Gamelight Glossary

Welcome to our app marketing glossary page! Here, we've compiled a collection of definitions related to various topics in the world of app marketing. As a digital marketer, it's important to stay up-to-date with the latest industry jargon and understand the meanings behind these buzzwords.

Whether you're a seasoned app marketer or just starting out, this glossary page is a valuable resource that can help you better understand the terminology and concepts in the field. So, let's dive in and expand your app marketing vocabulary!

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A/B Testing

A/B testing, also known as split testing, is a technique used in marketing and experimentation to compare two variations of a webpage, advertisement, or other marketing elements. The purpose is to determine which version performs better in achieving a specific goal, such as increasing conversions or improving user engagement.

A/B testing provides valuable insights into user preferences and allows marketers to make data-driven optimizations. It helps improve the effectiveness of marketing campaigns, enhance user experiences, and drive better outcomes. By continually testing and refining different variations, businesses can iterate and improve their marketing assets, ultimately maximizing their return on investment and achieving their desired goals.

Active User Rate (AU Rate)

Active User Rate (AU Rate) is a metric used to measure the percentage of users who engage with an app or website within a given time period, such as daily or monthly.

To calculate AU Rate, the number of active users who interact with the app or website within a given time period is divided by the total number of users who have installed or registered for the app or website. This gives a percentage of users who are actively engaging with the app or website on a regular basis.

AU Rate is a useful metric for app developers and marketers because it provides a quick and easy way to measure the engagement and retention of the user base. By tracking AU Rate over time, developers and marketers can identify trends and patterns and make data-driven decisions to improve the app's user experience, engagement, and retention.

Ad Blockers

Ad blockers are software tools or browser extensions that prevent the display of online advertisements. They are designed to enhance user experience by blocking intrusive or unwanted ads. Ad blockers work by analyzing webpage elements and selectively preventing ad scripts or content from loading. While ad blockers provide benefits to users by reducing ad clutter and improving page load times, they pose challenges to advertisers and publishers by limiting ad impressions and potentially reducing revenue. Advertisers and publishers need to consider the growing usage of ad blockers and find alternative strategies to reach and engage users effectively.

Ad Exchange

An ad exchange is a digital marketplace where publishers sell their ad inventory and advertisers bid to purchase it. It operates in real-time, using programmatic technology and real-time bidding (RTB) to automate the buying and selling process. Ad exchanges provide a platform for publishers to maximize revenue by reaching a wide range of potential advertisers. Simultaneously, advertisers can access a variety of ad inventory options and target their desired audience more effectively.

Ad Impression

An ad impression refers to the display of an advertisement on a web page or within an app. It represents the instance when an ad is viewed by a user, regardless of whether they interact with it or not. Ad impressions are counted each time an ad is displayed, providing a metric to measure the reach and exposure of an advertising campaign.

Ad impressions play a crucial role in determining the visibility and potential impact of an ad. They are used to measure the number of times an ad is served to users and are often reported alongside other metrics such as click-through rates (CTRs) or conversions. Advertisers use impression data to evaluate the performance and effectiveness of their campaigns, understand reach and frequency, and make informed decisions about targeting, ad placement, and creative optimization.

It's important to note that not all ad impressions guarantee user attention or engagement, as users may simply scroll past or ignore the ad. However, ad impressions serve as an initial measure of ad visibility and serve as a starting point for further analysis and optimization of advertising strategies.

Ad Inventory

Ad inventory refers to the available advertising space or placements within a digital platform or media outlet where advertisements can be displayed. It represents the supply of advertising opportunities that can be sold to advertisers. Ad inventory can include various formats such as banner ads, video ads, native ads, and sponsored content.

It is a valuable asset for publishers and media companies as they can monetize their platforms by selling ad space to advertisers who want to reach their audience. Ad inventory is typically managed and optimized using ad serving platforms and technologies to ensure efficient delivery and maximize revenue.

Ad Mediation

Ad mediation is a technology solution used by app developers and publishers to optimize and maximize ad revenue by efficiently managing multiple ad networks or demand sources. It acts as a middleman between the app and various ad networks, selecting the best available ad network to serve ads based on factors such as fill rate, eCPM (effective cost per thousand impressions), and historical performance.

Ad mediation platforms automate the process of requesting ads from multiple networks, prioritizing them based on predefined rules, and optimizing ad delivery in real-time. This allows publishers to tap into a larger pool of demand sources, increase competition for their ad inventory, and ultimately maximize their ad revenue. Ad mediation simplifies the ad management process for publishers and helps them monetize their app inventory more effectively.

Ad Network

An ad network is a platform or service that connects advertisers with publishers, facilitating the buying and selling of advertising space. It acts as an intermediary, allowing advertisers to reach a wide range of publishers and their respective audiences. Ad networks typically provide targeting options, ad inventory management, and optimization tools to help advertisers maximize the effectiveness of their campaigns.

Publishers join ad networks to monetize their website or app by displaying advertisements from advertisers within their content. Ad networks enable publishers to access a pool of advertisers and choose the most relevant ads for their audience. In return, publishers receive revenue based on the number of ad impressions or clicks generated.

Ad networks play a crucial role in the advertising ecosystem, providing a scalable and efficient way for advertisers to reach their target audience across multiple websites or apps. They enable advertisers to leverage the network's reach and targeting capabilities, while providing publishers with an opportunity to generate revenue from their digital properties. Ad networks facilitate the buying and selling of ad inventory, helping advertisers and publishers connect and achieve their respective advertising goals.

App Engagement

The App engagement refers to the level of user interaction and involvement within a mobile app. It measures how users interact with app features and content. High app engagement indicates active and satisfied users, leading to increased retention and revenue. Developers focus on improving app engagement through personalized experiences, valuable content, and seamless user interfaces.

App Install Tracking

App install tracking refers to the process of tracking and attributing app installations to specific marketing campaigns or channels. It involves using tracking technologies and analytics tools to determine the source of app installs and understand which marketing efforts are driving user acquisition.

App install tracking enables app developers and marketers to measure the effectiveness of their advertising campaigns, optimize their marketing strategies, and make data-driven decisions. It allows them to attribute app installs to specific ad networks, campaigns, keywords, or referral sources, providing insights into the return on investment (ROI) of their marketing activities. By accurately tracking app installs, developers can evaluate the performance of their user acquisition efforts and allocate their resources effectively to drive app growth.

App Store Ads

App Store ads, also known as app install ads or app promotion ads, are a form of advertising that allows app developers and publishers to promote their mobile applications within the app store ecosystem. These ads appear in search results or as suggested apps within the app store, providing visibility and exposure to potential users.

App store ads often include compelling visuals, app descriptions, and call-to-action buttons to encourage users to install the advertised app. They enable developers to reach a targeted audience of users who are actively searching for apps or browsing relevant categories. App store ads are an effective way to increase app discoverability, drive app installs, and boost user acquisition for mobile apps.

ASO: App Store Optimization

The process of optimizing mobile applications to improve their visibility and ranking in the app store search results. It involves various strategies and techniques aimed at increasing the app's discoverability, attracting more organic downloads, and ultimately driving user engagement.

The primary goal of ASO is to enhance an app's visibility within the app store's search results page. When users search for specific keywords or phrases relevant to their needs or interests, ASO helps ensure that the app appears higher in the search rankings, increasing the likelihood of users finding and downloading it.

App Wall

An app wall is a monetization strategy often used in mobile apps that offers users access to additional content, features, or functionality in exchange for viewing or interacting with ads. It is a form of in-app advertising that encourages users to engage with sponsored content or ads to unlock premium or exclusive app content.

App walls typically present a series of ads or promotional offers that users can choose from to proceed further in the app. This strategy allows app developers to generate revenue while providing users with the option to access enhanced app experiences without making direct payments.

Attribution

Attribution in marketing involves the process of identifying and assigning credit to the marketing channels or touchpoints that contribute to user actions or conversions. It helps businesses understand the impact of different marketing efforts and determine which channels are most effective in driving desired outcomes.

Attribution models can range from simple last-click attribution to more complex multi-touch models that consider the entire customer journey. By implementing robust attribution methods, businesses can gain insights into the effectiveness of their marketing campaigns, optimize their strategies, and make informed decisions about resource allocation to maximize their return on investment.

Attribution Window

The attribution window is a defined timeframe that determines how long a user's actions can be attributed to a specific marketing campaign or channel. It helps businesses understand which touchpoints or interactions influenced a user's conversion or desired action. The length of the attribution window can vary based on campaign objectives, industry, and customer behavior.

Choosing the right attribution window is crucial for accurately assigning credit to marketing efforts and optimizing campaigns. It allows businesses to track the effectiveness of different marketing channels, optimize budget allocation, and make data-driven decisions to improve overall campaign performance.

Average Revenue Per User (ARPU)

Average Revenue Per User (ARPU) is a key metric used to measure the average amount of revenue generated by each user of a mobile app over a specific time period. This metric helps app developers and marketers to evaluate the effectiveness of their revenue-generating strategies, such as in-app purchases, subscriptions, or ads.

By analyzing ARPU data, mobile marketers can identify areas for improvement in their monetization strategy and optimize their efforts to increase revenue per user. Increasing ARPU can help to boost the overall profitability of the app and drive long-term growth.

ARPDAU (Average Revenue Per Daily Active User)

ARPDAU (Average Revenue Per Daily Active User) is a mobile marketing metric that measures the average amount of revenue generated per user on a daily basis. It is calculated by dividing the total revenue earned in a day by the number of daily active users (DAU) of a mobile app. ARPDAU provides a more granular view of revenue generation compared to ARPU, as it takes into account the daily activity of users. By analyzing ARPDAU data, mobile marketers can gain insights into user behavior and adjust their monetization strategies to improve revenue generation on a daily basis.

CAP

CAP stands for "Campaign Attribution Provider", which is a platform or service that helps advertisers track and measure the success of their marketing campaigns by attributing specific user actions or conversions to specific marketing efforts.

If a campaign has a conversions cap or installs cap, such as a daily cap of 30, it means that the maximum number of allowed installs or conversions for that campaign is 30 per day.

Casual Games

Casual games are a type of video game that are designed to be easy to play and accessible to a broad audience. These games typically have simple rules and mechanics, and can be played in short sessions without requiring a significant time commitment. Examples of casual games include puzzle games, match-3 games, and simulation games.

One of the main advantages of casual games is their accessibility. They are designed to be easy to pick up and play, even for people who may not be familiar with video games. This makes them appealing to a wide range of players, from children to older adults.

Another advantage of casual games is their convenience. They can be played on a variety of devices, including smartphones, tablets, and computers, and can be easily downloaded from app stores or websites. Many casual games are also free to play or offer in-app purchases, making them an affordable form of entertainment.

Casual games also offer several selling points that make them appealing to players. For example, they often feature bright and colorful graphics, fun and catchy sound effects and music, and engaging gameplay mechanics that are easy to understand. Additionally, many casual games offer rewards and incentives for completing levels or challenges, which can provide a sense of accomplishment and encourage players to keep playing.

Overall, casual games offer a fun and accessible form of entertainment that can be enjoyed by a wide range of players. Their ease of play, convenience, and engaging gameplay mechanics make them a popular choice among gamers and non-gamers alike.

Churn Analysis

Churn analysis is the process of examining customer churn, or the rate at which customers discontinue their relationship with a product or service. It involves analyzing customer behavior and identifying factors that contribute to churn. By conducting churn analysis, businesses can gain insights into the reasons for customer attrition and develop strategies to mitigate churn. This may involve improving product features, enhancing customer support, or implementing targeted retention campaigns.

Churn Rate

Churn rate refers to the rate at which customers or users discontinue or cancel their subscription or usage of a product or service over a specific period of time. It is often used as a metric to measure customer retention and loyalty.

Churn rate is typically calculated by dividing the number of customers who have churned during a given period by the total number of customers at the beginning of that period. The result is expressed as a percentage or a decimal value.

A high churn rate indicates that a significant number of customers are leaving, which can have negative implications for a business. It can be costly to acquire new customers to replace the lost ones, and high churn can hinder growth and profitability.

Reducing churn rate is a priority for many businesses, as it can lead to increased customer lifetime value and improved revenue stability. Companies employ various strategies to mitigate churn, such as improving customer experience, addressing pain points, offering incentives, and enhancing the value proposition of their products or services.

By closely monitoring and managing churn rate, businesses can identify patterns, understand reasons for customer attrition, and implement targeted retention initiatives to increase customer satisfaction and loyalty.

CTR: Click-Through Rate

Metric used in online advertising and marketing to measure the percentage of users who click on a specific link or advertisement, relative to the total number of impressions or views it receives. It is commonly used to evaluate the effectiveness and engagement of digital campaigns.

CTR is calculated by dividing the number of clicks on a link or advertisement by the total number of impressions it generated, and then multiplying the result by 100 to obtain a percentage. A higher CTR generally indicates that a higher proportion of users are engaging with the ad or link and clicking through to the desired destination.

A high CTR is often desirable as it signifies that the ad or link is compelling and relevant to the target audience. It implies that users are actively interested in the content being promoted and are taking action by clicking on the provided link.

CTA: Call to Action

CTA stands for Call-to-Action, which is a prompt or instruction aimed at encouraging the user to take a specific action, such as making a purchase, subscribing to a newsletter, or clicking a button.

Competitor app targeting

Competitor app targeting is a type of targeting used in app marketing to reach users who have already installed or shown interest in a competitor's app. By tailoring their messaging and acquisition strategies to appeal to these users, marketers can effectively expand their user base and gain an edge over competitors. This type of targeting can be done through various channels such as social media advertising, search advertising, and mobile ad networks.

Clients can provide a list of competitors' app IDs to target and we will only show the game to users who currently have at least one of those games installed and are actively playing them. The bid (CPI) for this type of targeting is usually higher due to lower volumes and competition with top offers to achieve decent volumes.

Conversion Rate

Conversion rate refers to the percentage of users who complete a desired action out of the total number of visitors. It measures the effectiveness of a marketing campaign or website in achieving specific goals, such as making a purchase or filling out a form. A higher conversion rate indicates greater success in converting visitors into customers or achieving the desired objective. Businesses optimize conversion rates through strategies like improving website design, streamlining the conversion process, and refining messaging. Tracking and analysis help identify areas for improvement and drive higher conversion rates.

Conversion Funnel

A conversion funnel, also known as a sales funnel, is a visual representation of the customer journey from initial interaction to the final conversion or desired action. It illustrates the step-by-step process that potential customers go through before completing a purchase, signing up for a service, or taking any other intended action.

The conversion funnel typically consists of multiple stages, starting with the awareness stage, where users become aware of a product or service, followed by the consideration stage, where they evaluate options and show interest. The next stage is the decision stage, where users make a decision to proceed, and finally, the action stage, where they complete the desired action.

The purpose of the conversion funnel is to track and optimize the user journey at each stage, identifying potential drop-off points and implementing strategies to improve conversion rates. It helps businesses understand how users interact with their marketing efforts and provides insights into the effectiveness of different touchpoints, messaging, and offers.

Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) is a metric used in mobile marketing that measures the cost an advertiser pays for each desired action taken by a user, such as making a purchase or signing up for a subscription. CPA is often used for performance marketing campaigns in which advertisers pay only when a desired action is taken.

CPA is calculated by dividing the total cost of a mobile advertising campaign by the number of desired actions taken by users. For example, if an advertiser spends $500 on a mobile advertising campaign and it generates 50 purchases, the CPA would be $10 per acquisition.

CPA is an important metric in mobile marketing because it allows advertisers to measure the effectiveness of their campaigns and optimize them for maximum ROI. A low CPA indicates that an advertiser is getting a good return on their investment, while a high CPA may indicate that changes are needed to improve the campaign's effectiveness.

Cost Per Engagement (CPE)

Cost Per Engagement (CPE) is a metric used in mobile marketing that measures the cost an advertiser pays for each user engagement with their ad, such as clicks, views, or shares. It is calculated by dividing the total cost of a campaign by the number of user engagements it generates. CPE is important for advertisers because it allows them to measure the effectiveness of their ads in terms of user engagement and optimize their campaigns for maximum ROI.

Cost per Install (CPI)

Cost Per Install (CPI) is a metric used in mobile marketing that measures the cost an advertiser pays for each installation of their mobile application. This metric is used to determine the effectiveness and efficiency of mobile advertising campaigns.

CPI is calculated by dividing the total cost of a mobile advertising campaign by the number of app installations it generates. For example, if an advertiser spends $1,000 on a mobile advertising campaign and it generates 500 app installations, the CPI would be $2 per install.

CPI is a key performance indicator (KPI) in mobile app marketing because it allows advertisers to measure the success of their campaigns and optimize them for maximum ROI. A low CPI indicates that an advertiser is getting a good return on their investment, while a high CPI may indicate that changes are needed to improve the campaign's effectiveness.

CPID: Cost Per Install for Display ads

CPID stands for Cost Per Install for Display ads. It is a metric used in digital advertising to measure the cost incurred by advertisers for each installation of their mobile app through display ad campaigns. CPID is calculated by dividing the total advertising spend by the number of app installations attributed to the display ads.

CPID is an important metric for app marketers as it helps evaluate the efficiency and cost-effectiveness of their display ad campaigns in driving app installations. By tracking CPID, advertisers can assess the return on investment (ROI) of their advertising efforts and make informed decisions regarding budget allocation and campaign optimization.

Lower CPID values indicate that the display ads are generating more app installations at a relatively lower cost, while higher CPID values may suggest the need for adjustments in targeting, creatives, or bidding strategies. Monitoring and optimizing CPID can help app marketers maximize the effectiveness of their display ad campaigns and acquire new app users at an optimal cost.

CPIV: Cost Per In-App View

CPIV stands for Cost Per In-App View, which is a metric used in digital advertising to measure the cost incurred by advertisers for each view of an advertisement within a mobile app.

In-app views refer to the instances where an ad is displayed to a user within a mobile app, and the user views the ad. CPIV represents the average cost that an advertiser pays for each of these in-app views. It is calculated by dividing the total advertising spend by the number of in-app views generated.

CPIV is an important metric for advertisers to evaluate the efficiency and cost-effectiveness of their in-app advertising campaigns. It helps determine the return on investment (ROI) and allows advertisers to compare the performance of different campaigns or ad placements within mobile apps. By monitoring CPIV, advertisers can optimize their ad targeting, creatives, and placement strategies to maximize the value and impact of their in-app advertising efforts.

Cross-Promotion

Cross-promotion is a marketing strategy in which two or more complementary products or services promote each other to their respective customer bases. It involves collaborating with other brands or businesses to leverage each other's audiences and reach a wider customer base. Cross-promotion can take various forms, such as co-marketing campaigns, joint advertising efforts, or reciprocal referrals.

By cross-promoting, businesses can increase brand exposure, tap into new customer segments, and mutually benefit from shared marketing efforts. It is an effective way to expand reach, build partnerships, and drive customer acquisition and retention.

Daily Active Users (DAU)

Daily Active Users (DAU) is a metric used to measure the number of unique users who actively engage with an app or website on a daily basis. DAU is a key performance indicator (KPI) that can help app developers and marketers understand the level of engagement and retention of their user base.

To calculate DAU, the number of unique users who launch and interact with the app on a given day is counted. Users who have already been counted in previous days are not counted again, to ensure that the metric only reflects new users engaging with the app on a daily basis.

DAU is a useful metric for app developers and marketers because it provides a clear picture of the app's daily usage and helps to identify trends and patterns over time. By analyzing DAU data, developers and marketers can make data-driven decisions to improve the app's user experience, engagement, and retention.

Deep Linking

Deep linking is a technique that allows users to navigate directly to specific content within a mobile app, bypassing the app's home screen or landing page. It enables seamless transition from an external source, such as a website or another app, to a specific section or page within the target app.

Deep linking utilizes custom URLs that are associated with specific app content. When a user clicks on a deep link, it triggers the corresponding app to open and display the specific content or perform a predefined action. This eliminates the need for users to manually navigate through the app to find the desired information.

Deep linking offers several benefits, such as improved user experience, increased app engagement, and streamlined conversion paths. It enables businesses to direct users to relevant and personalized content within their app, enhancing user satisfaction and reducing friction. Deep linking is commonly used for activities like sending users directly to a product page, initiating a specific feature, or delivering personalized offers.

Dynamic Creative Optimization (DCO)

Dynamic Creative Optimization (DCO) is a technique used in digital advertising to personalize and optimize ad creative in real-time based on various user data points and contextual factors. DCO involves dynamically generating and serving customized ad content that is tailored to individual users or audience segments. It leverages data such as demographics, browsing behavior, location, or purchase history to deliver highly relevant and engaging ads.

DCO algorithms analyze this data and automatically generate ad variations that are most likely to resonate with each user, maximizing the chances of conversion. This approach allows advertisers to deliver personalized and impactful ad experiences, improve campaign performance, and enhance user engagement and conversions.

Engagement Rate

Engagement rate is a metric that measures the level of interaction and involvement of users with a particular piece of content or marketing campaign. It is typically calculated by dividing the total number of engagements (such as likes, comments, shares, clicks) by the total number of impressions or reach, and then multiplying by 100 to obtain a percentage. A higher engagement rate indicates a higher level of audience engagement and indicates that the content is resonating well with the target audience.

Effective Cost per Mille (eCPM)

Effective Cost per Mille (eCPM) is a metric used in mobile marketing to measure the revenue generated per thousand ad impressions. It is calculated by dividing total earnings from ads by the number of ad impressions, and then multiplying by 1,000. eCPM is important because it allows advertisers to compare the revenue-generating potential of different ad formats and placements, and to optimize their strategies to maximize revenue.

Event postbacks

Event postbacks are notifications sent by mobile apps to advertisers' apps or servers when a user completes a specific action, such as making a purchase or registering for a service. These postbacks provide advertisers with important information about user engagement and conversions, which they can use to optimize their campaigns and improve their return on investment in mobile marketing.

Fraud

In mobile marketing, fraud can occur when fraudulent publishers or networks use methods such as ad stacking, click injection, or fake installs to generate revenue through fake clicks or installs. To combat this, mobile measurement partners (MMPs) use fraud prevention tools such as IP and device tracking, anti-fraud algorithms, and manual fraud detection to detect and prevent fraudulent activity. MMPs work closely with advertisers and networks to monitor traffic quality and ensure that campaigns are reaching the intended audience and delivering valid results.

We have strict fraud rules in place, in addition to the standard MMP rules, and will refund any fraudulent activity detected by your MMP or other legitimate sources. Our own apps and knowledge of user behavior allow us to implement various fraud prevention measures, such as preventing inactive usage, blocking auto-click apps, and not showing partner apps to users with VPN or incorrect time zone settings.

Funnel

In the context of marketing and sales, a funnel refers to a visual representation of the customer journey from the initial awareness stage to the final conversion or purchase. It is often depicted as a funnel-shaped diagram and is used to illustrate the different stages or steps that a customer goes through before making a desired action.

The funnel typically consists of several stages, such as awareness, interest, consideration, decision, and action. At each stage, the number of potential customers narrows down as some drop off or exit the funnel. The funnel concept helps businesses understand the conversion process and identify areas for optimization and improvement.

Geotargeting

Geotargeting is a marketing strategy that delivers customized content and advertisements based on the location of the target audience. By tailoring marketing messages to specific regions or cities, businesses can increase relevance and engagement with their target customers. Geotargeting improves the effectiveness of campaigns, enhances personalization, and optimizes marketing budgets by reaching the right audience in the right location.

Geofencing

Geofencing is a location-based marketing technique that involves creating virtual boundaries or "fences" around specific geographic areas. It allows businesses to target users within those boundaries with personalized and location-specific messages or offers. Geofencing utilizes GPS, Wi-Fi, or cellular data to trigger notifications, alerts, or advertisements when users enter or exit a designated area. It is a powerful tool for driving foot traffic, delivering targeted promotions, and enhancing the overall customer experience by leveraging the advantages of location-based targeting.

Hardcore games

Hardcore games are a type of video game that are designed for experienced players who are willing to invest significant time and effort to master the game. These games typically have complex rules and mechanics, and require a high level of skill and strategy to succeed. Examples of hardcore games include first-person shooters, role-playing games, and fighting games.

The sense of accomplishment, hardcore games offer depth and complexity in gameplay. They often have intricate storylines and complex mechanics that allow for a high level of customization and personalization. Hardcore games are also known for their high-quality graphics and immersive sound effects, which enhance the overall gaming experience.

Lastly, many hardcore games offer online multiplayer modes, which allow players to compete against each other and test their skills against other experienced players. This social aspect adds an extra layer of challenge and engagement to the game, and also fosters a sense of community among players. Overall, hardcore games offer a challenging and rewarding gaming experience that appeals to experienced players, and their depth, graphics, and social features are some of their main selling points.

Header Bidding

Header bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple demand sources simultaneously before making a call to their ad server. It enables advertisers to bid on ad impressions in real-time, increasing competition and potentially driving up ad prices. Header bidding provides publishers with greater control over their ad inventory and maximizes revenue by allowing them to access a wider range of demand partners. It also offers advertisers the opportunity to access premium ad placements and reach desired audiences more effectively.

Hypercasual Games

Hypercasual games are simple, easy-to-play games that typically involve minimalistic graphics and straightforward gameplay mechanics. They are designed to be highly accessible and enjoyable for a wide range of players, including casual gamers who may not have much experience with video games.

The advantages of hypercasual games include:

Accessibility: Hypercasual games are designed to be easy to pick up and play, with simple controls and mechanics that are easy to understand.

Quick and easy: Players can typically jump into a hypercasual game and start playing right away, without needing to invest a lot of time or effort to learn the rules or get good at the game.

Addictive: Hypercasual games often have a simple, repetitive gameplay loop that can be highly addictive, encouraging players to keep coming back for more.

Low cost: Many hypercasual games are free to play, with revenue generated through advertising or in-app purchases.

Wide appeal: Because hypercasual games are designed to be accessible and enjoyable for a wide range of players, they can have broad appeal across different age groups, genders, and demographics.

Easy to market: Because hypercasual games are often simple and visually striking, they can be easy to market and promote through social media and other channels.

Overall, hypercasual games offer a fun, engaging experience that can be enjoyed by a wide range of players, while also providing developers with a potentially lucrative revenue stream through advertising and in-app purchases.

Impressions:

Impressions refer to the number of times an advertisement or piece of content is displayed or shown to users. It represents the potential reach or exposure of an ad but does not necessarily indicate whether the user interacted with or engaged with the content.

In-app advertising

This monetization model involves displaying ads within the app to generate revenue. Advertisements can be in the form of banners, videos, or native ads that blend seamlessly into the app's design. The unique characteristic of this model is that it allows users to access the app for free while still generating revenue for the developer.

In-app analytics

In-app analytics involves the collection and analysis of data related to user interactions within a mobile application. It provides insights into user behavior, preferences, and engagement patterns. By tracking metrics such as session duration, screen views, and conversion rates, businesses can understand how users navigate and interact with the app.

In-app analytics helps identify areas of improvement, optimize features, and personalize user experiences. It enables app developers and marketers to make data-driven decisions, improve user engagement, and drive app growth by enhancing the app's performance, user satisfaction, and overall success.

In-App Events

In-App Events are specific actions or behaviors that a user takes within an app, which can be tracked and analyzed to measure user engagement, retention, and monetization. In-App Events can include a wide range of actions, such as registering an account, making an in-app purchase, watching a video, or completing a level in a game.

Examples of In-App Events:

Registration: when a user creates an account within the app.

Subscription: when a user signs up for a paid subscription within the app.

Purchase: when a user makes an in-app purchase, such as buying virtual currency or unlocking premium features.

Level completion: when a user successfully completes a level in a game.

Sharing: when a user shares content from the app on social media.

User feedback: when a user rates or reviews the app.

Tutorial completion: when a user completes a tutorial or onboarding process.

App open: when a user opens the app.

In-app purchases

This monetization model involves selling digital goods or features within the app, such as extra levels, power-ups, or virtual items. The unique characteristic of this model is that it allows users to access the app for free while still having the option to purchase additional features or content.

In-app surveys

In-app surveys are a valuable tool for collecting feedback directly from users within a mobile application. They are typically presented as pop-up questionnaires or dialogues while users are actively engaged with the app. These surveys enable businesses to gather insights into user preferences, satisfaction levels, and experiences related to specific features or aspects of the app. By analyzing survey responses, businesses can identify areas for improvement, prioritize product enhancements, and make data-driven decisions.

In-app surveys also provide an opportunity to gather demographic information and personalize the user experience based on individual preferences. Leveraging in-app surveys allows businesses to gather actionable feedback, enhance user engagement, and continuously improve their mobile app.

Incent

Incent traffic refers to users who are incentivized with a reward, such as money or a prize, to complete specific actions, such as watching an ad or downloading an app. This type of traffic is generally considered lower quality compared to organic traffic, as users may not have a genuine interest in the product or service.
Here are a few examples of incent traffic: Offer walls, Rewarded video ads, Incentivized app installs.

In general, incent traffic is commonly used in mobile marketing to drive user acquisition and engagement, but it is important for advertisers to monitor the quality of this traffic to ensure that it aligns with their business goals and objectives.

Incentivized app installs

These are incent traffic campaigns that offer users a reward, such as a gift card or cash, for downloading and installing an app.

Interstitial Ad

An interstitial ad is a type of mobile advertising that appears as a full-screen ad that covers the entire screen of a mobile device. It is typically displayed at natural transition points, such as between app screens or during game levels. Interstitial ads often include rich media content, such as images, videos, or interactive elements, to capture the user's attention. They provide advertisers with an opportunity to deliver immersive and impactful ad experiences, but their intrusive nature can also affect the user experience if not implemented carefully.

Influencer Marketing

Influencer marketing is a marketing strategy that involves collaborating with influential individuals or "influencers" who have a dedicated and engaged following on social media platforms. Businesses partner with these influencers to promote their products, services, or brand to their audience, leveraging the influencers' credibility and reach.

Influencer marketing offers several advantages, including the ability to target specific niche audiences, access to a ready-made and engaged audience, and the potential for authentic and relatable brand endorsements. It can be an effective way to reach and engage with target customers, particularly in industries where influencer opinions and recommendations hold significant sway over consumer behavior. However, successful influencer marketing campaigns require careful selection of relevant influencers, transparent disclosure of sponsored content, and aligning brand values with the influencers' image and audience to ensure authenticity and maximize the impact of the partnership.

IO (Insertion Order)

In mobile advertising, an IO (Insertion Order) is a legal contract between an advertiser and a publisher that outlines the terms and conditions of a specific advertising campaign. The IO typically includes details such as the type of ad format, the ad placement, the targeted audience, the pricing structure, and the campaign duration. The IO is used to ensure that both parties agree to the terms of the campaign and that the campaign is executed as planned.

Install postbacks

Install postbacks are notifications sent by ad networks or mobile attribution providers to advertisers' apps or servers to track and measure the effectiveness of mobile app install campaigns. They provide important information about user behavior, campaign performance, and device data that advertisers can use to optimize their campaigns and improve their return on investment in mobile marketing.

KPIs (Key Performance Indicators)

KPIs (Key Performance Indicators) are measurable values that indicate the success or performance of a specific business objective or goal. They are used to track progress, identify areas for improvement, and evaluate the effectiveness of marketing campaigns.

Hard KPIs are quantifiable metrics that are directly tied to business outcomes and revenue, such as conversion rates, sales revenue, and cost per acquisition (CPA).

Soft KPIs are less tangible and more difficult to measure, but still important for overall business success, such as brand awareness, customer satisfaction, and engagement metrics like social media likes or shares. Both hard and soft KPIs are important for a comprehensive view of business performance and should be used in conjunction to evaluate marketing strategies.

As sum up: If we fail to meet our hard KPIs, the client will not pay us, whereas failing to meet our soft KPIs will not affect payment from the client.

LTV (Lifetime Value)

Lifetime Value (LTV) is a metric used to measure the total revenue generated by a user over the entire time they use a mobile app. LTV is an important metric for app developers and marketers because it helps them understand the long-term revenue potential of their user base.

To calculate LTV, businesses typically estimate the average revenue generated by a user over a specific period, such as a year, and multiply this by the expected lifespan of the user on the app.

Successful prediction of a user's lifetime value enables marketers to make informed decisions, maximizing the effectiveness of a company's advertising spending. This concept is commonly referred to as customer lifetime value (CLV or CLTV) or lifetime customer value (LCV).

Lookalike Audience

A lookalike audience is a targeting strategy in digital advertising that helps advertisers reach new users who share similar characteristics to their existing customer base. By identifying common traits among existing customers, advertisers can target a larger group of users likely to be interested in their products or services, improving campaign effectiveness and reaching potential customers with similar preferences. Lookalike audiences help expand reach and optimize targeting efforts in advertising campaigns.

Loyalty programs

Loyalty programs is type of soft-incent traffic. These are programs that offer users rewards, such as discounts or special offers, for regularly engaging with an app or game.

Overall, soft-incent traffic can be a useful tool for advertisers to increase engagement and retention among users, but it is important to monitor the quality of

Mobile Measurement Partner

MMP stands for Mobile Measurement Partner, which is a third-party platform used by mobile app developers and advertisers to track and measure the performance of their mobile marketing campaigns. Some examples of MMPs include Adjust, Kochava, Branch, Singular, and Appsflyer. These platforms provide a variety of services such as attribution tracking, user acquisition analytics, audience segmentation, and campaign optimization tools to help advertisers maximize the effectiveness of their mobile marketing efforts.

Monthly Active Users (MAU)

Monthly Active Users (MAU) is a metric used to measure the number of unique users who actively engage with an app or website within a 30-day period. MAU is a key performance indicator (KPI) that can help app developers and marketers understand the overall size and engagement of their user base.

To calculate MAU, the number of unique users who launch and interact with the app within a 30-day period is counted. Users who have already been counted in previous months are not counted again, to ensure that the metric only reflects new users engaging with the app on a monthly basis.

MAU is a useful metric for app developers and marketers because it provides a broader picture of the app's overall usage and helps to identify long-term trends and patterns. By analyzing MAU data, developers and marketers can make data-driven decisions to improve the app's user experience, engagement, and retention over time.

Monetization

App monetization refers to the process of generating revenue from mobile applications through various strategies such as in-app purchases, subscriptions, advertising, and paid app downloads.

In-app advertising: This model involves displaying ads within the app to generate revenue. Advertisements can be in the form of banners, videos, or native ads that blend seamlessly into the app's design. The unique characteristic of this model is that it allows users to access the app for free while still generating revenue for the developer.

In-app purchases: This model involves selling digital goods or features within the app, such as extra levels, power-ups, or virtual items. The unique characteristic of this model is that it allows users to access the app for free while still having the option to purchase additional features or content.

Subscription: This model involves charging users a recurring fee for access to premium content or services within the app. The unique characteristic of this model is that it provides a predictable and stable revenue stream for the developer, but it also requires consistent updates and maintenance to justify the recurring fee.

Paid: This model involves charging users a one-time fee to download and access the app. The unique characteristic of this model is that it provides a clear revenue stream upfront, but it also requires the developer to convince users to pay for the app before they can access it.

Each monetization model has its own unique characteristics and advantages, and the choice of model will depend on the type of app, the target audience, and the developer's goals and preferences.

Native Ad

A native ad is a type of advertising that blends seamlessly into the visual design and user experience of a platform or app. It mimics the look and feel of the surrounding content, making it appear more organic and less intrusive.

Native ads are designed to match the style, format, and context of the platform in which they are displayed. They can include sponsored articles, promoted listings, or sponsored social media posts. Native ads aim to provide a non-disruptive and engaging advertising experience for users while still delivering the advertiser's message effectively.

Net30

Net30 is a payment term used in business transactions that requires payment to be made 30 days after the invoice date. This means that the recipient of an invoice has 30 days to make payment without incurring any late fees or penalties. Net30 terms are commonly used in industries such as advertising and marketing.

Non-incent

Non-incent traffic refers to users who engage with a mobile app or game without being incentivized by a reward or prize. This type of traffic is generally considered higher quality compared to incent traffic, as users are more likely to have a genuine interest in the product or service being offered.

Examples of non-incent traffic include:

Organic traffic: This is traffic that comes to an app or game naturally, without being prompted by an ad or other marketing campaign.

Search traffic: This is traffic that comes to an app or game through search engines or app store searches. Users are actively seeking out the app or game and are likely to have a higher level of interest in it.

Social media traffic: This is traffic that comes to an app or game through social media channels, such as Facebook or Twitter. Users may discover the app or game through a friend's recommendation or a targeted ad campaign.

Overall, non-incent traffic is generally considered more valuable for advertisers as it indicates a higher level of interest and engagement from users.

Offer walls

These are ad placements in mobile apps that offer users rewards, such as virtual currency or in-game items, in exchange for completing specific actions, such as watching an ad or downloading another app.

Organic traffic

This is non-incent traffic that comes to an app or game naturally, without being prompted by an ad or other marketing campaign.

Paid Monetization Model

This model involves charging users a one-time fee to download and access the app. The unique characteristic of this model is that it provides a clear revenue stream upfront, but it also requires the developer to convince users to pay for the app before they can access it.

Postbacks

Postback is a term used in mobile marketing to describe a notification sent by an ad network or tracking platform to an app or server, indicating that a specific event has occurred. This event could be a click, an install, a purchase, or any other desired user action. Postbacks are important because they allow advertisers to track and analyze the performance of their ad campaigns, and to optimize their strategies based on real-time data. By receiving postback notifications, advertisers can adjust their bids, targeting, and creative to improve their return on investment.

For example, we need to receive postback on install from our partners.

Post-Roll Ad

A post-roll ad is a type of online video advertisement that is displayed after the main video content has been viewed. It typically plays once the desired video content has finished. Post-roll ads aim to maintain the viewer's attention and deliver a targeted message immediately after the main video content. They provide advertisers with an opportunity to engage with viewers who have already shown interest in watching video content. However, post-roll ads may have a lower viewership compared to pre-roll ads, as some viewers may exit the video player once their desired content has ended.

Pre-roll Ad

A pre-roll ad is a type of online video advertisement that is displayed before the main video content on various platforms, such as streaming services, video-sharing websites, or social media platforms. It typically plays for a few seconds to a minute before the desired video content begins. Pre-roll ads aim to capture the viewer's attention and deliver a targeted message within a short span of time. They offer advertisers a way to reach a wide audience and leverage the popularity of online video consumption. However, pre-roll ads can also be skipped by viewers after a specific duration, which emphasizes the importance of creating engaging and compelling content within the limited timeframe.

Programmatic Advertising

Programmatic advertising is the automated buying and selling of digital ad inventory using advanced technology and algorithms. It enables advertisers to target specific audiences and optimize campaigns in real-time, increasing efficiency and precision in ad delivery. Programmatic advertising revolutionizes the digital advertising process by automating and streamlining the buying and selling of ad space across various platforms.

Purchase rate

Purchase rate is a metric that measures the number of purchases made in an app relative to the total number of installs. It is calculated by dividing the total number of purchases by the total number of installs.

Paying user rate, on the other hand, is a metric that measures the number of unique purchases made in an app relative to the total number of installs. It is calculated by dividing the total number of unique purchases by the total number of installs.

The difference between these two metrics lies in the way they count purchases. While purchase rate counts every purchase made in the app, regardless of whether it was made by the same user or not, paying user rate only counts unique purchases made by each user. This means that if a user makes multiple purchases, they are only counted once for paying user rate, while they are counted multiple times for purchase rate.

Push Notifications

Push notifications are short messages or alerts that are sent to users' mobile devices or web browsers, even when they are not actively using an app or visiting a website. They are a powerful tool for businesses to engage and communicate with their users in real-time.

Push notifications enable businesses to send timely and relevant updates, announcements, promotions, or reminders directly to users' devices. These notifications can include text, images, or even interactive elements. Users can receive push notifications as pop-up messages, banners, or alerts, depending on their device settings.

Push notifications provide several benefits, including the ability to re-engage users, deliver personalized content, and drive user actions. They can be used to notify users about new product releases, offer discounts or special promotions, provide updates on events or news, remind users about abandoned shopping carts, or deliver personalized recommendations based on user preferences.

Re-engagement Ads

Re-engagement ads are a type of advertising that aims to re-engage users who have previously installed or engaged with a mobile app but have become inactive or lapsed. These ads target users who have shown previous interest in the app and attempt to bring them back to the app or encourage them to re-engage with its features or content.

Re-engagement ads can be personalized and tailored to specific user segments based on their previous interactions or behaviors within the app. They often include enticing offers, reminders, or incentives to entice users to open the app, complete a specific action, or make a purchase. Re-engagement ads are an effective strategy for app developers to retain and re-activate users, increase app usage, and drive conversions or in-app purchases.

Retention rate

Retention rate is the percentage of users who download your app and continue to use it, calculated on a specific day from the day of installation (Day 0). To measure retention, developers typically look at Day 1, Day 7, and Day 30, as each provides valuable insights into user behavior and app performance. Measuring retention over time can help developers identify areas where they need to improve onboarding, engagement, and monetization strategies to maximize revenue and user satisfaction.

Day 1 retention refers to the percentage of users who return to the app one day after installing it. This metric helps developers evaluate the effectiveness of their onboarding process, as well as the initial user experience. If a large percentage of users drop off after the first day, it may indicate that the app is not meeting their expectations or is difficult to navigate.

Day 7 retention measures the percentage of users who continue to use the app after one week. This metric provides insights into user engagement and helps developers understand whether users find the app valuable and engaging enough to continue using it. If the Day 7 retention rate is low, it may suggest that users are losing interest in the app or finding it difficult to use.

Day 30 retention measures the percentage of users who continue to use the app after one month. This metric helps developers understand the long-term user engagement and retention potential of their app. Users who continue to use the app after 30 days are often considered loyal users and can be valuable for driving revenue through in-app purchases or advertising.

By tracking retention rates on Day 1, Day 7, and Day 30, developers can gain insights into how users are engaging with their app over time and identify areas for improvement. This data can help developers optimize their user acquisition and engagement strategies, as well as their monetization strategies to maximize user retention and revenue.

Rich Media Ad

A rich media ad is an interactive and engaging form of digital advertising that incorporates multimedia elements such as images, videos, animations, or interactive features. Unlike static banner ads, rich media ads provide a more immersive and dynamic user experience. They can expand, float, or overlay on a webpage or within a mobile app, allowing users to interact with the ad content directly. Rich media ads are designed to capture attention, enhance brand recall, and drive higher engagement and click-through rates compared to traditional static ads. They offer advertisers a creative and interactive way to communicate their message and deliver a more impactful advertising experience to users.

ROAS (Return on Ad Spend)

ROAS (Return on Ad Spend) measures the revenue generated by an advertising campaign relative to the amount spent on that campaign. The formula for calculating ROAS is:

ROAS = Revenue generated by campaign / Cost of the campaign

For example, if a mobile advertising campaign generates $5,000 in revenue and costs $1,000, the ROAS would be: ROAS = $5,000 / $1,000 = 5

This means that for every $1 spent on the campaign, $5 was generated in revenue.

ROI (Return on Investment)

ROI (Return on Investment) measures the profitability of an advertising campaign by taking into account all of the costs associated with that campaign. The formula for calculating ROI is:

ROI = (Revenue generated by campaign - Cost of the campaign) / Cost of the campaign

For example, if a mobile advertising campaign generates $5,000 in revenue and costs $1,000, but also has additional costs such as creative development and campaign management totaling $500, the ROI would be: ROI = ($5,000 - $1,500) / $1,500 = 2.33

This means that for every $1 spent on the campaign, $2.33 was generated in profit after all costs were taken into account.

Rewarded playtime

Rewarded playtime is a mobile advertising format that offers users rewards for simply spending time within an app or game. Unlike rewarded video ads, which require users to watch a full-screen video ad, rewarded playtime rewards users for engaging with the app or game for a certain amount of time. This can be an effective way to increase user engagement and retention within an app or game, as users are offered a valuable reward for their time and engagement.

One of the main benefits of rewarded playtime is that it can be an effective way to increase brand awareness and drive conversions. By offering users a reward for engaging with an app or game, advertisers can increase their exposure and encourage users to take specific actions within the app or game, such as visiting a specific page or completing a particular task. This can lead to higher conversion rates and a greater return on investment for advertisers, making rewarded playtime a valuable tool in the mobile app marketing landscape. Additionally, rewarded playtime can also lead to increased user loyalty and retention, as users are more likely to continue using the app or game if they are rewarded for their engagement.

Rewarded video ads

Rewarded video ads are a popular form of mobile advertising that offer users a non-monetary reward, such as virtual currency or access to premium content, in exchange for watching a full-screen video ad. These ads are designed to engage users in a more meaningful way than traditional banner or interstitial ads, as users are given the option to watch the ad in exchange for a reward.

One of the main benefits of rewarded video ads is that they can increase user engagement and retention in mobile games. From an advertising perspective, rewarded video ads can be an effective way to drive conversions, as users are more likely to watch the entire ad if they are offered a reward.

SDK: Software Development Kit

SDK stands for Software Development Kit. It is a set of software tools, libraries, and documentation provided by a technology company or platform to assist developers in creating applications for a specific operating system, software framework, or hardware platform. SDKs typically include APIs (Application Programming Interfaces) that allow developers to access and interact with the features and functionalities of the platform or system they are targeting. By using an SDK, developers can streamline the development process, leverage pre-built components, and integrate their applications more effectively with the underlying platform.

Subscription

This monetization model involves charging users a recurring fee for access to premium content or services within the app. The unique characteristic of this model is that it provides a predictable and stable revenue stream for the developer, but it also requires consistent updates and maintenance to justify the recurring fee.

Search Traffic

This is type of non-incent traffic that comes to an app or game through search engines or app store searches. Users are actively seeking out the app or game and are likely to have a higher level of interest in it.

Social media traffic

This is a type of non-incent traffic that comes to an app or game through social media channels, such as Facebook or Twitter. Users may discover the app or game through a friend's recommendation or a targeted ad campaign.

Soft-incent traffic

Soft-incent traffic refers to users who are offered a non-monetary reward, such as virtual currency or in-game items, for completing specific actions, such as watching an ad or downloading an app. This type of traffic is considered somewhat higher quality compared to hard-incent traffic, as users are still incentivized but with a reward that is related to the app or game they are engaging with.

Examples of soft-incent traffic include:

In-game rewards: These are rewards that are offered to users within a game, such as extra lives or power-ups, in exchange for completing specific actions, such as watching an ad.

Loyalty programs: These are programs that offer users rewards, such as discounts or special offers, for regularly engaging with an app or game.

Overall, soft-incent traffic can be a useful tool for advertisers to increase engagement and retention among users, but it is important to monitor the quality of this traffic to ensure that users are still genuinely interested in the app or game being offered.

Targeting

We can do age and gender targeting, as well as any combinations of those.
We can also do country and OS targeting of course.
We can also do vertical targeting and only bring users that play chosen game categories like casual games, strategy games, etc (based on the Google Play category).
We also have competitor game targeting.

Top Grossing

The Top Grossing category in mobile apps refers to the ranking of apps that have the highest total revenue generated through both in-app purchases and app prices. Unlike the Top Paid list, which is based on the number of app purchases, the Top Grossing list focuses on the total amount of money spent on the app.

This category is important because it provides insight into the apps that are most successful at generating revenue, regardless of their initial price point. By ranking apps based on their total revenue, the Top Grossing category can help users and developers identify the most successful and profitable apps in the market.

Tracking link

In the context of MMP, a tracking link is a unique link generated by the MMP that contains information about a specific mobile ad campaign. When a user clicks on the tracking link, the MMP records the click and attributes it to the appropriate campaign, enabling advertisers to track user engagement and measure campaign performance. The tracking link also allows advertisers to monitor metrics such as clicks, installs, and post-install events and optimize their campaigns based on real-time data.

User Engagement

User engagement refers to the level of interaction, involvement, and interest displayed by users with a product, service, or brand. It measures how users actively interact with and respond to the content, features, or experiences provided to them.

High user engagement indicates that users are actively participating, spending more time, and forming a deeper connection with the product or service. It can be observed through various metrics such as time spent on a website or app, frequency of visits, number of interactions, social shares, comments, or likes.

User engagement is important for businesses as it indicates the effectiveness of their offerings in capturing and retaining user attention. Engaged users are more likely to be satisfied, loyal, and become advocates for the brand. It can lead to increased customer retention, word-of-mouth referrals, and positive brand perception.

User Ratings and Reviews

User ratings and reviews are feedback provided by users through numerical ratings and written comments. They serve as valuable sources of information for consumers to make informed decisions about a product or service. Positive ratings and reviews enhance the credibility and trustworthiness of a product, while negative feedback can highlight areas for improvement. Businesses can use user ratings and reviews to gain insights, address issues, and continuously enhance the user experience.

User Segmentation

User segmentation is the practice of dividing a target audience into distinct groups or segments based on shared characteristics, behaviors, or demographics. It is a fundamental strategy in marketing and allows businesses to better understand and tailor their marketing efforts to specific customer segments.

Segmentation can be based on various factors such as age, gender, geographic location, income level, purchasing behavior, interests, or psychographic traits. By analyzing data and utilizing market research, businesses can identify common patterns and characteristics within their customer base, allowing for more precise targeting and tailored marketing strategies.

Vertical

Vertical refers to a specific category of games. You can easily find the vertical for each game on the Google Play Store by checking under the app name or in the app details section. This helps users quickly identify and navigate to the types of games that they are interested in playing.

Viewability

Viewability refers to the measurement of whether or not an ad is actually seen by users. It determines the visibility of an ad on a webpage or within an app, taking into account factors such as ad placement, screen visibility, and user interaction. Ad viewability is typically measured as a percentage, indicating the proportion of ad impressions that meet the industry-defined criteria for being considered viewable.

Advertisers and publishers use viewability metrics to evaluate the effectiveness and impact of their ad campaigns, as ads that are not viewable may not deliver the desired marketing outcomes. Achieving high viewability rates is important for optimizing ad performance and ensuring advertisers get value for their ad spend.

Viral Loop

A viral loop refers to a self-perpetuating cycle where users of a product or service actively contribute to its growth by sharing it with others, who in turn become new users and continue the cycle. It is a marketing phenomenon where the viral nature of the product or service leads to rapid and exponential growth through word-of-mouth or social sharing.

In a viral loop, satisfied users become advocates who spread awareness about the product or service to their network, attracting new users who then repeat the process. This continuous cycle of sharing and acquiring new users fuels the viral growth of the product or service.

Waterfall Strategy

The waterfall strategy is a sequential approach to ad monetization that involves prioritizing ad networks or demand sources based on a predefined order. It starts with the highest-performing or most lucrative ad network and cascades down to lower-tier networks if the inventory is not filled. The waterfall strategy aims to maximize revenue by filling ad inventory with the highest-paying ads first, while providing fallback options if higher-paying ads are not available.

However, the waterfall strategy can have limitations in terms of flexibility and real-time optimization compared to newer ad mediation techniques that allow for dynamic allocation of ad impressions based on real-time bidding and performance.