Resources: Mobile Advertising Glossary

Ad (Advertisement)

A banner or text link displayed within a site or app for the purpose of promoting a commercial brand, product or service.


Any person or company looking to promote his brand, service or product via banners and text links on publisher sites and apps.

Ad Exchange

Technology platforms in the ad space based on real time ad auctions for buying and selling ad impressions.

Ad Format

The types of ads that can be displayed in your application. See available ad formats here.

Ad Impression

An advertisement impression occurs each time a consumer is exposed to an advertisement.

Ad Integration

The technical process of defining and making available ad slots within a publisher’s site or app.

Ad Network

Platform that connects advertisers with publishers.

Ad Optimizer

Help publishers manage ad networks and optimize the monetization of their ad spaces.

Ad Server

Tech-solutions that collect and deliver ad units from ad networks and publishers.

Ad Space

An area within a mobile site or app that has been made available for display advertising.

App (Application)

A piece of software that is downloaded to run on a mobile phone, typically from an app store or mobile internet site.


A person or group of people that an advertiser wants to reach to promote his brand, service or product.


A banner is a hypertext link with a graphic element. See banner sizes here.


The price an advertiser selects for his ad campaign. Advertisers can bid on either a CPM or CPC basis.


The act of clicking on an ad (banner or text link) that has been served to a mobile screen.

CPA (Cost per Action)

Is cost per action, where the advertiser only pays when an agreed action has been performed, such as making a purchase, or requesting more information.

CPC (Cost per Click)

The price paid by an advertiser for a single click on its ad that brings the end user to its intended destination.

CPM (Cost Per Mille)

The price paid by an advertiser for a site displaying their ad 1000 times.

CTR (Click-Through-Rate)

Response rate, calculated by taking the number of clicks the ad received, dividing by impressions and multiplying by 100 to obtain a %.


The concept, design and artwork that go into a given ad.


A mobile handset that enables the end user to interact with sites and apps.

DSP (Demand Side Platform)

Advertising platform that makes it easier for an advertiser to buy and sell advertising on multiple ad exchanges.

eCPM (Effective Cost Per Mile)

Metric for measuring revenue generated across various marketing channels, and is calculated by dividing total earnings by the total number of impressions in thousands.

eCPC (Effective Cost Per Click)

Effective cost of each click, calculated by dividing total earnings by the total number of clicks.

Fill Rate

The percentage of ad requests that are filled with ads (that is, where an ad is displayed to the end user).

Landing Page

The first page an end user sees when he clicks on an ad.

Mobile Website

Any internet site tailored for mobile and accessed from a mobile device.


Any person or company that publishes content via a site, app or blog.


Occurs when a mobile browser or app requests an ad from the ad server.

ROI (Return On Investment)

Ratio of money gained or lost on an investment relative to the amount of money invested.

SDK (Software Development Kit)

Code package that allows easily ads integration into apps. See available SDKs here.


User-generated keywords that provide a concise description of a campaign, site or app.


Various criteria used to define the intended audience for a campaign.


The ability to assess the performance of a site, app or ad campaign.

Unique User

A particular individual end user of a site or app.

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