Never struggle with digital definitions again! Here’s the final part of our digital dictionary.

June 21, 2017 at 12:32 pm

The final part of our digital dictionary is here! Now you have a complete  wordbook to refer to when struggling with definitions! Take a look at it and become an authentic digital geek!

In case you missed it, here’s the first  and second part :



Native Ads = type of ad format which by their placement look and feel are displayed as a native content of the website and not perceived as classic ad. The aim is to deliver native advertising as part of the user experience, matching the format of the ad unit to the publishers’ content.



Platform = group of technologies that are used as a base upon which other applications, processes or technologies are developed.

PostBack = server-to-server notification coming from advertisers and addressed to  publishers which happens when a conversation between them begins.

PPC = Pay Per Click. Internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.

Programmatic buying = buying and selling of digital advertising using data collected by user behaviour and using that to be able to hit your target through smart learning of technology.

Publisher = source of inventory that owns and operates content.



Reach = number of unique users who can be reached by advertising.

Reattribution = attribution of a re-install or opening event to a user who hasn’t used an app in a while, but who’s returned as a consequence of a retargeting campaign.

Registration Fraud = type of mobile ad fraud where  install farm workers register on landing pages, using fake emails to open fake accounts. While ad networks are not exposed to user registration information, it is important that the advertiser provides feedback with this information.  Post-install fraud.

Remarketing = action taken on by companies to reintroduce a product or service to the market in response to declining sales. The company remarkets the product as something that has been improved to reignite interest and hopefully improve sales.

Revenues =  total amount of money due to the publisher .

Retargeting = other term used to indicate remarketing.

Retention =  percentage of consumers who recall a specific advertisement or brand even after exposure to the advertising has ceased.

Re-engagement =  marketing campaign designed to reach existing users of an application, with the express purpose of driving them to engage with the app again.

RPI = Average Revenues per Install generated.

RPM = Revenue per thousand impressions. (Total Revenue) / (Total Impressions) x 1000.

Rich media = commonly defined as a broad range of advertisements using Flash or HTML5 technology that exhibit dynamic motion like moving, floating or peeling down and occur either over time or in direct response to a user interaction. Rich media formats include video ads and interactive ads that require the engagement of the user.

RTB = Real-time bidding. Practice of buying and selling display ad impressions through ad exchanges in real time and one impression at a time, the winners serves the ad. During the Real Time Bidding process, the page loads with no ad on it, and only with the “opportunity for an ad”. The page passes valuable information (known as the “bid request”) to multiple advertisers, and based on this information, advertisers decide whether or not they want to bid for this placement. The price is determined in accordance with the “Second Price Auction” principle.



SDK = Software Development Kit. SDK is a monetizing tool enabling developers to create applications for a specific platform (ie.  iOS or Android). It can also be defined as a piece of code placed in mobile apps enabling advertisers to track installs on CPI campaigns.

SSP =  Supply-side platform. Technology platform gathering various types of advertising demand for publishers which enables them to manage their advertising space inventory, fill it with ads and receive revenues. It is also used to automate and optimize the selling of their online media space.

Stacked Ads = type of mobile ad fraud where multiple advertisements are layered on top of each other. Users only see one ad, but every advertiser in the layered ad stack is charged for the impressions. CPM fraud.



TAG = Basic formatting tool used in HTML (hypertext markup language) and other markup languages, such as XML. Tags indicate what should be displayed on the screen when the page loads.

Targeting =  selection of potential customers to whom a business wishes to sell products or services. In this specific case the term indicates the process through which an advertiser identifies users that they would like to reach and then advertises to them through various channels.

Tracking system = tool that allows to track, analyze and optimize web events like clicks, impressions, downloads, leads, etc in order to allow the online optimization of the business. It can also be referred to as attribution/analytics platform.

Trading desk =  department or subsidiary of a media agency, internal center for managing digital advertising buying on behalf of agency clients.



Unstoppable ads = type of mobile ad fraud where apps are rigged by the publisher to load ads non-stop, even when the user is not using the app. These apps can generate over 20 ads per minute compared to two ads per minute for average apps. CPM fraud.

User acquisition = gaining new users, generally achieved via advertising campaigns driving traffic to download your mobile app.



Value of install fraud  = type of mobile ad fraud where bots can simulate average user behavior within an app, tricking the advertiser into believing that they acquired a high-value user. This incentivizes advertisers and networks to run more campaigns with the fraudulent publisher who originated the install, creating a fraud loop. Post-install fraud.

Video Autoplay = type of mobile ad fraud where videos are played automatically or played unnoticed in the background, costing advertisers money even though no real users are watching the ad. Fraudsters may design bots that play and pause video ads within the span of a second or two. CPM fraud.

VPAID = Video Player Ad-Serving Interface. Ad format which allows a rich interactive user experience with in stream video ads.



Waterfalling = technique publishers use to move their inventory from one market to the next one to optimize their revenues.



Yield Management = variable pricing strategy, based on understanding, anticipating and influencing consumer behavior in order to maximize revenue or profits from a fixed, time-limited resource.