Here are some terms/abbreviations for you to simplifying technical and conceptual jargons used in adtech/martech world:
  • Ad blocker – A term that describes software or hardware that removes ads from a web page
  • Ad creative – any static/video ad, images etc. which serve as content for the ad
  • Ad exchange – Auction-based, automated digital marketplaces that allow multiple parties, including advertisers and publishers, to buy and sell ad inventory
  • Ad format – The size and format of the ads that are displayed on publishers’ websites.  Examples include banner ads, native ads etc.
  • Ad fraud – Ad fraud is the attempt to defraud advertisers, publishers or supply partners by exploiting mobile advertising technology
  • Ad impression – an instance of delivery of digital ad from its source is counted as an impression
  • Ad inventory – digital ad space which publisher sells in his app
  • Ad mediation – use of multiple ad networks to raise eCPM and optimise ad inventory
  • Ad monetization – process of making money(monetization) from selling potential ad-spaces to digital advertisers
  • Ad refresh – when a publisher refreshes ad on same ad-space after an interval, like 30 sec., 60 sec. etc.
  • Ad request – request for ad-space to be filled with ad content. Made by publisher app to ad servers when a user starts loading webpage/app.
  • Ad RPM – see RPM, this is RPM related to a particular ad
  • Ad server – to help publishers gain better control over their ad inventory with features like analytics, ad management, direct selling etc. Some ad servers are Google Ad Manager, Smart AdServer
  • Ad tag – code snippets made by ad servers to be included in webpage/app to display ad
  • Ad tech – The term “ad tech,” which is short for advertising technology, broadly refers to different types of analytics and digital tools used in the context of advertising
  • Ad type ID – API parameter which describes the type of Ad to run, different ad type have different IDs
  • AdLocation – the API parameter which denotes the ad’s location within the app
  • Anchor ads – also called sticky ads, these stay fixed at a location when screen is scrolled
  • Arbitrage – practice of buying in one market while simultaneously selling in other usually without value addition
  • Audience targeting – practice of targeting effective audience for ad campaign based on factors like brand, demographics etc.
  • ASO (App Store Optimization) – methods to optimize mobile apps to rank higher in app store’s search results
  • Attribution – attributing the success of an action(click, view etc.) to a particular publisher’s impression instance
  • Backfill – reserve ads to be filled when intended ad fails to load, increasing publishers’ revenue
  • Brand Safety – technology used to prevent ads from appearing in any inappropriate context on a publisher’s site, which might unwittingly cause harm to the brand’s reputation or image
  • Banner ads – a form of digital ad, Banner advertising refers to the use of a rectangular graphic display that stretches across the top, bottom, or sides of a website or online media property.
  • Behavioral targeting – targeting campaign based on observing a user’s behavior online
  • Bid floor/eCPM floor – a cutoff minimum setup by publisher to ensure some minimum revenue and quality Ads
  • Bid Scaling – is used to make all bids compete in the auction as an apples-to-apples comparison based on the net amount paid to the publisher. Bid scaling occurs between receiving the bids and passing the bids up into DFP.
  • Blank impression – display of blank space instead of ads due to reasons like not having enough advertiser demand, low page loading and having too high CPM floors etc.
  • Bumper ads – These are very short video ads(5-10 secs) that are inserted on videos either before, after or during the video.
  • Bundle ID – A unique ID provided for your app provided by the app store
  • Callback – Event notifications that provide your system with detailed information about clicks, video views or converted installs at the account, app, or campaign level
  • Churn rate – also attrition rate i.e. users who unsubscribed/uninstalled the service/app per unit time
  • Content discovery – A data-driven automated platform used to discover, recommend and deliver a wide range of relevant, personalized content to mobile devices, websites and set-top boxes
  • Cost Per Action (CPA) – average cost of a single conversion (meaning any desired action by a user) during a marketing campaign.
  • Cost Per Milli/Thousand (CPM) – price an advertiser pays for 1000 ad impressions
  • Cost Per Click (CPC) – revenue model where publisher is paid for every click he gets on ads
  • Cost Per Completed View (CPCV) – revenue model where publisher is paid for every full view of video(for interstitial or rewarded ad formats)
  • Cost Per Install (CPI) – revenue model where publisher is paid for every install he gets on ads
  • Cost Per View (CPV) – metric for video advertising. Advertisers pay as soon as the video starts playing and the user watches it without any guaranteed view time. Calculated as total cost/total views
  • Cross device attribution – following behaviour of a user across devices used
  • Cross promotion – it is a campaign type to promote one app or product in other app, platform etc.
  • Call to Action (CTA) – an element in ad creative which allows the user to act (download, visit a page etc.)
  • Click through Rate (CTR) – how many clicked on ad per views. %CTR = (clicks/views) X 100
  • Daisy Chaining – this is when the creative need is there to call multiple third party ad-servers
  • Deal ID – also called Ad-ID, is a unique ID parameter passed between the bid request and response parties to authenticate one-on-one programmatic buying
  • Device Identifier – or device ID, usually used in context of mobiles. It is unique ID, cannot be linked to personally identifiable information (PII).  Different operating systems use different identifiers: IDFA (iOS), AAID (Android), and Windows Advertising ID (Windows).
  • Direct traffic – online traffic through the users who typed the urls directly into the browser, also see mobile and referral traffic
  • Display ads – another term in use to mean banner ads coming in different sizes and variations
  • Demand side Platform (DSP) – platform/software where advertisers can buy ad-space inventory and connect with publishers in direct and real time manner
  • Dynamic allocation – dynamically allocating the ad-inventory which allows publishers to optimize inventory use giving maximum revenue
  • Effective CPM(eCPM) – effective CPM i.e. actual CPM incurred. eCPM = (cost/impressions)X1000
  • Expandable ads – these expand beyond their usual size if a user action is taken. For instance, a movie trailer etc.
  • Fill rate – percentage of ads delivered out of ads requested
  • Forecasting – used in terms of future estimation of ad-inventory for publishers, done by ad servers usually
  • Frequency Capping – limiting frequency of ads from a particular advertiser to a particular user to avoid overexposure
  • GDPR – General Data Protection Regulations, personal data protection guidelines for EU citizens. These are relevant for data storage of EU users
  • Geotargeting – showing ads on the basis geo-factors like zip codes, device’s location etc.
  • Header bidding – process of bidding involving multiple ad networks for once(rather than waterfall pattern for Real time bidding) giving more yield to publishers
  • Interactive Advertising Bureau (IAB) – Trade association that maintains industry standards, performs research etc. for online advertising industry
  • In-app Purchases (IAP) – Selling of real/game related items inside the app, usually the basic app is free here
  • IDFA/IFA – “IDentifier For Advertisers” on iPhones. An IDFA is somewhat analogous to an advertising cookie; called ad tracking
  • In-app Advertising – all kind of advertising that happens within the mobile app ecosystem and comprises of different types of ads such as banner, interstitial, native ads etc.
  • Install rate – The percentage of the time users downloaded a game after they clicked on an ad for it. IR percentage = (installs / clicks) x 100
  • Interstitial ad – popping ads covering the whole screen usually showing a video or static image for specific time period
  • Last click attribution – type of revenue model which attributes action success and revenue to the last impression which was clicked by user. This is usually followed instead of first click attribution, which is analogous to this
  • Lazy loading – real time loading of content of web-material once the user scrolls instead of loading at once, This is used to reduce data consumption and other resources in third world countries
  • Line Item – types are guaranteed/non-guaranteed, these are advertisers’ commitment to buying ad-inventory in certain numbers. Guaranteed are contractual obligations and non-guaranteed are not
  • Long tailed ad inventory – Ad inventory which has low exposure due to either limited number of users(like blogs) or where target users are less, these are difficult to monetize easily
  • Life-time Value (LTV) – total value in terms of revenue accrued through a user over the lifetime of that user i.e. till the time he is subscribed
  • Mobile Advertising – advertising on the mobile or other wireless communication systems
  • Mobile game monetization – process of using tools/techniques to get revenues from mobile games, example native advertisements on mobile game
  • mobile traffic – traffic originating from mobile sources like phones, tablets etc.
  • Native Ads – ad format that tries to mimick the surrounding elements’ look, feel and actions
  • Native Ads Advanced – It is the latest development from google ads which enables publishers to show native ads on their platform, as better alternative to admob native express
  • Negative targeting – removing users who have successfully installed the app
  • Offerwall – are dedicated places inside mobile apps to list multiple offers that provide users with rewards or varies incentives in exchange for completion of specific actions – download an app, watch a video ad, make in-app purchase and more. They provide mobile publishers an easier way to advertise multiple digital products or mobile apps and for app developers to monetize their apps.
  • Order – agreement between ad-inventory buyer and publisher for an advertising campaign, can include multiple line items
  • Organic Traffic – all traffic generated naturally through a search engine like google or Yahoo without any paid activities
  • Page RPM – this is RPM related to a specific page of website instead of site as a whole
  • Pageview – a metric used to tell number of views obtained by a webpage with ad on it, used for ad revenue and costs calculation purposes
  • Pageviews per user – this is average amount of pageviews generated by a user while visiting a website
  • Post-roll – an actionable ad shown at the end of a video(usually rewarded video)
  • Pre-roll – similar to post-roll, but the call to action is shown before the rewarded video is shown
  • Premium app – also called paid app, where some or all of its features must be purchased from the app store
  • Private MarketPlace (PMP) deals – these are direct deals made between advertisers and publishers, also called preferred deals. These are done for premium/reserved inventories and human interaction is more here
  • Programmatic buying – use of technology to buy and sell digital ad-space inventory automatically with minimum human intervention
  • Programmatic TV – use of technology to buy and sell TV ad-space automatically usually based on audience targeting through audience data analytics inbuilt
  • Referral traffic – traffic coming from outside of google search engine(as reported by Google analytics). It is usually from third party links pointing to your site
  • Retargeting – ads served to users who have already/previously installed the app
  • Real Time Bidding (RTB) – it is an auction process in digital advertising arena which is technologically driven, involves automatic buying-selling of ad impressions
  • RPM – this is estimated earnings per 1000 impressions for the publisher, it should be same as CPM but considered from publisher’s angle rather than advertiser’s
  • Server to server tracking (S2S tracking) – Allows advertisers to aggregate analytical data from multiple networks into a single source without integrating multiple SDKs
  • Software development kit (SDK) – code in short that when integrated with your app will enable serving of ads and analytics
  • Show rate – A ratio showing the number of paid views of a video ad to the number of impressions
  • Supply side Platform(SSP) – platform/software where publishers can sell ad-space inventory and connect with advertisers in direct and real time manner, also see DSP
  • User retention – concept of keeping users for long periods of time and making them part of brand as loyal customers, different businesses have different retention periods
  • Viewability – measures how much opportunity is there for an ad to be visible to users. An ad is viewable if more than or equal to 50% of ad’s pixels are in viewable area of the tab for at least 1 second after rendering
  • Viewthrough attribution – attributing an install/download to a video ad even if video is seen but not clicked through. This is done if install/download occurs within 24 hours
  • Waterfall – is the method of auction with multiple ad networks during mediation. Here if the demand is not fulfilled with highest ranked ad network, publishers move down the waterfall to next ranked network
  • Wrapper – third party softwares which allow interaction between various development environments/softwares by wrapping around them

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