Get to know the terminologies used in the mobile advertising industry, their meanings, and some additional details on these terms.

2. GLOSSARY
Term Description
Advertisement
A collection of text, graphics, or multimedia content for promoting a
brand or products/ services.
Advertising ID
It 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 Agencies
Organizations/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.

3. 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

4. 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 Marketing
A 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.

5. GLOSSARY
Term Description
Android 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.

6. 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.
Beacon
A 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 Targeting
Ad 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 Action
A 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.

7. 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.

8. 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 rate
It 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.

9. 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-Targeting
The 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

10. 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.
Latency
The 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

11. GLOSSARY
Term Description
Mobile Advertising
Form of advertising communicated to the consumer via mobile
(wireless) devices.
Mobile Marketing
Form 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 Ad
An 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.

12. GLOSSARY
Term Description
Pre/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.
Publishers
Entities 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.

13. 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.
Retargeting
It 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.

14. 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 Ad
Simplest 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.

15. GLOSSARY
Term Description
User Engagement
The 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 AdIQuity
Adquity 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.

16. Publishers /
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