GLOSSARY

Term Description

Advertisement A collection of text, graphics, or multimedia content for promoting a brand or products/ services.

Advertising IDIt is a unique, user-specific identifier provided by Google Play for advertising purpose. This ID enables users to reset their identifier or opt out of interest-based ads within Google Play apps. It can be accessed through an API.

Ad AgenciesOrganizations/businesses which create, plan and handle ads for their clients. Ad agencies could be hired for producing creatives, handling marketing and branding, and sales promotion.

Ad Exchange A technology platform that automates buying and selling of ad inventory for both advertisers and publishers across multiple ad networks.

Ad Impression A measure of the number of times an ad is displayed to the user.

Ad Integration A technical process to connect with the ad source for sending an ad request and to receive an ad response.

GLOSSARY

Term Description

Ad Network

A platform that connects advertisers to publishers by aggregating ad inventory from publishers and matching it with advertiser demand. Ad network helps advertisers to promote their brand and products/services, helps publishers monetize through ads, and provides insights through analytics.

Ad Operations (Ops)Refers to workflow processes and software systems that support the sale and delivery of ads.

Ad Request The request made to an ad server by an app or site to display an ad.

Ad Server A computer server that stores ads and delivers them to site or app visitors when an ad request is made. It also measures the performance of ads.

Ad Sources Systems that return a valid ad response. These could be systems like ad servers, ad managers, ad networks and ad exchanges.

Ad Space Reserved space in an app or site for advertisement. Ad space may contain multiple ad units

GLOSSARY

Term Description

Ad Unit / Ad Slot A predefined reserved slot within an application or site for advertisement.

Ads ‘N’velope

It is an easy and instant solution to add launch and exit ad slots to Android apps without any need for coding. App developers can get the best yield for their inventory and maximize eCPM by serving interstitial, rich media and video ads on app launch and exit. It is also supported by Adiquity's RTB exchange and 100+ ad sources to monetize apps to its full potential. Know More

Affiliate MarketingA type of performance-based marketing wherein the content provider rewards the affiliate(s) for offering its products/services to users.

Agency Trading Desk (ATD)

Media buying platforms owned and operated by agencies that attempt to help clients improve their ad performance.

Aggregator An intermediate organization that collects mobile inventory.

Analytics The systematic computational analysis of data or statistics.

GLOSSARY

Term DescriptionAndroid ID It is a unique device identifier for Android devices.

Application Programming Interface

(API)

It defines the way in which specific software components should interact with each other. Large and medium app developers/ publishers/ advertisers integrate with mobile ad networks using APIs.

AppNow

It is a solution to convert a WAP site into an Android app instantly. With AppNow publishers can have a Google Play compliant app (converted from their mobile site) ready for users, without any additional cost or effort. The app would provide convenient access to web content, and publishers can drive-in app traffic and enjoy greater revenue. Know more

App Developer One who develops applications. An app developer can sell ad space in his/her apps to advertisers.

Average Revenue Per User (ARPU)

Financial benchmark to calculate the average revenue generated from each user. The user may be a free user or a paid user.

GLOSSARY

Term Description

Banner Ads

Ads displayed on apps or sites which resemble the shape of a banner. Typically, they are of sizes 320x50, 300x50 and with similar aspect ratio.

BeaconA transparent graphic image, typically a 1x1 pixel tag, placed on a site/page to monitor user behavior and to report to an ad network that the image has been loaded on the ad unit.

Behavioral TargetingAd targeting based on the browsing behavior of users, e.g. pages visited by a user, amount of time the user stayed on a page, the links they clicked on, the searches they made, and their other interactions with the site.

Blocked Site Publisher site that gets blocked either by advertisers or by ad networks for violating the terms of services.

Call to ActionA button/instruction that explains to a user how to respond to an opt-in for a particular promotion or mobile ad. It is typically followed by a landing page.

Carrier Company providing wireless telecom services.

GLOSSARY

Term Description

Click through rate (CTR)

A metric to measure the success of mobile ad campaigns. CTR is calculated by dividing the number of clicks on an ad by the number of loaded impressions for the ad.

Click to Call A direct response mechanism in which a phone call is launched upon clicking on an ad.

Content Provider A company that creates and offers content, e.g. games, news, graphic products, etc.

Cookie A small text (data) file, stored in browser directory, used to capture user behavior.

Cost per Click (CPC)A digital advertising revenue model where advertisers pay only for ads clicked upon. It is also a metric to denote the amount advertisers will pay for each click on their ads.

Cost per Install (CPI) Cost incurred by an app marketer for each app install.

Cost per Mille (CPM)Metric to calculate the relative cost of an advertising campaign. CPM is calculated as advertising cost divided by total impressions, and multiplied by one thousand. It is used as a reach and pricing metric.

GLOSSARY

Term Description

Data Management Platform (DMP)

A platform, similar to a data store, for collecting, integrating and managing large data sets from different sources. Ad networks take the support of DMP’s for legally approved information about users.

Demand Side Platform (DSP)

An automated system that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface.

Effective Cost Per Mille (eCPM)

Measure of the revenue generated per thousand impressions of a particular ad. eCPM is calculated as total earnings divided by total impressions, and multiplying the result by one thousand. It is used as an ad performance metric.

Fill rateIt is the percentage of ad requests that are returned with ads for a given site or app. Fill rate signifies how effectively the inventory of a publisher is utilized. Ad networks with fill rates of 80% and above are considered good.

Frequency Capping Process of limiting the number of impressions of an ad served to a particular user based on views, clicks, installs or any other actions.

GLOSSARY

Term Description

Funds

Amount used for advertising. Advertisers add funds on the ad network platforms to run their campaigns. Publishers can also transfer their earnings as funds when they have to promote their apps/WAP sites. Funds are transferred through Paypal, Wire Transfer or even cheques.

Geo-TargetingThe method of determining the location of a site visitor/app user and delivering different content or ads to that user based on his/her location.

GeoSense

It is a product from Adiquity to enhance advertiser targeting options through geo-locale specific targeting. It's a combination of radial targeting, geo-fencing, and the ability to select cities and states. It interprets and analyzes the advertisers regions of interest, tracks mobile users location, and targets advertisers’ campaigns. GeoSense reduces the costs for reaching the right audience and increases the ROI. Know more

Google AdMob Mediation Adapter

This component is a library that can be used to get ads from AdIQuity ads platform using Google AdMob Mediation. Know more

GLOSSARY

Term Description

Identifier For Advertisers (IFA/IDFA)

Temporary device identifier for iOS devices. Enables end users to limit the device/consumer information accessed by advertisers or apps.

Impression

Metric for counting the number of times an ad has been viewed. A single view for an ad is counted as one impression. All the ad networks count an ad impression when the ad is loaded on the page, irrespective of whether the user has viewed the ad.

Interstitial Ad A full screen ad of large dimensions eg. 300x250, 300x480, etc.

Inventory Ad space available with a publisher that could be sold to an advertiser.

LatencyThe time difference (delay) between a user request for an action and the response of the application to perform that task. Generally refers to the lag in displaying ads on a page.

Mediation

It is the management and optimization of ads from multiple ad networks in a single interface. Adiquity’s mediation platform - Adiquity Plus, fetches the best performing ads across multiple ad networks, generating higher revenue and fill rate. Know more

GLOSSARY

Term Description

Mobile AdvertisingForm of advertising communicated to the consumer via mobile (wireless) devices.

Mobile MarketingForm of marketing using wireless media. It can promote products/services using location, time, and behavior specific information.

Mobile Marketing Association (MMA)

Leading global association committed to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

Native AdAn ad unit which fits with and resembles the content of a specific publisher. It is generally labelled as ‘sponsored’ or ‘promoted’ content.

Optimization Process of refining and modifying an ad campaign for improving its performance.

Premium Inventory Ad inventory that is in high demand and fetches highest ROI for advertisers.

Pre and Post-app Ads Ads displayed before an app launch are pre-app ads, while the ads displayed at the exit of an app are post-app ads.

GLOSSARY

Term DescriptionPre/Post-roll Streaming of an ad clip prior to a video/after a video.

Programmatic Buying Automated digital media buying process.

Programmatic Selling Automated digital media selling process.

Programmatic Trading Automated process of buying and selling digital media.

PublishersEntities that own and create content for mobile sites. Generally used to refer to anyone who publishes content in the form of a mobile site or a mobile app.

Real Time Bidding (RTB) The real time auction process of buying and selling ad impressions.

Real Time Bidding (RTB) Exchange

The platform on which real time bidding for ad impressions takes place. In an RTB exchange, advertisers bid on publisher’s ad spaces based on targeting parameters. The highest paying bidder wins the ad space and its ad is displayed on the publisher’s inventory. This is similar to a stock exchange. Publishers who sell their inventory to RTB exchanges gain higher revenues.

GLOSSARY

Term Description

Remnant Inventory

Ad inventory from low performing placements and is a result of excess supply. In-house sales team do not sell remnant inventory with guaranteed delivery. Remnant inventory are often left un-sold, instead they should be monetized since the volumes are high. this will help gaining high incremental revenues.

RetargetingIt is targeting consumers based on their earlier browsing activity. Retargeting re-engages the visitors who do not convert into customers. This is done by targeting ads to same user while they browse other sites.

Return on Investment (ROI)

A measure of investment performance. ROI refers to the value obtained over an investment. All marketers measure their campaign performance with the help of ROI.

Rich media Ad An ad unit which contains images or videos with animation and involves some kind of user engagement.

Supply Side Platform (SSP)

Technology platform for publishers to manage their ad inventory and maximize revenue.

GLOSSARY

Term Description

Targeting

Placing ads in a way to reach specific group of consumers based on demographics, behavioral aspects, etc. With targeting ads can be delivered to the right audience at right time. Targeted ads are useful for consumers as they see relevant ads, for publishers as their users have a better user experience, for advertisers as their ROIs are enhanced.

Text AdSimplest version of ad, which only contains text. Typically includes a heading and a description. These ads are the fastest to load and even work on a feature phone or with low internet speeds.

UDID (Unique Device Identifier)

Device identifier for iOS devices, used by advertisers to capture user data. Succeeded by IFA/IDFA in 2012.

Unity A platform to develop games for mobile devices, web plug-ins, consoles, and desktop platforms. Know more

User Acquisition The process of getting users to download and use an app, or get to read or use some publisher site content.

GLOSSARY

Term Description

User EngagementThe way in which a user engages or interacts with a publisher site or app. The engagement/interaction could be of various kinds, such as buying stuffs online, signing up for newsletters, commenting on a blog, using an app, etc.

Value Added Service (VAS)

Non-core services i.e. services other than standard voice calls and fax, provided by telecom companies. eg. subscription based services, content services. Mobile operators have campaigns promoting VAS services to users.

Yield Optimizer Mobile ad platform that dynamically identifies the most appropriate ad unit from its pool of ad network partners to generate the best revenue realization for publishers.

About AdIQuityAdquity is a leading global mobile ads platform which enables advertisers, ad agencies, ad networks, RTB DSPs and other media buyers to acquire quality global mobile traffic. It also helps mobile app developers and publishers to earn high revenue from their mobile inventory. The platform currently manages more than 20 billion ad impressions per month from 200+ countries. It has 15000+ app developers/publishers and 100+ mobile ad sources as partners.

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