A-B testing involves testing two versions of an ad, website element, etc. to see which performs better. Key terms include acquisition, the act of gaining a new customer; CPC which is cost per click that advertisers pay; and CPI or cost per install where advertisers only pay for app installs. Mobile marketing uses techniques like audience targeting and behavioral data to deliver relevant ads to consumers.
Making money on mobile: acquisition, retention, monetizationWarply
A presentation by John Doxaras, CEO of Warply.
It includes an overview of the mobile marketing ecosystem in Greece and worldwide, useful insights on customer lifecycle value, highlights and real cases of successful practices, infographics and more.
Hosted at Founda.tion and its Educ.ation class, an educational platform aiming to help young people develop their knowledge and skills in the field of entrepreneurship.
Companies can benefit from providing self-service in many ways: increased customer satisfaction, reduced costs and better sales conversion rates. The question therefore is not whether to implement self-service but how to implement it effectively. Reviewing what other companies are doing is a first step in the right direction, but it is particularly important to keep in mind that one size does not indeed fit all.
Self-service involves far more than logging into a portal or using an app; self-service encompasses a complex architecture of various channels, multi-channel links and functions. Achieving excellence means mastering the interdependencies and optimizing the architecture and processes in the right place, at the right time and in the right way.
Industry overview of the mobile user acquisition space going over the ad networks, attribution trackers, and in-app analytics tools.
Also see my Medium post for my information: http://bit.ly/1np5X6s
All recommendations are personal opinion and does not represent Flow State Media.
Why Online Advertising?
With the advancement of internet , web has become the most preferred medium for the businesses to promote their brands and services.
Traditional advertising involved putting up hoardings , billboards , distributing pamphlet hoping that the customers would view them. But there wasn't any way to measure the success of the advertisement.
To Know more about online advertising, visit: http://www.knowonlineadvertising.com
Making money on mobile: acquisition, retention, monetizationWarply
A presentation by John Doxaras, CEO of Warply.
It includes an overview of the mobile marketing ecosystem in Greece and worldwide, useful insights on customer lifecycle value, highlights and real cases of successful practices, infographics and more.
Hosted at Founda.tion and its Educ.ation class, an educational platform aiming to help young people develop their knowledge and skills in the field of entrepreneurship.
Companies can benefit from providing self-service in many ways: increased customer satisfaction, reduced costs and better sales conversion rates. The question therefore is not whether to implement self-service but how to implement it effectively. Reviewing what other companies are doing is a first step in the right direction, but it is particularly important to keep in mind that one size does not indeed fit all.
Self-service involves far more than logging into a portal or using an app; self-service encompasses a complex architecture of various channels, multi-channel links and functions. Achieving excellence means mastering the interdependencies and optimizing the architecture and processes in the right place, at the right time and in the right way.
Industry overview of the mobile user acquisition space going over the ad networks, attribution trackers, and in-app analytics tools.
Also see my Medium post for my information: http://bit.ly/1np5X6s
All recommendations are personal opinion and does not represent Flow State Media.
Why Online Advertising?
With the advancement of internet , web has become the most preferred medium for the businesses to promote their brands and services.
Traditional advertising involved putting up hoardings , billboards , distributing pamphlet hoping that the customers would view them. But there wasn't any way to measure the success of the advertisement.
To Know more about online advertising, visit: http://www.knowonlineadvertising.com
What is performance advertising? Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.
The mobile world is fast changing and filled with many outlandish terms to the uninitiated. Don’t feel intimidated! Here’s a quick glossary guide to some of the most popular terms you may encounter.
How do you make a living from apps? Here’s our list of the top 27 app monetization solution providers to help developers earn a profit via advertising.
Programmatic Ad Mediation | Pavel GolubevJessica Tams
Delivered at Casual Connect Europe 2016
For years, advertisers were using programmatic ad buying solutions to get the most out of their ad budget. Now, publishers can level the playing field with programmatic ad mediation. Programmatic ad mediation increases revenue for publishers by engaging ad networks in real-time auction-based competition for every ad impression.
since the syllabus of M.Com in the Bangalore University, Bangalore, India has changed suddenly to make the commerce pursuant competitive with the M.B.As, the expectations of lecturers have also raised high. quite high indeed! so i thought of putting up a ppt done by my friend on mobile advertisement. hope you will find it useful. thanks!
This presentation talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
Every publisher we speak with wants to know how we drive such high ad performance with our optimization layer. Although we’ve always been completely candid with our publishers in our meetings, we’ve never revealed our trade secrets around our performance in a documented form – until now.
The truth is, performing the optimizations we do for Upsight requires some very proprietary technology, so we feel we can comfortably reveal our optimization secrets. To that end, VP Mediation Platform, Darren Keyes, decided to sit down and write ‘The Art & Science of Ad Optimization’. He explains in painful detail all the tricks of our industry-leading trade.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Do the terms companion banner and quartiles cause question marks in your head? Digital advertising comes with its own vocabulary, and if you’re new to the industry, the terms can be downright puzzling.
The A to Z of Programmatic (formerly known as our Programmatic Jargon Buster) helps you look like a programmatic pro in front of your colleagues. This edition includes terms across all different facets of programmatic, from mobile to in-app to video.
Download this guide to get a refresher on programmatic terms like:
• Day N
• Negative retargeting
• Quartiles
• In-stream and out-stream video
• Companion banner
• And many more!
To download the presentation, please go to this page: https://www.sociomantic.com/the-a-to-z-of-programmatic-4th-edition/
What is performance advertising? Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.
The mobile world is fast changing and filled with many outlandish terms to the uninitiated. Don’t feel intimidated! Here’s a quick glossary guide to some of the most popular terms you may encounter.
How do you make a living from apps? Here’s our list of the top 27 app monetization solution providers to help developers earn a profit via advertising.
Programmatic Ad Mediation | Pavel GolubevJessica Tams
Delivered at Casual Connect Europe 2016
For years, advertisers were using programmatic ad buying solutions to get the most out of their ad budget. Now, publishers can level the playing field with programmatic ad mediation. Programmatic ad mediation increases revenue for publishers by engaging ad networks in real-time auction-based competition for every ad impression.
since the syllabus of M.Com in the Bangalore University, Bangalore, India has changed suddenly to make the commerce pursuant competitive with the M.B.As, the expectations of lecturers have also raised high. quite high indeed! so i thought of putting up a ppt done by my friend on mobile advertisement. hope you will find it useful. thanks!
This presentation talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
Every publisher we speak with wants to know how we drive such high ad performance with our optimization layer. Although we’ve always been completely candid with our publishers in our meetings, we’ve never revealed our trade secrets around our performance in a documented form – until now.
The truth is, performing the optimizations we do for Upsight requires some very proprietary technology, so we feel we can comfortably reveal our optimization secrets. To that end, VP Mediation Platform, Darren Keyes, decided to sit down and write ‘The Art & Science of Ad Optimization’. He explains in painful detail all the tricks of our industry-leading trade.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Do the terms companion banner and quartiles cause question marks in your head? Digital advertising comes with its own vocabulary, and if you’re new to the industry, the terms can be downright puzzling.
The A to Z of Programmatic (formerly known as our Programmatic Jargon Buster) helps you look like a programmatic pro in front of your colleagues. This edition includes terms across all different facets of programmatic, from mobile to in-app to video.
Download this guide to get a refresher on programmatic terms like:
• Day N
• Negative retargeting
• Quartiles
• In-stream and out-stream video
• Companion banner
• And many more!
To download the presentation, please go to this page: https://www.sociomantic.com/the-a-to-z-of-programmatic-4th-edition/
'The Programmatic Jargon Buster' is an in-depth view from Sociomantic Labs by dunnhumby, that serves as a tool to help digital marketers cut through the noise of the marketing industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
Glossary of Affiliate Terms | Pay Per Call Masterclass Ringba
Key terms, common phrases and abbreviations you'll encounter in the affiliate marketing space.
Check out the Ringba Blog Post:
https://www.ringba.com/blog/pay-per-call/glossary-of-affiliate-terms
Watch this Lesson on the Official Ringba YouTube Channel:
https://www.youtube.com/watch?v=EGLHwurvGHQ
View the Affiliate Glossary on the Pay Per Callers Forum:
https://www.paypercallers.com/threads/glossary-of-affiliate-terms.1131/
---
ABOUT RINGBA:
Ringba is an inbound call tracking and analytics platform for connecting consumers with businesses. Purpose-built for performance, reliability and flexibility, Ringba provides on demand access to telecom networks in 60+ countries, intelligent call flow management and real-time analytics and reporting to performance marketers, contact centers and pay per call networks.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Glossary of Partnership Marketing Terms - Word DocPartnercademy
Over 11 pages of Partnership Marketing terms displayed in this easy to use alphabetical glossary. For any budding Partnership Marketer or Partnerships Manager this glossary has every term you need know to succeed at Partnerships.
You'll receive:
11 pages of expert terminology.
1 PDF file to download and save.
Easy to use document that you can copy and add terms to.
To become a Partnerships certified expert, go to our highly acclaimed Udemy course here:
https://www.udemy.com/course/the-complete-guide-to-partnership-marketing-course/?referralCode=0382E1D96A178437476F
Or sign up for our highly acclaimed Partnercademy Masterclass course...
https://partnercademy.thinkific.com/
Here at MarketingExperiments, applying the scientific method to digital marketing campaigns is at the heart of what we do.
As digital marketing, A/B testing and optimization have become so important over the last 15 years that we’ve literally built the MECLABS Institute around them, a whole new language has sprung up around these idea, complete with its own unique buzzwords, acronyms, and industry shorthand.
As marketers, particularly those just starting to test, it can be exhausting just figuring out how to talk the talk.
To help you cut through the jargon and get straight to the heart of these terms, we at MarketingExperiments have created the Marketing and Online Testing Dictionary. This tool not only provides definitions of nearly two hundred marketing terms related A/B and multivariate testing, but also offers additional resources to help you learn more about many of the ideas and concepts presented herein.
Viewable Impressions Metric As The Industry StandardMARC USA
TargetCast talks about establishing principles for future measurement: moving from ad served impressions to a viewable impressions metric as the industry standard.
OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATIONE-List Hunter
Successful advertising stimulates prospects into action, inciting sales. And Advertising Promotions service helps you to increase sales by endorsing your products through effective ad copies that can invoke the emotional chords of your audience into buying your products or services.
What do you know about search engine marketing (SEO)jishavijayan70
Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
Similar to Mobile Marketing for Developers - Glossary of Terms (20)
Detailed Guide on a Mobile Game Soft LaunchComboApp, Inc
Soft launch will help you to:
- Collect empirical and behavioral data from statistically relevant sample of players to make data-driven decisions
- Identify success factors and problem areas
- Quantify response to game mechanics or app features
SeaWorld Kids App - Mobile Marketing Case StudyComboApp, Inc
A massive PR campaign in Youtube, Facebook, Pinterest and Parents Blogs led to extensive exposure in the parents community and increased overall user acquisitions for SeaWorld
Video Medicine App - Mobile Marketing Case StudyComboApp, Inc
ComboApp was proud to establish Video Medicine as the leader in the telemedicine category. After careful product analysis, ComboApp developed a tailor-made marketing strategy and PR plan.
User Acquisition Management (UA) is one of the most crucial parts of integrated app marketing efforts. App user acquisition is usually defined as an action of downloading and installing the mobile app through organic search, word of mouth, paid campaigns or referrals. While most companies in the mobile app marketing ecosystem usually concentrate on paid traffic campaigns, there are many more channels to consider when planning your user acquisition strategy.
5 tips for effictive holiday season mobile app marketing. A set of practical steps we suggest app developers to follow to take advantage of app users increasing Xmas app shopping activity.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
2. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
A-B testing
In A-B testing, you unleash two different versions of a keyword, advertisement, website,
web/landing page, banner design or variable and see which performs the best. You test version
A vs. version B to see how different versions perform.
A/B Testing The methodology in advertising of using randomized experiments with two variants, A and B,
which are the control and treatment in the controlled experiment.
For example, you might show app users different versions of the same screens to see what
works best. When done correctly, A/B can help you increase your conversion rates, address
problem screens and challenge your assumptions about how to optimize your site.
Acquisition When a user signs up, makes a purchase, or performs some other desired action in response to
an ad. Also called a conversion or action. See also CPA.
Acquisition Cost The cost to an advertiser to gain a new customer. Advertisers take into consideration the
amount of revenue potential from a potential customer over a lifetime in order to determine
the maximum acquisition cost.
3. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Ad Agency A company that provides services such as planning, creating, and buying, and tracking
advertisements and ad campaigns on behalf of a client.
Ad Call A user's browser asks an ad exchange or ad server to send an ad. The ad call includes information
from browser cookies and ad tag information such as publisher ID, size, location, referring URL, etc.
Ad Exchange An ecosystem through which advertisers, publishers, and networks meet and do business on a
unified platform or system. An ad exchange allows advertisers and publishers to speak the same
language in order to exchange data, set prices, and ultimately serve an ad.
Ad Network A company that serves as a broker between a group of publishers and a group of advertisers.
Networks traditionally aggregate publishers and advertisers and handle remnant inventory, but
can have a wide variety of business models and clients.
Advertising networks offer publishers and developers a way to promote their services and increase
earnings. Generally ad networks place banners of your application to be displayed in 3rd party
apps (something you pay to accomplish) or vise versa place 3rd party banners within your app (in
which case you will be paid).
4. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Advertiser An entity that shows its creatives on publisher web pages in order to enhance brand
awareness, induce the user to make a purchase, etc.
Alpha testing Preliminary software field test carried out by a team of users in order to find bugs that were
not found previously through other tests. The main purpose of alpha testing is to refine the
software product by finding (and fixing) the bugs that were not discovered through previous
tests.
API
Application Programming Interface. A way to interact with a piece of software.
ARPPU (Average Revenue Per Paying User): This is the average amount of money each individual
paying user creates for you in terms of revenue. This figure is calculated by dividing net
revenue over the total paid user base number for any given paid app.
ARPU (Average Revenue Per User): This is the average amount of money each individual user creates
for you in terms of revenue. This figure is calculated by simply dividing net revenue over the
total user base number for any given app.
5. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
ASO App Store Optimization (ASO) is the process of improving the visibility of a mobile app (such as
an iPhone, iPad, Android, or Windows Phone app) in an app store (such as iTunes or Google
Play for Android). App Store Optimization is equivalent to search engine optimization.
Specifically, app store optimization includes the process of ranking highly in an app store's
search results and top charts rankings. ASO marketers agree that ranking higher in search
results and top charts rankings will drive more downloads for an app.
Audience Targeting A strategy used by advertisers to deliver relevant messaging to specific target audiences. Built
upon massive volumes of diverse user, location, app, and 3rd party data.
Average Response Value The average revenue value of each click, calculated as total revenue divided by total clicks.
6. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
B2B An acronym that describes business-to-business relationships or applications. Many Web sites
focus on B2B solutions that cater to a vertical market, such as healthcare or automotive. These
sites are for businesses (think wholesale), and only other businesses can access them or make
purchases.
Similarly, a B2B auction is used to liquidate unwanted capital assets, dispose of excess
inventory, and buy or sell equipment, parts, other products, and services. One advantage of
setting up a B2B Web site is the ability to streamline operations between two businesses that
already have a relationship. Internet analysts predict that B2B will be the biggest sector on the
Web.
B2C Business to consumer is a business model in which a business’s main customers are consumers.
Common B2C web sites include online stores selling books, music and videos.
B2E Business to Employee or Business to Experts.
7. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Backfill Inventory that is not pre-sold; i.e. remnant inventory. Can also refer to one ad network filling unsold
inventory for another ad network.
Banner Ad
A basic image or flash display ad, rather than a popup, interstitial, etc.
Banner Exchange An Internet service that provides free banner impressions to those willing to place free banners on
their sites. A typical exchange ratio is: for every two banners one shows for free. In return, they get
one of their banners shown free on someone else’s site. The company running the banner exchange
takes the other impression and tries to sell it.
Behavioral Data Information on the kinds of sites a user visits, the search terms they use, etc. Using behavioral data,
someone who looks at a lot of technology products can be served an ad for a computer when they
are on a sports site.
Bidding Strategy A bidding strategy is the way you calculate a bid in an ad auction. It can mean bidding a flat CPM or
bidding a variable price based on past click through or conversion rates.
Campaign A campaign is a set of bidding instructions that at minimum includes a bid price for inventory. Most
campaigns also include criteria such as a specific start and end date, daily or overall budgets,
frequency restrictions, and targeting based on user or inventory data.
8. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
CDN Content Delivery Network. A CDN delivers static content, such as creative image or flash files. Usually
a CDN provider has servers across the globe configured to deliver content as quickly as possible,
which is why it is typical for an ad server to use one.
Churn rate The percentage of customers who will stop using the product in a given period. In other words, it's a
figure equal to: 1 - Retention Rate.
Conversion When a user signs up, makes a purchase, or performs some other desired action in response to an ad.
Also called an acquisition or action, especially to distinguish it from clicks in an acronym (CPC vs. CPA).
CPA Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale
or registration, completed as a result of a visitor clicking on their advertisement. An "acquisition" is
the same as a "conversion."
This is a structure to monetize various actions performed by users. Actions can range from things such
as downloading an application, to complete portions of a game, to creating profile or account within
an app, or the like and is defined by the advertiser. The cost per action to be paid is set by the ad
networks through which this system is available. For example, using a pay-per-action advertising
banner, you as the advertiser will only pay an ad network when a user performs your set action,
regardless of how many people view the banner itself.
9. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
CPC Cost per click is the most popular way to purchase traffic. With this method of purchasing
traffic, advertisers only pay for the traffic that goes to their website. Prices typically range from
5¢ to over $25 per click. This is an ideal method of payment for advertisers who need to
guarantee that they only pay for those surfers who click on the advertising link or banner and
then go to their site.
CPI (Cost Per Install): A subset of CPA, with this structure advertisers only pay ad networks if a user
installs their application.
CPL Cost per lead. A payment model in which advertisers pay for every lead or customer inquiry
that resulted from a visitor who clicked on a their advertisement. Also known as cost per
inquiry (CPI).
CPM Cost per thousand ("mille"). A pricing model in which advertisers pay for every 1000
impressions of their advertisement served. This is the standard basic pricing model for online
advertising. See also CPC and CPA.
10. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
CPT Cost per Transaction. Cost per transaction method allows advertisers to pay whenever a visitor who
clicked on their advertisement generates a transaction, usually a sale. Prices typically range from $1
to $25 or if a percentage of a sale, 10% to 25%. This is an ideal method of payment for advertisers
who want to guarantee only the number of paying customers as a result of an advertisement.
Cross-Platform Pertaining to multiple devices (smartphones, tablets, feature phones, non-phone connected
devices), carriers (AT&T, Verizon, Vodafone, etc.), or platforms (iOS, Android, BlackBerry, Windows
Phone, Symbian, etc.).
Cross-promotion Cross promotion is when a developer/ publisher promotes their applications within other products/
apps also created by them. It can also occur when two developers/ publishers mutually agree to
promote each others products w/o needing to pay one another to do so.
CTR The percentage of impressions that resulted in a visitor. CTR is calculated by dividing the number of
clicks with the number of impressions. For example if a banner was clicked on 157 times after being
displayed 1000 times, the banner would have a click rate of ( 157 ÷ 1000 = .157 ) 15.7%. This is
known as the banner’s click-through rate. Usually, a number above 5% is considered very good. The
standard for graphical banner ads is 0.25%.
11. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
DAU Daily active users. The number of unique users who launch/ visit a given application at least once in
a given day.
Demographic Targeting The process of selecting a target user group according to their demographic characteristics (sex,
location, age).
Developer Provider/creator of mobile applications and sites. Developers range from large entities (brands,
portals, news sites, etc.) to individuals who focus on just a handful of applications.
Direct Deals Deals which involve a transaction between the advertiser and the publisher without an ad network.
Such deals often lead to cross-promotional agreements.
eCPM Effective Cost Per Thousand. A translation of CPMs, CPCs, CPAs, and any other pricing models so
they can be compared to each other. eCPM is calculated by dividing total earnings by total number
of impressions in thousands. It is a great performance measure for your various ad units, so when
experimenting, you can use eCPM to compare your results.
FAAD Acronym for the name of one of the most popular promotional services currently available today -
Free App A Day. It is often used to refer to all services of this type.
12. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Feature Phone Any web-enabled mobile phone that is not a smartphone.
Fill rate
Number of delivered ads / number of ad requests. 100% fill rate is impossible to achieve.
Network errors, timeouts and users leaving a page/app before the ad is delivered are reasons
that 100% fill rates are impossible.
IAP
(In App Purchase): Any purchases made by users directly within an application or game.
Impression A count of the number of times an ad unit appears on a mobile device.
An one-time demonstration of a given advertisement banner to a given user within a single
given application.
In-banner Video In-banner video creatives are played in standard banner placements rather than in video
players.
In-stream Video
In-stream video creatives are played in video players on web pages.
13. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Incentive Installs System where users are given an incentive to download an advertised application via offers
such as bonuses, unlockable content, price deals, etc.
Interactive Video A high-impact video ad layered with interactive features that deliver a uniquely mobile,
actionable experience to customers.
Interstitial
An on-screen banner which shows users how to run an application.
Inventory
The ad space available on mobile websites and applications.
K-Factor The same as Viral Coefficient. It measures how many new, secondary users an individual new
user you acquire brings in over their lifetime.
In viral marketing the formula is roughly as follows:
i = number of invites sent by each customer (e.g. if each customer invites five friends, i = 5)
c = percent conversion of each invite (e.g. if one in five invitees convert to new users, c = 0.2)
k = i*c
14. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Keyword A word or phrase entered into a search engine in an effort to get the search engine to return
matching and relevant results. Many web sites offer advertising based on keyword targeting so
an advertiser’s banner will only show when a specific keyword(s) are entered.
Search terms or tags by which users can find an application in its given mobile marketplace. For
example, iTunes Connect developers can register custom keywords for their app.
Landing Page The page on a web site where one is taken after clicking on an advertisement. While this can be
any page, it is often a page designed to expand on the service or product mentioned in the
initial advertisement.
Loyal User Loyal users can be categorized via a few different interpretations though generally they are
regarded as users who run a given application 3+ times.
MAU Monthly active users. The number of unique users who visit an application at least once during
a given month.
Non-Phone Connected Device
A non-phone mobile device. This includes tablets, gaming devices, e-readers, MP3 players, etc.
15. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Offer Wall An area within an applications where users are offered various deals and offers for products
unrelated to the application itself. This is a good way to monetize non paying users - who are
invited to take certain actions in order to get a given product for free. Advertisers pay to have
their products featured on applications’ offer walls.
Optimization This has many shades of meaning, but in general refers to finding slices of inventory that
provide a positive ROI for your campaigns. In the AppNexus Console you can optimize to a Cost
per Click (CPC) or Cost per Acquisition (CPA).
Paying user App user, who makes a purchase. This term is used to distinguish those users who use the free
version of the app from those who made the subscription or purchased something within app.
Popunder A type of window that appears behind the browser window of a Web site that a user has
visited. In contrast to a pop-up ad, which appears over (on top of) the browser window, a pop-
under is less obtrusive as it hides behind other windows. Popunders are used extensively in
advertising on the Web, though advertising is not the only application for pop-under windows.
16. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Popup An ad that displays in a secondary browser window directly in front of the initial browser
window. See also Popunder.
Post-Click Campaign Action The action a marketing campaign is driving the customer to take once an ad is viewed (i.e.,
Place Call, Download Application, View Map, etc.).
PPM Profit per 1000 (""mille"") impressions.
Real-Time Advertising In real-time advertising, an auction happens when a publisher ad tag is loaded from a webpage.
Advertisers compete for that particular impression based on their individual valuation of the
user's worth at that time on that site from that IP address. These valuations are submitted at
the time of the auction, rather then far in advance of the auction.
ROI
Return on Investment
RPM
Revenue per 1000 ("mille") impressions
17. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
SAAS 'Software as a service' - Software delivery model in which software and associated data are
centrally hosted on the cloud.
SDK Software Development Kit. A tool that enables developers to seamlessly integrate mobile
advertising into their applications, thus monetizing their apps.
Semantic Targeting In theory semantic targeting means figuring out what the content on a webpage is really about
and being able to place ads based on that content. For example if a website says "sunny
weather," is it about great beach vacations, or is it about skin cancer, and do you want to
advertise flights to Florida on it or not? However, the term is often used by different people to
mean slightly different things, and is often used to be synonymous with Contextual Targeting.
SEO Search Engine Optimization is the ongoing process of making a site and its content highly
relevant for both search engines and searchers. SEO includes technical tasks to make it easier
for search engines to find and index a site for the appropriate keywords, as well as marketing-
focused tasks to make a site more appealing to users. Successful search marketing helps a site
gain top positioning for relevant words and phrases.
18. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
Smartphone Any web-enabled and application-enabled mobile phone that runs on an operating system and
offers the user more advanced capabilities beyond just voice and mobile web access.
Soft launch The release of a the app or other product or service to a limited audience. Soft-launching is a
method for gathering data on a product's usage and acceptance in the marketplace, before
making it generally available as a hard launch or grand opening.
SSP Supply Side Platform. Analogous to a Demand Side Platform, an SSP enables publishers to
access demand from a variety of networks, exchanges, and platforms via one interface.
Time to first buy
Time from the install of the app to the first purchase
User
A target customer for advertisers; i.e. the person browsing the web who will see an ad.
User Acquisition Cost The price of acquiring a loyal user. This number represents the amount of money you need to
spend advertising your product in order to gain a single loyal user.
19. Mobile Marketing Agency
Mobile Marketing for Developers - Glossary of Terms
Term Description
User Generated Content Content on a website that was posted by users, not the publisher. For example Myspace or
Facebook profiles. Different publishers have varying levels of control over user generated
content.
User Lifetime Value This figure represents how much revenue a single user represents for an application over their
entire life-cycle of using it.
User Retention This figure represents the percentage of users who become regular users of a given application
versus all users which try it at least once. Retention rate is determined by the quality of a given
app and its regular upkeep.
Vertical The classification of advertisers by industry.
20. Glossary of Terms
Mobile Marketing
for Developers
ComboApp, Inc.
Willis Tower, 93rd Floor
233 S Wacker Dr SUITE 9390
Chicago, IL 60606, US
Tel: (+1) 773.305.0886
Website: http://comboapp.com