COMPANY TECHNOLOGY DEVELOPERS AGENCIES ADVERTISERS PUBLISHERS OPERATORS

A
Ad	Any collection of text, graphics or multimedia content displayed for the purposes of promoting a commercial brand, product or service. The information is usually targeted to those the company believes have the most interest in the product or service.
Ad group	A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups.
Ad Network	Ad networks provide an outsourced sales capability for publishers and a means to aggregate inventory and audiences from numerous sources in a single buying opportunity for media buyers. Ad networks may provide specific technologies to enhance value to both publishers and advertisers, including unique targeting capabilities, creative generation, and optimization. The role of an advertising network is to transact, serve, track and report the distribution of creative from advertisers to publishers using an efficient, interactive marketplace.
Ad Server	An ad server is a web server dedicated to the delivery of advertisement. This specialization enables the tracking and management of advertising related metrics. The ad server also performs a variety of other administrative tasks including real time reporting of impressions, clicks, etc.
Ad Space	The space reserved to display advertising, on a web page, mobile site or app.
Ad tag	Software code that an advertiser provides to a publisher or ad network that calls the advertisers ad server for the purposes of displaying an advertisement
Advertisement	To communicate information with the purposes of promoting a commercial brand, product or service. The information is usually targeted to those the advertiser believes have the most interest in the brand, product or service. Some advertisement may have interaction with the consumer.
Advertiser	Individual or organization that places a paid promotion within media for the purpose of promoting commercial messages, goods or services.
Agency	An organization beholden with the responsibility to design, produce and manage the advertising for its customers. Agencies that handle digital creative and online campaigns are typical called interactive agencies.
Agency Discount	A discount that is offered to advertising agencies that place an order on behalf of their clients. Many large companies establish their own in house agency in order to qualify for the discount when they place the advertisements directly.
API	Application programming interface - is a specification intended to be used as an interface by software components to communicate with each other.
App	Also called mobile application, it is a term used to describe Internet applications that run on smartphones and other mobile devices. Their are multiple possibilities of use, news, information, travel, chat, camera, games, etc, providing information or/and entertainment to the user, and some have ad space, for app monetization.
Audience Measurement	The counting of audience and their interaction with online content. At a campaign level, this service is conducted by a third party to validate that a publisher delivered what an advertiser had requested. At the industry level, this service enables media buyers to understand which brokers of online content to negotiate with to reach a specific audience. Audience information such as age, gender, OS, device manufacturer, channels, etc.
Audience Targeting	A procedure that mobile advertisers use to show an ad specifically to a type of mobile audience, based on their shared behavioral, demographic, geographic and/or technographic attributes.
B
Banner	A graphic advertising image displayed on ad space, that could be on a web page, mobile site or app.
Bid	The price that an advertiser selects to pay for their ad campaign to the available inventory. Advertisers can bid on either a CPM or CPC basis.
Budget	The amount an advertiser is willing to spend on an ad campaign.
C
Campaign	A contracted agreement between an mobile advertiser or mobile advertising agency and either a publisher or a representative of a publisher (Mobile Ad Network). The campaign is specific to the creative to be published and the issue, or duration of the publication. Mobile advertising campaigns are defined by a number of variables, including the digital creative, the duration, the pricing program, the publishers to be used or any user targeting applied.
Carrier	A company that provides wireless telecommunications services.
Click-through	The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber has clicked on a link.
Clicks	When a mobile subscriber interacts with (clicks on) an advertisement (banner, text link) or other actionable link, that has been served to their screen.
CPA	Cost per Acquisition - A CPA pricing method that typically pays a transaction percentage for the acquisition of a customer that makes a purchase. Or CPS - Cost per Sale.
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.
CPD	Cost of advertising based on the number of app downloads done through ads.
CPI	Cost per inquiry (CPI) is the same as cost per lead, CPL.
CPL	Cost of advertising based on the number of database files, leads received.
CPM	Cost per 1,000 Impressions. This is an ideal method of payment for advertisers who want to guarantee only the number of people who sees their banner. I.e. Brand awareness campaigns. The "M" in CPM is from the Roman numeral for 1000.
Creative	The materials used in advertising to convey a message. Digital creative can be text, static graphic, animated graphic, video, audio or other.
CTR	Click through rate - The rate at which viewers click on an advertisement.
D
Daily Budget	The amount an advertiser is willing to spend on an ad campaign each day.
Developers	An individual or company who develops an application or is responsible for the functionality of a mobile website.
E
eCPC	eCPC is the effective cost of each click, calculated by dividing total earnings by the total number of clicks.
eCPM	A useful reporting metric for measuring revenue generated across various marketing channels, eCPM or effective cost per thousand (mille) impressions is calculated by dividing total earnings by the total number of impressions in thousands. For example, if a publisher earns USD 100 from 20,000 impressions, the eCPM calculation would be (USD100/20,000) x 1000 giving an eCPM of USD 5.00.
F
Feature Phone	A feature phone is a mobile phone which at the time of manufacture is not considered to be a smartphone due to it lacking in several features, but nevertheless has additional functions over and above standard mobile services. It is intended for customers who want a lower-price phone without all the features of a smartphone.
Fill Rate	The percentage of ad requests that are filled with ads effectively.
I
Impressions	A business metric for counting the number of times mobile subscribers have viewed a particular page, mobile advertisement on a mobile internet site or embedded within a text message or similar mobile medium.
Insertion Order	A online or printed document that specifies the details of an advertising campaign. The terms of the agreement may also be specified on the insertion order or they may be placed in a separate document but are almost always referred to the insertion order if not present.
Invetory	The ad space that publishers offer for sale on their websites or other media property.
K
Keyword	A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many web sites offer advertising based on keyword targeting so an advertisers banner will only show when a specific keyword(s) are entered.
L
Landing Page	A secondary page to which a user is directed when they click on an ad, where they are provided additional information and/or a mechanism to make a purchase. The user is often driven to a landing page via an ad banner, link or other offer-related communication.
M
Media Kit	Information offered to potential advertisers by publishers to help advertisers understand the publishers rates, visitor demographics, terms and creative type and format.
MMA	Mobile Marketing Association - The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe.
Mobile Ad Network	Ad Network that has mobile inventory, for mobile advertising campaigns.
Mobile Advertising	Specific Mobile Advertising, using specific creative formats and using specific mobile inventory. Advantages of Mobile Advertising: Targeted Marketing, Interactive, Variety, Convenience, Omnipresence, time relevance, Location awareness, Increased intimacy with the device, etc.
Monetization	The way in which money is generated from serving ads on mobile sites or apps.
P
Page View	Occurs when a users browser requests a web page. A single page view may create multiple hits to the server if the page contains multiple elements such as banners. Since page views do not take into consideration users who may have their browsers set to disable images, they are of little value to advertisers.
Pixel	Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Ad units are measured in pixels, such as banners and rich media content.
Platform	The type of computer or operating system (OS) on which a software application is designed to operate on.
Portal	A mobile site that offers so many resources that a visitor has little reason to go to another site for more information. The resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more. The idea behind it is to attract and retain a large audience and offer the various sections of the portal to advertisers. Yahoo is an example of a portal.
Postroll	A linear video spot that appears after the video content completes.
Preroll	A preroll video ad is an In-Stream Video Ads that occurs before the video content the user has requested.
Publisher	This is the mobile site operator, also referred to as an Affiliate or Partner. A publisher displays ads, text links, or product links on its mobile site, in e-mail campaigns, or in search listings and is paid a commission by the respective advertiser when the ad is displayed, clicked on, or the user takes a specific action such as filling out a form, making a purchase or subscribing to a service.
Publisher Ad Tag	Code that is placed on a publisher’s mobile site that calls an ad server for the purposes of displaying an advertisement.
Publisher Pixel	An object embedded in a web page (typically a 1x1 image pixel) that calls a web server for purposes of tracking some kind of user activity.
R
Reach	The number of unique visitors that visited a site over the course of the reporting period, expressed as a percent of the universe for the demographic category. Also called unduplicated audience.
Real Time	A term used to describe immediate results. For example, an advertiser may need real time statistics on how their campaign is performing rather than statistics that are updated hourly or daily or weekly.
Referring Page	The mobile site page that a visitor was previously at before arriving to the current page as a result of clicking a hyperlink on the previous mobile site page.
Revenue Share	Each party behind the mobile marketing initiative splits the revenue derived from the mobile marketing program.
Rich Media	A type of advertisement technology that often includes richer graphics, audio or video within the advertisement. Unlike static or animated GIF banner advertisements, rich media advertisements often enable users to interact with the banner without leaving the page on which it appears. Some popular types of rich media banners are created with HTML, Shockwave & Flash.
ROI	Return on Investment - is the ratio of money gained or lost on an investment relative to the amount of money invested. An advertiser may calculate ROI as the amount of revenue or value gained via a campaign versus the cost of running that campaign.
S
SDK	Software Development Kit - is a library of software that helps a developer on developing applications and utilities. It will include an API, some utilities applications and probably an installer. There will also be extensive documentation and examples.
Smartphone	A smartphone is a mobile phone built on a mobile operating system, with more advanced computing capability and connectivity than a feature phone.
T
Tablet	A general-purpose computer contained in a single panel. Its distinguishing characteristic is the use of a touch screen as the input device. Modern tablets are operated by fingers, and a stylus is an option, whereas earlier tablets required a stylus.
Targeting	Various criteria to make the delivery of a mobile advertisement more precise (age, gender, geographical, day parting, geo-localization, channels, etc.).
Text Ad	A static prepended or appended text attached to an advertisement.
Tracking	The ability to assess the performance of a mobile campaign.
Traffic	General term used to describe a quantity of requests for web pages or other downloadable content by web site visitors.
U
Unique Visitors	A term used to describe the total number of visitors to a site over a certain time period.
URL	Uniform Resource Locator (URL) is the Internet "address" of a web site or web page on the world wide web.
W
Wap-Site	A website that is specifically designed and formatted for display on a feature phone.