A
A/B testing
Active Users
Ad Attribution
Ad Banner Blindness
Ad Click
Ad Engagement
Ad Exchange
Ad Fatigue
Ad Format
Ad Fraud
Ad Impression
Ad Inventory
Ad Load Time
Ad Mediation
Ad Network
Ad Placement
Ad podding
Ad Publisher
Ad Revenue
Ad ROI (ROAS)
Ad Rotation
Ad Server
Ad stacking
Ad Tag
Ad Trafficking
Ad Unit
Ad Verification
Ad waterfall
Ads.txt
Advertising ID (Google Play)
Agency Trading Desk
Android App Advertising
API – Application Program Interface
App Active Users
App Discovery
App Engagement
App Install Campaign
App Localization
App LTV
App Metrics
App Monetization
App Promotion
App Rating
App Session
App stickiness
App Store Advertising
App Store Optimization (ASO)
App Tracking Transparency (ATT)
App-ads.txt
ARPDAU (Average Revenue Per Daily Active User)
ARPDEU
ARPU (Average Revenue Per User)
ARPU-MAU – Average Revenue per Monthly Active User
ASO – App Store Optimization
Attribution Modeling
Attribution Window
Average revenue per paying user (ARPPU)
AVOD (Advertising-based video on demand)
B
Banner Ads
Behavioral Targeting
Bid Request
Blacklist
Bot farm
Brand Advertising
Brand Lift
Brand Safety
Burst campaign
BVOD (Broadcaster video on demand)
C
Campaign optimization
Casual Games
Churn Rate
Click Farm
Click Fraud
Click Hijacking
Click to install time (CTIT)
Click-through rate (CTR)
Connected TV (CTV)
Conversion rate (CVR)
Conversion Tracking
Cost per action (CPA)
Cost per click (CPC)
Cost per completed view (CPCV)
Cost per engagement (CPE)
Cost per install (CPI)
Cost per mille (CPM)
Cost Per Order
Cost per view (CPV)
Cross Promotion
Cross-device
D
DAU (Daily Active Users)
Deep Linking
Deferred deep linking
Demand Side Platform
Device farm
Device ID
DMP – Data Management Platform
DNT – Do Not Track
Dormant users
Dynamic Creative Optimization (DCO)
E
eCPM (Effective Cost Per Thousand Impressions)
Effective cost per mille (eCPM)
Engagement Rate
F
FAST TV (Free Ad-Supported Streaming TV)
Fill Rate
Frequency capping
Funnel
G
GAID – Google Advertising ID
Game Bundles
Gametech
GEO Targeting
Growth Loop
H
Header Bidding
Hidden Ads
HTML5 Ads
Hybrid App
I
IAP (In-App Purchase)
Identifier for advertisers (IDFA)
Identifier for vendors (IDFV)
Impression Level Revenue
In-App Advertising
In-App Bidding
In-App Events
In-App Marketing
In-App Notifications
In-App Purchase
In-Game Purchase
Incentivized downloads
Install Referrer
Instant Apps
Interactive Ads
Interstitial Ad
Interstitial Video Ad
Inventory
iOS IDFA
IPM (Installs per mille)
ITA – Install to Action
K
K-Factor
KPI – Key Performance Indicators
L
Landing Page
Landing Page Optimization
Last-click Attribution
Limit ad tracking (LAT)
Lookback Window
LTV (Lifetime Value)
M
MAU (Monthly Active Users)
MMM (Media Mix Modeling)
MMP (Mobile Measurement Partner)
Mobile Ad Exchanges
Mobile Ad Fraud
Mobile Ad Network
Mobile Ad Viewability
Mobile analytics
Mobile App Ads
Mobile App Growth
Mobile App Monetization
Mobile App Retention
Mobile Attribution
Mobile Attribution Manipulation
Mobile attribution tracking
Mobile Attribution Window
Mobile Bid Adjustments & Multi-Bidding
Mobile Delivery Platform
Mobile Game Business Models
Mobile Game Marketing
Mobile Game Monetization
Mobile Interstitials
Mobile Onboarding
Mobile User Acquisition
Monetization
MVPD (Multichannel video programming distributor)
N
Native Ads
Non-incentivized downloads
O
OEM Advertising
Offer wall
Organic Install
OTT (Over-The-Top)
Owned Media
P
Pay Per Install
Performance Advertising
Performance Marketing
Phone Widgets
Playable Mobile Ads
Post-Install Event
Postback
Postback Communication
Predicted lifetime value (pLTV)
Preferred deals
Preloaded Apps
Private marketplace (PMP)
Probabilistic modeling
Programmatic
Programmatic Advertising
Programmatic Direct
Programmatic guaranteed
Programmatic TV
Progressive loading
Projected Customer Worth (pLTV)
Publisher
Push Notifications
PVOD (Premium video on demand)
R
Re-engagement
Reach
Reactivate Strategy
Real-time bidding (RTB)
Reattribution window
Redefined Engagement Period
Relevance Score
Remarketing
Retargeting
Retention rate
Return on ad spend (ROAS)
Revenue Per User
Rewarded Video
Rich media
ROAS
ROI – Return on Investment
RTB – Real Time Bidding
S
SDK Integration
SDK – Software Development Kit
Self-serve DSP
Session
SKAdNetwork (SKAN)
Soft Launch
Sponsored Content
SSP – Supply Side Platform
Supply Path Optimization (SPO)
Suppression List
SVOD (Subscription video on demand)
T
Time-to-Interactive (TTI)
TVOD (Transactional video on demand)
U
UDID – Unique Device ID
User Acquisition
User Engagement
User Engagement Instance
User Persona
User Segmentation
User Stickiness Index
V
vCPM
View-Through Attribution
View-Through Rate (VTR)
Viewability Rate
Viral Loop
vMVPD (Virtual multichannel video programming distributor)
W
Walled garden
Waterfall Model
Web attribution
Weekly active users (WAU)
White-label DSP
Whitelisting