Airbridge
PricingCustomers
Log InGet Started Free
A

Airbridge AI

Ask anything about Airbridge

Responses are AI-generated and may not always be accurate.
Conversations may be recorded to improve answer quality.

Airbridge

Stop paying for ads that don't perform. Track ad performance to know exactly what's driving your ROI.

Plans

  • Compare All Plans
  • DeepLink
  • Core
  • Growth
  • Pricing

Features

  • Airbridge AI
  • Marketing Analytics
  • Fraud Protection
  • Web & App Attribution
  • ROAS Measurement
  • iOS & SKAN
  • Deep Linking
  • Data Export
  • Audience Manager

Resources

  • Blog
  • Case Studies
  • Glossary
  • Library
  • Academy
  • User Guide
  • Developer Guide

Company

  • About Us
  • Terms of Service
  • Electronic Payment Terms
  • Privacy Policy
  • Information Security
  • GDPR
  • Data Processing Addendum
  • System Status

© 2026 AB180 Inc. All rights reserved.

AB180 Inc. | Business Registration: 550-88-00196

Back to Glossary
F

Fallback

Definition

Fallback acts as a safety net, allowing marketers to maintain engagement and tracking effectiveness even when primary methods encounter obstacles.

A
Airbridge
May 20, 2024·2 min read

Table of Contents

  • What is Fallback?
  • Why is Fallback important?
  • How is Fallback applied?
  • Fallback and Airbridge
  • ‍

What is Fallback?

Fallback in mobile advertising refers to an alternative plan or method activated when the primary strategy fails or is not feasible. This can encompass alternative ad content delivery, tracking mechanisms, or data collection methodologies to counteract issues like ad blocker interference, loss of tracking data due to privacy regulations, or unsuccessful ad displays.

Why is Fallback important?

Fallback strategies are vital for several reasons. They ensure that marketing efforts remain fruitful, maximizing ad spend efficiency by preventing campaign disruptions. Fallback mechanisms safeguard against data loss, maintaining the continuity of user engagement and conversion tracking. This resilience is crucial in the fast-paced mobile environment, where user attention is fleeting, and the success of marketing campaigns heavily relies on the ability to adapt quickly to technological and regulatory changes.

How is Fallback applied?

In the context of mobile marketing, fallback strategies are applied in various ways:

  • Ad Delivery: If a specific ad fails to load—perhaps due to format incompatibility or network issues—a fallback ad of a different format or a more universally compatible version is served instead. This ensures that potential impressions are not lost.

  • Tracking and Attribution: With the increasing use of privacy-enhancing technologies and regulations, fallback mechanisms, such as server-side tracking, come into play when traditional, cookie-based tracking methods are blocked or ineffective.

  • Content and Engagement: For content delivery and user engagement strategies, fallback options might include alternative content paths or engagement methods if the initially intended content does not resonate with the audience or fails to be delivered.

Fallback and Airbridge

MMPs like Airbridge always try to cover as many possibilities as possible to ensure a robust and well-rounded database. That is why you can configure your own fallback path when you create tracking links with Airbridge’s dashboard to make sure your marketing campaigns run smoothly.

Illustration

To learn more about how to configure Airbridge’s features, please refer to the guide here.

‍

‍

Put these concepts into practice

See how Airbridge helps teams implement mobile attribution strategies at scale.

Related Glossary Terms

Expand your understanding with related concepts.

Get Started Free
View Case Studies

A/B Testing

A/B Testing, a cornerstone of performance marketing, is a methodical approach that compares two versions of a webpage or app to determine which one performs better.

Active User

An Active user refers to an individual who interacts with a digital product, such as a website, app, or online platform, within a specific timeframe.

Ad exchange

An ad exchange is a facilitator of buying and selling advertising inventory.

Ad inventory

Ad inventory is the available spaces for ads on a particular platform or medium.

Ad mediation

Ad mediation is a technology that allows multiple ad networks to be managed through a single SDK. Ad mediation platforms streamline the ad delivery process and maximize revenue, CPM, and fill rates for publishers.

Ad monetization

Ad monetization generates revenue from advertising on a website or mobile app.