Glossary

AdTech industry is vast and ever-changing. It might be hard to keep up with all the new slang, but worry not - our glossary will keep you properly updated!

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A B C D E F G H I J K L M N O P Q R S T U W X Y Z

Above the fold

The importance of first impressions cannot be overstated. If you're losing visitors and failing to maintain th...

API (Application Programming Interface)

Communication protocol between a server and a client lets users access Majestic data for application developme...

APK Offers (Android Application Package Offers)

Is a file format meant for installing mobile applications. It is used by Android operating systems as an appli...

AR Advertising

AR Advertising refers to augmented reality, a mobile ad unit that superimposes 3D assets using a smartphone ca...

Average Revenue Per Daily User

A mobile marketing metric that helps track mobile games’ monetization performance. This indicator is used to t...

Average Revenue per Paying User

The estimated revenue that one paying user generates during a specific period. In most cases, "paying" users a...

Average Revenue per User

The estimated revenue that one active user generates during a specific period.ARPU is a number for apps that i...

Ad-Supported Streaming Video On Demand (Video on Demand)

This one is supported through an ad-based revenue model where this ad must be watched to consume content. So, ...

Ad Agency

A business dedicated to creating and managing to advertise and often other forms of promotion for their client...

Ad Exchange

A real-time online marketplace intended for selling and buying advertising space and impressions. Ad exchanges...

Ad Impression

Whenever an ad is shown within an app/page. Advertisers and developers utilize impressions in digital marketin...

Ad Mediation

An app monetization solution where app developers manage multiple ad networks all in one place. This requires ...

Ad Network

An online advertising network that connects app developers and advertisers. Mobile advertising's monetization ...

Ad Revenue

Income apps generate through in-app advertising. Displaying paid advertisements on social media channels, webs...

Ad Server

A web-based application that helps publishers, advertisers, and ad networks with campaign management, ad distr...

Ad Tag (creative tag or placement tag)

Usually refers to any link involved in the ad serving process-basically this is the HTML code a browser uses t...

Ad Tech (Advertising Technology)

Software built specifically for the advertisement industry - it helps improve the overall efficiency of media ...

Ad Unit

Developers integrate a type of ads into their apps, and they are displayed to users to monetize their traffic....

Ad Whales

App users who generate great app revenue by watching and engaging with the ads. Users that click on advertisin...

Advertisers

The owner of an offer or the product. For their adverts to be visible, an advertiser must pay a fee. Advertise...

Adware (spyware)

A computer program that automatically gets downloaded without people knowing that it comes with the deal. Soft...

Affiliate

The person or the organization that promotes offers. The term "affiliate" encompasses a wide range of activiti...

Affiliate Link/Marketing

A specific linking code with which advertisers/ the network can track any activity. Affiliate links are critic...

Affiliate Manager

The person in charge of the communication with the affiliates. An affiliate manager oversees the companions in...

Affiliate Marketing Forum

Аn online community where users can find needed information about the affiliate marketing industry. Affiliate ...

Affiliate Network

А group of ‘companies’ that often offer complementary products and often pass leads to each other. This does n...

Affiliate Program

Аn arrangement between the advertiser and the affiliate - the affiliate gets paid by the advertiser for genera...

Alexa Rank

А platform that measures website popularity based on users’ browsing behavioral patterns. It's a marketing too...

Alt Text (Alternative text)

А word or a phrase that informs users about the content type of the linked image. Alt characteristics, alt des...

Anchor Text

Тhe part of the link with the clickable words. An anchor text is a text you use to connect out of and into you...

App Metrics

Мetrics that are used for measuring the success of an app. It's critical for the app's design team to understa...

App Monetization

Getting profit from an app without charging for the app itself. The collection and sale of user data to other ...

App Rating

Feedback for their experience with an app. Each app in the App Store is given a score between 0.0 and 5.0 base...

App Session

This shows how frequently users use/interact with the app. An app session keeps track of how long and how ofte...

Cost per Acquisition

A price the advertiser pays every time a user acquires a service or a product. Advertisers who use the Cost pe...

Cost per Click

A price the advertiser pays every time their banner/creative clicks on. It's the fee you pay when someone clic...

Cost per Engagement

A price the advertiser pays every time a user engages if the advertiser chooses as the goal. Advertisers who w...

Cost per Install

A price the advertiser pays every time their app gets installed from an ad. Mobile user acquisition initiative...

Cost per Lead

Revenue the publisher receives when creating a lead for the advertiser. Internet marketing campaigns frequentl...

Cost per One Thousand Impressions

A price the advertiser pays for every thousand impressions on their ad. CPM stands for cost per thousand impre...

Cost per View

A price the advertiser pays every time their ad is displayed. Traditional brand awareness marketing is used to...

CSV File

A type of Excel file. A CSV file is formatted in a way that saves data in a table-structured fashion. CSV file...

Click-through Rate

The ratio of the users who see the ad to the number of users who click on the ad. If a user visits your advert...

Charge Back

When a product gets returned, or a sale falls through - returning funds to the consumer. Because affiliates ar...

Churn Rate

The percentage of app users who uninstall or stop engaging with the app over time. When a user churns, one of ...

Click Fraud

Fake clicks that robots or humans usually generate - it occurs in online pay-per-click advertising, and the pe...

Click ID

The user’s identification code containing important data about the action he performed (such as day, hour, bro...

Click-Through

The act of clicking a link that takes a user to a website. Even while clicking through on an ad is the most co...

Client Based Tracking

Client-based tracking stores information on the user's computer by placing a cookie in their browser when the ...

Cloaking

A technique used to deliver the content on a certain page to a search engine in a way that is different conten...

Commission

A fee an affiliate gets when they generate a lead or a sale to the advertiser’s website. It's also called a "r...

Content Farm

A website that publishes large amounts of low-quality content. There is a lot of duplicate and low-quality con...

Contextual Advertising

Advertising on a website that is relevant to the page’s content. Traditional contextual advertising uses keywo...

Contextual Links

Links found in the body of the article. The clickable text on a web page, typically a keyword, is referred to ...

Conversion

A term used for when a visitor purchases on the website. A conversion can be anything from filling out a form ...

Conversion Rate

A metric that shows how many times an affiliate link has registered a conversion compared to the number of tim...

Cookies

A small piece of data sent to a user, and their purpose is for the website to remember important information a...

Crawlers

Internet bot that crawls the Web mostly for Web indexing. Every web page on the internet is studied to acquire...

Creative

A promo tool that advertisers use to make users click-through and take action. It's a term used to describe th...

Customer Cohort Analysis

A tool that helps app developers track and study the behavior of the app's users. A cohort is a collection of ...

Daily Active Users

A metric that shows how many users visit an app in one day. DAU is an excellent indicator of an app's success ...

Daily Budget

A budget you choose you to want to spend daily on your ad campaign. If your impressions and clicks fluctuate f...

Datafeed

A file with a list of all sold products by a given advertiser. The use of a datafeed speeds up the process of ...

Dayparting

An advertising tactic by which ads are scheduled for certain times of day or days of the week to get a better-...

Deep Linking

A function that allows affiliates to send visitors to a specific page on the advertiser’s website. Deep linkin...

Demand-Side Platforms (DSP)

DSP allows buyers of digital advertising inventory to manage ad exchange and data exchange accounts via one in...

Direct Billing Flow

When the billing is made by taking money directly from the user's phone. A mobile user's mobile number is used...

Direct Buy

Contacting website owners and buying traffic from them directly. To begin, you must first contact the website'...

Disclosure

A notice/page that appears on your page and noise the visitors that you’re getting paid for service endorsemen...

Domain Authority

A score from 1-100 that predicts how a site will rank on search engines. Based on the principle that a higher ...

Double opt

A term that means the subscriber has confirmed the subscription. A regular Opt-in occurs when a user voluntari...

Duplicate Content

Content that matches other content completely or is very similar. While it can include copied text, it can als...

Dynamic Tracking

A tool that allows you to track both users’ activity and investments. In affiliate marketing, it's a critical ...

Monthly Active Users

An app usage metric representing the total number of users that visit the app in 30 days. Each unique consumer...

Manual Approval

A review process that affiliates have to get accepted (usually reviewing their identity, address, financial st...

Maximum Budget

The maximum value you decide you want to spend on a campaign. For a particular campaign, this is the highest p...

Media Buyer

The person who identifies and purchases ad space on channels relevant to the target audience. In paid marketin...

Meta Description

An HTML and XHTML element used to describe the page to search engines. A Meta description summarizes the conte...

Meta Tags

The information found on the HTML page’s header that is not visible to visitors. They're tidbits of text that ...

Meta Title

The title you give your web page within the meta tags.HTML requires the page title, which is located in the he...

Mobile App Fraud

Techniques used by fraudsters that deliberately make mobile ads that humans can’t view to inflate the number o...

Mobile Attribution Manipulation

Unnecessarily serving mobile ads to customers that are close to conversion. As a result, credit for conversion...

Mobile Billing

A type of user flow starting from the moment they see the ad and finishing when they subscribe/make the purcha...

Mobile Game Business Models

A monetization strategy used by developers to achieve revenue. A one-time payment is one option for developers...

Mobile Game Marketing

The strategy used to market a game. Selling your game on mobile devices is most effective when done with a coo...

Pay Per Click (PPC)

A payment model where the advertiser gets paid every time a user clicks on an ad. PPC is an abbreviation for P...

PPC Affiliates

A marketing phrase that describes a competitive form of marketing. Marketers who engage in this form of market...

Pay per Lead (PPL)

When affiliates get paid a certain fee every time a lead gets generated. The advertiser only pays for leads cr...

Pay per Sale (PPS)

PPS is related to the sale. Once a sale is registered, the affiliate gets a commission. PPS is yet another for...

Page Authority

A score from 1-100 that predicts how well will a certain page rank on search engines. Pages with high Page Aut...

PageRank

An algorithm for ranking sites based on their searches (used by Google). Page Rank is a search engine ranking ...

Paid Search

An ad model where affiliates only pay the host when their ad gets clicked. Paid search is a type of digital ma...

Pay Bump

A term for when an affiliate for a specific offer receives a higher payout. Increased pay for your employees i...

Payout

Revenue received per conversion. For each transformation, you earn some monetary reward known as a payout. Pay...

Pixel

A part of code placed on the page that gets “fired” when the click ID is generated. A pixel is a fragment of c...

Playable Mobile Ads

Ad units that offer users a preview (gameplay) of an app before potentially installing it. Advertising gives i...

Plug-in

A smaller app that adds features to some other larger app. The word "plug-in" refers to a smaller app integrat...

Portal

A custom-built website that gathers data from various sources; including email, search engines, and online for...

Post-Install Event

Any user action that happens while using the app after it has been installed. Following the download and insta...

Postback URL

A conversion that takes place by an affiliate network. When a user sends a request to a web server, the webser...

Prelander

A type of lander that gets displayed before the offer landing page. Prelander is a web page that appears befor...

Profit

The money you earn from your sales after subtracting all your expenses. It is an accounting phrase for the dif...

Publisher

A form of affiliate marketing where there are individuals who own websites and receive commissions for sending...

ROAS (Return on Advertising Spend)

A metric used to calculate digital advertising spend performance and efficiency. ROAS is comparable to ROI (Re...

RON (Run of Network)

A campaign type you go for when your goal is to target all the websites from a network. RON traffic (run on a ...

Real-time Bidding (RTB)

A real-time auction where bids are made for each impression. The advertising auctions are conducted in real-ti...

Raw Clicks

Overall clicks that occurred in an affiliate link. It simply means that any and everyone clicked ad is conside...

Reciprocal Links

An agreement between web admins of exchanging a link between the two websites. These links connect websites th...

Redirection

Process of having a URL, when it is clicked, forwards to a different URL. It's also known as URL forwarding be...

Referral Bonus Programs

An award given to an affiliate who brings a new affiliate to the affiliate program. As a reward for referring ...

Referring Domain

A domain from where backlinks are coming. In the SEO world, it's also referred to as a linking domain, and it'...

Referring URL

The URL of a web page that sends traffic to your page or website. When you click on an internal link on a webp...

Retention Rate

The percentage of app users who continue to engage with the app over time. You may determine your Retention Ra...

Return on Investment (ROI)

A calculation used to establish the profitability of a PPC campaign. It is calculated by subtracting the net r...

Revenue

Total sales calculated before the expenses are subtracted. The income that is recognized after a particular pe...

Rewarded Video

An ad unit that gives users an in-app reward for watching the ad video. When a consumer sees a rewarded video ...

Robots.txt

Web admins use a Robots.txt file to give instructions to web robots. Robots.txt exclusion protocol is a text f...

Root Domain

The shortest form of the domain. The root domain is the highest level of the Internet's hierarchies, surpassin...

S2S Tracking

A unique identification is generated and stored when a user clicks on a tracking link or generates an ad impre...

Software Development Kit (SDK)

A bundle of software development tools and devices placed in one installable package. It is also possible to s...

SEO affiliates

A SEO affiliate optimizes the website code and content to improve the website ranking on search engines for sp...

Search Engine Results Page (SERP)

Results that the search engine finds when searching for a word or sentence query. After submitting a search qu...

SMS Billing Flow

SMS Billing Flow is when users need to give their phone number to subscribe to something (usually used for con...

Supply Side Platform (SSP)

A technology platform that enables web publishers to manage their advertising space inventory, fill it with ad...

Search Engine

A software application designed to find specific digital resources, web pages, images, videos, etc., using key...

Search Term

A word or a phrase that users type into a search engine when searching for something. A search term can also b...

Search Traffic

The total traffic from various visitor sources through a specific medium. Search access could involve examinin...

Single Offer

An offer designed for one target specifically. It is a link leading the customer to a particular deal. Individ...

Single opt-in

Conversion flow that requires only one conformation. It is a one-step method that only requires a single confi...

Site map

An organized model of the content on a website, helps users find the info they need. It contains information o...

43 Smart link

Offer rotator, usually linked to an algorithm that ranks offers based on performance. SmartLink is a URL that ...

SmartLink

An important marketing tool for several reasons; SmartLink is one link for all the posts, data can be advertis...

Social Marketers

Social marketer refers to achieving a certain ‘social good’ - promoting general health, raising awareness, and...

Social Traffic (social advertisements)

The process of creating and deploying clickable ads to reach target audiences. Through social media platforms,...

Soft Launch

Releasing a product before their scheduled launch date with little or no marketing push as a test or a “rehear...

Spiders (Web crawling)

Several website URLs that need to be visited, and these are seeds. The crawler of the search engine visits eve...

Split Testing (A/B testing)

Testing two different versions of something (sales, ads, content, etc.) to understand which one will have a be...

Sub ID tracking

Tracking the performance of the campaigns by analyzing publishers. Campaign performance can be tracked using p...

Super Affiliates

“Best” affiliates that generate almost 90% of the affiliate programs’ profits. In an affiliate program, super-...

SSP (Supply-side platform)

A piece of software that is used to sell advertising. This is done in an automated manner and is most often us...

Suppression List

An audience list that advertisers have and share with an ad network to improve ROI and targeting during UA cam...

Sweepstakes

Lead Generation offers that get users to give some information to get a prize. Sweepstakes are competitions or...

Targeted Marketing

Developing specific marketing campaigns and products for a distinguished group of people. Targeted marketing i...

Targeted Traffic

A specific type of traffic that media buyers know fits their campaigns. This means it can be targeted by count...

Text Link

A link to a web page without an image attached. A text link is also called an anchor text or link label and re...

Third-Party Tracking

A principle of affiliates getting notified every time a conversion is made. Third-party tracking relates to tr...

Token

Token is used to optimize campaigns by tracking specific info in an ad campaign provided by a paid traffic net...

Tracking Link

Used to measure the effectiveness of the marketing campaigns, activities, and channels. A tracking link (also ...

TLD

Top-level Domain - A letter normally following the final dot of a web address. TLDs are usually categorized as...

Tracking Method

Affiliate programs that use this method for tracking sales, clicks, or leads. Methods of tracking are approach...

Tracking Platform

A platform that allows you to track your activity by analyzing it using different filters. Tracking Platform r...

Tracking Software

Tracking software tracks your site’s visitors and is located on a server that’s not yours. Software tracking i...

Tracking URL

A specific code attached to the URL of a website that tracks all the visitors that arrive on the website. A tr...

Traffic

The number of unique visitors and visits a site gets. Traffic refers to the number of visitors the website rec...

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