AI News, A to Z of Mobile Marketing: A Complete Glossary for Every Marketer artificial intelligence

A to Z of Mobile Marketing: A Complete Glossary for Every Marketer

Affle’s mobile marketing glossary lists all the latest and key terminologies that will help you build an end-to-end marketing campaign.

If you are looking to expand your industry knowledge, here you will find all the relevant information sorted in the alphabetical order for you.

Also termed as split testing or bucket testing, it compares two variants of a live campaign element (ad copy, landing page, creative design, or any other mobile advertising attribute and others) to improve the performance.

The number of active users is an indicator of the app performance as it implies how engaging users find the app.

A number of active users, when compared with the number of installs, can be a key performance indicator in mobile marketing where it shows if the campaign is targeting the right audience.

Active users could be again categorized into DAU — Daily active user, MAU — monthly active users, or WAU weekly active users.

It serves multiple actions for the involved parties, such as picking ads for a website, filling space with relevant ads, managing reports of the clicks, and other metrics.

While some apps directly charge the users for using features of the apps, others may offer the app for free and use other app monetization methods such as in-app advertisements, selling the collected user data, and others.

Compared to the web-based tool, an app performs faster as most of UI elements are already stored on the device and escapes the network latency.

With API, it can even track the user behavior better to help app developers and marketers deliver a better experience.

In advertising, AI can collect user insights and use that information to run advertisements for better conversion as well as user experience.

App Store Optimization (ASO) is the process of updating your app information on its app store page rank higher, gain more visibility, and attract more users.

They are helpful in identifying user interests, source performance, and campaign performance, which is used for campaign optimization and incentive distribution.

For campaigns that run on complex KPIs, the attribution model is important for advertisers to identify the campaign achievement and distributing the credits to different sources.

For example, some tools provide an attribution window of 3 months, which means, they would consider the active period of evaluation.

Such ads generally have small text elements and a click to action button to redirect users to a destination defined by the advertiser.

For example, If all visitors are moving to another page of the same website, your bounce rate will be 0% and If all visitors are moving to another website, your bounce rate will be 100%.

In mobile marketing, high churn rate is an indication that your users are not satisfied with the app or unwanted segment of users are installing it.

Click injection is a mobile ad fraud in which a malicious app (that’s already installed in the user’s device) imposes the click to run your app after installation and to claim credit for installation.

Click-spam (or click spamming) is a mobile ad fraud in which bot-based script executes clicks on behalf of the users without their awareness.

A retention cohort, for example, explains how many users who came on day 1, are still using your app on day 30.

It can be used to optimize the campaigns and gain better conversions as it divides the audience into different segments that help in targeting users with a more personalized approach.

Conversion Rate Optimization (CRO) is a practice followed at different parts (such as ads, landing page, reduction of app size, and more) of the user’s conversion journey to improve the conversion rate on website or app.

Conversion tracking is the tracking of the user interactions at different stages of the sales funnels right from the visibility of ads to the sales conversion.

CPI mobile campaign, one of the most popular models in app marketing, follows a cost model in which advertisers pays when the user installs the application on their device.

It is usually offered as the button, on which the user can click to submit a form, install an app, start a chat, dial a phone number, and so forth.

The customer data platform is software that maintains customer profiles along with their score aligned with different data points collected from various sources.

For the app developers or advertisers, DAU is a helpful metric in analyzing the user experience and predicting retention rate as it is a precursor to retention.

Deep linking is more crucial with mobile because it enables users to reach the exact location in the app instead of just opening the app.

Effective Cost per Thousand Impressions (eCPM) is calculated after the campaign is over to measure the expenses of per thousand impressions, regardless of the cost model adopted.

Fake install is a mobile ad fraud in which fraudster inflicts using methods (such as the emulated devices) that don’t involve real users are known as fake installs.

The metric is usually considered in the CPM campaigns, where it is calculated as the ratio of total impressions served by ad network and the number of impressions requested by the advertiser.

Fill Rate = Ad Requests answered / Ad Requests Sent Fingerprinting (also known as device fingerprinting) is a digital method to identify the devices over which ads have run.

The fractional attribute is a metric used to define the significance of different touchpoints with the user before the defined target (such as app install, lead collection, etc.) is achieved.

Geofencing is a technology that allows advertisers to use IP addresses of users to restrict their ads within the geographical regions for their target audience.

Geotargeting is a process that helps advertisers to target the audience in selected regions along with other criteria including demographics, behaviors, and interests.

hashtag is a type of metadata that uses a word or phrase with the hash (#) sign to indicate the highlighted information or keyword.

The in-app purchase is an app monetization model in which the user makes a transaction (to buy a product or service, unlock app features, etc.) within the app.

However, if the advertiser has not requested the incent traffic, then it is considered to be a fraud practice because network or publisher may offer an incentive to attract users, who are not actually interested in using the app.

Install Referrer is an API from Google Play collects and share the app install details such as URL of the referrer (or the last source from which the user reached app install page), the timestamp of the click to install, the timestamp when the installation started and others.

Mobile advertising offers a various number of advertising options such as text messages, web-based ads, in-app ads, etc.

Mobile Marketing is the marketing exercise (which could be paid as well as organic) that is carried across mobile devices to reach users over apps, web browsing, SMS, and other mobile communication options.

Multichannel marketing is the process of running marketing campaigns across different channels, which could be social media, search engines, and others to target the users as per their personal preferences.

Its smooth adaption with the platform makes it look similar to organic feeds on the device and hence improving the chances of engagement.

For its precise development for the device and platform, native apps generally deliver better user experience than other development models.

It rates the user’s loyalty on a scale of 1 to 10 Non-incent Traffic is the number of users coming from ads that don’t include a reward as distinct from incentivized traffic.

Omnichannel marketing is a marketing practice that allows the advertiser to reach the customer across different channels, which could be online (social media, web browsing, installed apps, and more) as well as offline (stores).

Onboarding is the process after sales in which advertiser (or seller) helps the customer in getting familiar in using the services or products.

It helps in narrowing the ad targeting as advertisers can plan different communication and conversion cycles as per affinity for each segment.

It can help the advertisers in gaining conversion by reaching potential customers across the platforms while existing customers can be targeted to enhance higher LTV.

Recency means how recently the user has purchased, frequency means how frequently they make the purchases, and monetary value defines the purchase size.

suggesting the highest value being the amount of purchase Rich user profiles are those profiles which carry high information of the users collected from different sources to understand.

ROI = Net Income / Cost of Investment or ROI = Investment Gain / Investment Base Real-Time Bidding (RTB) is a process which enables automatic bidding for ad impressions in real time.

SDK Spoofing is a type of ad fraud in which fraudster utilizes the SDK to manipulate install attributes in the real device without any actual installed by the user.

Segmentation is the process of filtering the audience on the basis of various factors that help advertisers to target the relevant users precisely.

Third party tools are software to track and analyze various metrics in the ad campaigns, in-app events, and others.

Visibility or ad visibility is defined as the actual time and area an online ad is viewable by users within their browser windows.


Home » Publisher Documentation » Glossary Acquisition When a user makes an interested action with an ad shown in the adspace.

Devices containing ACR support enable users to quickly obtain additional information about the content they have just experienced without any user-based input or search efforts.

Generally, they are strategic media buying or full-service creative companies that partner with brand advertisers and marketers to develop, plan, design, produce, and supervise ad creatives across all platforms for all ad media buys.

Ad Network An online advertising network or ad network is a company that connects advertisers to websites, mobile sites, and mobile apps that want to host advertisements.

system composed of powerful technical hardware and software solutions used to collect and deliver ad units from ad networks and publishers. An important component of ad servers is the independent tracking of ad display and click information.

Ad Tech Advertising technology, or ad tech, refers to software built for the advertising industry that helps improve media effectiveness and increase operational efficiencies.

Ad tech often refers to a number of platforms, including demand side platforms (DSPs), data management platforms (DMPs), supply-side platforms (SSPs), and ad exchanges.

Advanced Targeting Data Advanced targeting data (or audience data) is a data set used for the purposes of making ad decisions beyond what can be leveraged from age and gender.

AI Commonly stands for artificial intelligence, but can also stand for ad impression (See → Impression) AN An ad network. These are companies that connects advertisers to websites, mobile sites, and mobile apps that want to host advertisements.

Auction An auction is the practice of allowing multiple buyers to value and bid on a singular ad opportunity, leveraging first-, second- or third-party data within a pre-fulfilment window.

TV auctions exist within a spectrum of totally open and highly controlled bidding rules and publisher controls that enforce end value for both the buy and sell sides.

Automated Media Buying Automated media buying allows for targeting and engaging with consumer segments within a single platform Back to top of page Backfill Ad networks are filling each others unsold inventory (no high-paying ads).

Banner Also known as “display ads,” banner advertisements are a form of graphical ads, typically including a combination of static/animated images, text, and/or video designed to convey a marketing message or cause the user to take an action.

Bitrate The rate of bits processed per unit of time, commonly measured in bits per second (Bps), kilobits per second (Kbps), or megabits per second (Mbps).

Cached files supply an old copy that may not be up to date with the file stored at the original source, but are often necessary for improving page load performance.

telephone company that provides services for mobile phone network operator (MNO), mobile phone operator (or simply mobile operator or mobo), carrier service provider (CSP), wireless service provider, wireless carrier, or cellular company CAR Click accounting rate.

(See → GSM) CDN An acronym for content distribution network, a CDN is a system of geographically dispersed servers used to provide web content to a browser or other client.

Files are strategically pulled from a server on the network based on the location of the user, the requesting server, and the delivery server of the CDN to provide the best delivery performance.

Click An interaction between a website visitor and the browser in which the website visitor uses a device, such as a mouse, to move the cursor (or pointer) to an active area of the screen and then deliberately interacts with that area by clicking a button on their device, triggering an event.

For example, if a banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1% COPPA The Children’s Online Privacy Protection Act is a legislation that regulates the online collection of personal information of individuals under 13 years of age within U.S. jurisdiction.

CPA Cost per Action is an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, a download) linked to the advertisement.

In other words, it is a pricing model where the advertiser pays for a specified user action (registration, purchase, etc.) CPC Cost per click (CPC) is the sum paid by an advertiser to a publisher for a single click on their advertisement, which directs one visitor to the advertiser’s website.

CPU CPU is an acronym for central processing unit, the key component of a computer system, which contains the circuitry necessary to interpret and execute program instructions.

Conversion rate Conversion rate is the proportion / percentage of users (banner clicks / views) to successful conversions / actions on the website.

It is percentage value calculated as follows: (Conversions / Total Clicks) X 100 Connected TV Real-time buying of live TV ads airing on internet-enabled over-the-top (OTT) devices or smart TV applications.

Creative An advertising unit created by an ad designer, in accordance with publisher specifications and guidelines, for the purpose of communicating a marketing message to that publisher’s audience.

One creative may consist of multiple files in various formats, such as standard images, animation, video, execution files (.html, .js, etc.), and other files that work together for an interactive experience.

Cross-Device Attribution Cross-device attribution assigns a value to each device in the path to purchase, enabling agency teams and advertisers to better understand their consumers’ behavior and more intelligently invest their budgets.

Traditional, single-device attribution assumes all message exposure and activity occurs on the same device, whereas cross-device attribution knows that a single user often has access to multiple devices on which message exposure and activity can occur.

Cross-Device Cross-device marketing allows agencies, media companies and advertisers to deliver brand messages to consumers at the right time, in the right format, and on the right device.

Customer Insights Customer insights/analysis software, also known as customer intelligence software, helps marketing professionals analyze available customer data and past behaviors in order to inform future marketing strategies.

This category of software is typically used to segment customers into sub-groups, track customers as they move across segments over time, predict future behaviors of customers, determine customer lifetime value, and access machine-based learning recommendations to improve future marketing efforts.

CRM Customer relationship management (CRM) software is a category that covers a broad set of applications designed to help businesses manage customer data and track customer interactions.

These programs are typically used by sales and marketing departments and allow teams to access business information, track leads and opportunities, manage business contracts, manage employee, vendor and partner relationships and provide customer support.

A device graph describes how different devices (i.e., a laptop, smartphone, and TV) relate to each other by mapping of all the devices, IDs, and associated data back to one unique user or household.

It allows advertisers and marketers to reach specific target audiences more effectively and efficiently than traditional advertising, such as print, static billboards, or traditional cable TV.

Digital Advertising Software Digital advertising software is a broad category that covers data management platforms (DMPs), ad exchanges, supply-side platforms (SSPs) and, less commonly, demand-side platforms (DSPs).

Digital media includes digital video, banner ads, search, social media promotion, mobile banners, mobile video, digital audio, and more.

Unlike text-based ads, display advertising relies on elements such as images, audio, and video to communicate an advertising message and is aimed at generating quick conversions.

DMP Short for data management platform.  These technology solutions aggregate large amounts of ad related data from multiple sources with the purpose of analytics, marketing, profiling, segmentation and other value added services for publishers and marketers.

A system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.

Back to top of page eCPC The effective cost per click (effective CPC is revenue divided by the number clicks) (see → CPC) eCPM The effective cost per mille is cost per a thousand impressions (effective CPM is revenue divided by the number of impressions) (see → CPM) Elastic Load Balancer (ELB) Elastic load balancing automatically distributes incoming application traffic across multiple Amazon EC2 instances in the cloud.

It enables you to achieve greater levels of fault tolerance in your applications, seamlessly providing the required amount of load balancing capacity needed to distribute application traffic.

This could include CRM data or data generated by digital properties, such as “this person uses my mobile app”, or “this person has been browsing for minivans on my website”.

Frequency capping is a feature within ad serving that offers limits to the maximum number of impressions/views a visitor can see a specific ad within a period of time (e.g., three views/visitor/24-hours, meaning after viewing this ad 3 times, any visitor will not see it again for 24 hours.) Back to top Geotargeting (zoning) Geotargeting and zoing is the method of determining the geographically-defined location of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.

guaranteed buy, also known as “programmatic direct” or “programmatic guaranteed,” is the direct sale of reserved ad inventory between a buyer and seller, with automation replacing the manual insertion order (IO) process.

House Ads House ads or house campaigns, are self-promotional ads that a company runs to put unsold inventory to use. Publishers sometimes run their own inventory, mostly for cross-promotional purposes at no cost.

It requires a form of source media (e.g., a video camera, an audio interface, and screen capture software), an encoder to digitize the content, a media publisher, and a content delivery network to distribute and deliver the content.

Today, media buying is typically completed digitally, which allows agencies or advertisers to make algorithmic purchases of advertising space in real-time using computers.

mobile equipment identifier (MEID) is a globally unique number identifying a physical piece of CDMA mobile station equipment. An MEID is 56 bits long (14 hex digits).

(See → IMEI → UDID) (→ Mobile identifier) MMA The Mobile Marketing Association ( MMX MetaMarkets (MMX) is a data science-as-a-service company based in San Francisco that provides a solution to companies with large amounts of data, like the Smaato OpenRTB data.

mobile network operator (See→ Carrier) Mobile In the marketing and advertising industry, “mobile” generally refers to the use of techniques and campaigns that specifically target audiences on their mobile devices.

Classified as a NoSQL database, MongoDB eschews the traditional table-based relational database structure in favor of JSON-like documents with dynamic schemas (MongoDB calls the format BSON), making the integration of data in certain types of applications easier and faster.

This is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads will use to communicate what those ads do (expand, resize, get access to device functionalities such as the accelerometer, etc) with the apps they are being served into.

Back to top of page Native Advertising/ Native Ads Native Advertising refers to the advertising technique which blurs the lines between organic content and paid content, creating a more pleasing experience for the targeted user.

Finding the right tools and partners to unify your campaigns, no matter the channel, and give you a 360 degree understanding of your customer is no longer a luxury – it’s a necessity.

See more at the project homepage, Optimization Optimization in digital advertising refers to the process of changing the current inventory mix to improve a certain metric in order to increase a campaign’s potential to meet its desired objective or outcome.

In most cases, programmatic buying is fueled by the use of advanced audience data through digital platforms such as exchanges, trading desks and demand-side platforms (DSPs), which helps create operational efficiency for both the buy and sell sides.

Programmatic Software Programmatic media buying, marketing, and advertising software enables agencies and advertisers to make algorithmic purchases of advertising space in real-time using computers.

RFPs Requests for Proposals RON Short for run of network, in online advertising RON is a type of online ad buying campaign where the banner, image, media or text ads can appear on any web site within an ad network.

software development kit (SDK or “devkit”) is typically a set of software development tools that allows for the creation of applications for a certain software package, software framework, hardware platform, computer system, video game console, operating system, or similar platform.

SMX Short for the Smaato Exchange iIncluding RTB, ad network mediation, and direct business) SMX Revenue RTB Revenue (RTB Publisher Payout + Smaato Share + RTB Fee) + AN Revenue( AN Publisher Payout + Smaato Share) + Direct Revenue ( Direct Publisher Payout + Smaato Share + Direct Fee) SMX Total Net Revenue The total net revenue of the SMX Platform RTB SSP Revenue + AN Mediation SSP-Revenue + Direct SSP-Revenue.

software development kit  for Android and iOS operating systems that provides developers components to be included in their project/application, enabling them to create ad properties, send ad requests, receive ad responses, parse responses into view and more functionality necessary for accessing Smaato’s services.

smart TV, sometimes referred to as a connected TV or hybrid TV, is a television set or set-top box with integrated internet connectivity and features that can receive video programming through an open IP method outside of the traditional cable QAM transport.

Targeting The process of selecting targets and matching the appropriate response to it on the basis of device, carrier, location, user attributes, request details. Targeting is the process of identifying the optimal audience segment for a media plan based on a set of desired characteristics.

Transparency To be considered transparent, a solution provider must fully disclose all components of the buy including pricing, any related mark ups, delivery, placement level media location, inventory type, inventory mix, and how advanced audience data is being applied and reported.

Web user agents range from Web browsers to search engine crawlers (spiders), as well as mobile phones, screen readers and braille browsers used by people with disabilities.

UI Design The UI or the user interface is the space where interactions between humans and machines occur. This can include display screens and other computer components where a user interacts with an application or a website.

Vertica The cluster-based, column-oriented Vertica Analytics Platform is designed to manage large, fast-growing volumes of data and provide very fast query performance when used for data warehouses and other query-intensive applications.

The product claims to drastically improve query performance over traditional relational database systems, provide high-availability, and petabyte scalability on commodity enterprise servers.

An ad impression is viewable if greater than, or equal to, 50% of the ad’s pixels appear in the viewable space of an in-focus browser tab for at least one second post ad-render.

WAP Wireless Application Protocol A specification for a set of communication protocols to standardize the way that wireless devices, such as cellular mobile telephones, PDAs, and others access and browse Internet-based content.

Walled Gardens Walled gardens refer to services where the service provider has control over its ecosystem, including applications, content, organic media, paid media and any gathered data.

5 Key Take-Aways from Gartner Marketing Symposium/Xpo™ 2019

Purpose driven brands outperform the stock market by 120% and National Geographic is no stranger to building purpose into its brand.

National Geographic has used technology to drive connection and create empathy in its storytelling and branded the magazine’s iconic yellow rectangle as a familiar icon.

With a population of over 90 million people ages 0 to 23 years, Gen Z represents $2.8 trillion in buying power “of the most diverse generation ever.”

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