Speak the language of Audience Network by learning these common terms.
Allows you to test two different components, otherwise known as variables, of an ad to see which one performs better when it's shown to users. By analysing these variables, you learn how to optimise your revenue.
Refers to a phenomenon in which people consciously or unconsciously ignore ads more and more over time due to the increasing competition for people's attention.
Serves as a middle ground between supply-side platforms (SSPs) and demand-side platforms (DSPs), so publishers and advertisers can access and exchange ads and inventory.
A platform that app developers use to connect their app with multiple ad networks.
Allows mobile app and game publishers to post openings for ad space and allows advertisers to bid on ad space inventory.
A method of measuring the profitability of user in-app actions to understand the app's current user audience base and determine who has the highest potential lifetime value (LTV).
With app bidding, app publishers can establish an impartial, open auction over their ad inventory by offering every ad opportunity to multiple advertising networks at the same time.
A KPI that calculates the average revenue per paying customer.
A KPI that indicates how much revenue the active app or game users generate every day, including in-app purchases, in-app ads and subscriptions.
A static, graphic ad format that appears at the top or bottom of an app or as a piece of content that users can scroll through.
A KPI used to understand the total average sales and marketing cost to acquire a customer.
A payment metric that describes the amount of revenue paid to a publisher from an advertiser for each click on an ad unit.
Casual games are oriented around simple game mechanics and rules, can be picked up quickly and tend to have mass-market appeal. Casual games have more complex mechanics than hyper-casual, often featuring meta-games.
A model where a publisher gets paid for submitting a form, installing an app or another action.
A pricing model which compensates app advertisers each time a user installs their app through their ad.
The number of clicks compared to the number of impressions. Click-through rate is calculated as clicks divided by impressions.
Indicates a testing arrangement amongst a small group of publishers is taking place. [Accessibility: Limited. Invite only.]
The number of unique users that log in and start a session in an app in 24 hours. This is a key metric that enables developers to measure retention rates and calculate lifetime value.
Platforms that enable the buying and selling of digital ad inventory by managing multiple ad exchanges through a single interface.
A standard measure of revenue from ads that equals estimated revenue divided by impressions multiplied by 1,000. The revenue that you've earned per 1,000 impressions.
A measure of how much a user interacts with an ad. Greater engagement leads to clicks and conversions, which drives up revenue.
The number of ads that Audience Network returns compared to the number of ads requested. Fill rate is calculated as filled divided by ad requests.
When an ad is shown in the user experience of your apps, such as after a level in game play. See Optimisation for common flow types.
Limiting the frequency of ads served to a unique user based on views or clicks.
A mediation platform in GA is proven and stable – and provides publishers with robust features. [Accessibility: Open to all.]
Hardcore games require a significant time investment from players to engage with and learn the game. Hardcore games are often achievement-oriented, and enable players to test and pit their skills to win against others
Hybrid-casual games combine hyper-casual's simplicity with more complex progression mechanics, such as social features or a sophisticated in-game economy.
Hyper-casual games tend to be universally appealing and easily playable due to their short session length and fun game mechanics. They're known as "easy to pick up but difficult to master", which encourages players to come back.
A unique ID assigned by Apple to a user's device and used by advertisers to track data, in order to target advertising.
A KPI that enables developers to gauge the effectiveness of their monetisation strategy based on the number of impressions they receive daily.
The number of times ads were on screen. An impression is counted as the number of times an instance of an ad is on screen for the first time.
An app monetisation model that depends on integrating ads in gameplay and receiving compensation each time a user clicks.
Any actions taken after a user installs an app, such as sign-in, level completion in a game, purchases and social shares.
An app monetisation model focused on giving users opportunities to make purchases during gameplay, including new characters, levels or other upgrades.
An ad format used during a natural break in the user flow of your app. These full-screen, immersive experiences can be click to play or set to autoplay.
Communications delays over a network between performing a live action and receiving a response.
Any game changes, updates or improvements made but not released as a brand-new version of the game.
A prediction to model a game's profit margin from an average user over the timeframe in which they play the game.
A KPI that indicates the number of unique users per month (or 30 days).
Management and optimisation of ads served from different networks through one interface.
Meta refers to elements of mobile gameplay such as systems, mechanics and loops that a player may repeat to progress in the game.
More complex than hyper-casual and casual games, mid-core games require skill and strategy to progress and, as a result, require players to be more invested and set apart more time to play. They can feature multiplayer experiences, side quests, resource management, and solve a puzzle or complete a repetitive action.
A native ad is an ad placement that fits the design of your app. Native ads are often better for engagement and make higher eCPMs because they blend in naturally with your interface.
Indicates a mediation partner’s platform has gone through a majority of its testing and development. Any publisher can become an early adopter of this mediation platform. [Accessibility: Open to all.]
An app monetisation model that charges users a fee to download and use the app.
An interactive video ad for Meta and Audience Network for mobile app advertisers to drive higher quality and higher intent users to install their apps with a try-before-you-buy experience.
A KPI that indicates the percentage of users who install your app and return to play it. Retention is calculated from the day of app download (day 0).
An ad format offering an immersive in-app ad experience that provides users with an incentive in exchange for a completed video view within an interstitial experience.
A KPI that indicates the amount of money a business earns for each penny spent on advertising.
The buying and selling of ad inventory by demand-side platforms and supply-side platforms via a programmatic ad buying process.
A package of software development tools designed to enable a developer to create parts of an app rapidly.
A platform for publishers to manage and sell their inventory of ad space.
An app monetisation model that offers free access to download the app but requires payment of a monthly fee for full functionality.
The process through which publishers acquire users for their mobile app or game.
The traditional, programmatic ad buying model. The waterfall organises ad sources to yield the highest CPMs for advertisers and increase revenue for publishers.