50 Mobile Advertising Terms You Need to Know in 2016




Your Pocket Guide:

50 mobile advertising words you need to know in 2016 (Part 1)

If you are new to the mobile advertising scene, or do some dabbling here and there, it’s tough wrapping your head around all the technical terminology like “attribution”, “programmatic, “interstitial” and endless abbreviations like CPA, CPC, DSP, SSP, API – it’s enough to make your head spin!

We feel it, we know it, we were all once beginners and dabblers learning the ropes on our own. Which is the reason we were inspired to come up with the 50 mobile advertising words you need to know in 2016 – to make it easy on you. Well, at least in learning the terminology.

As not to overwhelm, we’re splitting this up into 2 blog posts. Look out for Part 2 next week where we’ll have a Pocket Guide to download and print for you to save to your desktop or mobile device, whatever makes life easier for you!

The Term The Lowdown
1 A/B Testing Also known as “split testing”; tests two variants of an ad or landing page, email campaign, CTA, etc. to see which version performs better.
2 Acquisition Campaign An advertising campaign with the aim of acquiring new customers for a business. For online and mobile this means acquiring new users or subscribers for an App or website.
3 Ad Creative A file that houses the digitally formatted design and artwork for an ad and can be delivered in different formats: PNG, JPEG, SWF, Flash, HTML, etc.
4 Ad Network An online advertising network or ad network is a company that connects advertisers to website/App publishers that want to host advertisements. Their key function is aggregation of ad space from publishers and matching it with advertiser demand.*
5 Ad Unit Is the ad itself, more specifically it’s the advertising container that includes the brand’s message and creative assets inside a mobile/web ad space.
6 Agency Trading Desk Is a major media buyer and reseller functioning as an independent unit within an advertising or media agency for managing digital advertising buying on behalf of their clients.
7 API Stands for “Application Programming Interface” and is code that allows two different software programs to communicate with each other. API’s are commonly included in SDKs.
8 ARPU Stands for “Average Revenue Per User” and is used to measure income generated per user/unit and is calculated by dividing total revenue by total active users.
9 Attribute Pieces of anonymous (generally non-PII) information or “attributes” about a user that are stored in a behavioral profile. Attributes can include demographic (e.g. Location, age, gender), retargeting (e.g. Last purchase was <30 days ago), lifestyle segments (e.g.camping/outdoor enthusiasts), etc.
10 Click Fraud Click fraud is a type of internet crime that occurs in pay per click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad’s link.
11 CPA “Cost per acquisition” is a metric or advertising model measured as the cost that an advertiser pays for an action associated to the ad campaign (fills out a form, makes a purchase, etc).
12 CPC “Cost per click” is a metric or advertising model measured as the cost that an advertiser pays for each click associated to an ad campaign.
13 CPD “Cost per download” is a metric or advertising model measured as the cost that an advertiser pays for each download associated to the ad campaign.
14 CPI “Cost per install” is a metric or advertising model measured as the cost that an advertiser pays for each install associated to the ad campaign – typically a mobile app.
15 CPM Campaign Stands for “cost per thousand impressions” is the price of 1,000 ad impressions on a web/mobile/app page. If a publisher charges $2 CPM, that means an advertiser must pay $2 for every 1,000 impressions of its ad. (see impression)
16 CTR Stands for “Click-Through Rate” measures how many users clicked on an ad. Frequently used to measure the effectiveness of an ad creative.
17 Data Management Platform (DMP) Is a system that allows the collection of audience intelligence by advertisers and ad agencies, thereby allowing better ad targeting in subsequent campaigns.
18 Demand Side Platform (DSP) A Demand Side Platform (DSP), also called buy side optimizer and buy-side platform is a technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms, often leveraging real time bidding capabilities of these sources.
19 Dynamic Native Native advertising is a form of paid media designed to blend in seamlessly with the content around it and mimic the design of the publisher’s app or mobile site, allowing the advertiser to serve relevant ad content to their target audience on every single impression. A Dynamic Native advertising is a Native ad whose content (image, caption, text, call to action) can vary depending on the profile of the target market.
20 eCPM Effective CPM – the average CPM of a campaign [ecpm = Total Cost ÷ Total Imps x 1000]
21 Engagement Campaign Also known as “In-App Campaign,” is the type of advertising campaign that is triggered by an App Developer to its users in the form of a Push notification, In-App notification, interstitials, etc.
22 Fill Rate Is the percentage of ad requests filled with actual ads / impressions on a publisher’s site.
23 Finger Printing Is a cookieless tracking method that captures different parameters about a mobile user’s device (brand, model, carrier, language, timestamp, etc.) In order to track such user’s activity or interaction with an advertisement.
24 Frequency Capping To restrict (to cap) the frequency a specific visitor is shown an advertisement.
25 IDFA (Identifier For Advertisers), also IFA A tracking method used by Apple to gather user data for improved targeting. IDFA replaced UDID (Unique Device Identifier) which was used before IOS 6.

* IAB glossary **Wikipedia

See you on January 5th for Part 2 and the downloadable Pocket Guide!