Glossary

Freemium - Free apps supported by in-app purchases.  

Frequency Capping - Limits how often an ad is served to the same user. Specifies the number of impressions that will be delivered to a single user in a specific period of time. Applies multiple rules. For example, you can set a frequency cap limiting the same user to one impression per day and(...)

GDN (Google Display Network) - The Google Display Network is the world's largest display advertising network for placing banner ads on Google web properties (such as YouTube, Blogger, Gmail, etc.) as well as a network of over 2 million other web sites (i.e.: USA Today, NY Times, etc.). The(...)

IDFA (Identifier for Advertisers) - Opt-out tracking and targeting tool for mobile applications. 

 An impression is generated every time an end user views an ad.

In-App Ads are mobile ads that appear within a mobile app. This can include standard banners, video and rich media ad formats. For more information about In-App Advertising click here.    

In-line text ads are text links that appear within the text of your content.

Intent based ads - Advertising units which are created from the intent of the user. 

Interstitial Ad - A mobile ad unit that appears between two views within a mobile website or mobile app. "Interstitial" derives from "interstice" which means "a small space between things, especially when part of a series of uniform spaces and parts" (Think of a picket fence, which has(...)

Interstitial display is an ad that appears between two content pages. Also known as transition ads, intermercial ads and splash pages.

IRL is a slang term that means “In Real Life.” It is one of several acronyms used in social media and online communities to describe the difference between online life and offline life. The acronym has come under criticism for being too anti-technology, or anti-internet.Critics of the acronym(...)

Lead boxes, in offline marketing, are nothing more than cardboard boxes with a hole in the top. A banner above the box advertises a contest or drawing.Then, visitors to the store, fitness center, etc. fill out the contest form and drop their personal information into the box. The “lead box”(...)

The user lifetime value is abbreviated LTV. It refers to the total net profit expected to be gained from an individual customer over their lifetime relationship with the business. This concept helps businesses evaluate the costs of customer acquisition and create financial valuations of(...)

Marketing is the process of promoting products and services and acquiring and maintaining customer relationships. This can include advertising, branding, copywriting, media exposure, and creative distribution tactics. Online marketing has evolved into a complex discipline that involves many(...)

An ad mediation platform coordinates with ad networks to help maximize fill rate and increase monetization. 

Monetization means making an asset profitable. This term has become quite popular in recent years, and often refers to digital assets. Such content can include software, digital media, or files. With the proliferation of online media and digital assets, this has become a popular concept among(...)

Native ad - Where an ad location has been made to look like it’s a part of the app or website.  

Native Advertising - A type of online advertising that matches the form and function of the platform upon which it appears. 

Page View - A page view is generated every time an end user views a page within a site.  

Pay-per-click advertisements, abbreviated PPC, are a form of advertising where the advertiser pays every time an ad is clicked. Google’s advertising network, for example, runs on a PPC model.Each time a user clicks on an ad next to the search results, the advertiser pays Google a fee. This fee(...)

ROI is Return on investment, commonly abbreviated ROI, refers to the amount of profit returned on an investment of finances, resources, or assets.ROI is a performance metric commonly expressed as a percentage. An investment of one hundred dollars that returns two hundred dollars in profit(...)

Software development kits – called SDKs for short – are programming toolkits designed to facilitate application development for hardware platforms, operating systems, game consoles, and so on.Each SDK consists of code packages, library files, development tools, documentation, and other(...)

A search engine, such as Google or Bing, is a utility that allows users to type in a query and find relevant, authoritative information on the world wide web. Over time, user behavior has made it clear that people want answers, recommendations, and suggestions that make their lives easier and(...)

Search engine optimization, commonly abbreviated SEO, refers to the practice of increasing search engine rankings through a variety of tactics.Website owners improve on-site SEO, for instance, by ensuring that the content, title, meta description, and other web page fields contain keywords(...)

A special offer is a marketing term that refers to a unique opportunity for customers to save money or receive a special benefit, product, or service. Special offers are hard-sell techniques designed to acquire customers and sales with incentives or through pressure.These are commonplace in(...)

A target audience is a term that refers to the specific demographic that your product or service is focusing on. For instance, a video game’s target audience may be young teenagers who enjoy martial arts and Japanese anime. A real estate company’s target audience may be upper class families(...)