Glossary
Glossary
Appgain Knowledge Hub for Digital Marketers.
A
Advertisement Action
Any activity associated with a Advertisement that enables interactivity and communication betwee...
Learn MoreAffiliate Marketing
A process whereby a Content Provider provides financial consideration to one or more persons or ...
Learn MoreAggregator
n organization that acts as a middleman between application and content providers, and mobile ca...
Learn MoreAlert Tone
An audio product that is triggered by and sounds on the handset upon a specific event, such as a...
Learn MoreAlternative Method of Entry
A no cost or low cost means for an individual to enter a sweepstakes or contest
Learn MoreAnchor Text
The actual text of a link – i.e. the portion that you see underlined. An important ranking facto...
Learn MoreApplication Originated Message
A text or multimedia message sent from a network based mobile application, typically to a handset.
Learn MoreApplication Terminated
A text or multimedia message received by a network based mobile application, typically sent by a...
Learn MoreB
Background Audio Ad
A background audio clip that is played throughout the MMS message. An example is a jingle.
Learn MoreBanner Size
The width and length dimensions (typically presented in pixels) of a banner/ image advertisement...
Learn MoreBilling Aggregator
An organization that provides one ore more billing solutions (PSMS, Direct-to-bill, Credit Card,...
Learn MoreBluetooth
A communication protocol that enables mobile devices equipped with a special chip to send and r...
Learn MoreBREW Applications
Applications that are designed and built on Qualcomm’s BREW technology for small-screen devices...
Learn MoreBrowse and Buy
The model for content discovery and purchase that is provided by operators on-deck. This model i...
Learn MoreC
Call to Action
A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other for...
Learn MoreChat
A program that enables asynchronous interactions between two or more mobile subscribers.
Learn MoreChat Bots
A computer-generated response sent to chat participants. These responses are sent without human ...
Learn MoreClick
The act of when a mobile subscriber interacts with (highlights and clicks on) an advertisement (...
Learn MoreClick-through
The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber ...
Learn MoreCode Division Multiple Access;
Also called “spread spectrum techniques,” a technique for multiplexing digital transmission of r...
Learn MoreCommercial Messages
Text or multimedia messages that are sent to a mobile device, usually for commercial purposes.
Learn MoreCommon Shortcode
Short numeric numbers (typically 4~6 digits) to which text messages can be sent from a mobile ph...
Learn MoreComplete MMS Ad
This advertisement unit assumes that the entire MMS is the advertisement. This MMS advertisement...
Learn MoreConsideration
Although the definition of consideration varies from state to state, generally, consideration me...
Learn MoreContent Preview
An advertisement where a sample of mobile content is included. This is very similar to a movie t...
Learn MoreContent Provider
A company that creates and offers content, e.g. graphic products, ringtones, games, news, inform...
Learn MoreCookie
Information placed on a visitor’s computer or Mobile handset by a Web server that can be stored o...
Learn MoreCoupon
A ticket, message, and/or document that can be exchanged for a financial discount on a product or...
Learn MoreCustomer Care and Billing
The function area/department of a carrier, content provider, or other vendor that provides custo...
Learn MoreD
Data Collection
The process by which a marketer collects mobile subscribers’ personally identifiable information.
Learn MoreDeck
A browseable portal of links to content, pre-configured usually by the network operator, and set ...
Learn MoreDigital Video Broadcasting- Handset
The technology that drives mobile TV, which is a combination of conventional digital video, and ...
Learn MoreDynamic Ad Delivery
Based upon predetermined criteria, Dynamic Ad Deivery is the process by which a mobile advertise...
Learn MoreE
Enhanced Data rates for GSM Evolution
The final stage in the evolution of the GSM standard, which was also an intermediate technology ...
Learn MoreExtensible HyperText Markup Language
A markup language. It is a reformulated, upgraded version of HTML, but still conforms to the XML...
Learn MoreF
Fixed Mobile Convergence
A mobile device that supports both carrier network and WiFi and can switch between each seamlessly
Learn MoreFriendly Off-Deck
Off-portal mobile internet content that has been validated against operator standards for techni...
Learn MoreG
Gallery
An extended set of menus containing links to third-party content. The gallery is usually accesse...
Learn MoreGeneral Packet Radio Service
A packet-switching technology that enables highspeed data transmission of up to 115kbps. An enha...
Learn MoreGlobal System for Mobile Communications
A digital mobile cellular standard developed and widely used in Europe. One of the main 2G digit...
Learn MoreGraphics Interchange Format
A supported format for color images, such as mobile banner ads.
Learn MoreI
Image
A photograph or graphic that may be delivered to the mobile handset as any of several low resolu...
Learn Morei-Mode
A packet-based information service developed by Japanese operator NTT DoCoMo to deliver a wide ...
Learn MoreIndex
The database in which a search engine stores content from every Web page that its spider visits.
Learn MoreInstant Voice Response
A computerized system that allows a person, typically a telephone caller, to select options from...
Learn MoreInteractive TV
nteractive TV refers to TV programming and technology that allows the viewer to engage in two-wa...
Learn MoreInternational Mobile Equipment Identity
A 15 digit, unique serial number assigned to a mobile phone. IMEI consists of five groups of num...
Learn MoreInterstitial Image Ad
An advertising image that is inserted into the middle of a complete MMS message. This image will...
Learn MoreInterstitial Video Ad
An advertising video clip that is inserted in the middle of a complete MMS message. This video p...
Learn MoreIVR Discovery
A content discovery method where the user calls a phone number, during which their mobile phone ...
Learn MoreL
Landing Page
A secondary page to which a user is directed when they click on an ad, where they are provided a...
Learn MoreLocation Information
Information that enables a Mobile Marketer to identify the specific location of a particular wir...
Learn MoreM
Mastertone
Audio sourced directly from recorded music tracks and encoded for mobile devices with a high fid...
Learn MoreMeta Description
The meta tag that describes the page’s content – especially relevant to mobile spiders.
Learn MoreMO or MT Billing
The tagging of a tariff to the MO or MT SMS message of a PSMS service for billing purposes.
Learn MoreMobile Community Service
A service accessible from a mobile device which may include, but is not limited to, the followin...
Learn MoreMobile Dating
Social networking via a mobile community, application or web site for the purpose of dating
Learn MoreMobile Marketer
All companies within the mobile ecosystem, including: Advertisers, Aggregators/Distributors, Carr...
Learn MoreMobile Message
SMS and/or MMS message sent to a handset but does not include advertisements delivered on WAP s...
Learn MoreMobile Subscriber
A consumer that enters into an agreement with a Carrier. Once executed, the agreement requires t...
Learn MoreMobile Web
The Mobile Web is a channel for delivery of web content, which offers and formats content to use...
Learn MoreMobisode
Trademarked term owned by NewsCorp/ Fox Broadcasting Company to describe original, made-for-mobil...
Learn MoreMpeg Audio Layer 3
An audio compression format to greatly reduce the amount of data required to represent the audio...
Learn MoreMusical Instrument Digital Interface
A standard used to represent musical information in a digital format. They can be recorded and p...
Learn MoreMobile attribution
What is mobile attribution? In the simplest terms, mobile attribution ties app installs to market...
Learn MoreMobile fraud detection
What is mobile fraud detection and protection? Mobile fraud detection encompasses a set of techno...
Learn MoreMobile malware
What is mobile malware? Malware is a commonly known threat to desktop operation systems. However,...
Learn MoreMulti-touch attribution
The number of touchpoints between prospect and brand before conversion or sale can vary from anyt...
Learn MoreN
NeuStar
The commercial company that manages the directory of common short codes, which are rented out fo...
Learn MoreNon-Personally Identifiable Information
Information that may correspond to a particular person, account or profile, but is not sufficien...
Learn MoreNon-organic install (NOI)
What are NOIs? Non-organic installs happen when a user chooses to download and install an app aft...
Learn MoreO
Off Portal
Point of sale/access on the mobile network, but outside of the carrier’s “walled garden”/ portal...
Learn MoreOpenRTB
What is OpenRTB? Many of the video and display ads you see online result from companies using rea...
Learn MoreOTT (Over-the-top)
Being over the top is not always a bad thing If you’ve ever binged a show on Netflix or talked to...
Learn MoreP
Phone farms
What is a phone farm? Phone farms (also called device farms and click farms) are maintained for t...
Learn MorePredicted lifetime value (pLTV)
What is predicted lifetime value (pLTV)? To better understand how pLTV serves your measurement an...
Learn MorePremium video on demand (PVOD)
What is premium video on demand? Premium video-on-demand is a monetization model for visual media...
Learn MorePrivacy preserving technologies (PPTs)
What are privacy preserving technologies? Privacy preserving technologies allow users to protect ...
Learn MorePrivate set intersection (PSI)
What is Private set intersection? PSI is a privacy-preserving technique that allows for two parti...
Learn MoreProgrammatic guaranteed
What is programmatic guaranteed? A one-on-one deal arrangement that lets advertisers buy inventor...
Learn MorePush notifications
What are push notifications? Push notifications, also known as server push notifications, are sho...
Learn MoreR
Reattribution window
A reattribution window refers to a set period of time set during which a user re-installs an app.
Learn MoreRetention rate
What is retention rate? Retention rate is the percentage of customers who continue to use your se...
Learn MoreS
SafeFrame
What is an iFrame? An iFrame, or inline frame, is an HTML document that allows you to add content...
Learn MoreSelf-serve DSP
What is a self-serve DSP? DSPs are an effective marketing automation tool because they enable adv...
Learn MoreSKAdNetwork (SKAN)
What is SKAdNetwork? First introduced by Apple back in 2018, the SKAdNetwork API is a type of dir...
Learn MoreT
TVOD (Transactional video on demand)
What is TVOD? Transactional video on demand (TVOD) is an OTT video monetization model that charge...
Learn MoreU
V
View through rate (VTR)
What is View Through Rate? (VTR) Placing video ads on streaming platforms like YouTube and Hulu i...
Learn MoreVirtual Multichannel Video Programming Distributor (vMVPD)
What is vMVPD? It’s an OTT platform, which means it delivers TV channels through your existing in...
Learn More