A/B Testing
A/B testing is a controlled experimentation methodology employed by app developers to evaluate the relative effectiveness of various in-app elements, including advertisements, features, and overall design. The process entails segmenting the user base into distinct groups. One group, designated as the control group, interacts with the existing version of the app. The remaining groups, referred […]
Active User
An active user is someone who regularly interacts with the app within a defined period, like daily, weekly, or monthly. This metric is crucial for app success, offering insights into growth, engagement, and retention. The types of engagement defining an active user vary, but metrics like DAU, WAU, and MAU help developers assess campaign effectiveness […]
Ad Engagement
Ad engagement refers to how users interact with a mobile ad creative, including actions like clicking or viewing it. The metrics used to measure ad engagement vary based on the ad type and campaign goals. For instance, with video ads, the engagement rate may measure the number of users who watch the entire video versus […]
Ad Exchange
An ad exchange functions like a digital auction house, linking buyers (ad agencies, advertisers, and demand-side platforms) with sellers (ad networks, publishers, and supply-side platforms) of advertising inventory to facilitate bidding. It enables real-time buying and selling of ad space across various platforms, including mobile and desktop.
Ad Inventory
Ad inventory refers to the advertising space available for purchase by advertisers from publishers. This space encompasses various digital platforms like websites, mobile apps, videos, and games, along with traditional media. The value of ad inventory is determined by factors such as traffic volume, with prime spots like homepage placements considered highly desirable. Ad inventory […]
Ad Mediation/Mediation Platform
Ad mediation empowers app publishers to boost their ad revenue by overseeing multiple ad networks via a centralized platform. This solution grants access to diverse ad networks, fostering competition for inventory and elevating fill rates and eCPMs. Leveraging optimization algorithms, ad mediation platforms select the optimal ad network to fill the developer’s inventory with the […]
Ad Network
Ad networks act as bridges between advertisers and publishers, streamlining the connection between those seeking ad space and those offering valuable impressions. These networks pool ad inventory from publishers and match them with buyers looking to purchase ad slots. Advertisers supply their ads to the network, while app developers or publishers showcase these ads to […]
Ad Spend
Ad spend refers to the funds allocated by businesses or organizations for advertising campaigns. This expenditure covers both traditional and digital advertising methods and is typically measured using metrics like CPM, CPC, CPL, CPA, CPS, or CPI. It includes costs related to ad placement and may encompass expenses for ad agency services or personnel.
Ad Stacking
Ad stacking, a prevalent form of mobile ad fraud, involves layering multiple ads atop one another within a single ad placement. Although only the top ad is visible to users, advertisers are charged for all ads in the stack that receive clicks or impressions. This results in fake engagements, with advertisers paying for interactions that […]
Ad Unit
Ad units are diverse types of advertisements embedded within apps by developers to monetize user traffic. These units encompass banner ads, interstitial ads, rewarded video ads, offerwall ads, and playable ads. Each ad unit has a unique appearance and function, providing users with a varied advertising experience.