Glossary
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Ad Impression
Counted whenever an ad is displayed within an appAd Inventory
Ad Inventory (or Advertising Inventory) is the ad space that a publisher is sell...Ad Mediation
Ad mediation: Waterfall mediation, ad mediation networks, and mediation platform...Ad Network
Connects advertisers and app developers in order to promote their productsAd Revenue
Advertising (ad) revenue: What is ad revenue and how does it work? What is a...Ad Server
An ad server is a web-based application used by publishers, ...Ad Unit
An ad unit is a kind of ad, which app developers integrate into their apps and d...Ad waterfall
What is an ad waterfall? To earn more revenue, developers use a mediation platf...Ads.txt
Ads.txt What is ads.txt? Ads.txt stands for Authorized Digital Sellers and i...Agency Trading Desk
Agency Trading Desks are media agency departments that handle digital advertisin...Android App Advertising
Android app advertising Android app ads Android is the leading mobile op...App Active Users
App active users What is an active users? An active user accesses an app within...App Discovery
What is app discovery? App discovery 101 App discovery is the process by which m...App Localization
What is app localizaiton? Mobile app usage worldwide is increasing which makes l...App LTV
App LTV (lifetime value) LTV, or lifetime value, is a key metric which estimates...App Metrics
App Analytics
Mobile app metrics Mobile app KPIs Mobile app performance metrics are used to ...App Promotion
What is app promotion? App promotion is another term for mobile marketing and r...App Rating
App ratings and reviews App rating App Rating is a way for users to give feedb...App Session
The number of app sessions measures how frequently users interact with...ARPDAU
Average Revenue Per Daily Active User
ARPDAU stands for Average Revenue Per Daily Active User. It is a metric for meas...ARPDEU
Average Revenue per Daily Engaged User
ARPDEU stands for 'average revenue per daily engaged user'. It is the total reve...ARPPU
Average Revenue Per Paying User
ARPPU What is ARPPU? ARPPU stands for ‘Average Revenue per Paying User’, a...ARPU
Average Revenue Per User
ARPU, or average revenue per user, is an app metric which measures the average r...Attribution
Mobile attribution What is mobile attribution? “Attribution” in advertisin...B
Banner Ads
Mobile banner ads A mobile banner ad is a rectangular system-initiated ad unit,...Brand Advertising
Brand advertising is a strategy to build brand recognition in order to establish...Brand Lift
Brand lift measures how your ads are affecting both consumer impressions and con...Brand Safety
The web is not a private space. It’s a public marketplace where brands mana...C
Casual Games
Casual mobile games What is a casual game? Casual games are a mobile game genr...Churn Rate
App churn rate What is churn rate? App churn rate is the percentage of users wh...Cost Per Order
Cost per order (CPO) is the pricing model that drives a mobile app’s user acqu...CPA
Cost Per Action
Cost per action: Formula, marketing & how to What is cost per action (CPA) mark...CPC
Cost Per Click
Cost per click advertising (CPC) is a pricing model used in mobile user acquisit...CPCV
Cost Per Completed View
Cost per completed view (CPCV) What is CPCV? CPCV stands for Cost Per Complet...CPE
Cost Per Engagement
What is (CPE) cost per engagement? Cost per engagement, or CPE, is a pricing m...CPE
Cost Per Engagement
What is (CPE) cost per engagement? Cost per engagement, or CPE, is a pricing m...CPI
Cost Per Install
CPI cost per install: Formula, average cost in 2023 & more What is cost per i...CPM
Cost Per Mille (Thousand)
CPM: Cost per mille What is CPM? CPM, or Cost Per Mille, is a pricing model ...CPV
Cost Per View
Cost per view (CPV): Formula, advertising & more What is cost per view (CPV)? ...Cross Promotion
What is cross promotion? What's the meaning of cross promotion? Cross promotion...CTR
Click Through Rate
CTR, or click through rate, is the percentage of users who saw an ad and clicked...Customer Cohort Analysis
Customer cohort analysis is a tool which lets app developers track and study use...CVR
Conversion Rate
Conversion rate (CVR) in marketing: Meaning, formula and how it's calculated ...D
DAU
Daily Active Users
Daily active users (DAU) is a mobile app metric which reveals the total amount o...Deep Linking
Mobile deep linking What is deep linking? Deep linking is a hyperlink, or deep...Demand Side Platform
DSP media buying is a cornerstone of the programmatic ad ecosystem. Here’s wha...I
Impression Level Revenue
Impression level revenue represents the value of the revenue generated by device...In-App Advertising
In-app advertising is a popular app monetization strategy, in which app develope...In-App Bidding
In-app header bidding What is in-app header bidding? The term “in-app header...In-App Marketing
So, your app is on the market. It’s getting attention and downloads. You ev...In-App Purchase
In-app purchases are virtual goods users buy within apps, such as in-game curren...In-Game Purchase
In-game purchase Users can make in-game purchases within apps to buy virtual go...Interactive Ads
Interactive Mobile Ads
Interactive ads are a type of mobile ad unit which is designed for user interact...Interstitials
Interstitial ads are full-screen ads which engage users at natural pauses in an ...iOS IDFA
iOS IDFA: Apple’s Advertising Identifier What is IDFA? An acronym for The ...IPM
Installs Per Mille
IPM markering & advertising IPM metric: Installs per mille IPM stands for In...M
MAU
Monthly Active Users
Monthly active users What is MAU? Monthly active users (MAU) is an app usage m...Mobile Ad Fraud
Mobile ad fraud What is mobile ad fraud Mobile ad fraud encompasses a set of t...Mobile Ad Viewability
Mobile in-app ad viewability What is mobile ad viewability? Mobile ad viewabilit...Mobile App Ads
Mobile app ads How do ads work on apps? App developers looking to earn r...Mobile App Growth
Mobile app growth The mobile app market is constantly growing and becoming a mo...Mobile app monetization
What is mobile app monetization? Mobile app monetization is a means by which ap...Mobile App Retention
Mobile app retention Mobile app retention refers to an app’s ability to keep ...Mobile Attribution Manipulation
Mobile attribution manipulation is the deliberate and fraudulent practice of unn...Mobile Attribution Window
Attribution window What is an attribution window? An attribution window is the...Mobile Bid Adjustments & Multi-Bidding
Mobile bid adjustments and multi bidding What are mobile bid adjustments? Bid ad...Mobile Delivery Platform
Mobile delivery platform What is a mobile delivery platform? Mobile delivery p...Mobile Game Business Models
Mobile game business models How do mobile games make money Starting a mobile...Mobile Game Marketing
Mobile game marketing How to market your mobile game The most effective way t...Mobile Game Monetization
Mobile game monetization How do you monetize a game app? Building your mobile...Mobile Onboarding
Mobile onboarding Mobile app onboarding With Aura, mobile marketers have the opt...Mobile User Acquisition
Mobile user acquisition What is mobile user acquisition? Mobile user acquisition...P
Pay Per Install
Pay per install What does pay per install mean for advertisers? Pay per install...Performance Advertising
Performance advertising (or pay for performance advertising) is a marketing stra...Performance Marketing
As advertising methods evolve, more and more marketers are turning to performanc...Phone Widgets
Phone widgets What is a widget on a cell phone? A widget is a type of mobile ap...Playable Mobile Ads
What are playable mobile ads? Playable mobile ads are ad units which offer us...Post-Install Event
In-App Events
A post-install event is any user action or event that happens during usage of an...Preloaded Apps
What are preloaded apps? Preloaded apps are mobile apps which are installed a...Programmatic Advertising
Programmatic advertising uses automatic technology to enable mobile advertisers ...Progressive loading
Progressive loading Progressive loading is a mechanism exclusive to ironSour...R
Retention Rate
App retention rate What is app retention rate? App retention rate is the per...Revenue Per User
Revenue per user What is revenue per user? Average revenue per user (ARPU) ...Rewarded Video
Rewarded video is an ad unit which offers users a clear value exchange - user...ROAS
Return On Ad Spend
What is Return On Ad Spend (ROAS)? Return On Advertising Spend (ROAS) is a rev...S
SDK
Software Development Kit
SDK stands for Software Development Kit and is a piece of code, which when imple...SDK Integration
Our guide to SDK integration What is SDK Integration? SDK integration is the p...Soft Launch
A soft launch refers to the common strategy of releasing a product ahead of its ...SSP
Supply Side Platform
A supply-side platform (SSP), also called a sell-side platform, is a technology ...Supply Path Optimization (SPO)
Defining supply path optimization Supply Path Optimization (SPO) is an industry...Suppression List
A Suppression List is an audience list that advertisers share with an ad network...v