Still strugglin’ with digital definitions? Here’s the second part of our digital wordbook to get all the definitions you need.

June 14, 2017 at 10:01 am

The second part of our digital dictionary is here! Take a look at it to get all the essential mobile marketing terminology and concepts. Stay tuned for the final part and become an authentic digital geek!

In case you missed it, here’s the first part of our digital wordbook :



Daily cap = the maximum spending  of the budget set for a campaign per each day.

Deep Linking = the action of sending existing users (i.e. users who have already installed the app) to a specific screen within a mobile app instead of the app’s default/main screen or app store landing page.

Destination Url = the webpage URL people are taken to after they click your ad, which is different than the display URL that is the webpage address that appears in your ad.

Direct Media Buy = pre-brokered agreements between an advertiser and publisher to deliver a certain amount of specific inventory for a preset cost.

DMP = Data Management Platform. Centralized computing system for collecting, integrating and managing large sets of data from first, second and third party sources. The idea behind the platform is that businesses must be able to take advantage of diverse kinds of information coming from a variety of sources, and collect that information in one central place in order to attain the business intelligence that truly benefits the enterprise.

DSP = Demand-Side Platform. System allowing media buyers to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. DSP is connected with multiple sources of ad inventory and allows buyers to bid for single ad impressions according to targeting and price restrictions and well defined goals. It allows media buyers to bid on display, video, social, and mobile ads.



Engagement = interaction between a user and a mobile application. Assessment of an individual’s response to some type of offering, such as a product, a service or a website.

eCPM = Effective cost per thousand impressions. It is defined as a  metric used to measure revenue generated across various marketing channels.

eCPM = total cost / (impressions / 1,000).

eRPC = Equivalent Revenues per Click. Calculated metric that show what the revenues would have been if you earn per click instead of installs, impressions, etc.

eRPM = Equivalent Revenues per Thousand Impressions. Calculated metric that show what the revenues would have been if you earn per thousand impression instead of installs, click, etc.



Fill rate = number of delivered ads / number of ad requests (in percentage). Number of times an ad was shown to users (impressions) compared to the number of times an ad was requested from a specific ad source (requests).

Floating Ads = type of ad format which addresses the need to combine brand exposure with achieving performance goals and great user experience. Floating ads are an innovative way of serving ads over a user-requested page without blocking or disturbing user’s navigation and thus giving high and premium visibility to the content.

Fraud = individual or group attempt to defraud advertisers, publishers or supply partners by exploiting mobile advertising technology.

Frequency = the rate at which individual users are exposed to an ad.



Impressions = the act of displaying an ad placement (or simply an ad) in an app or on a website.

In-banner Video = a video creative played in standard banner placements rather than in a video player.

In-stream Video = a video creative played in video players.

Incentivized Traffic = traffic generated from visitors to a website that receive compensation or incentive for an action on the site or app.

Insertion Order = final step in the ad proposal process. When an insertion order is signed, it represents a commitment from an advertiser (or their agency) to run a campaign on a publisher’s site.

Install Farms = type of mobile fraud where 10-15 people with dozens of mobile devices manually install applications. CPI fraud.

Installs Volume = the total amount of installs of a mobile app.

Interstitial Ads = type of ad which appears before the expected content, before an entry page or between two web pages on the same website. They can be static or dynamic ( video or rich media) and usually lasts from 5 up to 15 seconds.

Inventory = the total amount of impressions that a given publisher/network has to offer.

Invisible Pixels = type of mobile ad fraud where pixel ad serving shows ads as an invisible pixel within the display screen. Users never see an ad, but advertisers still get charged for the impressions. CPM fraud.



KPI = Key performance indicators. Set of quantifiable metrics used to determine a company’s progresses in achieving its strategic and operational goals (i.e sign-up, purchases etc).



Lifetime value = total profit (or loss) estimated to result from an ongoing business relationship with a customer over the life of relationship.



Media kit =  package of information assembled by a company to provide basic information about itself to reporters. The media kit is a promotional public relations tool that can serve several functions, including promoting the launch of a new company, promoting the launch of a new product or service by an existing company, giving a company a way to present itself as it would like to be seen.

Mediation Platform = technology that sends ad requests to multiple ad networks to ensure publishers find the best available network to fill their slots. It is possible at SDK or API level.

Misleading Ads = type of mobile ad fraud. Ad creatives that seems like a warning or system alert that tricks users into clicking. Ad creatives which are totally unrelated to their end products, tricking the user into thinking they are clicking through to a different product or service. Ads with a deceptive close or X button, tricking the user into clicking when they are really trying to close the ad. CPC fraud.

Mobile Ad Fraud =  practice of cheating the advertisers by serving ads that have zero chance to be viewed by users, low quality/fake clicks or low quality/fake installs.

Mobile Ad Unit = monetizing tool showing different ads depending on the request (i.e user from Italy using Android will see ad for Italy and for Android). It works only for mobile web.

Mobile App Attribution = method of measuring a user’s activity (app installs, making in app- purchases etc) on an app. This info is important to understand the success and performance of marketing campaigns.



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.



Offer wall = page where all the offers are displayed.

OS Version = Operating System Version on which the app is suitable.