This Ad size is known as leaderboard or super banner. It is replaced by small 460×60 as outcomes are way

This is a 2011 retired Ad unit. This was used to be published at top of the page as a

This Ad size is also known as medium rectangle and is commonly placed above the fold. This is the most

as it performs and looks better. This is generally placed on side of the page.

160 pixels tall and 600 pixels wide, this is an IAB standard Ad unit known as sky-scraper or super skyscraper.

This is a retired Ad unit, previously, it was also called button with 120×60.

his is a retired Ad unit now. 160×600 has now replaced it.

It refers to the users who share similar interests and meet the set KPIs of the campaign. The parameters of

It is a pre-set time period by advertisers where media partners and publishers consider the credit of conversion (click or

It refers to the percentage of users who choose the “Allow” option, presented with the ATT prompt in the app.

This is an important mobile app measurement metric that helps mobile marketers and advertisers to understand the average amount of

An iOS 14.5 feature that allows mobile apps to ask for users’ permission to track them across different websites and

The process of setting the URL of the app’s page and submitting it through a sitemap or Google search console.

It’s an iOS feature that provides users with a native experience to load a lighter and smaller app’s version and

AMP is a framework to build web pages that aim to improve the web page loading speed on mobile devices.

Helps publishers in managing the quantity ad networks via a single SDK to increase CPMs and fill rates.

It is a kind of mobile display and impression fraud in which mobile apps or websites stack multiple ads under

It is a process for optimizing and improving an App’s visibility in an App store.

It is a framework for analyzing touchpoints to receive credit along the journey to conversion.

A page that stops a user from continuing until they enter their age proof, usually just their date of birth

The process of uploading, managing, troubleshooting, optimizing and reporting on Advertising Campaigns is Ad Traffic.

The piece of code an advertiser gives to a website as a substitute to the actual Ads is Ad Tag.

Ad slot is the space on a webpage where an advertisement loads.

It means the product a company normally uses to serve advertising. For example two of Google’s Ad Platforms are AdSense

Ad Ops or Ad Operations is a job role designated for uploading, managing, troubleshooting, optimizing and reporting on Ad Campaigns.

Ad network is referred as a company which sells advertising space for numerous websites.

Ad Inventory is the total amount of Ad Impressions an Ad Network or Publisher has. It is usually expressed in

Ad Impression is a measure of number of Ads seen by the user or a successful Ad Call. And this

Ad exchange is a global digital marketplace and a kind of RTB platform which facilitates advertisers and publishers to buy

A set of Ads which is designed to run together is known as Ad campaign.

When one computer asks for an Ad from another is known as Ad call or Ad request or Ad Impression.

An active person in online marketing who negotiates the price of adverts for an Ad Agency is Ad Buyer. This

A whole block of Ads being purchased for sole purpose is Ad buy.

The software which stops advertisements being shown on websites in user’s browser is Ad Blocker. Ad blockers are now common

The Company which handles other company’s marketing assignments is known as Ad Agency.

This is a Google program which calculates Viewable Impressions. An Active View Viewable Impression is thus one which appeared at

Here it means purchase and not takeover.

Above The Line (ATL) refers to the target marketing techniques using conventional media such as TV, Radio, Billboards or the

Above The Fold (ATF) refers to the viewable space on a webpage when it initially loads. Here fold means bottom

In the iOS ecosystem, Bundle Identifier is a unique identifier that uniquely identifies the individual apps wherein, no two apps

This is a shortened URL built for a brand and helps advertisers easily share the content and information online.

It combines events, attribution, and revenue of apps and websites with which advertisers can analyse the page to jot conversion

It’s the cost paid by an advertiser for a campaign on the basis of different buy types such as CPC,

Business Intelligence system is a process that incorporates data architectures and technological infrastructure to analyze data to make informed and

A measurement platform having a conflict of interest pertaining to installs, attribution traffic and conversions.

A list of IP addresses, publishers, advertisers, or products that should be excluded from a campaign.

It refers to channels and practices meant to help advertisers avoid any placement or context that could potentially harm the

When an Ad tag fails to get back an Ad then it is a broken Ad call.

Ad purchased for brand advertising is Brand Buy.

When advertisers pay an extra amount to have their Ads shown on premium sites as advertisers expect good user interaction

The percentage of users who visit a site but run off right away. A user is believed to have ‘bounced’

Bot is a computer program acts as a user for another computer, generally used for increasing Ad Impressions.

Dishonest or illegal methods of practice in online advertising. It is most often used with reference to SEO.

BTL is an unconventional marketing technique which includes native advertising.

The term Below The Fold means the space on a webpage which can be seen once when the user scrolls

Baseline in online advertising refers to the unoptimized set of statistics we get when running a campaign first.

Banner Ads is the generic term used to portray image based online Ads such as 160×600, 300×250 and 728×90.

When an Ad Tag fails to call the intended Ad, Backup Ad comes to rescue. It can be also set

It’s an advertising mechanism where advertisers can minimize the risk of losing revenue as it doesn’t involve third-party data.

It is defined as the sequence of events beginning from viewing an ad to performing the final and expected in-app

The term used to describe the users who have uninstalled the app or stopped using it in a given period

Cross-platform attribution is a method of attributing all the events that are on the web and app. This is very

A user interacts with multiple devices such as smartphones, tablets, desktops and laptops and Cross-Device Attribution attributes the conversion across

An illegal affiliate marketing practice wherein as a result of visiting a website, the visitors receive the 3P (third party)

Type of deep linking for mobile apps which is linked with a specific content page inside an app that provides

A group of people sharing similar characteristics or receive common events during a certain time period.

It’s a mobile ad fraud wherein fraudsters try to get the credit of the app installs by being the last

A situation wherein fake clicks are fired to claim the credit for mobile app installs from organic channels. Traffic generated

It’s a mobile ad fraud where fraudsters intentionally report the bulk fraudulent clicks for being accredited by the advertisers for

The deep linking replacement for URI schemes within the chrome browser for Android devices.

The process of taking a large group of users or customers and breaking them down into smaller segments (aka cohorts)

It refers to any physical location set up with devices to generate clicks, in bulk. They are intended to artificially

Type of ad fraud where a click is triggered just before an app is fully installed so that the fraudster

When an automated program goes through a website and maps it for a website, this process is crawling.

Cost Per View is an advertising rate where publisher get paid on per video advert view basis.

Here M stands as roman M which is equivalent to thousand. This means advertisers pay to publisher when they get

Cost Per Lead is an advertising rate where publisher get paid when the potential customer has entered the contact details

ost per land is an advertising rate, much similar to Cost Per Click but a slight difference is just publisher

Cost Per Install is an advertising rate which means advertisers only pay when their app is downloaded.

Cost Per Engagement or CPE is an advertising rate which means advertiser make payment for every engagement on an Ad.

Cost Per Day or CPD is an advertising rate which means advertisers pay for each single day that an Ad

Cost Per Click or CPC is an advertising rate in which publisher get paid when user clicks on an Ad

Cost Per Action or CPA is an advertising rate in which advertiser pays only when an Ad leads to specific

Cost Per Acquisition or CPA means an advertising rate for which advertiser pays only when an Ad lead to sales.

A measure which denotes that how many clicks on Ads became Conversions

This is a term used on completion of a CPA campaign.

The number of clicks on a Facebook post is Consumption.

Sometimes there two or more Ads which are delivered together. Due to the nature of work, there is always the

Click-Through Rate is a measure of effectiveness of Ads. It is the percentage of clicks to Impressions. It gives advertisers

Call to action is directive message for users. For example: Get your free sample here or Buy now.

The process of stopping an Ad to get automatically stored on a users’ computer is cache busting.

It’s a unique identifier in the form of IDFA, GAID and OAID and can be retrieved by the advertiser to

While matching the browser click to app install, attribution providers often generate a common identifier which is known as a

It is an ad automatically personalized for the user viewing it in order to create additional engagement and conversions.

It is a type of mobile ad fraud where fraudsters manually perform actions (such as clicks, installs, and other forms

Deferred deep links are the mobile hosted links that firstly redirects a user to the app/play store and then to

Deep linking is a technology used by marketers to direct users to specific content inside a website or an app.

Downweight means reducing the Ad appearance on placements when it is not performing up to the mark in order to

As the name suggests, device targeting is targeting the specific device for projection of Ads such as mobile, computer, tablet

A Demand Side Platform nicknamed as DSP is a type of RTB Ad Network in which Ad Agencies put how

An Ad which gets displayed when no other Ad is available from an Ad Server due to targeting restrictions is

A process of ensuring that two different companies not get paid for the same sale is De-Duplication.

The process of passing an Ad Call from one Ad Network to another via defaults is Daisy Chaining.

It stands for Event Conversion Rate and showcases the percentage of users who have completed the expected actions.

Any action triggered or performed by a user inside an App is called an Event.

It includes triggering some specific actions post installing an App such as launching and opening an App, in-app purchases and

It’s a buy type where an advertiser pays to acquire a new user on his App via an Ad to

It’s a pricing model where an advertiser pays for the designated user actions such as clicks.

These are the mobile operating systems that run on non-mobile devices for a purpose of testing products on different operating

An Ad Unit which expands with user interaction.

A way to stop Ads appearing in a certain place or to a certain user is Exclusion pixel.

The percentage of users interacted with the Ad is Engagement Rate.

Engagement is any sort of user interaction with Ad.

Full form is effective CPM. It is a calculation through which publisher finds out what CPM they will generate when

These are directly stored by the domain once a user visits a website and enable brand owners to gather user’s

Non-genuine users are the Fake Users. Such users are generated to stimulate fraud actions in bulk such as clicks, installs

Control on number of times an Ad is shown. For example, if frequency cap is 3/24 then an Ad will

Simply how often the user is seeing the Ad.

It is a service that has a basic version which is free to use but a paid premium version is

Floater is a pop-up appears when user is visiting the web-page.

An interactive and animated Ad made using Adobe Flash.

Fill rate is the percentage of inventory sold, i.e. Ad Imressions sold x 100/ Total Inventory

Geo or Geolocation are referred to the different nooks and corners of the world to execute the campaign and target

It stands for General Data Protection Regulation (GDPR) that is meant to protect the user’s personal information and data. Any

It’s a unique device identifier for Android and Google Play users. GAID is used by advertisers to keep users’ data

This means Ad buys where a specified amount of inventory is offered. There is also some penalty for failing to

An animated image is gif; full form is graphic interchange format.

Turning something into games is Gamification. This is generally done to make Ad attractive, like turning Ad into some kind

It’s an advertising approach used to sell advertising space in real-time. With Header Bidding, advertisers can auction inventory to different

Advertising the Ad of a product on its own website is House Ad. They are typically used as default Ads.

When a single Ad (kind of sponsorship) appears on the home screen of a website, it is a homepage takeover.

It’s a class of ad fraud that is done by fraudsters using the device malware to attribute themselves. The real

Any post-install actions performed by a user after successfully downloading the app is termed In-App Events.

Identifier for Advertisers. It’s a unique device identifier for iOS users which is used by advertisers to gather users’ data

An entity that deals in the advertising business and develop industrial standard research and protocols in order to provide legal

Total amount of Ad impressions a publisher has is called as inventory.

The Ads which appear in the top of the page in a floating manner, delivered by Ad server.

It determines how many clicks on an Ad takes per installation in a Cost Per Install campaign.

The Ads in the highlighted form within the webpage which eventually expands when clicked.

The link which leads you to the website is inbound link. From SEO POV it is highly recommended.

Impression RPM means revenue every thousand impressions. Here revenue means the amount which publisher receives.

Impression cap means limit in number of impressions. If impression cap is 20,000, then not more than 20,000 impressions shall

A jump page is a microsite that opens after clicking a pop-up Ad.

Keywords are the phrase used by the user to search the online content of their interest. In online advertising, the

It’s an insight that is used to define the popularity of an app and gets introduced to the new users

Nicknamed as KPI, this is a set of some most important factors for improving a campaign growth such as clicks,

K weight is known as size of an Ad in Kilobytes.

It is a form of KPI that is used to measure user engagement. A Loyal User is the one who

It’s an iOS feature that prevents advertisers to access a user’s device IDs and also enables users to opt out

A pre-set time period by advertisers where media partners and publishers can claim a credit of conversion (click or impression)

It stands for user’s Lifetime Value and is an estimation of the average revenue by a consumer generates using a

This is an advertising expression which means the easiest thing to do out of several things.

A 728×90 Ad unit is known as leaderboard

A prospective customer

A webpage that opens after you click an Ad

It’s an app’s performance measurement analytics where the value of the campaign gets determined at every touchpoint within the Lookback

Monthly Active Users are the number of users who open an app within a month.

Mobile Measurement Partners help advertisers and brands in measuring the actual performance of an app across multiple marketing platforms, ad

A flexible Ad slot which can load any size of Ad.

An Ad roll comes up in between a video is Mid-roll.

A site created for special purpose. It is usually a small part of a big website having separate URL.

A measurable statistics used to improve performance in online advertising.

A person who is responsible for endorsement of products or services.

Making good the last months under-acquired targets today. It is compensation to underachieved previous impressions.

A specific ad format such as static or video which naturally gets blended with the content of the app. The

Traffic which has been paid for is non-organic traffic.

Traffic not generated by the user.

Internet etiquettes.

Use of negative keywords to prevent useless Ad impressions is negative targeting. It is a precious tool for campaign optimization.

The Ads so created to not look like Ad is native advertising.

Open RTB is a framework that assists auctions for real-time bidding. It was created by IAB with the purpose that

Similar to IDFA and GAID, OAID is Open Advertiser Identifier that is used by multiple Android app stores except the

Owned Media refers to the online media sources that are managed by a brand owner or an advertiser.

Original Equipment Manufacturer refers to the brands like Samsung, Vivo, Oppo, Xiaomi, Huawei that have their own in-built app store

Over the Top refers to any streaming service that delivers content over the internet

When an Ad delivers some extra impressions than required.

The traffic which is real and not a sponsored or paid one. It is a kind of direct user interaction.

Process of altering an Ad campaign to improve the overall campaign performance

Percentage of people who opened the mail sent to them is open rate.

These are commercial messages served by an advertiser to its relevant audience with a purpose to either retain or engage

It’s a notification sent to the advertisers when an expected install or post-install event successfully takes place. Postback helps brands

It’s a performance based advertising model where an advertiser pays to the publisher/sub-publisher only when a user makes the expected

It’s an online media buying and selling process that helps advertisers to make informed business decisions with SSPs, DSPs, Ad

In Private Marketplaces, publishers welcome selected advertisers to buy their inventory where they are given the first look before the

Publisher Ad tag is a code that publisher puts to call Ad campaigns directly from Ad servers.

The owner of a website is publisher.

Ads displayed for charity purpose are public service adverts.

The video Ads which comes just before the loading of a flash game.

Post roll are video Ads which come up after a video has been viewed by user.

When a user buys a product after clicking the advert, then it is referred as post click conversion.

An Ad which comprises of a website and opens up while browsing a website is pop-up.

The less annoying Ads having websites which opens up in a new window.

Polite loading delays the loading of an Ad as it allows website to load fully first.

Publisher will receive payment only when an Ad receive a click. It is a kind of advertising rate.

Number of web pages viewed in one session is page session.

Synonym of Page Impression

Not to be confused with Ad impression, Page impression is when a webpage fully loads.

These are the 2D barcodes used to scan via mobile device to make a certain set of actions.

Number of times a request is sent to a server is queries per second.

Leads which are likely to become sales are qualified leads

This is a set of pixels that can be read by an app which redirects users to a webpage.

Return on Ad Spend. It is used in measuring and calculating the revenue generated by an ad campaign.

A marketing practice used to reach the audience who have become inactive on an app or have uninstalled the app

It refers to the number of users who stay on an app over a certain period of time.

It’s a marketing practice used to engage inactive and lapsed users by encouraging them to resume the actions inside the

When a set of Ads are booked to run anywhere in the channel.

All the Ads on a page are sold altogether to one advertiser.

The Ads which are more than simple images or animated gifs.

An Ad which changes its shape to fit in any device is responsive Ad unit.

An inventory which remained unsold after performance network is exhausted.

Buying and selling of Ad impressions online automatically is real time bidding, nicknamed as RTB in the world of online

Something currently happening without delay or contradiction is happening in real time.

Amount of users a publisher has access of is reach.

It’s a StoreKit Ad Network and a privacy-controlled API centric protocol by Apple’s iOS. This helps advertisers measure their campaign

It’s a kind of ad fraud where fraudsters shoot fake installs and in-app events on real devices.

It’s a mechanism that allows advertisers to discover the entries that are either the intermediaries or direct sellers of inventory

It’s a strategy used in grouping users into subgroups to provide them with personalized ads based on their interests.

Nicknamed as SSP, supply side platform is a RTB platform where publishers place their inventory and advertisers come to make

The video Ads on YouTube which can be skipped are skippables.

A session is a time span which determines when a user logged in and when he/she logged out.

A complex procedure to improve the organic site ranking

A marketing which focuses on improving a site’s ranking.

A webpage which confirms the sale is sale confirmation page

It’s a practice of focusing on and reaching the audience through the campaign.

This refers to the interactions made by a user during his journey from install to conversion.

This refers to the users who remove an app from their mobile device after being successfully acquired on an app.

It’s a method of acquiring new users on an app via a campaign incorporating different marketing strategies.

It’s a campaign executed specifically to retarget and re-engage the inactive and lapsed users who have not made certain actions