Fill Rate
The percentage of ad requests that are successfully filled with an ad, reflecting the efficiency of an advertising platform or network in delivering ads.
First-Party Data
Information collected directly by a company from its customers, such as purchase history or website behavior, often used to create personalized marketing campaigns.
Floating Ad
An ad format that appears and moves across the screen for a set period before disappearing or minimizing, often used to grab attention without disrupting the user experience.
Foot Traffic
The number of customers who visit a physical store due to digital or mobile advertising efforts, often measured to determine the effectiveness of location-based marketing campaigns.
Fractional Attribution
Fractional attribution, also referred to as multi-touch attribution, is a methodology in attribution modeling that acknowledges the contribution of multiple touchpoints to a conversion, such as an app installation. Unlike single-source attribution models like first or last click, which attribute all credit to a single touchpoint, fractional attribution distributes credit among various interactions along the […]
Frequency
The average number of times an individual is exposed to a specific ad over a given period, often measured to ensure the message is effectively reaching the audience without causing fatigue.
Frequency Capping
A feature that limits the number of times an individual user sees the same ad to avoid overexposure and ensure a positive user experience.
Full-Funnel Marketing
An approach that addresses all stages of the customer journey, from awareness to conversion, using a combination of tactics to guide prospects through the marketing funnel.
Funnel
A marketing model representing the journey prospects take, starting from awareness and moving down to consideration, conversion, and loyalty stages.
GAID (Google advertising ID)
GAID (Google Advertising ID) is a distinctive identifier allocated to Android devices, enabling marketers and app developers to monitor user activity and evaluate the impact of advertising campaigns on Android platforms.