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15 Mobile Ad Terms You Need to Know

Mike Rizzo
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Inventory

Inventory encompasses all apps and advertising placements within the apps that you wish to monetize with advertisers.  For example, the mobile app Candy Crush would be one (1) app within the Inventory section.

Placements

A Placement is a distinct advertising spot within an app or website. For example, you may have a 320×50 banner on the homepage of your mobile app, or you may have an interstitial that appears between level 1 and level 2 of your mobile game. These would be placements underneath a single app.

Pro Tip: It’s wise to track the revenue and performance of different ad units against each other. In the above example, the homepage 320×50 banner and the 320×50 banner within the game playing section of your app can be two different placements and tracked within your advertising partners solution.

PLC

A PLC ID, or Placement ID, is a unique ID number that correlates to a specific app/site and placement. It allows a publisher to make an ad call to the AerServ ad server for an ad.

Ad Sources

Ad Sources are the third party advertising partners that you work with and wish to mediate – typically, these are ad networks.  For example, if you are using the AerServ mediation platform and have existing relationships with InMobi, Millenial Media and TapIt by Phunware, these would be your ad sources.

Campaigns

Campaigns allow publishers to upload or traffic creatives to be used as house ads when no other ad source is able to monetize or fill an ad opportunity.

SDK

A software development kit, or SDK, can house a lot of information. Mobile advertising SDK’s allow mobile apps to communicate efficiently with the ad server they use and also handles ad rendering and tracking.

VAST

The digital Video Ad Serving Template (VAST) specification released by the Interactive Advertising Bureau (IAB) to standardize the communication requirements between video players and ad servers.

Banner

A Banner is a traditional advertising ad unit. A mobile ads can either be static or use rich media and are typically (in pixels) one of the following sizes; (in pixels) 320×50, 300×250 or 728×90, can either be static or use rich media.

Interstitial

An Interstitial is a fullscreen ad unit that appears between two views within a mobile website or mobile app.

CPM

CPM, or “cost per mille”, means cost per thousand, and is the most common pricing model for an ad unit. If a campaign is at $1 CPM, it means you as the publisher would earn $1 for every one thousand views of the ad unit.

CPI

CPI, or “cost per install”, is a common pricing model within mobile and mobile games. The payable event happens when a user downloads the app and opens it.

Impression

An impression has slightly different definitions based on the ad unit:

  • Banner: an impression is recorded when the banner creative is displayed on the device.
  • Interstitial: an impression is recorded when the interstitial creative is displayed on the device.
  • Video: an impression is recorded when the video ad begins playing.

Fill Rate

Fill Rate is an important calculation to measure advertising performance. A simple way to calculate fill rate: ad impressions / ad opportunities.

VTR

View through rate, or VTR, is an important performance metric for video ad campaigns. VTR measures the percentage of users that view the entire video ad, or 100% completion of the ad. The calculation for VTR is: 100% completed views / ad impressions.

CTR

Click through rate, or CTR, is an important performance metric for all ad campaigns. CTR, measures the percentage of users that click on an ad. The calculation for CTR is: clicks / ad impressions.

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