Ad Mediation – A platform for publishers that allows for the automatic or manual allocation of inventory across multiple ad networks and DSPs in order to maximize fill rates and effective revenue.
Ad Network – An ad network is a company which aggregates advertising inventories from a large number of publishers’ websites. The advertising network is a commercial and technical intermediary between advertisers and publishers.
Ad Server – An ad server is a web based tool used by publishers, networks and advertisers to help with ad management, campaign management and ad trafficking. An ad server also provides reporting on ads served on the website. Finally, an ad server serves the creative side: this means that the ad server or ad serving company also delivers the ad to each user’s browser.
API – Application Programming Interface. A language and message format used by an application program to communicate with the operating system or some other control program such as a database management system (DBMS) or communications protocol. APIs are implemented by writing function calls in the program, which provide the linkage to the required subroutine for execution.
APP – App is an abbreviated form of the word “application.” An application is a software program that is designed to perform a specific function directly for the user or, in some cases, for another application program.
ARPU – Average revenue per user or average revenue per unit (ARPU) is an expression of the income generated by a typical subscriber or device per unit time in a telecommunications network.
Audience Based Targeting –Audience targeting is sometimes used to refer to the practice of targeting users according to first or third party data related to these users. Audience targeting data is often opposed to contextual or brand targeting where it is globally the advertising vehicle or website which is chosen.
Behavioural Context – In this type of targeting advertisers target specific users based on their previous online behaviour, such as browsing history or search history. This data is usually 1st party data – where advertisers collect data about users on online properties that they control (such as their own site or microsite), or 3rd party data – where the user data is aggregated by data companies and data exchanges and sold to advertisers.
Campaign Management – Campaign management applications help organizations segment, target and manage multichannel marketing messages. Elements of functionality include data mining, customer segmentation, customer-event triggering, next-best-action recommendation engines and campaign optimization.
CPC – Cost per click. A pricing model in which advertisers pay per actual clicks.
CPE – CPE is usually not related to an action taken on the ad itself – it is about engagement beyond the actual view of an ad, clicking it or even installing the app afterward. CPE is usually an event which happens after the ad was viewed, clicked, and installed. It can be a registration event, subscription, product tour, survey/poll or anything else that the advertiser wishes to achieve beyond the immediate metrics of impression (CPM), click (CPC) or install (CPI).
CPM – Cost per thousand impressions refers to the rate that an advertiser has agreed to pay per 1,000 views of a particular advertisement. A website that serves ads based on CPI doesn’t need the user to click on the ad – each appearance of the ad in front of a user counts as one impression. The advertiser agrees to pay the website a certain price for every 1,000 impressions the ad receives.
CPI – In a cost per install payment structure, clients pay only when the app is installed (at times even extending to regular post-install use).
CTR – Click Through Rate. The number of clicks divided by total impressions served, measured in percentage points. CTR = (Clicks / Impressions) * 100. For example, a CTR of 1% indicates that 1000 impressions will produce 10 clicks.