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A
B
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E
F
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I
K
L
M
N
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T
U
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W
A
A/B Testing
API (Application Programming Interface)
AVOD (Advertising-based video on demand)
Active User
Ad exchange
Ad inventory
Ad mediation
Ad monetization
Ad network
Ad podding
Ad server
Ad spend
Ad stacking
Ad tag
Ad unit
AdTech
Advertisement
Advertiser
Advertising Waterfall
Analytics
Android App Links
App monetization
App stickiness
App store analytics
App store optimization (ASO)
App tracking transparency (ATT)
Application (app)
Artificial Intelligence (AI)
Attribution Window
Attribution fraud
Attribution modeling
Average revenue per daily active user (ARPDAU)
Average revenue per user (ARPU)
Ad podding
App tracking transparency (ATT)
app-ads.txt
B
Beta Testing
Bid request
Blocklist (Blacklist)
Bots
Branded link
Broadcaster video on demand (BVOD)
C
CPA fraud
Call To Action (CTA)
Campaign Optimization
Churn rate
Click farms
Click fraud
Click hijacking
Click injection
Click redirection
Click spam
Click to install time (CTIT)
Click validation
Click-through rate (CTR)
Coarse Conversion Value
Cohort
Connected TV (CTV)
Conversion
Conversion Rate
Conversion Tracking
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 mille (CPM)
Cost per view (CPV)
Cross-device tracking
Crowd anonymity
Custom Product Page (CPP)
D
Daily Active Users (DAU)
Dashboard
Data Management Platform (DMP)
Deep linking
Deferred deep linking
Demand-side platform (DSP)
Device ID
Device ID reset fraud
Differential privacy (DP)
Digital out-of-home (DOOH)
Dormant User
Duplicate IP
Dynamic Links
Dynamic product ad (DPA)
E
E-commerce
Earned Media
Effective cost per mille (eCPM)
Engagement
Extract, transform, and load (ETL)
F
FAST TV
Fake users
G
GAID (Google Advertising ID)
Geofencing
Gross rating point (GRP)
I
IDFA (Identifier for Advertising)
IP Address
Identifier for vendor (IDFV)
Impression
Impression fraud
In-app bidding
In-app events
In-app header bidding
In-app notifications
In-app purchase (IAP)
In-game purchase
In-stream ads
Install
Install fraud
Install hijacking
Install referrer
Instant apps
Interstitial ad
K
K-factor
Key Performance Indicator (KPI)
L
Last Touch Attribution (LTA)
Lifecycle tracking
Lifetime value (LTV)
Limit ad tracking (LAT)
Lookback Window
lockWindow
M
M-commerce
MVPD (Multichannel Video Programming Distributor)
Machine Learning
Marketing automation
Mediation platform
Mobile ad fraud
Mobile attribution
Mobile malware
Mobile marketing
Mobile measurement partner (MMP)
Monthly Active Users (MAU)
Multi-touch attribution (MTA)
N
Native advertising
O
OEM Advertising
OTT (Over The Top)
Offerwall
OpenRTB
Organic install
Owned media
P
PC and Console
Paid Media
Paywall
Phone farms
Postback
Predictive Analytics
Predictive lifetime value (pLTV)
Preferred deals
Premium video on demand (PVOD)
Privacy Sandbox
Privacy preserving technologies (PPTs)
Privacy set intersection (PSI)
Private marketplace (PMP)
Probabilistic modeling
Programmatic Guaranteed
Programmatic advertising
Programmatic digital-out-of-home (pDOOH)
Publisher
Push notification
R
Re-engagement
Real-time bidding (RTB)
Receipt validation
Receipt validation
Remarketing
Retargeting ad
Retention rate
Return On Ad Spend (ROAS)
Return On Investment (ROI)
S
SDK spoofing
SKAdNetwork (SKAN)
SVOD (Subscription-based video on demand)
Search Engine Optimization (SEO)
Self-attributing network (SAN)
Self-serve DSP
Server-to-server (S2S)
Session
Smart App Banner
Soft Launch
Software Development Kit (SDK)
Supply-side platform (SSP)
T
Targeting
Temporary attribution
Time of inactivity
Touchpoint
Tracking link
Tracking parameter
Transactional video on demand (TVOD)
U
Uninstall
Universal links
Urchin tracking module (UTM)
User Acquisition (UA)
User Stickiness
User loyalty
V
Video on demand (VOD)
View-through attribution (VTA)
View-through rate (VTR)
Virtual multichannel video programming distributor (vMVPD)
W
Walled garden
Web attribution
Weekly Active Users (WAU)
White-label DSP
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