M           

M2M Devices (machine-to-machine devices)
(n.) a wireless or wired system that allows two devices of the same ability to communicate with each other. M2M devices use sensors to capture event data, and then relay the data through a network to a software program that translates it into useful information.

mediation
(n.) a platform that allows publishers to strategically sell remnant and unsold inventory by using multiple ad networks.

MMS
(n.) acronym for "Multimedia Messaging Service". A text message with multimedia content, which can include videos, pictures, text pages, and ringtones.

MNO
(n.) acronym for "Mobile Network Operator". Commonly referred to as an "operator" within the telecommunications industry. Also: wireless service provider, wireless carrier, cellular company, or mobile network carrier.

mobile ad server
(n.) a scalable, high-performance system made up of hardware and software that reliably delivers mobile ad units across all mobile channels.

mobile advertising
(n.) advertising oriented towards mobile devices, spanning all mobile formats, such as feature phones, smart phones and tablets.

mobile advertising DSP
(n.) a platform that enables mobile advertisers to manage media buying, booking, trafficking and reporting through a single interface; includes conversion tracking and auto-optimization using algorithms determine the optimal price points and budget allocation across all targeting tactics; supports all ad formats, including augmented reality, 3D and video.

mobile app
(n.) see "app".

mobile channels
(n.) mobile advertisement modes, including audio, video, SMS, MMS, mobile web and in-application.

mobile ecosystem
(n.) the all-encompassing, growing mobile environment.

mobile marketing
(n.) interactive wireless media that provides customers with time and location-sensitive, personalized information that promotes goods, services and ideas.

mobile network
(n.) the basic infrastructure of mobile operators which allows for voice and data transfers.

MRAID ad
(n.) an acronym for "Mobile Rich Media Ad Interface Definitions," a specification written by the Interactive Advertising Bureau (IAB).

N           

Near Field Communication (NFC)
(n.) a set of standards for smartphones and other mobile devices that allows them to communicate over short distances (typically less than 4cm or 1-3/4") with powered/unpowered RFID tags or other systems. Uses for NFC include contract-free transactions (a "virtual wallet"), simplified app installation, etc.

NFC always uses an initiator (e.g., a NFC-capable smartphone) and a target (e.g., a postcard with an embedded RFID tag). For unpowered targets, the initiator generates a radio frequency (RF) field that powers the tag.

You may ask "why use NFC instead of Bluetooth?". NFC doesn't require pairing and can establish a connection in less than 0.1 secs., and, since the target tag can be unpowered, tags can be embedded in almost anything.The connection distances is also shorter, which reduces the chance of someone intercepting the signal.

O           

operators
(n.) an organization in need of a world-class mobile ad solution to monetize content across its entire ecosystem. Operators provide the supply inventory that agencies purchase to advertise. Well-known operators include Vodafone, AT&T, Telefónica, Sprint, SingTel, and China Mobile.

P           

pay per download (ppd)
(n.) a user acquisition model whereby an advertiser is charged based on the number of times a mobile app or other software is downloaded.

platform
(n.) an application suite that manages mobile advertising.

premium inventory
(n.) advertising space made available by publishers and operators, which directly and accurately targets a desired audience. Premium inventory is often sold as a CPM campaign as opposed to a CPC campaign.

private ad exchange
(n.) a technology platform that allows publishers to ensure that top brand advertisers are filling publishers' premium inventory, creating an efficient and controllable arena for both advertisers and publishers to do mobile advertising.

proximity marketing
(n.) localized, wireless distribution of advertising content.

publishers
(n.) an organization looking to maximize the monetization of their mobile content. Publishers use a mobile advertising platform to manage and fill their available ad space or "inventory."
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R           

reach
(n.) the number of unique users exposed to a specific campaign.

remarketing
(n.) a system that allows you to continue to show ads to people who have visited your mobile website.

remnant inventory
(n.) advertising space that a publisher or operator is unable to sell directly through its sales force. It is typically sold at a discounted price through mediation.

rich media
(n.) a broad range of interactive and engaging ad formats, including expandable banners, embedded audio and video.

S           

SMS
(n.) stands for "short mobile service". Generally used to describe text messages sent to a mobile device. The original SMS specification limited messages to 160 characters in length. If multimedia elements are associated with a message, it's referred to as an MMS.

supply side platform (SSP)
(n.) a platform that enables mobile publishers and operators to manage and sell their advertising inventory through one single interface.

T           

targeting
(n.) the ability to aggregate inventory by demographic, contextual and behavioral traits in order to reach a particular group of prospects.

target segment
(n.) the specific parameter used to define the group of people an advertiser wants to reach.

third-party ad serving
(n.) non-biased ad servers that provide advertisements for mobile display advertising campaigns.

3D mobile ad
(n.) a mobile ad unit which employs 3D technology (3D models, image mapping, texture mapping, etc.) to provide an immersive user experience.

V           

video interstitial
(n.) an interstitial mobile ad unit that displays a video between views within a mobile app or between pages within a mobile website.

Y           

yield management
(n.) a method that maximizes publisher revenue by optimizing various third-party revenue sources, including ad networks, DSPs and ad exchanges.