ image advertisement...
View full definitionBilling Aggregator
An organization that provides one ore more billing solutions (PSMS, Direct-to-bill, Credit Card,...
View full definitionBluetooth
A communication protocol that enables mobile devices equipped with a special chip to send and r...
View full definitionBREW Applications
Applications that are designed and built on Qualcomm’s BREW technology for small-screen devices...
View full definitionBrowse and Buy
The model for content discovery and purchase that is provided by operators on-deck. This model i...
View full definitionBANNER ADS
Banner ads is an ad unit that appears at the top or bottom of a mobile application allows the adv...
View full definitionBIG DATA
an approach to business or analytics process that mainly emphasizes the use of data and quantitat...
View full definitionBOOST/BURST CAMPAIGN
an app marketing technique which helps you to reach a specific category/overall ranking by drivin...
View full definitionBlacklist
What are blacklists? Any publisher or source who’s behavior matches known fraud patterns is repor...
View full definitionBrand safety
Brand safety is a digital marketing definition referring to channels and practices meant to help ...
View full definitionBandwidth
Digital bandwidth is measured in bits per second (bps), kilobits per second (kbps), or megabits ...
View full definitionBill Face Descriptor
Description of billing details that appear on a mobile subscriber’s wireless bill.
View full definitionBinary Runtime Environment for Wireless
An open-source application development platform for wireless devices, originally designed for CD...
View full definitionBlink Message
Text message that contains blinking text for the purpose of emphasis
View full definitionBranding
The process by which brand identity is developed; a marketing strategy and/or campaign objective.
View full definitionBroadcast video
Video content is “broadcasted” over a network down to the consumer’s handset. This allows consum...
View full definitionC
Call to Action
A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other for...
View full definitionChat
A program that enables asynchronous interactions between two or more mobile subscribers.
View full definitionChat Bots
A computer-generated response sent to chat participants. These responses are sent without human ...
View full definitionClick
The act of when a mobile subscriber interacts with (highlights and clicks on) an advertisement (...
View full definitionClick-through
The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber ...
View full definitionCode Division Multiple Access;
Also called “spread spectrum techniques,” a technique for multiplexing digital transmission of r...
View full definitionCommercial Messages
Text or multimedia messages that are sent to a mobile device, usually for commercial purposes.
View full definitionCommon Shortcode
Short numeric numbers (typically 4~6 digits) to which text messages can be sent from a mobile ph...
View full definitionComplete MMS Ad
This advertisement unit assumes that the entire MMS is the advertisement. This MMS advertisement...
View full definitionConsideration
Although the definition of consideration varies from state to state, generally, consideration me...
View full definitionContent Preview
An advertisement where a sample of mobile content is included. This is very similar to a movie t...
View full definitionContent Provider
A company that creates and offers content, e.g. graphic products, ringtones, games, news, inform...
View full definitionCookie
Information placed on a visitor’s computer or Mobile handset by a Web server that can be stored o...
View full definitionCoupon
A ticket, message, and/or document that can be exchanged for a financial discount on a product or...
View full definitionCustomer Care and Billing
The function area/department of a carrier, content provider, or other vendor that provides custo...
View full definitionCHURN RATE
What is the churn rate? The churn rate shows the number of users who stop using or uninstall an a...
View full definitionCOHORT ANALYSIS
an analysis method which is used to look at certain groups of users and following their behavior ...
View full definitionCPA MOBILE CAMPAIGN
cost per acquisition advertising model where the advertiser pays a publisher for each specified a...
View full definitionCPC (Cost Per Click)
What is the cost per click? (CPC) Cost-per-click (CPC) refers to the concept of mobile user acqui...
View full definitionCPCV MOBILE CAMPAIGN
cost per completed view advertising model where the advertiser pays a publisher for user’s comple...
View full definitionCPI MOBILE CAMPAIGN
cost per install advertising model where the advertiser pays a publisher for each installation li...
View full definitionCR (CONVERSION RATE)
What is the conversion rate? (CVR) Out of the total number of users of your ad’s impressions, a c...
View full definitionCTR (CLICK-THROUGH RATE)
a ratio of clicks to ad impressions which is obtained by dividing the number of users who clicked...
View full definitionCall Detail Records
The record made within the cellular network of all details of both incoming and outgoing calls m...
View full definitionCapacity
The measure of a mobile network’s ability to support simultaneous calls, messages, etc
View full definitionClear and Conspicuous Notice
The vehicle by which descriptions, instructions, terms and conditions, and other relevant detail...
View full definitionClick to Call
A service that enables a mobile subscriber to initiate a voice call to a specified phone number ...
View full definitionCommon Short Code Administration
An organization that administers the common short code registry for a particular country/region....
View full definitionCompact HTML
A subset of HTML for small devices, such as mobile phones and PDAs. cHTML was created by Japan-b...
View full definitionConfidentiality
The treatment of information that an individual has disclosed in a relationship of trust, and wi...
View full definitionConfidentiality
The treatment of information that an individual has disclosed in a relationship of trust, and wi...
View full definitionConfirmed Opt-in
The process used for verifying a mobile subscriber’s intention, and for gaining the subscriber’s...
View full definitionContent Aggregator
An organization that contracts with an array of content providers, and redistributes licensed con...
View full definitionContest
A promotional mechanism that includes a prize and a game of skill. Consideration is allowed, but...
View full definitionCost per Thousand
A metric used to price advertising banners. Sites that sell advertising may guarantee an adverti...
View full definitionCross-carrier Mobilephone Voting Application
A software solution that processes the votes cast by mobile subscribers from multiple mobile car...
View full definitionCross-Device
Cross-device refers to the ability to seamlessly and consistently access and interact with digita...
View full definitionCost per Install (CPI)
Cost per Install (CPI) is a key metric used in mobile app marketing to measure the cost of acquir...
View full definitionCost per Engagement (CPE)
Cost per Engagement (CPE) is a metric used in digital advertising to measure the cost of user eng...
View full definitionCost per Click (CPC)
Cost per Click (CPC) is a common metric used in digital advertising to measure the cost incurred ...
View full definitionCost per Action (CPA)
Cost per Action (CPA) is a metric used in digital advertising to measure the cost incurred by adv...
View full definitionConversion Rate
Conversion rate is a metric used in digital marketing to measure the percentage of users who take...
View full definitionD
Data Collection
The process by which a marketer collects mobile subscribers’ personally identifiable information.
View full definitionDeck
A browseable portal of links to content, pre-configured usually by the network operator, and set ...
View full definitionDigital Video Broadcasting- Handset
The technology that drives mobile TV, which is a combination of conventional digital video, and ...
View full definitionDynamic Ad Delivery
Based upon predetermined criteria, Dynamic Ad Deivery is the process by which a mobile advertise...
View full definitionDaily Active Users (DAU)
DAU indicates the number of users on a daily basis. DAU can help you measure the potential for gr...
View full definitionDEMAND SIDE PLATFORM (DSP)
a technology platform that enables advertisers to automate and manage ad buying process from mult...
View full definitionData Charging
The cost of using the mobile network for data services. The two main charging models are: pay-as...
View full definitionDedicated Short Code
The process of running only one service on a Common Short Code at any given time.
View full definitionDigital Multimedia Broadcasting
A digital radio transmission technology for sending multimedia (radio, TV, and data casting) to ...
View full definitionDirect To Consumer
Content and services promoted directly by the thirdparty “provider” to the phone end-user. The pr...
View full definitionDouble Opt-in
The process of confirming a mobile subscriber’s wish to participate in a mobile program by reque...
View full definitionDownload video
In this instance, the video file is downloaded to the handset completely before the handset star...
View full definitionDual Band
A handset that supports and is compatible with two different standards and/or two different freq...
View full definitionDormant Users
Dormant users, also known as inactive users, are individuals who have previously engaged with a p...
View full definitionDisplay Fraud
Display fraud refers to fraudulent activities and practices within the digital advertising ecosys...
View full definitionDifferential Privacy
Differential privacy is a privacy-preserving technique used in data analysis and statistical cal...
View full definitionDevice Farm
A device farm is a cloud-based platform or service that provides a wide range of real mobile devi...
View full definitionDevice ID Reset Fraud
Device ID reset fraud refers to fraudulent activities where individuals or entities intentionally...
View full definitionDeferred Deep Linking
Deferred deep linking is a technique used in mobile app development and marketing to direct users...
View full definitionDeep Linking
Deep linking is a technique that allows users to navigate directly to a specific page or content ...
View full definitionE
Enhanced Data rates for GSM Evolution
The final stage in the evolution of the GSM standard, which was also an intermediate technology ...
View full definitionExtensible HyperText Markup Language
A markup language. It is a reformulated, upgraded version of HTML, but still conforms to the XML...
View full definitionECPM (EFFECTIVE COST-PER-MILLE)
a measurement which gives us the value of a publishers’s inventory on a Cost-per-Mille basis. For...
View full definitionENGAGED USER
the users who take action with your app out of the total people that you were able to reach
View full definitionENGAGEMENT RATE
percentage of total impressions which include clicks, likes, comments regardless of platform
View full definitionEnd-User
A person who accesses and uses a product. (e.g. a user who watches a video using their mobile de...
View full definitionExtensible Markup Language
A general-purpose markup language, primarily used to facilitate the sharing of data across diffe...
View full definitionF
Fixed Mobile Convergence
A mobile device that supports both carrier network and WiFi and can switch between each seamlessly
View full definitionFriendly Off-Deck
Off-portal mobile internet content that has been validated against operator standards for techni...
View full definitionFILL RATE
a measure of an inventory’s ability to meet demand which shows the percentage of ad requests that...
View full definitionFree to End User
An FTEU program is any program to which the subscriber opts-in, with the result that the subscri...
View full definitionFull Music Download
The downloading of a complete song, versus a section of a song, for playback on a mobile device.
View full definitionFake Users
Fake users refer to fictitious or non-genuine accounts created on platforms, websites, or apps. T...
View full definitionG
Gallery
An extended set of menus containing links to third-party content. The gallery is usually accesse...
View full definitionGeneral Packet Radio Service
A packet-switching technology that enables highspeed data transmission of up to 115kbps. An enha...
View full definitionGlobal System for Mobile Communications
A digital mobile cellular standard developed and widely used in Europe. One of the main 2G digit...
View full definitionGraphics Interchange Format
A supported format for color images, such as mobile banner ads.
View full definitionGEOLOCATION
the term refers to the ability to determine position of a person or a device by using their geogr...
View full definitionGlobal Positioning System
A system of satellites, computers and receivers that can determine the latitude and longitude of...
View full definitionGraphic Banners
A graphic mobile ad represented by a banner featuring an image. Similar to a web banner, but with...
View full definitionGreeting
A voicemail greeting that the caller hears when the call recipient he/she is attempting to reach...
View full definitionGoogle Advertising ID
The Google Advertising ID (GAID) is a unique identifier assigned to Android devices by Google for...
View full definitionI
Image
A photograph or graphic that may be delivered to the mobile handset as any of several low resolu...
View full definitioni-Mode
A packet-based information service developed by Japanese operator NTT DoCoMo to deliver a wide ...
View full definitionIndex
The database in which a search engine stores content from every Web page that its spider visits.
View full definitionInstant Voice Response
A computerized system that allows a person, typically a telephone caller, to select options from...
View full definitionInteractive TV
nteractive TV refers to TV programming and technology that allows the viewer to engage in two-wa...
View full definitionInternational Mobile Equipment Identity
A 15 digit, unique serial number assigned to a mobile phone. IMEI consists of five groups of num...
View full definitionInterstitial Image Ad
An advertising image that is inserted into the middle of a complete MMS message. This image will...
View full definitionInterstitial Video Ad
An advertising video clip that is inserted in the middle of a complete MMS message. This video p...
View full definitionIVR Discovery
A content discovery method where the user calls a phone number, during which their mobile phone ...
View full definitionIBA (INTERNET-BASED ADVERTISING)
type of advertising concept that involves tracking of consumers’ online activities to deliver tai...
View full definitionIN-APP ADS
a type of advertising that appear within a mobile app. It can be standart banners, videos, native...
View full definitionIN-APP MESSAGE
the term refers to broadcast message to customers when they are using the app, directly within th...
View full definitionIN-APP PURCHASE
the spending which arises out of extra content and subscriptions that you can buy in apps on your...
View full definitionINCENT TRAFFIC
the term which refers to the traffic coming from all types of advertisements in return for a reward
View full definitionINTERSTITIAL ADS
a type of full screen advertising that covers the interface of their host application and appears...
View full definitionImage Ad
An image on a mobile web site with an active link that can be clicked on by the wireless subscri...
View full definitionImpressions
A business metric for counting the number of times mobile subscribers have viewed a particular p...
View full definitionInformation on Demand
Content delivered in the form of an Alert. Subscriber receives updates of weather, traffic, horo...
View full definitionIntegrated Digital Enhanced Network
A wireless technology developed by Motorola, which combines the capabilities of a digital cellul...
View full definitionInteractive Voice Response
A phone technology that allows a computer to detect voice and touch tones using a normal phone c...
View full definitionInter-operable Messaging
The ability for mobile subscribers to exchange text and multimedia messages across different mob...
View full definitionInterstitial Text Ad
A text page that is displayed in the middle of the MMS message.
View full definitionInterstitial Video Clip
An advertising video clip that is inserted into the middle of a complete MMS message. This video...
View full definitionInstant Apps
Instant Apps are a feature on Android devices that enables users to access specific app functiona...
View full definitionInstall Validation
Install validation is the process of verifying the authenticity of app installations attributed t...
View full definitionInstall Referrer
The install referrer is a parameter that indicates the source or marketing campaign that resulted...
View full definitionIn-Game Purchase
An in-game purchase refers to a transaction made within a video game to acquire virtual goods, co...
View full definitionIn-App Notifications
In-app notifications are messages or alerts that are delivered directly within a mobile applicat...
View full definitionIn-App Events
In-app events refer to specific actions or interactions that occur within a mobile application. T...
View full definitionIdentifier for Advertisers (IDFA)
The Identifier for Advertisers (IDFA) is a unique identifier assigned to Apple devices, such as i...
View full definitionIn-App Notifications
In-app notifications are messages or alerts that are delivered directly within a mobile applicati...
View full definitionIn-App Events
In-app events refer to specific actions or interactions that occur within a mobile application. T...
View full definitionL
Landing Page
A secondary page to which a user is directed when they click on an ad, where they are provided a...
View full definitionLocation Information
Information that enables a Mobile Marketer to identify the specific location of a particular wir...
View full definitionLayered Notice
The provisioning of a short, medium and long form description for a program/service overview, te...
View full definitionLocator
An advertisement or service through which an advertiser’s (i.e. Radio Shack, Ford) brick & mortar...
View full definitionLifetime Value (LTV)
What is app LTV (lifetime value)? LTV is an essential metric that measures the revenue generated ...
View full definitionLOCATION-BASED ADVERTISING
a type of advertising which is based on specific geographic coordinates of target audiences
View full definitionLONG TAIL KEYWORDS
LONG TAIL KEYWORDS the longer and more specific keyword phrases that visitors are more likely to ...
View full definitionLocation Based Services
A range of services that are provided to mobile subscribers based on the geographical location o...
View full definitionLottery
A lottery is a game that includes a prize, a game of chance, and consideration. Federal legislat...
View full definitionLink remarketing
also known as remarketing URLs or retargeting URLs, refers to a marketing technique used to targe...
View full definitionLockback Window
The lockback window in mobile app development refers to the period during which an app remains ac...
View full definitionLimit Ad Tracking
Limit Ad Tracking (LAT) is a privacy feature on mobile devices that allows users to opt out of pe...
View full definitionLast Click Attribution
Last Click Attribution is a digital marketing attribution model that assigns credit for a convers...
View full definitionM
Mastertone
Audio sourced directly from recorded music tracks and encoded for mobile devices with a high fid...
View full definitionMeta Description
The meta tag that describes the page’s content – especially relevant to mobile spiders.
View full definitionMO or MT Billing
The tagging of a tariff to the MO or MT SMS message of a PSMS service for billing purposes.
View full definitionMobile Community Service
A service accessible from a mobile device which may include, but is not limited to, the followin...
View full definitionMobile Dating
Social networking via a mobile community, application or web site for the purpose of dating
View full definitionMobile Marketer
All companies within the mobile ecosystem, including: Advertisers, Aggregators/Distributors, Carr...
View full definitionMobile Message
SMS and/or MMS message sent to a handset but does not include advertisements delivered on WAP s...
View full definitionMobile Subscriber
A consumer that enters into an agreement with a Carrier. Once executed, the agreement requires t...
View full definitionMobile Web
The Mobile Web is a channel for delivery of web content, which offers and formats content to use...
View full definitionMobisode
Trademarked term owned by NewsCorp/ Fox Broadcasting Company to describe original, made-for-mobil...
View full definitionMpeg Audio Layer 3
An audio compression format to greatly reduce the amount of data required to represent the audio...
View full definitionMusical Instrument Digital Interface
A standard used to represent musical information in a digital format. They can be recorded and p...
View full definitionMobile attribution
What is mobile attribution? In the simplest terms, mobile attribution ties app installs to market...
View full definitionMulti-touch attribution
The number of touchpoints between prospect and brand before conversion or sale can vary from anyt...
View full definitionMenu
Any list of selections that are accessible using either the left or right soft key while inside ...
View full definitionMMS Banner
A transparent advertising screen image that is inserted with text onto an MMS message. This imag...
View full definitionMobile Advertising
A form of advertising that is communicated to the consumer/target via a handset. This type of ad...
View full definitionMobile Content
Entertainment, sports and news information and games delivered via any wireless media type in a ...
View full definitionMobile Games
A game created for and played on a handset or handheld computer. The majority of mobile games a...
View full definitionMobile Marketing
The use of wireless media as an integrated content delivery and direct response vehicle within a...
View full definitionMobile Messaging Program
Multiple mobile messages, usually delivered as part of a coordinated campaign.
View full definitionMobile Shorts
Original, made-for-mobile programming/episodes. Usually created by TV networks and movie studios...
View full definitionMotion Picture Experts Group
A compression technology for voice and video, which allows these forms of information to be tran...
View full definitionMono Tone
An old-style ringtone based on previous generation technology, that plays one musical note at a ...
View full definitionMultimedia Messaging Servic
Standard for telephony messaging systems that enable the sending of messages that include multim...
View full definitionMAU (MONTHLY ACTIVE USERS)
a metric that shows the number of unique users who are interacting with your app monthly
View full definitionMOBILE NETWORK
the basic infrastructure of mobile operators which allows for voice and data transfers through th...
View full definitionMessaging
Collectively, SMS and MMS messages sent to mobile phones/devices. This definition does not inclu...
View full definitionMMS Message
A message sent via a Multimedia Messaging Service that contains multimedia objects
View full definitionMobile Content Advertising
This is typically an SMS message that either: a) contains advertising text; or b) points mobile s...
View full definitionMobile Greeting Card
A mobile greeting card comprised of media file/s such as a graphic or video clip, which may eith...
View full definitionMobile Marketing Program
Any marketing or advertising program distributed via a handset. This includes, but is not limite...
View full definitionMobile TV
Television/Video programming formatted for the mobile screen. Program is streamed or broadcasted...
View full definitionMobile Virtual Network Operator
A mobile service provider that leases/ uses the network infrastructure of a major mobile carrier...
View full definitionMP3 Tone
Ringtone created from MP3 formats. Can only be utilized on MP3 supported handsets
View full definitionMultiplayer Mobile Game
Mobile game that can be played simultaneously by several players at the same physical location o...
View full definitionMobile Measurement Partner (MMP)
A Mobile Measurement Partner (MMP) is a third-party provider that specializes in tracking and ana...
View full definitionMobile Fraud Detection
Mobile fraud detection involves the use of technologies and strategies to identify and prevent fr...
View full definitionMobile Ad Fraud
Mobile ad fraud refers to deceptive activities aimed at exploiting mobile advertising campaigns. ...
View full definitionN
NeuStar
The commercial company that manages the directory of common short codes, which are rented out fo...
View full definitionNon-Personally Identifiable Information
Information that may correspond to a particular person, account or profile, but is not sufficien...
View full definitionNon-organic install (NOI)
What are NOIs? Non-organic installs happen when a user chooses to download and install an app aft...
View full definitionNotice
An easy-to-understand written description of the information and data collection, storage, mainte...
View full definitionNET PROMOTER SCORE (NBS)
a metric indicating the level of loyalty of an app’s user on a scale of 1 to 10
View full definitionNON-INCENT TRAFFIC
a traffic coming from ads that don’t include a reward as distinct from incentivized traffic
View full definitionNumber Portability
The requirement set forth by federal legislation that allows consumers of mobile communication s...
View full definitionO
Off Portal
Point of sale/access on the mobile network, but outside of the carrier’s “walled garden”/ portal...
View full definitionOffer Based Ad
A clickable advertisement with a discount/offer for a product or service.
View full definitionOEM ADVERTISING
Mobile publishers have many opportunities to reach mobile app users directly on OEMs with partner...
View full definitionOEM APPS
In the mobile industry, OEMs refer to companies that manufacture their phones in their own factor...
View full definitionOEMS
OEM stands for “Original Equipment Manufacturer.” OEM means a company whose products are used in ...
View full definitionOPTIMIZATION
making the app/app store page, app elements, and ad campaigns ideal by modifying them to increase...
View full definitionORGANIC UPLIFT
indicating the percentage of increase in organic download between before and after an ad campaign
View full definitionOrganic Install
An organic install refers to the natural acquisition of new users or app installations without pa...
View full definitionP
Push notifications
Real-time messages sent to users' devices, keeping them informed and engaged with updates, promo...
View full definitionPREVIEW (APP PREVIEW)
a video explaining the app and emphasizing benefits of an app in app store pages
View full definitionPUSH NOTIFICATION
a communication technique to remind the app itself by sending alerts or messages
View full definitionPurchase fraud
What is purchase fraud? Similar to brick and mortar stores and online shops, there are actors loo...
View full definitionPostback
In digital advertising, a postback is a callback that occurs when a specific event takes place wi...
View full definitionR
Reattribution window
A reattribution window refers to a set period of time set during which a user re-installs an app.
View full definitionRetention Rate
What is retention rate? Retention rate is the percentage of customers who continue to use your se...
View full definitionREAL TIME BIDDING (RTB)
a real time auction of ad impressions that provides highly qualified users
View full definitionROI
ROI is measuring and comparing the return gained with the monetary investment made gained through...
View full definitionReturn on Ad Spend (ROAS)
Return on Ad Spend (ROAS) is a metric that measures the effectiveness of advertising campaigns. I...
View full definitionRe-engagement
Re-engagement involves reconnecting with inactive users to reignite their interest and encourage ...
View full definitionS
SKAdNetwork (SKAN)
SKAdNetwork (SKAN) is a framework introduced by Apple for measuring the effectiveness of ad campa...
View full definitionSESSION INTERVALS
a metric showing how frequently your one user open the app by calculating the time between the la...
View full definitionSOCIAL MEDIA CAMPAIGN
a campaign that is created in a social media platform like Facebook or Instagram to increase bran...
View full definitionSDK spoofing
What is SDK spoofing? SDK spoofing (otherwise known as SDK hacking) is a type of bot-based fraud,...
View full definitionSession
In the context of mobile apps, a session refers to the period of time during which a user interac...
View full definitionT
TARGETING
differentiating the potential users according to specific criterias to increase the efficiency of...
View full definitionTHIRD PARTY TOOLS
tools to see and measure the in-app events and performance metrics
View full definitionU
USER EXPERIENCE (UX)
simplicity performance that a user experiences while using and navigating your app
View full definitionUSER INTERFACE (UI)
app parts of a mobile app in terms of design that a user experiences
View full definitionUser Acquisition
Mobile app user acquisition refers to the process of acquiring new users or customers for a mobil...
View full definitionUninstall Tracking
in the context of software or mobile applications, refers to the process of monitoring and record...
View full definition