Glossary
Mobile growth terms, in plain words.
Short definitions for deep linking, attribution, engagement and measurement. For marketers, developers and everyone in between.
A
- Accelerated Mobile Pages (AMP)
- Active User
- Ad Exchange
- Ad Impression
- Ad Mediation
- Ad Network
- Ad Podding
- Ad Publisher
- Ad Revenue
- Ad Server
- Ad Spend
- Ad Stacking
- Ad Tag
- Ad Unit
- AdTech
- Android App Links
- Android Privacy Sandbox
- API (Application Programming Interface)
- App Clips
- App Indexing
- App Links
- App Monetization
- App Onboarding
- App Referrals
- App Stickiness
- App Store Analytics
- App Store Optimization (ASO)
- App Tracking Transparency (ATT)
- App-ads.txt
- Apple App Site Association (AASA)
- Apple Privacy Manifest
- Apple Search Ads (ASA)
- Application (App)
- ATT Opt-in Rate
- Attribution
- Attribution Fraud
- Attribution Modeling
- Attribution Window
- Audience Building
- Average Order Value (AOV)
- Average Revenue per Daily Active User (ARPDAU)
- Average Revenue Per User (ARPU)
- AVOD (Advertising-Based Video on Demand)
B
C
- Chrome Intents
- Churn Rate
- Click Farms
- Click Flooding
- Click Fraud
- Click Hijacking
- Click Injection
- Click Redirection
- Click Spam
- Click to Install Time (CTIT)
- Click Validation
- Click-Through Rate (CTR)
- Closed-Loop Attribution
- Cohort
- Connected TV (CTV)
- Consent Management Platform (CMP)
- Content Preview
- Contextual Deep Linking
- Conversion
- Conversion Rate (CVR)
- Conversion Tracking
- Conversion Value
- Cookie Stuffing
- Cost Aggregation
- Cost Models
- Cost Per Action (CPA)
- Cost Per Click (CPC)
- Cost Per Completed View (CPCV)
- Cost Per Engagement (CPE)
- Cost Per Install (CPI)
- Cost Per Lead (CPL)
- Cost Per Mille (CPM)
- Cost Per Order (CPO)
- Cost Per Sale (CPS)
- Cost Per View (CPV)
- CPA Fraud
- Cross Channel Attribution
- Cross Platform Attribution
- Cross-Device Attribution
- Custom Product Page (CPP)
- Customer Acquisition Cost (CAC)
D
- Daily Active Users (DAU)
- Data Clean Room
- Data Driven Attribution
- Data Management Platform (DMP)
- Deep Linked Email
- Deep Linking
- Deferred Deep Linking
- Demand-side Platform (DSP)
- Deterministic Matching
- Device emulator
- Device farm
- Device Fingerprint
- Device ID
- Device ID reset fraud
- Differential privacy (DP)
- Digital Out-of-Home (DOOH)
- Display fraud
- Dormant User
- Duplicate IP
- Dynamic Product Ad (DPA)
E
F
G
H
I
- Identifier for Advertisers (IDFA)
- Identifier for Vendors (IDFV)
- Impression
- Impression Fraud
- In App Purchase
- In-App
- In-App Bidding
- In-App Events
- In-App Header Bidding
- In-App Notifications
- In-Game Purchase
- In-stream ads
- Influencers
- Install
- Install Hijacking
- Install Referrer
- Install Validation
- Instant Apps
- Intelligent Tracking Prevention (ITP)
- Interstitial Ads (Interstitials)
- IP Address
- IP Filter
- IPv4
- IPv6
K
L
M
- M-Commerce
- Media Mix Modeling
- Mediation Platform
- Microtransactions
- Mobile Ad Fraud
- Mobile Advertising
- Mobile Analytics
- Mobile Analytics Tools
- Mobile Banners
- Mobile Fraud Detection
- Mobile Interstitials
- Mobile Linking Platform (MLP)
- Mobile Malware
- Mobile Marketing
- Mobile Measurement Partner (MMP)
- Mobile SEO
- Mobile User Acquisition
- Mobile User Retention
- Monthly Active Users (MAU)
- Multi Touch Attribution
- MVPD (Multichannel Video Programming Distributor)
N
O
P
- Phone Farm
- Post Roll Ads
- Postbacks
- Predicted Lifetime Value (pLTV)
- Predictive Analytics
- Predictive Modeling
- Preferred Deals
- Premium video on demand (PVOD)
- Privacy Cloud Application (PCA)
- Privacy Manifest
- Privacy Preserving Technologies (PPTs)
- Privacy Sandbox
- Privacy-Enhancing Technologies (PETs)
- Private Marketplace (PMP)
- Private Set Intersection (PSI)
- Probabilistic Modeling
- Programmatic Guaranteed
- Programmatic Media Buying
- Programmatic TV
- Publisher
- Purchase Fraud
- Purchase Frequency
- Push Notification
R
S
- SafeFrame
- SDK spoofing
- SDK spoofing
- Search Engine Optimization (SEO)
- Second price auction
- Self Attributing Network (SAN)
- Self serve DSP
- Server to server tracking (S2S)
- Session
- Sideloading
- SKAdNetwork
- Smart Banner
- Soft Launch
- Software Development Kit (SDK)
- Sub publisher
- Subscription Video On Demand (SVOD)
- Supply side platform (SSP)
T
U
V
W
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