Industry Glossary

Attribution is how app marketers track which ads or touchpoints led to a user install or in-app action. It’s essential for optimizing spend and campaign performance.

A/B testing compares two versions of an app element to see which performs better.

Active users are those who have interacted with your app within a specific time period.

Ad attribution links a user action (like install or purchase) to a specific ad interaction.

Ad banner blindness is when users consciously or unconsciously ignore banner ads.

An ad click is when a user taps or clicks on an ad to engage with it.

Ad engagement includes any user interaction with an ad—clicks, swipes, views, hovers, and more.

An ad exchange is a digital marketplace where advertisers and publishers buy and sell ad inventory in real time.

Ad fatigue happens when users see the same ad too often, causing engagement to drop.

Ad format refers to the structure and presentation style of an advertisement (e.g., banner, video, native).

Ad fraud is the deliberate attempt to serve ads that have no chance of being seen or engaged by real users.

An ad impression is counted when an ad is fetched and displayed to a user.

Ad inventory is the total available ad space a publisher can sell to advertisers.

Ad load time is the duration it takes for an ad to appear on screen after being triggered.

Ad mediation is a technology that manages multiple ad networks to maximize fill rate and revenue.

An ad network connects publishers with advertisers, facilitating the buying and selling of ad inventory.

Ad placement refers to where and how an ad appears in an app or website.

Ad podding is the practice of serving multiple ads back-to-back in a single ad break.

An ad publisher is an entity (like an app or site) that provides ad inventory to show ads to users.

Ad revenue is the income generated by publishers through serving ads to users.

Ad ROI and ROAS measure the return from advertising spend, showing profitability or revenue impact.

Ad rotation is the technique of showing different ad creatives in the same placement across users or sessions.

An ad server delivers and tracks digital ads across websites, apps, and platforms.

Ad stacking is a type of ad fraud where multiple ads are layered in the same placement, with only the top one visible.

An ad tag is a snippet of code used to fetch and display an ad from an ad server.

Ad trafficking is the setup and management of digital ad campaigns across platforms and formats.

An ad unit is a specific space in an app or website where an ad is served.

Ad verification ensures ads are viewable, brand-safe, fraud-free, and delivered as intended.

The ad waterfall is a sequential ad serving method where networks are prioritized by expected revenue.

Ads.txt is a file used by publishers to declare authorized sellers of their ad inventory.

The Google Advertising ID is a user-resettable ID used for tracking ad interactions on Android devices.

Agency trading desks (ATDs) are centralized teams within ad agencies that manage programmatic media buying.

Android app advertising involves promoting apps or serving ads on apps within the Android ecosystem.

An API is a set of protocols that allows apps and systems to exchange data and functionality.

App active users measure how many unique users engage with an app in a given time period.

App discovery is the process by which users find new apps through search, ads, recommendations, or organic visibility.

App engagement tracks how users interact with your app beyond just installing it.

An app install campaign is a paid marketing effort to drive app downloads and installations.

App localization adapts your app content and UX for different languages, regions, and cultures.

App LTV (Lifetime Value) estimates how much revenue a user will generate over their lifecycle with your app.

App metrics are key performance indicators (KPIs) used to assess app usage, growth, and profitability.

App monetization is the strategy and process of generating revenue from your mobile app.

App promotion is the marketing effort to drive awareness, downloads, and engagement for a mobile app.

App rating is a user-submitted score (usually 1–5 stars) reflecting app quality, experience, and satisfaction.

An app session is a period of user activity within the app, typically starting when the app is opened and ending after inactivity.

App stickiness measures how often users return to your app, indicating its value and engagement.

App Store Advertising uses paid placements in app stores to promote apps to relevant audiences.

ASO is the process of improving app visibility and conversion in app stores organically.

ATT is Apple’s framework requiring user consent for cross-app tracking starting iOS 14.5.

App-ads.txt is a file that lets app publishers declare authorized ad sellers for their inventory.

ARPDAU measures daily revenue divided by the number of daily active users (DAUs).

ARPDEU tracks how much revenue is generated per engaged daily user, refining standard ARPDAU by focusing only on actively involved users.

ARPU calculates how much revenue each app user generates on average over a specific period.

ARPU-MAU calculates revenue per user based only on those who are monthly active, offering a sharper engagement-driven view.

ASO boosts an app’s visibility and installs through keyword and visual optimization in app stores.

Attribution modeling is the method of assigning credit to different touchpoints in the user journey before conversion.

An attribution window is the time frame during which a conversion is credited to a specific marketing interaction.

ARPPU calculates how much revenue is generated by users who actually pay, excluding free users.

AVOD is a video streaming model where users watch content for free in exchange for ads.

Banner ads are rectangular display advertisements shown on websites or apps to promote products, services, or brands.

Behavioral targeting uses users’ past actions and interests to serve more relevant ads.

A bid request is a signal sent from a publisher to multiple advertisers asking for bids on an ad impression.

A blacklist is a list of domains, apps, or IPs where advertisers choose not to show their ads.

A bot farm is a system of automated scripts designed to mimic human behavior for generating fake clicks, installs, or views.

Brand advertising focuses on long-term brand awareness, perception, and recall rather than direct conversions.

Brand lift measures the impact of ad campaigns on brand awareness, recall, and favorability.

Brand safety ensures that ads do not appear next to inappropriate, offensive, or harmful content.

A burst campaign is a short, high-spend ad blitz designed to spike visibility and rankings quickly.

BVOD refers to digital video content delivered by traditional TV broadcasters on demand.

Campaign optimization is the ongoing process of improving ad performance by tweaking creatives, bids, targeting, and budgets.

Casual games are mobile games designed for short, simple, and frequent play sessions with mass appeal.

Churn rate measures how many users stop using your app within a given time period.

A click farm is a group of low-paid workers or bots hired to generate fake engagement like clicks, installs, or ratings.

Click fraud is the deliberate act of clicking on ads to generate false charges or inflate performance metrics.

Click hijacking is a malicious practice where user clicks are secretly redirected or intercepted by fraudsters.

CTIT measures the time between when a user clicks an ad and when they install the app.

CTR is the percentage of users who click on an ad after seeing it.

CTV refers to televisions connected to the internet, enabling digital video streaming and programmatic advertising.

CVR measures the percentage of users who complete a desired action after clicking an ad.

Conversion tracking lets marketers monitor how many users take a desired action after interacting with an ad.

CPA is a pricing model where advertisers pay only when users complete a specific action, like signing up or making a purchase.

CPC is a pricing model where advertisers pay each time a user clicks on their ad.

CPCV is a video ad pricing model where advertisers pay only when a video ad is viewed completely.

CPE is a pricing model where advertisers pay only when users actively engage with an ad (e.g., tap, swipe, hover).

CPI is a mobile ad pricing model where advertisers pay only when a user installs their app.

CPM is a pricing model where advertisers pay per 1,000 ad impressions served.

Cost-per-order measures the cost an advertiser incurs for each successful purchase made by a user.

CPV is a video ad pricing model where advertisers pay each time their video is viewed.

Cross-promotion is the practice of promoting one product or app within another owned or partnered property.

Cross-device refers to identifying and reaching users across multiple devices like mobile, desktop, tablet, or TV.

Daily Active Users (DAU) is a key engagement metric that measures the number of unique users who interact with your app within a 24-hour window. For app marketers, DAU is a powerful indicator of user ...

Deep Linking allows marketers to send users directly to specific in-app content, enhancing UX and boosting conversions.

Deferred Deep Linking allows users to be directed to in-app content even after first installing the app.

A DSP is a tool that enables automated, real-time bidding for ad placements across multiple networks.

A Device Farm provides remote access to real devices for testing app performance across models and OS versions.

Device ID is a unique, anonymized identifier used to track user activity and attribute installs without personal data.

A DMP collects and organizes user data from various sources to create actionable audience segments for targeting.

DNT is a browser/device signal indicating the user does not want their data tracked across websites or apps.

Dormant users are inactive users who have your app installed but haven't used it for a set duration.

DCO is an adtech tool that automatically personalizes creatives in real-time based on user data signals.

eCPM is a standardized metric that calculates revenue per 1,000 ad impressions across any pricing model.

Engagement Rate tracks how users interact with your ads or app, helping measure content effectiveness and user intent.

FAST platforms offer free streaming content supported by ads, creating new opportunities for app marketers to reach cord-cutting audiences.

Fill Rate measures how many ad requests are successfully filled with ads, indicating monetization efficiency.

Frequency capping limits how often a user sees an ad in a given timeframe, improving UX and performance.

Funnels represent the stages a user passes through from awareness to conversion, helping marketers track and optimize each step.

GAID is a resettable ID for Android devices that allows marketers to track ad performance while respecting privacy.

Game Bundles are curated sets of mobile games offered as a group, often preloaded or promoted together for discovery and installs.

Gametech is the ecosystem of tools and platforms that power game development, monetization, analytics, and user acquisition.

Geo-targeting delivers location-based ads or content to users, improving relevance and campaign performance.

Growth Loops are compounding systems where user actions generate new growth—creating sustainable acquisition and retention cycles.

Header Bidding allows multiple demand sources to bid on ad inventory simultaneously, maximizing competition and revenue.

Hidden Ads are fraudulent impressions where ads are rendered but not visible to users—wasting budgets and distorting metrics.

HTML5 Ads are rich, interactive, cross-device ad formats built using HTML5, enabling animations, video, and gamification.

Hybrid Apps are cross-platform mobile applications built using web technologies and wrapped in native containers.

Enables users to buy digital products, subscriptions, or unlock features within a mobile app. It's a primary monetization strategy for freemium apps and games.

A type of in-app purchase made within games, allowing users to buy digital items like skins, currency, or upgrades.

App installs driven by user rewards, often through ad-based offers in exchange for a download.

Metadata passed during download that attributes installs to campaigns or sources.

Lightweight versions of Android apps that run without installation, offering seamless user experiences.

In-App Bidding is a programmatic method where multiple demand sources bid in real time to serve an ad inside an app, maximizing ad revenue and competition.

In-App Events are user actions (like purchases or sign-ups) tracked inside an app to measure engagement and optimize performance marketing.

In-App Marketing is the practice of delivering personalized content, messages, or promotions directly within a mobile app to drive engagement and conversions.

In-App Notifications are real-time messages shown inside the app to guide or convert users based on their behavior or context.

In-App Purchase (IAP) allows users to buy digital content or features within an app, powering monetization for freemium models.

In-Game Purchases are a type of IAP where users buy virtual items or upgrades within games, like skins, boosters, or currency.

Incentivized Downloads are installs driven by offering users a reward—like game coins or bonuses—in exchange for downloading an app.

Install Referrer identifies the source of an app install, enabling marketers to attribute campaigns and track where users came from.

Instant Apps are lightweight Android app versions users can launch without installing, offering app-like experiences instantly.

Interactive Ads are immersive ad formats that let users engage directly through actions like swipe, tap, or play to boost engagement and conversions.

Interstitial Ads are full-screen ads shown during natural app transitions, designed for maximum visibility and engagement.

Interstitial Video Ads are full-screen video ads displayed at app transition points to deliver immersive and engaging content.

Inventory refers to the available ad space in an app or platform where marketers can place their ads.

IDFA is Apple’s identifier for advertisers—used for tracking and attribution, now gated by user consent under App Tracking Transparency.

IPM (Installs Per Mille) is a key mobile marketing metric that measures how many app installs are generated per 1,000 ad impressions—used to assess creative performance and ad quality.

Install-To-Action (ITA) is a metric that measures the percentage of users who complete a specific in-app event (like registration or purchase) after installing an app—indicating post-install quality.

K-Factor measures how many additional users one existing user brings through referrals.

KPIs are measurable metrics that track the success of marketing and business goals.

A Landing Page is the first page users see after clicking an ad, designed to drive a specific action like install or signup.

Landing Page Optimization improves page design and functionality to increase user conversions.

Last-Click Attribution gives full credit for a conversion to the last ad interaction before the user converted.

LAT is a privacy setting on mobile devices that restricts ad tracking and personalized advertising.

A Lookback Window is the time frame in which user actions (like installs) are eligible for attribution after an ad interaction.

LTV measures the total revenue a user generates throughout their lifetime with the app.

MAU counts unique users who engage with an app within a 30-day period.

MMM evaluates how different marketing channels contribute to outcomes like installs or revenue using statistical modeling.

An MMP is a platform that tracks installs, events, and ad performance across mobile campaigns to enable accurate attribution.

Mobile Ad Exchanges are real-time marketplaces for buying and selling mobile ad inventory programmatically.

Mobile Ad Fraud is the generation of fake ad interactions like installs or clicks to steal ad spend.

A Mobile Ad Network connects publishers and advertisers, facilitating in-app ad placements at scale.

Viewability measures whether an ad was actually seen by a user, not just served.

Mobile Analytics tracks user behavior, engagement, and performance data within apps.

Mobile App Ads are ads shown within mobile apps to drive installs, engagement, or revenue.

Mobile App Growth refers to strategies that increase app installs, engagement, revenue, and retention.

Mobile App Monetization is the process of earning revenue from app users through ads, purchases, or subscriptions.

Mobile App Retention measures how many users return to your app after install over specific time periods.

Mobile Attribution connects user installs or events to specific marketing sources or campaigns.

Attribution manipulation involves fraudulent methods to falsely claim credit for installs or in-app events.

Mobile Attribution Tracking monitors and connects user interactions to marketing sources across the app journey.

Attribution Window defines how long after an ad interaction a conversion can be credited to that ad.

Bid adjustments and multi-bidding enable granular campaign control across audience segments, locations, and creatives.

A Mobile Delivery Platform distributes app ads across devices and networks for real-time campaign execution.

These are monetization frameworks used by mobile games, such as freemium, ads, or in-app purchases.

Mobile Game Marketing includes strategies to acquire players, retain them, and drive monetization in mobile games.

Mobile Game Monetization includes earning revenue from players through ads, in-app purchases, and subscriptions.

Interstitials are full-screen ads that appear between content or actions within a mobile app or game.

Mobile onboarding is the process of guiding new users through the app's core value and features post-install.

Mobile User Acquisition (UA) refers to strategies and campaigns that drive new users to install an app.

Monetization is the strategy and process of generating revenue from an app or user base.

MVPDs are services that provide users access to multiple TV channels and on-demand video content across platforms.

Native ads are paid placements designed to blend naturally into the content and format of the platform they appear on. They mimic editorial or organic content, making them less intrusive and more enga...

Non-incentivized downloads occur when users install an app without receiving a reward. These installs are based on genuine interest and are typically driven through organic channels or high-quality pa...

OEM advertising promotes apps through native placements on mobile devices by manufacturers like Samsung, Xiaomi, Vivo, and others. These placements include pre-installs, setup wizards, notifications, ...

OEM advertising offers a competitive edge in today’s saturated app marketing landscape. By placing your app in front of users at the right moment—directly on their devices—you gain both visibility and...

An organic install occurs when a user downloads an app without interacting with a paid ad or promotion. These installs result from unpaid discovery methods like App Store search, word of mouth, social...

OTT (Over-The-Top) refers to digital content delivery via the internet, bypassing traditional cable or satellite TV. For app marketers, OTT platforms like Netflix, Hulu, YouTube, and Roku offer ad inv...

Owned media includes all the marketing channels a brand controls directly—such as websites, blogs, emails, social media profiles, and in-app messaging. For app marketers, these channels are essential ...

Pay-Per-Install (PPI) is a user acquisition model where advertisers pay only when a user installs their app. It’s a performance-based approach that ties marketing spend directly to measurable results—...

Performance advertising is a results-driven form of digital marketing where advertisers only pay when a specific action—like an app install, signup, or purchase—occurs. It’s the foundation of ROI-focu...

Performance marketing is a data-driven marketing approach focused on measurable results—like installs, registrations, or revenue. App marketers use performance marketing to scale efficiently by paying...

Phone widgets are small, interactive components of an app displayed directly on a smartphone’s home screen. For app marketers, widgets increase app visibility, drive engagement, and boost retention by...

Playable mobile ads are interactive ad formats that allow users to engage with a short, demo-like version of an app or game before installing it. These ads are immersive and highly engaging, giving us...

Post-install events are user actions that occur after an app has been downloaded and installed. These include sign-ups, purchases, tutorial completions, or key feature usage. Tracking these events hel...

A postback is a server-to-server communication signal sent from a mobile measurement partner (MMP) to notify an advertiser or partner when a key user event (like install or purchase) occurs.

Postback communication is the automated, server-to-server messaging system that shares app event data between an MMP and advertising partners. It keeps ad networks informed about user actions to drive...

PLTV is an AI-driven estimate of a user's total value over time, based on early behavior signals after app install. It helps marketers prioritize users likely to generate high long-term revenue.

Preferred deals are private programmatic arrangements where advertisers buy ad inventory at a fixed CPM before it goes to auction. They offer priority access without bidding competition.

Preloaded apps are installed on a user’s device by default—via OEM or carrier partnerships—before the user ever opens the device. These apps gain premium visibility and install status by default.

A Private Marketplace (PMP) is an invite-only programmatic auction where premium publishers offer inventory to select advertisers under fixed rules. It combines automation with exclusivity.

Probabilistic modeling uses aggregated data and statistical analysis to estimate user behavior, attribution, or outcomes without directly tracking individual users. A key solution post-privacy regulat...

Programmatic is the automated buying and selling of digital ad inventory using real-time data and algorithms. It replaces manual negotiations with AI-powered media transactions.

Programmatic advertising is a tech-driven method of buying digital ads in real time using automated platforms. It uses algorithms to serve the right ad to the right user at the right moment.

Programmatic Direct is a type of programmatic media buying where inventory is purchased at a fixed price from a publisher—without real-time bidding. It combines automation with guaranteed delivery.

Programmatic Guaranteed is a buying method where advertisers purchase ad inventory at fixed prices with guaranteed impressions through automated systems. It blends the reliability of direct deals with...

Programmatic TV refers to the automated buying of television ad slots using real-time data and software platforms. It enables precise targeting and dynamic delivery on both linear and connected TV for...

Progressive loading is a technique where app content is loaded in stages based on user actions or priorities. It speeds up perceived performance and improves user experience during onboarding or slow ...

Projected Lifetime Value (PLTV) is the estimated revenue a user is expected to generate over their lifecycle with your app, based on early behavioral data. It enables predictive user targeting and bud...

A publisher is any platform, app, or website that displays ads and makes its inventory available to advertisers. Publishers monetize their content by offering ad space through direct deals or programm...

Push notifications are real-time messages sent to a user’s device to engage, inform, or re-engage them with your app. They appear outside the app and work even when it’s not open.

PVOD stands for Premium Video On Demand, allowing users to access newly released movies or shows at a premium price for a limited time—often before they’re available via subscription or for free.

Re-engagement is the process of bringing back users who have installed your app but are inactive or at risk of churn. It’s done through personalized campaigns, offers, and reminders.

Reach refers to the total number of unique users who see your ad or marketing content. It’s a top-of-funnel metric used to measure audience exposure.

A reactivation strategy is a marketing approach aimed at turning dormant or churned users back into active app users. It often involves offers, new features, or reminders.

RTB is a digital advertising auction where ad impressions are bought and sold in milliseconds. It lets advertisers bid on inventory in real time, optimizing delivery and pricing.

A reattribution window is a set period in which a lapsed user can be credited back to a marketing source if they re-engage. Common in retargeting and reactivation campaigns.

Redefined engagement period refers to adjusting how long a user is considered “active” in your app before being labeled dormant. It impacts re-engagement strategy, lifecycle marketing, and analytics.

SKAdNetwork (SKAN) is Apple’s privacy-centric attribution framework for iOS that limits user-level tracking and instead provides aggregated install and campaign data.

A soft launch is a limited release of an app in specific regions or audiences to test performance, UX, monetization, and marketing before a full-scale launch.

Sponsored content is branded media paid for by advertisers but presented in a native format that blends into the surrounding content of the host platform.

A Supply-Side Platform (SSP) is a tech platform that helps publishers sell ad inventory programmatically to the highest-bidding advertisers in real-time.

Supply Path Optimization (SPO) is the practice of streamlining the digital advertising supply chain to ensure marketers buy media efficiently from the best-performing paths.

A suppression list is a list of users or devices intentionally excluded from receiving a campaign—typically used to avoid targeting existing or converted users.

SVOD stands for Subscription Video On Demand—streaming services like Netflix or Disney+ that offer unlimited content access for a recurring fee.

WAU measures how many unique users engage with your app or platform during a 7-day period.

A white-label DSP is a rebrandable demand-side platform that companies can customize and operate as their own ad tech stack.

Whitelisting means allowing only pre-approved users, apps, or domains to access certain data, placements, or ad traffic.