Blacklist
A list of websites or domains that advertisers choose to exclude from their ad campaigns, typically because they do not meet the brand’s guidelines or are considered to deliver poor traffic.
Bounce Rate
The percentage of visitors to a particular website who navigate away from the site after viewing only one page, often used as an indicator of the relevance or interest the content holds.
Brand Awareness
The extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.
Branded Content
Content that is produced or funded by an advertiser that reflects the brand’s values, and is designed to build awareness and affinity with the audience through relevance and value.
Budget Pacing
A strategy used in digital advertising to regulate the rate at which an advertising budget is spent over a designated period, ensuring that spending aligns with campaign goals and timelines without exhausting funds prematurely.
Casual Games
Casual games are a beloved genre in mobile gaming known for their easy-to-understand rules and quick play sessions, catering to a diverse audience. Often free-to-play, these games monetize through in-app purchases and ads. They span sub-genres like match-3, puzzle, and adventure, often incorporating meta-games like character collection. While players may spend less time on casual […]
Churn
Churn rate signifies the percentage of mobile app users who cease app usage, unsubscribe, or uninstall the app within a defined period. This metric significantly influences other key indicators such as retention rate, lifetime value, and overall profitability. Typically assessed at intervals like 30 days, 7 days, and 1 day post-installation, a high churn rate […]
Click Spamming
Click spamming, also called click flooding or organic poaching, is a type of mobile ad fraud where fake clicks are generated to falsely claim credit for ad conversions and drain an advertiser’s budget. Fraudsters use tactics like invisible background clicks or fake device IDs to send bogus clicks to Mobile Measurement Partners (MMPs). This not […]
Click to Install Time (ctit)
CTIT, or Click-to-Install Time, is the time elapsed between a user clicking on an ad and opening the app for the first time. This metric is crucial for detecting and preventing mobile ad fraud, particularly in identifying fraudulent last-click attempts by malicious actors.
Click Validation
Click validation is a vital method used in mobile ad fraud prevention tools to authenticate the legitimacy of each click by cross-referencing it with corresponding impression data. By ensuring that an ad was genuinely displayed to a real user, click validation helps thwart fraudulent clicks. Given that click fraud poses a significant financial threat to […]