Glossary

Comparing two versions of an ad or app element to determine which performs better.

A metric that helps app developers understand how their daily active users interact with particular areas of their app.

A digital marketplace where publishers and advertisers buy and sell ad inventory.

The number of times an advertisement is displayed to users.

The digital ad space a publisher has available to sell to advertisers on their mobile website or app.

Platforms that provide available ad space in publisher apps for advertisers to bid on, connecting supply and demand.

Average revenue per daily active user - defines how much revenue each app user brings in on a daily basis.

Average Revenue Per User - a key metric for measuring monetization success.

The process of determining which marketing touchpoints led to a conversion.

Rectangular display advertisements placed within app interfaces.

The rate of ad requests that attract at least one bid from advertisers during real-time bidding auctions.

A real-time message sent from a publisher's ad space to demand-side platforms, requesting bids to display an ad to a specific user.

A pricing model where advertisers pay only when users complete a specific action like registration, purchase, or app install.

A pricing model where advertisers pay for each app install generated by their advertising campaigns.

A pricing model where advertisers pay a specific price per thousand impressions for ads served on a publisher's app.

The percentage of app users who view an ad and then click on it, measuring how compelling an ad is.

The percentage of users who complete a desired action after clicking on an ad, measuring campaign effectiveness.

The number of unique users who interact with an app within a 24-hour window.

A technology platform that allows advertisers to buy ad inventory programmatically across multiple ad exchanges and supply sources.

A metric that measures the revenue generated per 1,000 ad impressions, regardless of the pricing model used.

The percentage of ad requests that are successfully filled with ads, indicating the availability of ad inventory.

Mobile games that are instantly playable, lightweight in mechanics, and can be launched quickly with simple, addictive gameplay.

The display of paid ads within mobile applications, enabling developers to monetize apps while providing advertisers access to engaged mobile users.

A real-time programmatic method of buying and selling ad inventory where multiple advertisers bid simultaneously on the same inventory.

Additional purchases that can be made within an app to extend features, unlock content, or access premium services.

Full-screen ads that appear at natural transition points in mobile apps, covering the entire interface temporarily.

The predicted revenue that a customer will generate during their entire relationship with your app or business.

The number of unique users who interact with an app within a 30-day period, measuring monthly engagement reach.

Advertising format that matches the look, feel, and function of the platform where they appear, blending naturally with content.

A monetization feature that displays a list of actions users can complete in exchange for virtual rewards within an app.

An open standard communication protocol that enables real-time bidding for digital advertising inventory across different platforms and systems.

Interactive ad format that allows users to experience a game or app through a mini-version before downloading, increasing engagement and conversion rates.

Server-to-server notifications that report conversion events and attribution data between advertising platforms and tracking systems.

The automated buying and selling of digital advertising space using algorithms and real-time bidding technology.

Messages sent directly to users' devices to re-engage them with an app, driving retention and encouraging specific actions.

A genre of mobile games that encourage players to test and improve their problem-solving skills through various subgenres.

The percentage of users who continue using an app after their initial install, measured at specific time intervals (Day 1, Day 7, Day 30).

Ad format that provides users with in-app rewards (currency, lives, unlocks) in exchange for engaging with advertisements.

A metric that measures the revenue generated for every dollar spent on advertising, indicating campaign profitability.

Mobile games where players assume character roles, develop abilities through progression systems, and engage in narrative-driven gameplay.

The automated process of buying and selling ad inventory through instant auctions that occur while a webpage or app loads.

A collection of software development tools, libraries, and documentation that enables developers to integrate third-party services into mobile apps.

Mobile games that replicate real-world activities, systems, or processes, allowing players to manage, build, and control virtual environments.

Mostly free-to-play games that imitate the gambling experience without offering real cash payouts, using virtual currency.

A technology platform that helps publishers manage, sell, and optimize their ad inventory programmatically to maximize revenue.

Mobile games that emphasize strategic thinking, resource management, and tactical decision-making to achieve victory objectives.

The process of gaining new users for an app through various marketing channels and strategies to grow the user base.

Advertising format that uses video content to deliver marketing messages, available in various formats like pre-roll, rewarded, and in-stream.

A metric that measures whether an ad was actually visible to users, typically requiring 50% of the ad to be in view for at least one second.

A sequential ad mediation method where ad requests are sent to demand sources one by one in a predetermined priority order based on historical performance.

The percentage of programmatic auctions that a bidder wins out of all auctions they participate in, indicating bidding strategy effectiveness.

A category of mobile games focused on vocabulary, spelling, and word formation, popular for their educational value and broad appeal.