50 Mobile Advertising Terms You Need to Know in 2016 (Part 2)




Your Pocket Guide:

50 mobile advertising terms you need to know in 2016 (Part 2)

A few weeks ago, we posted Part 1 containing 25 terms to learn and get to know. Ready for the quiz?

Without further adieu, welcome to Part 2 with the remaining 25 words, plus the downloadable Pocket Guide to print, to save to your desktop, mobile device, whatever makes life easier for you.

Click here to download the Bucksense Mobile Ad Words Pocket Guide. Enjoy!

Did we miss anything? Tell us in the comment section.

26 Impression The number of times an ad is displayed.
27 In-App Ads Mobile ads that appear within a mobile app. This can include standard banners, video, and rich media ad formats.
28 Interstitial Ad Is a full screen mobile ad unit that appears before the destined mobile website, mobile app or at natural transition point; for instance in between videos, levels in games or confirming a user’s age for age restricted material, etc.
29 Inventory The total amount of mobile ad space a publisher has available to sell to advertisers.
30 KPI Stands for “Key Performance Indicators” are specific business metrics used to determine the effectiveness of campaigns (unique, return visits, conversion, revenue per customer, ROI, CPL, CPC, etc.)
31 Mediation Is a platform that sends ad requests to different ad networks to ensure publishers find the best network to fill their ad slots.
32 Mobile Ad Exchange A digital marketplace that facilitates the buying and selling of mobile ad inventory through real time bidding (RTB).
33 Mobile Ad Server An ad server is a web server dedicated to the delivery of advertisement. This specialization enables the tracking and management of advertising related metrics.
34 Mobile Attribution Tracking Is matching the mobile ad click (or impression view) to an app install and measures other user events like repeat app launches or in-app purchases that are a result of an advertiser’s marketing activities. Basically, it’s a way to see if the advertiser’s ads are being viewed and if users are engaging with them.
35 Offer Offers are the products or services like mobile apps or websites that advertisers promote (mostly performance advertisers). Offers can mean different things depending on user case: to a Performance Marketer an Offer is a Client’s product or app. To an Agency an Offer is a Brand. To a Developer and Offer is their own app.
36 Programmatic Buying The buying and selling of advertising placements through the use of software.
37 Programmatic Expert Expert in performance and trending analyses, uses best practices for the programmatic platform, consults with clients including onboarding, training, workflow, monitoring campaign performance, KPI reviews, analytics and adjusts tactics based on performance trends and client’s marketing goals.
38 Retargeting A system that allows you to continue to show relevant ads to people who have visited your mobile website.
39 Rich Media Interactive ad formats like video, audio, expandable banners that encourage viewers to engage and interact with the content.
40 Role Based Access Level A method of controlling access to a platform based on the roles (operations, accounting, legal) of individual users within a company and/or its stakeholders (clients, suppliers). Access is given to individual users to perform specific tasks, like view, create, or modify a file.
41 RTB  Real Time Bidding (RTB) is the programmatic buying of advertising placements through auction pricing mechanisms that happen in real time.
42 SDK Stands for ‘Software Development Kit’. In mobile advertising it means the programming code provided by ad networks to developers so that ads can be served on such developers’ mobile apps and websites.
43 Spending Caps Budget limit for any given offer or campaign. Usually represented in terms of dollars per campaign or offer but also can be implemented using other kpis such as CPM, CPI, CPC, etc.
44 Supply Side Platform (SSP) Is a technology platform that allows publishers to ‘plug into’ an ad exchange to make their online impression inventory available to advertisers.
45 Target Segment A group of customers an advertiser wants to reach; usually with specific criteria like age, gender, device type, language, country, etc.
46 UDID (Unique Device Identifier) Is a unique character string made up of 40 letters and numbers assigned permanently to each IOS Apple device. Initially used by advertisers and developers to identify and track engagement, it was replaced for such identification purposes by IDFA starting on ios 6 (See definition above).
47 URL Rotator A unique link that allows an advertiser to route visitors to different ads or landing pages. When a visitor clicks an Ad link, they may be redirected to one of multiple urls an advertiser has set up to target different segments.
48 User Acquisition To acquire new users through unpaid (organic) or paid media like mobile ad networks, social advertising (Facebook, Twitter, Instagram, etc.) Or incentivized mobile ad networks.
49 User Engagement A measurement of a user’s level of activity in response to an offering for a product like a mobile app or website. Kpi’s to measure mobile engagement include, app installs, app opens, in-app purchases, etc.
50 Viewability Is a mobile advertising metric that tracks only impressions that are seen by users. For example, iab’s definition of a viewable display ad is; “viewable if 50% or more of its pixels appear on-screen for at least one continuous second. A video ad is deemed viewable if 50% of its pixels appear on-screen for at least 2 consecutive seconds”.

*borrowed from IAB glossary

To learn more about mobile advertising, start here!