Glossary

Adtech terms simply explained by our in-house experts

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A

A/B Testing

Active User Rate (AUR)

Ad Exchange

Ad Impressions

Ad Networks

ARPDAU

C

Casual Games

Click-Through Rate (CTR)

Cost Per Install (CPI)

Cost Per Mille (CPM)

D

Daily Active Users (DAU)

Demand-Side Platform (DSP)

E

Effective Cost Per Mille (eCPM)

H

Hardcore Games

Hypercasual Games

I

In-App Bidding

In-App Events

In-App Purchases (IAP)

Installs per Mille (IPM)

L

Lifetime Value (LTV)

M

Mobile Measurement Partner (MMP)

Monthly Active Users (MAU)

O

OpenRTB

P

Postbacks

Puzzle Games

R

Retention Rate (RR)

Return on Ad Spend (ROAS)

S

Social Casino Games

Software Development Kit (SDK)

Strategy Games

Supply-Side Platform (SSP)

W

Waterfall Bidding

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