Glossary

A brand looking to promote or spread the message of their product or service with specific goals in mind, such as user acquisition. Advertisers purchase ad space from mobile publishers, sometimes through intermediaries.
Advertisers use data to quantify their ads’ performance and gauge the ROI(Return on Investment) of their ads in terms of user acquisition and revenue and to optimize their budget.
A technology platform that enables the buying and selling of media advertising inventory of ad networks. This technology-driven approach generally uses (RTB) to purchase or sell inventory, and prices are determined on an impression-by-impression basis.
Aggregates ad space and supply and matches them with the corresponding demand via auctioning. The ad network act as a liaison between SSPs or DSPs and publishers and helps them scale up and optimize their reach.
The concept that you can generate revenue through your app via either ads or in-app purchases by therefore converting traffic into revenue.
An app monetization solution that lets app developers manage and optimize multiple ad networks in one place, with just one SDK integration. Ad mediation platforms give multiple ad networks access to an app’s inventory, creating an arena in which ad networks must compete for their ad to be served. Higher competition among ad networks means competitive eCPMs and more ad revenue for app developers.

How Does Ad Mediation Work?

Ad mediation works by routing ad requests to multiple ad networks, and then selecting the highest paying ad to display to the user. The ad mediation platform typically includes tools for optimizing ad performance and revenue, such as eCPM (effective cost per thousand impressions) optimization, ad network failover, and ad network waterfalls. When a user opens an app or website that is using ad mediation, the platform sends an ad request to multiple ad networks. Each ad network then returns an ad and the eCPM (effective cost per thousand impressions) they are willing to pay for it. The ad mediation platform then selects the highest paying ad to display to the user.

Additionally, ad mediation platforms can also use ad network failover, which allows it to route ad requests to backup ad networks in case the primary ad network is unavailable. They can also use ad network waterfalls which routes ad requests to multiple ad networks in a predefined order, based on the eCPM (effective cost per thousand impressions) offered by each network.

Ad mediation platforms also provide analytics and reporting features to help app and website publishers to track and optimize the performance of their ads, and make data-driven decisions about which ad networks to work with.

What are the uses of ad mediation and mediation platforms?

  • Promotion: Ad mediation platforms are used by app developers and mobile marketers to increase downloads and engagement with their apps through in-app advertising. This can be a cost-effective way to reach the right audiences and drive conversions.
  • Monetization: Ad mediation platforms permit app and website publishers to generate income from their content by exhibiting advertisements from multiple advertising networks. This can aid in augmenting advertisement sales and offer a more extensive selection of ad stock.
  • Analytics and reporting: Ad mediation platforms give analytics and reporting tools that enable website and app publishers to track and maximize the efficacy of their ads. This assists them in making knowledge-based choices regarding which ad networks to utilize.
  • In-app advertising: App developers and mobile marketers use ad mediation platforms to propel their apps via in-app advertising. This helps to raise app downloads and user involvement.
  • Header Bidding: Ad mediation platform may also be employed for In-app header bidding which permits multiple ad networks to tender for ad inventory in real-time, prior to the ad request is sent to the essential ad server. This increases rivalry for ad stock and leads to higher ad revenue for publishers.

What are the benefits of ad mediation platforms?

Ad mediation platforms can help app and website publishers in several ways:

Increased revenue: Ad mediation platforms can help boost ad income by optimizing ad performance, administering multiple ad networks, and furnishing access to a wider selection of ad inventory.

Simplified monetization: Ad mediation platforms can make the process of monetizing content easier by providing a single integration point for multiple ad networks.

Analytics and reporting: Ad mediation platforms provide analytics and reporting features that enable app and website publishers to track and enhance the performance of their advertisements. This can assist them in making decisions based on data about which ad networks to collaborate with.

In-app advertising: Ad mediation platforms can help app developers and mobile marketers to promote their apps through in-app advertising, which can augment app downloads and user engagement.

Header bidding and waterfall bidding: Ad mediation platforms can also bolster In-app header bidding and waterfall bidding which allows multiple ad networks to tender for ad inventory in real-time, before the ad request is sent to the primary ad server. This can increase rivalry for ad inventory and lead to higher ad revenue for publishers.

Ad Network failover: Ad mediation platform can also provide failover feature which allows it to send ad requests to reserve ad networks in case the primary ad network is inaccessible, which can ameliorate user experience and amplify the fill rate for ad inventory.

 
 
An ad tag is code publishers place on websites in order to sell ad space. It consists of two parts: 1) a URL and 2) a piece of HTML or JavaScript code. Working together, these two parts first request content (ads or other ad tags) from the URL and then instruct the browser how to display the content.

What is an ad tag?

An ad tag is a piece of code that is inserted into a website or app to display advertisements. When someone visits the website or app, the ad tag tells the ad server to serve up an ad, which is then displayed on the website or app. Ad tags can be used to display a variety of different types of ads, including banners, pop-ups, and video ads.

Who uses ad tags and why?

Ad tags are used by advertisers to reach specific audiences and to track the performance of their ad campaigns. Digital marketing advertisers use ad tags to display ads on websites and apps that have a relevant audience in the hopes of getting those users to take some desired action, such as clicking on the ad, making a purchase, or signing up for a newsletter..

Advertisers might use ad tags to display a variety of different types of ads, including banner ads, video ads, and rich media ads. They might also use ad tags to target specific audiences, such as users who have previously shown an interest in similar products or services.

Ad tags are also used by website and app owners to monetize their content. By inserting ad tags into their websites or apps, they can display ads and earn revenue from those ads.

Overall, ad tags are used by advertisers and website and app owners as a way to reach specific audiences and to track the performance of ad campaigns. They are an important tool in the world of digital advertising.

An example of an ad tag?

Below is an example of a simple JavaScript ad tag that could be used to display a banner ad on a website:

<script type="text/javascript">

  var ad_tag = '<!-- Beginning of tag -->\

                <a href="http://www.bigabid.com">\

                  <img src="http://www.bigabid.com/banner.jpg" alt="Banner ad">\

                </a>\

                <!-- End of tag -->';

  document.write(ad_tag);

</script>

This ad tag is written in JavaScript and is inserted into the HTML code of a website. When someone visits the website, the ad tag tells the ad server to serve up a banner ad, which is then displayed on the website. The banner ad is a clickable image that, when clicked, takes the user to the website specified in the ad tag.

How do ad tags work?

  1. An advertiser creates an ad campaign and selects the type of ad they want to display (e.g., banner ad, video ad, etc.).
  2. The advertiser creates the ad and generates an ad tag for it. The ad tag is a piece of code that contains information about the ad, such as the ad's size, location, and target audience.
  3. The advertiser places the ad tag on a website or app, either by inserting it into the HTML code of the website or app or by using a third-party ad server like Google AdSense.
  4. When someone visits the website or app, the ad tag tells the ad server to serve up the ad. The ad is then displayed on the website or app.
  5. The ad tag tracks the performance of the ad, collecting data on how many people saw the ad, how many clicked on it, and how many took some other desired action (such as making a purchase).
  6. The advertiser can use this data to analyze the effectiveness of their ad campaign and to make adjustments as needed.

Are there different types of ad tags?

There are several different types of ad tags that can be used to display ads on a website or app. Below are a few examples:

  • JavaScript ad tags: These ad tags are written in JavaScript and are usually inserted into the HTML code of a website. They are often used to display banner ads and other types of display ads.
  • Video ad tags: These ad tags are used to display video ads on a website or app. They can be used to serve pre-roll, mid-roll, or post-roll ads, and can be inserted into the code of a video player or into the HTML of a website.
  • Rich media ad tags: These ad tags are used to display interactive multimedia ads on a website or app. They can be used to display ads with animation, audio, or other interactive elements.
  • Third-party ad tags: These ad tags are provided by a third-party ad server, such as Google AdSense or DoubleClick, and are used to display ads on a website or app.
  • Server-side ad tags: These ad tags are inserted into the code of a website or app on the server side, rather than on the client side. They are often used to serve personalized ads or to track the performance of ad campaigns.
An IAB-approved text file that aims to prevent unauthorized inventory sales.
Content provider and offer owner

API

An application programming interface (API) is a language format, written in code, which allows programs and applications to communicate with each other and their respective operating systems. The language creates a standard of rules and protocols which programmers use to develop software that doesn’t conflict. In the mobile ad tech sector, API-powered mobile devices offer greater visibility into a user’s lifestyle, delivering data that can create marketing opportunities and inform strategic decisions.
The revenue a single paying user generates during a specific period. An example of a paid action is subscribing, making in-app purchases, or paying for a download. Using this metric, users who have not paid for anything can be removed from the equation. The calculation formula is total revenue divided by the number of paying users.

What is ARPPU (Average revenue per paying user)?

ARPPU, or average revenue per paying user, measures how much money a user spends on a product or service in the gaming and software industries. It is calculated by dividing the total revenue generated by the number of paying users. This metric can be helpful for businesses because it allows them to understand how much money they are generating per user, and can be used to identify trends and make decisions about pricing and marketing strategies.

How is ARPPU calculated?

To calculate ARPPU, you need to know two things: the total revenue generated by a product or service and the number of paying users. The formula for ARPPU is simple:

ARPPU = Total Revenue / Number of Paying Users

For example, if a game generates $100,000 in revenue and has 1,000 paying users, the ARPPU would be $100. This means that, on average, each paying user spends $100 on the game.

How is ARPPU used in mobile app marketing?

In the mobile app industry, ARPPU is often used as a key performance indicator (KPI) to measure the effectiveness of marketing campaigns and the overall success of an app. By tracking ARPPU over time, app developers and marketers can identify trends and make decisions about how to improve the app's monetization strategy.

For example, if an app has a high ARPPU, it may indicate that it is popular among a certain demographic or that its pricing strategy is effective. In this case, the app's developers and marketers may want to focus on targeting the same demographic and maintaining the current pricing strategy. On the other hand, if the ARPPU is low, it may indicate that the app is not appealing to users or that the pricing strategy is ineffective. In this case, the app's developers and marketers may want to consider making changes to the app's features or pricing to increase revenue.

Overall, ARPPU is a valuable metric for app developers and marketers because it provides insight into how much money users are spending on an app, and can be used to make data-driven decisions about how to improve the app's performance and generate more revenue.

How do I improve my ARPPU?

To improve ARPPU, you need to focus on two things: increasing the amount of money that users are spending on your product or service and increasing the number of users who are paying for it. Here are some strategies you can use to do this:

  1. Adjust your pricing strategy: Another way to increase the amount of money that users are spending on your product is by adjusting your pricing strategy. For example, you could offer different pricing tiers for your product, with each tier offering a different set of features and benefits. This can make your product more appealing to a wider range of users, and may encourage more users to pay for it.
  2. Offer premium features or add-ons: One way to increase the amount of money that users are spending on your product is by offering premium features or add-ons that are only available to paying users. For example, if you have a mobile game, you could offer additional levels or characters that can only be accessed by users who pay for the game.
  3. Improve the user experience: A great user experience can be a powerful motivator for users to pay for your product. By making your product easy to use, intuitive, and enjoyable, you can increase the chances that users will want to pay for it.
  4. Invest in marketing and advertising: Finally, investing in marketing and advertising can help you reach more users and increase the number of paying users. By promoting your product and highlighting its value, you can attract more users who are willing to pay for it.

Overall, improving ARPPU involves a combination of strategies that focus on increasing the amount of money that users are spending on your product, and increasing the number of users who are paying for it. By implementing the strategies above and tracking your ARPPU over time, you can make data-driven decisions that will help you improve your product's performance and generate more revenue.



The total revenue your app generates on average across all installs . The calculation formula is you take the total revenue generated during a period and divide it by the number of installs during the same period.
The total revenue your app generates on average across all users . The calculation formula is you take the total revenue generated during a period and divide it by the number of users during the same period.

What is Average revenue per user (ARPU)

Average Revenue Per User, or ARPU, is a key indicator that organizations use to measure success. Fundamentally, it is a measure of how much revenue a business is generating on a per-user basis. ARPU is determined by taking the total income of a company and dividing it by the number of users. It is an essential metric for any business that has a direct connection with its clients, such as a SaaS company or a mobile app. It can also be utilized by subscription-based businesses to measure the revenue generated per subscriber. ARPU assists businesses to comprehend how much money they make from each customer and help make data-driven decisions about product development, marketing strategy, and customer acquisition.

Who Uses ARPU?

ARPU is a crucial metric for any business with a direct relationship with its customers, such as a software as a service (SaaS) company or a mobile app. It can also be used by subscription-based businesses, such as streaming services or gyms, to measure the revenue generated per subscriber.

Why ARPU is Important

ARPU is important because it allows companies to discern the amount of money they are earning from each individual customer. This data can be utilized to make key decisions regarding product advancement, marketing plans, and customer procurement. For instance, if a company realizes that its ARPU is low, it may have to concentrate on obtaining more lucrative customers or creating new products and services to produce more income per user.

How to calculate Uses Average Revenue Per Unit (ARPU):

Calculating ARPU is relatively straightforward. The formula is:

ARPU = Total Revenue / Number of Users

For example, let's say a company has a total revenue of $100,000 and has 10,000 users. To calculate the ARPU, you would divide the total revenue by the number of users:

ARPU = $100,000 / 10,000 = $10

In this example, the company's ARPU is $10 per user.

It's also important to note that you can calculate ARPU for a specific time period, such as monthly or annually. To do this, you would use the same formula but with the revenue and user numbers for that specific time period.

For example, if a company has a monthly revenue of $25,000 and has 2,500 users, the monthly ARPU would be:

ARPU = $25,000 / 2,500 = $10

In this example, the company's monthly ARPU is $10 per user.

What's the difference between ARPU and LTV?

ARPU and LTV (lifetime value) are often used in tandem but they are not interchangeable. LTV represents the aggregate income earned from a client throughout their lifespan. Conversely, ARPU refers to the revenue obtained per user within a short time frame. It is essential to remember that while LTV is a long-term metric, ARPU is a short-term one.

How to Improve your company’s ARPU

Improving your ARPU can be done in multiple manners, such as selling more to current customers, obtaining premium clients, or forming novel products and services that will bring in more income per user. In addition, businesses can put emphasis on augmenting the life span of their customers through loyalty plans or other upkeep techniques.

Overall, ARPU is an essential statistic for any corporation that desires to interpret its expansion and make decisions based on data. It is basic for any entrepreneur or financier to recognize and monitor ARPU to make well-informed decisions about the destiny of their business.

The process of optimizing mobile apps to rank higher in the app store’s search results to drive more traffic to your app’s page so searchers can perform a specific action such as downloading an app.
The process by which user interactions are identified and measured. It’s a way in which marketers garner a better understanding of how certain events lead users to a desired outcome, referred to as a conversion. Attribution quantifies an ad’s ability to influence a consumer’s purchasing decisions, providing marketers with a way to compare the effectiveness of various marketing campaigns.
A banner is any type of advertisement that acts as a “banner” displayed usually at the top or bottom or the webpage or app. Banner ads are still very popular today, and feature both text and graphics.
Focuses on delivering users a positive message about your brand
The percentage rate at which customers stop subscribing to a service or employees leave a job.
The final price paid for an impression.
Also known as organics poaching, click spam is a type of advertising fraud that happens when a fraudster executes clicks for users who haven’t made them. Unless preventative measures are in place, this allows fraudsters to claim credit for fake clicks.
A sophisticated form of click-spamming. By publishing (or having access to) an Android app that listens to “install broadcasts,” fraudsters detect when other apps are downloaded and trigger clicks before an install completes. The fraudster then receives credit for installs as a consequence.
Cohort Analysis is a common and powerful methodology used by marketers to understand how different groups behave over the long-term.
The percentage of users who have completed the desired action known as the conversion. The formula for conversion is as follows: you take the number of conversions and divide that by the number of total ad interactions during the same time period (that can be tracked to the conversion).
A pricing model in which advertisers pay the publisher each time a user clicks on their ad. It is calculated by dividing the cost of a paid advertising campaign by the number of clicks.
A pricing model in which advertisers select a post-install action to measure and only pay if users engage in that action. For this action to be calculated, the user must see the ad, install the app, and perform the action. To calculate CPA, one must divide the advertising cost by the number of times the action occurs. For example, advertisers can provide a survey and once a user completes the survey, this can be calculated as an action.
A pricing model or the cost that advertisers pay for each time a user installs the app. This can be calculated only once per user. Basically, the cost of the ad that leads to an app install.
A type of mobile advertising that suggests paying DSP’s for each lead that it has generated. The advertisers pay for information about the potential customer and not for the product or service sold. The calculation formula is the budget spent on the campaign divided by the amounts of leads generated.
An advertising payment model that refers to the cost or expense of every 1000 impressions (or views).
Creative, specifically ad creative, is a file that houses the digitally formatted design and artwork for an advertisement. This file is rendered as a display ad on the publisher’s medium and can take the following formats: Image (GIF, PNG, JPEG), Flash File (SWF), HTML or JavaScript.
The process of managing interactions with customers from the past as well as current and potential customers. By analyzing a customer’s history and interactions with a company, you can optimize all aspects from customer retention to the ultimate goal of increasing sales growth.
A word, phrase, or sentence that encourages the user to perform a specific action. Examples would be “click here”, “buy now”, “download”, “install”, or other creative ways to urge the user to take action. You are essentially motivating the user to act immediately.
The ratio of users who click on a specific link, to the number of total users who view an advertisement. It is often used to measure the success of an advertising campaign.
A supply aggregation platform that helps advertisers buy ad inventory programmatically and manage multiple ad exchange and data exchange accounts through one interface or platform. This allows mobile advertisers to buy high-quality traffic at scale and saves time and resources.
A group of more than 2 million websites, videos, and apps where your ads can appear.
A software platform that is used for managing and collecting data. This optimizes the advertising budget as it provides insights into the audience, markets, and users.

DNT

Do Not Track (DNT) is specifically a HTTP header field that sends a signal to other websites, namely analytics companies, ad networks and social platforms, requesting them to disable any tracking of individual users. Despite the request, many sites still do not honor the DNT signal. There currently exists no standardized protocol for its enforcement.
Effective cost per thousand impressions. Total ad revenue generated by 1,000 impressions. It is a metric used to calculate an app developer’s monetization performance or the ad revenue generated by a specific campaign.
This measurement examines the user’s additional active days in the app. An active day is defined by a unique day in which a user was active in the app.
A fake install is a mobile ad fraud tactic. It’s accomplished by fraudsters who use device emulation software in virtualized environments (on server hardware) to fake installs.

What are Fake Installs?

Fake installs refer to the practice of artificially inflating the number of downloads for a mobile application by fraudulent methods, for example, creating fake accounts or utilizing bots to download the app multiple times automatically. This tactic is a violation of the guidelines set forth by app stores such as the App Store and Google Play and is considered unethical in the software development industry.

It is important to understand that fake installs not only undermines the integrity of app store rankings and recommendations but also misrepresent the true popularity of an app to potential users. This can ultimately lead to a poor user experience and wasted time and resources for those who may download an app based on its inflated metrics.

How do fake installs work?

Fake installs typically work by using fake accounts or automated bots to inflate the number of downloads for a mobile application artificially. This can be done in a few different ways;

  1. Fake Accounts: Developers or unscrupulous third parties can create a large number of fake accounts and use them to repeatedly download the same app. This makes it appear that the app is more popular than it actually is and can influence the app's ranking in the app store.
  2. Bots: Developers or third parties can also use automated bots to repeatedly download an app. These bots can be programmed to simulate human behavior, such as clicking on ads or engaging with the app, which can make it difficult for app stores to detect fraud.
  3. Click Injection: Some fraudsters also use click injection to inflate the number of downloads or in-app events, this is done by injecting a code in the app, which, when the app is installed on the user's device, starts showing fake events or downloads.

It's important to mention that install fraud is prohibited and violates the terms of service set by app stores such as Google Play and Apple's App Store. Developers engaging in this practice risk having their apps removed from the app store and even being banned from the platform.

How are fake installs detected?

Detection of fake installs is an essential part of maintaining the integrity of mobile app stores and making sure that users have access to accurate information about app popularity and usage. There are a number of different methods that can be used to detect fake installs, including:

  1. IP Address Analysis: Tracking the IP addresses from which app downloads originate, it is possible to identify and flag downloads that may have been generated using fake accounts or bots.
  2. Behavioral Analysis: By studying patterns of usage and engagement within any app, it is possible to identify and flag downloads that may be the result of fraudulent activities.
  3. Machine Learning: App stores and developers can use Machine Learning algorithms to detect fraudulent installs by training their algorithm with historical data and identifying patterns that are not consistent with organic installs
  4. User engagement: High spike in the number of downloads followed by low user engagement or retention rate can also indicate fake downloads.








The fill rate is the rate at which a publisher successfully displays an ad in relation to the number of times the ad was requested. Essentially, this rate evaluates the amount of wasted inventory space a publisher has.
Digital buying model where if your bid wins, you pay exactly what you bid. This maximizes revenue potential for the seller.
This is calculated by dividing the number of unique visitors by the number of first-time app deposits. This metric provides insights on the potential lifetime value of a customer.
General Data Protection Regulation

GRP

Gross Rating Point (GRP) is a standard measure for the impact or exposure of an ad campaign. GRPs calculate reach multiplied by exposure frequency. For example, if an ad is exposed to 32% of a targeted audience and that exposure occurs a total of three times at the same 32% rate, then you have a GRP of 96. Because the GRP measures gross, it is therefore possible to have a number over 100.
Header bidding is an advanced programmatic advertising technique that serves as an alternative to the Google “waterfall” method. Header bidding is also sometimes referred to as advance bidding or pre-bidding, and offers publishers a way to simultaneously offer ad space out to numerous SSPs or Ad Exchanges at once.
A monetization strategy in which app developers get paid to serve advertisements within their mobile app, therefore maximizing the revenue through the ads.
Something that you can buy within the app, such as characters, upgraded abilities, or real money in-game currencies.
An ad impression is the calculated instance of an ad being displayed to a human consumer. Impressions give marketers a broad understanding of how many people their brand is reaching.
Corresponds to the traffic coming from all types of advertisements in return for a reward.
Full-screen ads that cover the interface of their host app.
represents an increase in sales in response to some form of advertising or promotion.
A metric that determines how valuable a customer will be to your app over the whole relationship with the app. It tells you how much a user is worth and determines how much you should pay for this user.
A mobile application, also referred to as a mobile app or simply an app, is a computer program or software application designed to run on a mobile device such as a phone, tablet, or watch.
The mean time between click and install.
A user who has opened the app at least once in a particular month. The total number of MAU shows you how many users use the app monthly.
Users who logged in or accessed an app on any given day that the app could show ads.
Downloads that happen as a result of any ad activity, whether it be paid or owned. A non-organic install to encourage a download, such as in a “paid” campaign where users are presented with ads that lead to downloads or in an owned campaign where email, SMS, or QR codes encourage the download.
Designed to get people to tap on an ad and initiate an install.
A pivot table is a table of statistics that summarizes the data of a more extensive table
An invite-only ad auction where publishers offer their ad inventory to a selected group of advertisers. A PMP allows for a more tailor-made experience as it facilitates relationships between publishers and participating advertisers and enables them to be more precise regarding their audience relevancy and inventory.

What are private marketplaces (PMP)?

A private marketplace is a platform for buying and selling mobile app inventory that is only available to a select group of pre-approved buyers and sellers. These marketplaces are typically invitation-only and offer a more exclusive and high-quality inventory than open marketplaces. Private marketplaces can offer a variety of benefits to both buyers and sellers, such as increased transparency, improved targeting, and better control over pricing and inventory. Overall, it can be a great way for both parties to connect and engage mutually.

How are private marketplaces different from the open market?

Here are 5 ways a private marketplace is different from the open market:

  • Access: Private marketplaces are typically invitation-only, meaning that only pre-approved buyers and sellers can participate. Open markets, on the other hand, are open to anyone.
  • Inventory quality: Private marketplaces offer a more exclusive and high-quality inventory compared to open marketplaces, which can have a wide range of inventory available.
  • Pricing and Inventory Control: In a private marketplace, both buyers and sellers have more control over pricing and inventory, which can lead to more efficient and profitable transactions. In an open market, prices are set by supply and demand, and inventory is widely available.
  • Audience Targeting: Most importantly, private marketplaces can offer more precise targeting capabilities, allowing buyers to reach their desired audience more effectively. Open markets can have a wider range of audiences, which might be less specific and less targeted. 
  • Transparency: Private marketplaces can offer increased transparency, allowing both buyers and sellers to see more detailed information about the other party and the inventory being sold. Open markets can lack the transparency of private marketplaces.

To summarize, a private marketplace can offer a more exclusive and efficient way to buy and sell mobile app inventory, while open marketplaces can be more widely available and less specific.

The Top 6 Benefits of Advertising on Private Marketplaces

  • Quality inventory: Private marketplaces offer a more exclusive and high-quality inventory, which can be more valuable to advertisers.
  • Increased transparency: Private marketplaces provide more detailed information about the inventory being sold, allowing advertisers to make more informed decisions about where to place their ads.
  • Improved targeting: Private marketplaces often offer more precise targeting capabilities, allowing advertisers to reach their desired audience more effectively.
  • Better control over pricing: Advertisers have more control over pricing on a private marketplace, which can lead to more efficient and profitable advertising campaigns.
  • Brand safety: Private marketplaces offer a safer environment for brands, as they are only available to a select group of pre-approved buyers and sellers, reducing the risk of fraud and ad placements on inappropriate sites.
  • Direct relationship: Private marketplaces allow advertisers to establish direct relationships with publishers, which can be beneficial for both parties.

What are the reasons for the increasing popularity of private marketplaces?

In the mobile app industry, private marketplaces are becoming more an more popular for various reasons. One of the primary reasons is the demand for quality inventory… brands and agencies are becoming more selective about where they place their ads. Private marketplaces offer a more exclusive and high-quality inventory than open marketplaces, which can be more valuable to advertisers.

Another reason is the improved targeting capabilities that private marketplaces offer. With more precise targeting, brands and agencies can reach their desired audience more effectively. Additionally, private marketplaces provide greater transparency which allows brands and agencies to make more informed decisions about where to place their ads.

Brand safety is also becoming a concern for many companies and private marketplaces offer a safer environment as they are only available to a select group of pre-approved buyers and sellers, reducing the risk of fraud and ad placements on inappropriate sites.

Private marketplaces also give brands and agencies better control over pricing, which can lead to more efficient and profitable advertising campaigns. On top of that, private marketplaces allow brands and agencies to establish direct relationships with publishers, which can be beneficial for both parties.

The minimum price a publisher will accept for its inventory. Publishers ignore all bids below that price. This, in effect, turns a second-price auction into a type of the first-price auction.
The publisher has digital real estate on which to display ads. The publisher auctions real estate in real-time through various business models, and the winning bidder gets the ability to show an ad to the end-user.
Profile Query Language (PQL) is an Experience Data Model (XDM) compliant query language that is designed to support the definition and execution of segmentation queries for real-time customer profile data.
The amount of search traffic that a search engine or database receives during one second.
Reattribution refers to the attribution of this reinstall to a specific retargeting campaign therefore a specific traffic source.
A server-to-server auction process where advertising inventory is sold on a per-impression occurring in real-time bidding. The IAB has defined a revised standard for this, similar to how financial markets operate. Through a programmatic on-the-spot auction, through addressable advertising (ads reach the consumer directly), they can focus on demographic, psychographic, or behavioral attributes.
Identifying your app’s users at the exact moment they’re using another app on their mobile and enticing them back with a relevant ad. One click brings them directly to your app where they start interacting with your product again.
Used to count customers and track customer activity irrespective of the number of transactions (or dollar value of those transactions) made by each customer - Used to monitor firm performance in attracting and retaining customers.
Measures how much the campaign increased the percentage of users who returned to using the app over the natural return rate.
A marketing method that measures the success of a marketing campaign. The calculation formula is as follows: gross revenue from the ad campaign divided by the ad campaign’s cost.

RTB

Real-Time-Bidding
Displays bid responses and impressions that were filtered from the available impressions and any potential issues that may be actionable by you. Using the activity data, you can determine possible ways to increase impression availability.
Digital buying model where if your bid wins, you pay $0.01 above the second-highest bid in the auction. In this type of auction, it is in your best interest to bid the highest amount you are willing to pay, knowing that often you will end up paying less than that amount.
The creation of legitimate-looking installs with data of real devices without the presence of any actual installs. Fraudsters utilize a real device to create installs that look real to consume an advertiser’s budget. It is also known as traffic spoofing and replay attacks.

What is SDK Spoofing, and how does SDK spoofing work?

SDK spoofing is a ploy employed by cybercriminals to secure confidential details from an application. They do this by manipulating the SDK of the app, which is a conglomeration of instruments and libraries that creators employ to construct the app. By transforming the SDK, the attacker can make the app act as though it's from an alternate source, such as a contrasting app or platform. This can be utilized to circumvent security measures and obtain access to user data, including login credentials and individual information. Furthermore, once the attacker has access to the app, they can use it to disseminate malware or to initiate other cyberattacks. To thwart SDK spoofing, developers should utilize protective measures such as code signing and encryption to guarantee that the app's code and data are preserved, and to authenticate the legitimacy of the app.

How to identify if an SDK was hacked?

  • Examine behavior: Be alert for any odd or unexpected actions in the app. This may encompass alerts, unauthorized access to user data, or unanticipated modifications to the app's performance.
  • Confirm credibility: Validate the app's creator and publisher data to ensure it is genuine. Compare it with the information on the store or site where the app was acquired.
  • Survey network activity: Utilize a network auditing tool to check the app's network activity. This will help you detect any uncertain or unauthorized network activity.
  • Apply a mobile safety app: Use a mobile safety app that can scan the app for viruses or other security risks. This can assist in determining if the SDK has been hacked or corrupted.

How to prevent SDK spoofing?

One way to avert SDK spoofing is by utilizing code signing. This is a procedure where the application's code is digitally endorsed by the developer to affirm its legitimacy. This assists with guaranteeing that the app has not been meddled with, and that it's coming from a trusted source. Creators ought to likewise utilize encryption to secure the app's information, this will forestall unapproved access to client information and other delicate data.

Another approach to forestall SDK spoofing is by utilizing a portable security app that can examine the app for malware or other security dangers. This will assist with recognizing whether the app has been hacked or undermined and can alarm the client to take care of business. Moreover, app engineers ought to screen their SDKs consistently and ensure that they are utilizing the most recent form of the SDK. This will help to guarantee that any security imperfections have been fixed, and that the SDK isn't being utilized maliciously.

Advertising technology that enables web publishers and digital out-of-home (DOOH) media owners to manage their advertising space inventory, fill it with ads and receive revenue.
Or UA for short, is the process through which new users or customers are acquired for a mobile app business through marketing-driven activity.
Clicks not made by mistake.
VTA relies on tracking impressions that have led to installations or reinstallation. In some cases, there may be a gap between the first action to install, but with VTA, it is easier to track and provide accurate information.

What is view-through attribution (VTA)?

View-through attribution, or VTA, is a method of measuring the effectiveness of mobile app ads. VTA is a way to track when a user views an advertisement within a mobile app and later converts within the app. This can help advertisers to get a better understanding of the impact their ads are having, and make more informed decisions about where to allocate their mobile app advertising budget.

VTA can be particularly useful for measuring the effectiveness of in-app display advertising, where users may be more likely to see an ad without clicking on it. It can also be beneficial for tracking the effectiveness of video ads and rewarded ads within mobile apps. It is important to note that VTA requires the use of in-app tracking tools, such as mobile SDKs, to track user behavior and attribute conversions to specific ad views. With the right tools in place, VTA can be a powerful way to gain deeper insights into user engagement within mobile apps and optimize mobile app advertising strategy.

How does VTA work?

VTA works by assigning a predefined "attribution window" for each campaign. This window, also known as the "lookback window", is the period after an impression when a conversion may be attributed to it. This conversion can refer to any desired action that you want users to take, such as app installs, re-engagement, purchases, and more.

Typically, the standard attribution window is 24 hours, which means any conversion within 24 hours after a user views an ad is attributed to that particular impression. However, it's worth noting that this window can vary depending on the market and industry. For instance, mature markets like the US and Singapore tend to have longer attribution windows, as users in these countries tend to take more time to convert.

Additionally, the attribution window is longer for industries like finance, education, and e-commerce, but shorter for gaming, health, and fitness apps. The reason for this is that downloading a game, for instance, doesn’t require as much thought as a financial app would. This leads to shorter attribution windows. It’s also understandable, considering that advertisers in these industries have established ad networks designed to convert users quickly.

Therefore, it's crucial for advertisers to choose the most suitable attribution window based on their industry and target market segment. And to ensure accurate and timely attribution of conversions, advertisers must share ad impression data with relevant ad networks. With the right VTA strategy in place, mobile app advertisers can gain a more complete picture of the impact their ads are having on user engagement and optimize their mobile app advertising strategy accordingly.

What are the benefits of view-through attribution?

One of the main benefits of using view-through attribution (VTA) for your app is that it provides a more complete picture of the impact your ads are having. Traditional click-through attribution only tracks conversions that occur directly after a user clicks on an ad, but VTA also tracks conversions that occur after a user views an ad but doesn't click on it. This allows you to see the full impact of your ad campaign, including the effectiveness of your display ads.

Another benefit of using VTA is that it allows you to make more informed decisions about where to allocate your advertising budget. By tracking the full impact of your ads, you can see which ads are driving the most conversions and optimize your ad spend accordingly. Additionally, by understanding the attribution window that works best for your industry, you can make sure that your ads are reaching the right audience at the right time. Overall, using VTA can help you to better understand your target audience and increase the ROI of your mobile app advertising campaigns.

The percentage of sales leads who entered the sales funnel and have now downloaded the app. This is essentially a metric that proves the market fit, pricing, and sales execution and will help identify opportunities to improve the sales cycle. To calculate it, you take the number of installs and divide it by the number of qualified leads. This is the win conversion rate.
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