Mobile Advertising Dictionary Section-1



ad impressions
(n.) each instance that a consumer is exposed to an ad.

ad unit
(n.) an advertising vehicle (e.g., a mobile banner) that includes creative assets inside a mobile ad space.

ad network
(n.) a system that aggregates ad inventory from publishers and operators to efficiently match the inventory with advertiser demand.

ad space
(n.) the area within a mobile app or mobile website dedicated to displaying ads.

(n.) an organization that wants to get its message to the right audience, efficiently and effectively. View  solutions for advertisers

(n.) technology used to understand what is working within a mobile marketing campaign and what’s not, based on data collected during the campaign.

(n.) a mobile application. Short for "application".

app monetization
(n.) making money from a mobile app through advertising, app downoad promotion, or other methods.

(n.) stands for "Average Revenue Per User." Calculated by dividing total revenue by total active users. This is a common measurement used by telecommunication operators.

augmented reality
(n.) a virtual experience created through the combination of computer-generated images, video, sound, or other information and the physical world. For example, a user might point their smartphone's camera at a logo on a poster, and then see the entire poster image animate. A common use is during televised sporting events where the playing field can be enhanced with highlighted lines, markers, or even advertising, none of which are visible to people in the stadium.

(n.) Advanced Wireless Services. US radio frequencies used for next-generation wireless broadband services. AWS uses one band to transmit to mobile phones and another for to transmit to cellular towers. The two AWS bands are 1710-1755 MHz and 2110-2155 MHz. These were auctioned off by the FCC in 2006, and are limited to a geographic area.


banner ad
(n.) a mobile ad unit that employs simple creative assets and hyperlinks.


(n.) a series of advertising messages that promote a single theme or message. Campaigns can be composed of multiple flights.

click to call
(n.) a service within an ad that enables a mobile user to initiate a mobile phone call by clicking within a mobile ad.

commerce advertising
(n.) advertisement displayed on mobile devices are acting catalysts in the evolution of consumer buying behavior.

conversion tracking
(n.) conversion tracking gives advertisers visibility into how consumers are interacting with their brand throughout the marketing funnel. Advertisers can define traceable events on mobile websites or within apps to assess consumer engagement or the impact of direct response campaigns.

CPA mobile campaign
(n.) "cost per acquisition" campaign; an advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application.

CPD mobile campaign
(n.) "cost per download" campaign; an advertising model where the advertiser pays for each specified action linked to the advertisement, typically the downloading of an application or other file.

CPI mobile campaign
(n.) "cost per install" campaign; an advertising model where the advertiser pays for each installation linked to the advertisement, typically of a mobile app.

CPC mobile campaign
(n.) "cost per click" campaign, which is an advertising model that charges advertisers every time their ad is clicked.

CPM campaign
(n.) "cost per thousand impressions" campaign, which is an advertising model based on the number of appearances the advertisement is rendered on mobile inventory (see impression).


demand side platform (DSP)
(n.) a platform that enables mobile advertisers to manage all ad exchange and data exchange through a single interface.

Designated Market Area (DMA)
(n.) a term used to describe a unique geographic region in the United States. DMA regions do not overlap, so every US county belongs to only one DMA. There are 210 DMAs in the US.


(n.) effective cost per mille ("mille" = thousand). "RPM" (revenue per mille) refers to the same formula. This is a revenue model to determine the effective cost per thousand impressions, and is often used to determine publisher revenue opportunities.

The eCPM formula is (monthly revenue / monthly impressions) * 1000 = eCPM
Example: ($35,000 in revenue / 10,000,000 impressions ) * 1000 = $3.50 eCPM


(n.) subset of a campaign. Each flight can have unique characteristics, such as budget, pricing, targeting and scheduling. A single campaign can contain several flights.

frequency capping
(v.) to limit the number of times an advertisement is shown.


(n.) a technology that allows an advertiser to select a geographic point using latitude and longitude information and then to create a virtual "fence" around that point of a given radius (e.g., an advertiser can pinpoint a bank branch, then deliver a specific ad to anyone who comes within a 200 meter radius). Ads delivered through geo-fencing typically yield higher conversions and better ROI for advertisers.


(n.) a mobile device. Typically used by mobile operators.

(n.) High Speed Packet Access. a mobile telephony protocol that supports peak data download rates up to 14 Mbit/s and 5.76 Mbit/s upload rates.

(n.) an emerging standard markup language for presenting and structuring information on the web, including the mobile web. Most modern mobile and desktop browsers support HTML 5.


(n.) acronym for "Information and Communication Technologies".

(n.) the number of times an advertisement is displayed.

in-app ads
(n.) mobile ads that appear within a mobile app. This can include standard banners, video, and rich media ad formats.

interstitial ad
(n.) a mobile ad unit that appears between two views within a mobile website or mobile app. "Interstitial" derives from "interstice" which means "a small space between things, especially when part of a series of uniform spaces and parts" (think of a picket fence, which has interstitial spaces between slats).

(n.) available advertising space on all mobile channels, including video, in-application, SMS, audio and mobile web.

inventory forecasting
(v.) to predict the available amount of inventory based on target segments and time constraints.


landing page
(n.) a web page specifically designed for people visiting via a pre-determined path. For example, if a person clicks on a mobile ad, they can be taken to a landing page that cannot be accessed by any other means.

location-based advertising
(n.) when a mobile ad unit is delivered based on specific geographic coordinates (latitude/longitude, DMA or other) of a mobile user.

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