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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Publisher

What is Publisher ?

A form of affiliate marketing where there are individuals who own websites and receive commissions for sending customers, leads, and traffic to those sites. A publisher employs a wide range of strategies and tactics such as ads, tracking links, social media marketing, and more when it comes to affiliate marketing. There are many different types of publishers out there. A publisher can be anything from an online magazine or newspaper to an app or eCommerce platform. They can also be a blog, website, or browser add-on that sends visitors to a company's website. Successful publishers use affiliate marketing to provide their readers/followers with fantastic deals and build relationships with their favorite businesses.

For publishers, advertisers will provide products/services with different commission possibilities for referrals and purchases. Advertisers and their products/services have various offers with additional specifics. According to these offers, publishers place the affiliate links of their advertising partners on their websites to generate traffic to their advertiser's site and receive a commission from any qualifying purchases made by a user who has followed the link. Publishers make money by showing advertisements, and the price is usually based on four main pricing schemes. CPI (cost per installation) is the most popular method of purchasing or selling digital material.

An app that wants to boost installs will pay a fixed fee for each new install. Depending on the app and the expected lifetime value (LTV) of a new client, the price can vary. The network receives a portion of the CPI price for locating the most suitable publishers for a particular ad campaign, while the publisher keeps the remainder. Cost per Click (CPC) is the advertising model in which the advertiser pays a fee for each ad click. The cost of each install can climb dramatically with all of the ad clicks that occur; hence these campaigns are not as popular with marketers as CPI campaigns.

Publishers, on the other hand, stand to gain significantly from them. The CPA (Cost-Per-Action) campaigns charge advertising when a user completes a specific action. It could be downloading the app first, taking the first turn in a game, or making a subscription purchase. In marketing, cost per mille (CPM) is the price paid for every 1,000 impressions. CPM is often used when a campaign is targeted at a certain brand, and no explicit call to action (to download an app or subscribe) is present.

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