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Glossary

New to performance marketing, or trying to broaden your industry knowledge? You’ve come to the right place: Swaarm’s glossary covers what you need to know about launching successful campaigns and beyond.

We define all those pesky industry acronyms, from DSPs to ATT, and everything else in between. Dive in below!

A

A/B testing

A/B testing refers to sending different variations of emails or social media posts to two segments of (more…)

Ad creative

Ad creative is the contents of an advertisement that can be served to users in a digital environment. (more…)

Ad exchange

An ad exchange is a digital marketplace that enables publishers and advertisers to sell and buy advertising space.

Ad format

Ad format refers to advertisements in different formats that can be used on TV and online.

Ad fraud

Ad fraud is the practice of defrauding advertising networks for financial gain. (more…)

Ad inventory

Ad inventory refers to the total number of slots a publisher has on a website for advertising at a given time.

Ad network

Ad Network refers to Advertising networks that connect advertisers with publishers who have inventory upon which ads (more…)

Ad space

Ad space refers to the designated area on the website or webpage dedicated to online ads.

Ad stacking

Ad stacking refers to mobile ad fraud in which numerous ads are stacked or layered on top of each other in a single ad placement.

Ad tech

Advertising technology or ad tech refers to the tools and software advertisers or marketers (more…)

Ads.txt

Ads.txt refers to a text file companies, or brands can host on their web servers indicating which (more…)

Adserver

An ad server is software on a server that is used to manage online ad campaigns. (more…)

Adtag

An ad tag is HTML code that has been inserted within a web page’s source code. This makes it possible to display an ad.

Advertiser

Advertiser is a company that would like to advertise their product or service.

Advertiser postback

An Advertiser postback is a signal from the advertiser’s servers that is sent to announce a conversion.

Adware

Adware is any software that throws advertisements on a user’s screen (more…)

Affiliate commission

Affiliate commission refers to the amount paid to affiliates for referring customers to a company.

Affiliate conversion

Affiliate conversion refers to the number of sales you can make through the affiliate links.

Affiliate dashboard

The affiliate dashboard provides all data and analytical information about your affiliate sales.

Affiliate link

An affiliate link is a unique URL with the affiliate’s username or ID.

Affiliate marketing

Affiliate Marketing is an advertising model whereby companies pay affiliate partners to advertise their products to generate sales.

Affiliate marketing agency

Affiliate marketing agencies are companies that help businesses find the right affiliates or publishers.

Affiliate marketing case study

Affiliate marketing case study refers to the in-depth research of affiliate products in the real-world context.

Affiliate marketing community

Affiliate marketing community refers to online groups where new and experienced affiliates connect to guide, learn, and network.

Affiliate marketing niche

Affiliate marketing niche refers to the efforts the affiliate marketer puts into a specific category or niche.

Affiliate marketplace

The affiliate marketplace allows affiliates to discover different affiliate programs, ratings, commission rates, etc.

Affiliate network

Affiliate networks connects publishers – such as influencers and bloggers – with advertisers who want to work with (more…)

Affiliate products

Products of merchants or brands that affiliates sell are known as affiliate products

Affiliate program

Referral Marketing is a form of advertising used to drive sales and conversions. (more…)

Affiliate website

An affiliate website is a site where affiliates sell affiliate products.

Algorithm

An algorithm refers to a set of rules that computers or humans must follow to solve complex problems or other calculations.

Alpha testing

Alpha testing refers to the preliminary testing developers carry out to check and see if the product will perform as intended.

Alt-text

The alt-text or alternative text is an HTML element, which refers to the text that explains the components in an image.

Analog media

Analog media refers to media in the form of printed paper, recorded sound, film, video tapes, etc.

Analytics

Analytics refers to the systematic computational analysis of statistics or data.

Anchor text

Anchor text refers to the clickable text or a snippet that takes a user to a specific webpage.

App

An app is the short form of the word “application.” It is software that can be installed and run on mobile devices, (more…)

App review

App review is the process that app stores use to examine a new mobile app to determine its candidacy (more…)

App store optimization (ASO)

App Store Optimization (ASO) refers to the process app developers follow to improve app visibility (more…)

Apple app store

This is an app store platform developed and maintained by Apple Inc. Users can download approved mobile apps (more…)

Application programming interface (API)

Application Programming Interface (API) is a type of software interface that offers a service to other pieces of software.

Artificial intelligence

Artificial intelligence refers to the intelligence that machines demonstrate in contrast with that of (more…)

Attribution

Attribution is the identification of where a conversion came from. For example, a tracking link can be used to identify (more…)

Average Revenue per User (ARPU)

Average Revenue per User (ARPU)  is the average revenue that is generated per user.

Average time spent on the website

Average time spent on the website is the key performance indicator that measures how much time website visitors (more…)

B

Banner ads

Banner Ads is an ad format that displays an ad as a banner at the top or bottom of a user’s screen.

Behavioral targeting

Behavioral targeting uses peoples’ or individuals’ activities to decide which messages or ads resonate best with them.

Beta testing

Beta testing refers to the second stage of software testing. In this phase, real users get to use (more…)

Blogposts

A blog post refers to a news piece, article, or guide published on a website’s blog section.

Bot fraud

Bot fraud, also known as bot-driven fraud, is an umbrella term that covers all types of fraud that (more…)

Bots

A bot is an autonomous program on the internet or some other network that can interact with users or systems.

Bounce rate

Bounce rate refers to the percentage of single-page sessions divided by the (more…)

Brand awareness

Brand awareness refers to the extent customers can recall or recognize a brand through its name.

Buyer’s journey

The buyer’s journey is the process customers follow before buying a product or service.

C

Call to action

Call to action (CTA) refers to words or phrases used on social media posts, webpages, and sales scripts (more…)

Campaign management system (CMS)

A campaign management system (CMS) is a software solution that businesses can use to manage different components (more…)

Campaigns

A campaign is a the promotion of a product using strategically chosen advertising channels.

Carrier targeting

Carrier targeting lets you target users and prospects based on their mobile carriers.

Casual mobile game

A casual mobile game is a video game specifically designed to target a mass market audience.

Channel account manager

Channel account manager or CAM works in business-to-business(b2b) sales. They work on securing (more…)

Channel partner marketing

Channel partner marketing refers to the collaboration of two parties in which partners (more…)

Channel partnership management

Channel partnership management (CPM), or channel partnership, refers to building, (more…)

Channel VARs

Channel VARs or value-added resellers are a crucial distribution channel for product manufacturers, (more…)

Click fraud

Click fraud refers to all the fraudulent techniques that fraudsters use, such as bots, to generate fake clicks.

Click-injection

Click injection is a type of mobile ad fraud for Android devices whereby a fake click is triggered just before an app is (more…)

Click-Spamming

Click-Spamming or Click spam is a type of ad fraud. It occurs when a fraudster executes fake clicks that are attributed to real users

Click-through rate (CTR)

Your CTR is the percentage of users who clicked on your ad when delivered an impression.

Click-to-install-time (CTIT)

Click-to-install-time (CTIT) refers to the time a user takes to install and open the app from when they first clicked on the ad.

Click-to-open rate (CTOR)

Click-to-open rate (CTOR) is an email marketing metric that indicates the percentage of people who opened the email (more…)

Clicks

This is an action that occurs every time a user clicks on an ad or affiliate link to your ad’s desired location. (more…)

Cloud service providers

Cloud service providers are firms that manage private clouds, create public clouds, (more…)

Competitor analysis

Competitor analysis is the process of identifying competitors and researching their marketing strategies.

Competitor research

Competitor research refers to the study you conduct to check how your competitors sell or market their products.

Competitors

Competitors are companies engaged in economic or commercial competition with other firms. 

Connected TV

A connected TV is also a smart tv that integrates internet and Web 2.0 features.

Content creator

A content creator is anyone who creates educational or entertaining content that they can publish (more…)

Content curation

Content curation is the process of collecting information related to a particular area of interest or topic.

Content marketing

Content marketing is a form of marketing that focuses on creating, publishing, and distributing content online to (more…)

Contextual advertising

In contextual advertising, ads get placed on a webpage based on its content, thus making the ad more relevant (more…)

Contextual analysis

Contextual analysis (CA) refers to the holistic view of the context (more…)

Control panel

The Control panel is a graphical interface that permits users to manage various features and settings.

Conversion

A conversion occurs when a user completes a desired action. For example, a conversion can be any time a user installs (more…)

Conversion rate

A conversion rate is the percentage of users who have converted. (more…)

Conversion tracking

Conversion tracking is the practice of using tracking links to learn the percentage of users who (more…)

Cookie

A cookie is a file sent by the website to your computer. It helps in saving browsing activity and tracking other crucial information.

Cookie stuffing

Cookie stuffing or cookie dropping refers to fraudsters’ illegitimate method of dropping various affiliate cookies on the (more…)

Cost models

This is how advertisers purchase campaign inventory, which is agreed by advertisers and publishers (more…)

Cost per acquisition (CPA)

This is the marketing metric that measures the cost to acquire a user. (more…)

Cost per action (CPA)

Cost per action (CPA), also known as cost per acquisition, refers to the amount spent for a specific (more…)

Cost-per-click (CPC)

Cost per Click is a cost model that gives payment to the publisher for every click generated as a result of their exposure.

Cost-per-conversion

This is a cost model that gives payment to a publisher or affiliate partner for every conversion that occurs as a result (more…)

Cost-per-install (CPI)

This is a cost model that gives payment to a publisher or affiliate partner for every install that is generated as a result (more…)

CPM

Cost per mile or CPM means cost per mile or thousand impressions. It is an advertising option that (more…)

Customer acquisition

The process of bringing in new customers to use your app, platform or any other service.

Customer journey

A customer journey refers to the entire experience a customer has when communicating with a particular brand. (more…)

Customer lifecycle

Marketing analysts Matt Cutler and Jim Sterne developed a matrix to break down the customer lifecycle (more…)

Customer reviews

Customer reviews refer to the customer’s evaluation of the company’s product, service, or customer service.

Cyber attacks

Cyber attacks are the attempts that hackers make to destroy or damage a computer system or network.

D

Data

Data refers to statistics and facts that we collect for analysis or reference.

Data visualization

Data visualization is the representation of information or data collected in the form of a picture, diagram, graph, etc.

Demand-side platform (DSP)

This is a system that enables advertisers to manage their ad exchange and exchange accounts using a single interface.

Demo call

A demo call is a sales demonstration or demo that sales reps deliver to a potential client (more…)

Demographics

Demographics means statistical data related to a population and a certain group of people within it. (more…)

Device farms

Device farms are a kind of mobile ad fraud wherein many mobile devices are kept at a specific location (more…)

Digital marketing

Digital marketing is a segment of marketing that uses online-based technologies such as mobile phones, (more…)

Direct sales

Direct sales refer to a manufacturer or seller selling products or services to the customer (more…)

Display advertising

Display advertising is digital or graphic advertising that you can find on websites, apps, and social media.

Distributors

A distributor is an agent who supplies or delivers goods to retailers.

Domain spoofing

Fraudsters use domain spoofing to impersonate themselves, like a famous person or business, using fake emails or websites.

E

Earned advertising

Earned advertising refers to the additional exposure that a brand or company receives from the media (more…)

Earnings per click (EPC)

Earnings per click (EPC) refers to the average amount of money an affiliate earns each time someone clicks on the affiliate link.

eBook

An eBook is an electronic book that consists of images and text, which you can read on almost any digital device.

Editorial calendar

An editorial calendar, also known as a publishing calendar, is used by businesses, bloggers, and groups to manage (more…)

Email automation

Email automation refers to the process of creating and automatically sending emails to the right people at the right time (more…)

Email content

Email content refers to any message you send to a customer, subscriber, or prospect’s inbox.

Email deliverability rate

Email deliverability rate is a metric that measures the success rate of an email marketer (more…)

Email domain

An email domain refers to that part of the email address that starts after the @ symbol.

Email list

An Email list refers to the email addresses collected by an individual or organization to send marketing materials.

Email marketing

Email marketing refers to the act of sending an email with a commercial message to a group of people that are either (more…)

Email sequence

Email sequence refers to the series of emails that are sent automatically to a user or prospect using an automation software.

Email service provider (ESP)

Email service provider or ESP refers to the technology you can use to manage and deliver marketing communications in email.

Email spam

Email spam refers to junk emails or unsolicited emails sent to many recipients.

Email subscribers

Email subscribers are internet users that permit a particular company or brand to send emails to them regularly.

Emulators

An emulator is a program that allows you to run software on an entirely different device or computer.

Engagement rate

Engagement rate refers to the total number of interactions a content gets, and (more…)

Events

An event is an in-app action that is performed by a user. Any action completed by a user within an app can be described (more…)

F

F2P model

The F2P model is a business model that allows players to gain free access (more…)

Facebook ads manager

Facebook ads manager helps you see how your ad campaigns perform.

Fake clicks

Fake clicks refer to clicks that come from click farms or bots that disguise themselves as humans.

Fake installs

Fake installs refer to mobile fraud wherein fraudsters manage to fake the installation of an advertised app (more…)

Floating ads

Floating ads are ads that first appear on a webpage when you open it. They may float or fly away in 5 to 30 seconds.

Frequency capping

Frequency capping is a feature that helps limit the number of times a video or display ad appears to a person.

G

Game icon

These are simple square images that easily enable users to identify the games or apps.

Game localization

Game localization is when developers produce video game content to appeal to a specific region, (more…)

General invalid traffic (GIVT)

General invalid traffic (GVIT) refers to the traffic coming from known bots and crawlers and is not fraudulent.

Geo-masking

Geo-masking is a process through which fraudsters showcase low-quality traffic to appear as (more…)

Geofencing

Geofencing refers to the virtual perimeter that you set for a geographical area.

Geolocation

Geolocation in simple terms refers to the geographical or longitudinal/latitudinal location of a device (more…)

Google ads universal app campaigns

It’s an automated ad format in Google ads that helps advertisers get more app installs (more…)

Google analytics

Google Analytics is the web analytics service that Google offers.

Google play store

Formerly known as Android Market, Google Play or Google Play Store allows android users to download and use (more…)

H

Hackers

Hackers are individuals that use computers to get unauthorized access to restricted online data.

Hijacked devices

Any legitimate device, such as a phone, app, or browser, hijacked by fraudsters to carry out (more…)

Hyper-personalization marketing

Hyper-personalization marketing taps into individual wants and needs and tailors campaigns to best suit a person. (more…)

Hypothesis

A hypothesis is a concession or assumption made for an argument on known facts for which there is no proof yet.

I

IDFA

Identifier for Advertisers (IDFA) is a device identifier by Apple. (more…)

Impression

An impression occurs every time a user is delivered an advertisement (ad) on a publisher’s inventory.

In-app journey

An in-app journey refers to a series of steps that companies want users to take when interacting with an app. (more…)

In-app purchases (IAP)

In-app purchases, or IAP, refer to users’ ability to purchase additional services or content using an app.

In-page push ads

In-page push ads are similar to push ads. But they are banner ads displayed on a publisher’s website (more…)

Inbox rate

Inbox rate is a metric that measures how many emails land up in the inbox rather than bouncing or landing up in the spam folder.

Indirect sales

Indirect sales refer to the sales done by third-party individuals or companies such as affiliates and partners.

Influencer

An influencer is anybody who has an influence over an online audience. (more…)

Influencer marketing

Influencer marketing is the process of utilizing external content creators to engage or advocate your brand’s message (more…)

Infrastructure as a service (IaaS)

Infrastructure as a service, or IaaS, is a cloud computing model in which customers receive (more…)

Install

An install occurs when a user downloads an app and opens it for the first time.

Install per mille (IPM)

Install per mille (IPM) refers to the number of times people installed your game or app per every thousand ad impressions.

Interactive Advertising Bureau (IAB)

IAB, or interactive advertising bureau, refers to an organization that primarily works with publishers (more…)

Internet service provider (ISP)

Internet service provider (ISP) refers to a company that provides organizations (more…)

Interstitial ads

Interstitial ads is a full-screen advertising format for mobile devices.

Invalid traffic

Invalid traffic refers to any activity from a fake user with no genuine interest.

K

Key performance indicators (KPIs)

Key performance indicators (KPIs) are the metrics that can be used to observe the performance of your campaigns.

Keyword

A keyword means a word or group of words that internet users use to search in a search engine.

Keyword research

Keyword research refers to tasks such as analyzing, comparing, and prioritizing keywords to use in content (more…)

Knowledge base

A knowledge base is an online library that companies publish to let end-users and others know about a product, (more…)

L

Landing page

A landing page acts as an entry point to a website or a specific part of the website.

Latency

Latency refers to the time it takes for data to travel from one point on a network to another.

Lead

A lead refers to the contact information of a prospect interested in your product or service.

Lead generation

Lead generation is when a campaign has resulted in a new lead or prospect.

Lead magnets

Lead magnets refer to the free product or service given to those willing to leave their contact information.

Life time value

Life time value (LTV) means customer lifetime value. It refers to the amount of money a customer (more…)

M

Machine learning

Machine learning is a segment of computer science and artificial intelligence. It focuses (more…)

Malware

Malware is any software that can disrupt a server, computer, or computer network. (more…)

Managed service providers

Managed service providers or MSPs are third-party companies that remotely work or (more…)

Marketing automation

Marketing automation is the use of automation technology to complete actions related to marketer’s tasks. (more…)

Marketing channel partners

Marketing channel partners are sales or trade intermediaries who help to move products from the suppliers to the consumers.

Mentorship

Mentorship refers to the guidance you receive from an expert or experienced individual(s) in the industry.

Meta description

A meta description is an HTML element that provides a concise webpage summary.

Meta tags

Meta tags are snippets of text mainly used to describe the contents of a webpage.

Microsoft advertising

Microsoft advertising is the service that allows you to publish pay-per-click ads on search engines (more…)

Microtransactions

Microtransactions refer to players’ digital purchases within a gaming app to unlock (more…)

Mobile ad fraud

Mobile ad fraud refers to techniques fraudsters use to deceive advertisers, publishers, and supply partners (more…)

Mobile game monetization

Mobile game monetization is the process developers follow to generate money from the game app.

Mobile marketing automation

Mobile Marketing Automation (MMA) refers to the usage of smart or intelligent tools to oversee, execute, and automate (more…)

Mobile measurement platform (MMP)

A mobile measurement platform (MMP) is a third-party service provider that works on collating, (more…)

Mobile-friendly applications

Mobile-friendly applications are applications that display elements and components of a site seamlessly (more…)

N

Native advertising

Native Advertising, also called sponsored content, is a type of advertising that matches the form and function of the (more…)

Newsletter

A newsletter is a printed or digital report about a business that they send to members, employees, customers, and others.

O

Off-page seo

Off-page SEO or off-site SEO refers to the actions you take outside of the website which impact the website’s (more…)

On-page seo

On-page SEO or on-site SEO refers to optimizing web pages to improve a website’s search ranking, thereby increasing (more…)

One-time commission

The one-time commission is the one-time payment that an affiliate receives when they help generate a lead or a sale.

Opt-in rate

Opt-in rate refers to the total percentage of site visitors interested in subscribing to your email list.

Organic installs

Organic installs is an install that cannot be attributed to a campaign. It indicates that the user converted organically, (more…)

Organic user acquisition

Organic customer acquisition is the process of gaining customers without paying any direct fees, such as paid ads.

Owned advertising

Owned advertising or media refers to digital marketing channels that companies own and have total control over.

P

Paid search (Pay-per-click or PPC)

Pay-per-click (PPC) is anvadvertising model used to drive traffic to websites, in which an advertiser pays a publisher (more…)

Paid user acquisition

In paid user acquisition, you pay for targeted advertising about your app or game on user acquisition channels (more…)

Partner

Media partners own advertisement space in some capacity, selling space (known as inventory) (more…)

Partner ecosystem

Partner ecosystem refers to the network of partners in the world of partnerships that work towards (more…)

Partner life cycle management

Partner life cycle management refers to the strategies that businesses follow to maintain relationships with their partners.

Partner lifecycle stages

Partner lifecycle stages include identifying, recruiting, onboarding, engagement, cultivation, and innovation.

Partner portal

A partner portal is a web-based site that allows third parties to do business with a company and gain access to specific resources.

Partner program

Partner program enables companies to connect with channel partners who provide marketing support to get (more…)

Partner relationship management (PRM) software

Companies use partner relationship management software to communicate, measure, and work with their partners.

Partnership marketing

Partnership marketing refers to the collaboration between two parties to reach the key objectives of both parties.

Pay-per-lead

Pay-per-lead is a payment scheme wherein affiliates receive commission only when they can generate a lead for the merchant.

Pay-per-sale

Pay-per-sale is a payment scheme wherein an affiliate receives a commission from the advertiser or product (more…)

Performance marketing

Performance marketing or Performance-based advertising is a form of advertising in which the purchaser pays only (more…)

Pixel stuffing

Pixel stuffing is a form of impression fraud. Fraudsters place multiple ads inside a 1×1 pixel (more…)

Platform as a service (PAAS)

Platform as a service, or PaaS, is a cloud computing model wherein the third-party provider (more…)

Player archetype

Player archetype refers to the player personas that a game appeals to in particular.

Podcasts

A podcast is an audio file available in digital format for download over the internet.

Popunder ads

Popunder ads are non-intrusive pop ads that display on the entire screen and behind these ads is an active browser window.

Popup ads

Popup ads are advertisements that open up in a new window when a user is on an online browsing session.

Premium ad networks

Premium ad networks are ad networks that hold the inventory of the most popular publishers.

Product creators

Product creators are individuals or companies that manufacture products to sell them.

Product review

A product review is an expert’s opinion regarding a product. It can also be a comparison done on similar products.

Programmatic advertising

Programmatic advertising is a way to automatically buy and optimize digital campaigns, rather than buying directly (more…)

Proxy traffic

Proxy traffic refers to traffic fraudsters generate by changing the IP addresses of their device to make their device look different.

Psychographics

Psychographics is the study of customers based on their activities, interests, and opinions (AIOs).

Publisher

A publisher provides the capability and inventory that allows advertisers to run ads in their apps or on mobile sites. (more…)

Publisher postback

Postback is a function that will notify publishers when a conversion occurred or was approved/rejected.

Push notification ads

Push notification ads are usually consent-based ads delivered to a user’s device through the mobile app or a website.

R

Real-time bidding

Real-time bidding refers to the practice of buying and selling ads in real time on a per-impression basis in an instant auction.

Real-time reporting

Real-time reporting is a business intelligence practice that instantly collects and relays up-to-the-minute data (more…)

Recurring commission

Recurring commission refers to the commission paid to an affiliate each time their referral makes a purchase.

Remarketing

Remarketing is a feature that allows you to display ads to people who have already visited your website (more…)

Retailers

Retailers are businesses or a person that sell products to a target audience in smaller quantities for consumption or use.

Retargeting

Retargeting ads are a type of online targeting advertisements that aim to serve people already in your contact database (more…)

Retention

Retention – This refers to the percentage of users who are still active in an App after a defined period of time.

Return on ad spend (ROAS)

Return on ad spend (ROAS) is the overall return on the amount spent on ads.

Return on investment (ROI)

ROI is the overall return on an investment for a campaign or marketing channel.

Revenue

Revenue is the income generated by a company, usually measured across a set time period. (more…)

S

Sales funnel

The sales funnel, also known as the purchase funnel, is a visual representation of the customer journey that depicts (more…)

SDK

An SDK (Software Development Kit) is a collection of software development tools that can be installed as a package. (more…)

SDK spoofing

SDK spoofing is creating legitimate-looking installs using data from real devices without actually having any real installs.

Search engine advertising

Search engine advertising refers to the ads that appear on search engines.

Search engine optimization (SEO)

This is the practice of making strategic changes to your online content to gain a higher ranking on search engines.

Security threats

Cyber security threats are the attempts that hackers or criminals make to steal, damage, destroy or disrupt computing systems.

Service providers (SP)

Service providers refer to companies that offer consulting, real estate, legal, communications, storage, and (more…)

Session time

Session time refers to the total amount of time a user spends on an app or the website during a single session.

Site speed

The site speed refers to the time users take to access and interact with the content on a webpage.

SKAdNetwork

Apple introduced the SKAdNetwork in 2018, a different approach to campaign measurement where data (more…)

SMART goals

SMART refers to Specific, Measurable, Achievable, Relevant, and Timebound. (more…)

Social media advertising

Social media advertising is a form of digital marketing that enables you to publish paid ads on social media channels or networks.

Social media marketing

Social media marketing (SMM) refers to the use of social media websites and platforms to promote a product or service.

Soft launch

Soft launch refers to the product’s release to a limited number of users. (more…)

Software as a service (SaaS)

Software as a Service (SaaS) is centrally hosted software that typically works on a subscription basis. It is a method (more…)

Sophisticated invalid traffic (SIVT)

Sophisticated invalid traffic (SVIT) refers to fraudulent traffic coming from bots that mimic human behavior.

Spam email

Spam email refers to unwanted or unsolicited junk emails sent in bulk to an indiscriminate recipient list for commercial purposes.

Spammy ads

Spammy ads refer to junk emails or text messages containing unsolicited services or products and pop-up ads.

Supply-side platform (SSP)

A supply-side platform (SSP) enables publishers to manage advertising inventory, such as filling it with ads and receiving revenue.

T

Target audience

A target audience is a specific group of people who are likely to buy a product and become customers.

Top-selling products

Top-selling products are extremely popular items that the company sells in larger quantities than products from other brands.

Tracking link

A tracking link is a URL with appended tags – or parameters – that can be used to indicate which channel (more…)

Traffic source

The traffic source refers to the origin of how people found your website.

Trial period

The trial period is the duration of time companies give to their clients to test the product for free.

U

Unsubscribe page

The exit or unsubscribe page is the web page your users will see when they click on the unsubscribe link, which you can see at the email footer.

User

A user is an individual with a device. For example, user acquisition is the practice of generating installs (more…)

User acquisition (UA)

User acquisition is a process through which you gain new customers for your mobile app, platform, (more…)

User engagement

User engagement mainly focuses on measuring how long and how frequently users (more…)

User personas

User personas are a semi-fictional character that you create based on your existing or ideal customer.

User segments

It is the process of splitting users into segments of distinguishable groups based on certain shared characteristics. (more…)

UX/UI design

UX stands for ‘user experience,’ and UI stands are the ‘user interface.’ (more…)

V

Value-added reseller (VAR)

Value-added resellers or VARs are companies that focus on enhancing the value of third-party products (more…)

Vertical ad networks

Vertical ad networks are topic-specific networks such as fashion ad networks, technology (more…)

Video

A video refers to the Broadcasting, recording, and reproducing of moving visual images.

Video ads

Video ads is an ad format that utilizes video to promote a product or brand.

Vlog

A vlog refers to the video posts that a person posts on a social media channel or a personal website.

W

Waterfalling

Waterfalling, also known as waterfall tags or daisy chains, is the process publishers use to sell their remnant inventory.

Website

A website is a collection of webpages that share a single domain name, are connected to the internet, and are publicly accessible.

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