Glosario
Tengas mucho o poco tiempo en el mundo de la publicidad digital, te conviene conocer los principales términos que reinan en esta industria para que entiendas perfectamente su funcionamiento.
En este glosario podrás aprender los términos más usados en ad tech.
A
Ad Waterfall
System that helps advertising network administrators to organize and list the eCPM from the highest percentage to the lowest, in order to make the monetization process more effective.
A
A/B Testing
Experiment or practice that compares two versions of the same content to check which one works better.
A
Autopilot
In this state, the application is automatically optimized. The Wortise SDK dynamically adjusts the priority order of integrated networks based on detected variables, with the goal of maximizing publisher revenue. This allows constant optimization without manual intervention.
R
Responsive Ads
Advertising ads created to adjust in shape and size to any digital space automatically.
R
Retention rate
Metric that defines the number of customers a company can retain during a certain period of time.
U
User Experience (UX)
Factors that define the relationship, perception and responses of users with a brand. It's basically the way customers feel when interacting with a company.
P
Programmatic Direct
Mechanism that allows the purchase and sale of advertising between advertisers and publishers directly, without intermediaries.
R
Real-Time Reporting
Practice carried out in a company to collect updated data after generating information for its users that require a response, so that quick and accurate decisions can be made.
D
Display Advertising
Online advertising format that includes a mix of music, text, images or videos.
M
Mobile Ad Fraud
Action in which you attempt to commit fraud on advertisers or suppliers through mobile advertising not only to steal revenue but also to impersonate SKDs.
C
Contextual Advertising
Advertising strategy that allows website and app administrators to select the correct advertising content for their different users.
D
Direct Response Advertising
Type of marketing strategy that achieves a direct response from potential customers after generating attractive ads in order to make a call to action.
C
Creative Optimization
Strategic tool that allows developers to optimize their advertising using real-time technology.
A
Ad Refresh
Technique used by website administrators to update ads in spaces with existing ads. Its purpose is to generate automatic ad rotation.
C
Competitive Analysis
Analysis that is carried out with the objective of knowing what the main weaknesses and strengths of direct competition are. It allows you to form a more effective marketing strategy.
A
Ad Targeting
Action of separating the different users of a platform into groups with the aim of sending them the appropriate message for each one.
A
Audience Segmentation
Division of a market into small groups with specific characteristics such as online behavior, tastes and geographic location. It is used to carry out effective campaigns according to each person's needs.
A
Ad Tech
Technology that advertisers and publishers use to deliver digital advertising to audiences. They allow you to buy, sell, manage and measure ads.
C
Click Farm
Physical places created with the purpose of generating mass clicks through electronic devices, generally to commit fraud.
A
Ad Revenue
Tool that allows marketing professionals to distribute and evaluate advertising revenue according to the user's acquisition source.
U
User FunnelApp Store Optimization (ASO)
Process in which a mobile app is optimized with the aim of positioning itself among the first results of user searches in mobile app stores.
I
In-App Analytics
Tool that allows you to save metric data in a database that can be accessed with a username and password from any device.
C
Contextual Targeting
Method used to analyze the visibility and effectiveness of an advertising advertisement on a web page, in order to determine which are the most relevant topics for the campaigns.
U
User Engagement Metrics
Metric that allows administrators to know the amount of time that users are actively engaged with their website.
C
Capping
A tool known as frequency control that works to regulate the number of times an advertisement is displayed on a website.
C
Customer Lifetime Value (CLV)
Calculation used to measure the “lifetime value” that a customer has had with a company. It allows you to average the profit generated by the client over time.
P
Push Notification Ads
Technological system used in applications to send messages to users of an app or website.
A
Ad Viewability Rate
Measurement indicator in digital advertising that allows knowing, in exact numbers, the probability that an advertisement will be seen by a user or consumer.
D
Demand Generation
Branch of online marketing in which different strategies are carried out to increase user interest in a business's products or services.
S
Session Duration
Measurement of time that a user usually spends during their visit to a website, which helps administrators know how attractive the information they provide is.
F
First-Time User Experience (FTUE)
Experience provided to a user for the first time after interacting with an application or website.
I
Install-to-Action Rate
Metric that shows how effective an app is at converting interested people into active users. It is measured by the actions that users perform when entering the app.
R
Retention Marketing
Strategies used by businesses to avoid the greatest amount of losses in their clients and thus avoid a reduction in income.
R
ROAS (Return on Advertising Spend)
Statistics used to measure the return on advertising investment in a campaign. It regularly takes into account the income obtained for each dollar spent on advertising.
I
In-App Header Bidding
Buying and selling ads through auctions within mobile applications.
F
Floor optimization
Dynamic adjustment of minimum prices in auctions to maximize income.
U
User Acquisition Cost (UAC)
Costs that derive from the integration of new users to the service or product offered by a website.
F
Fraudulent Traffic
Type of online traffic that is not generated by real people but by bots that record click interactions, fraudulently promoting revenue.
H
Header Bidding
Advertising sales strategy at high prices through auctions where ad exchanges bid to obtain space.
N
Native Video Ads
A video ad format that plays within the content of a website or app and matches its design. Its purpose is to integrate so that it seems part of the content.
A
Ad Request
A type of signal that is emitted to an ad exchange platform to attract an ad that matches an empty space on a web page or app.
M
Monetization
Benefit that can be achieved on digital platforms through advertising in apps, social networks or websites; product sales and more.
E
Engagement Rate
Indicator of the percentage of interaction that a business profile on social networks has had with its followers.
P
Playable Ads
A type of interactive ad that allows users to try a demo of an app or game before downloading it.
C
Click Injection
Process that is carried out when a virtual scammer sends a false engagement in the download link of an application to take permissions from an external source.
C
Cross-Promotion
Strategy that allows two people or companies to exchange ads between applications.
N
Native Ads
Ads designed to integrate with the style and appearance of an app or website. They seek to create the feeling that they are not ads so that the user does not feel interrupted.
I
In-App Purchase (IAP)
Term used to describe any type of purchase made by a user within the mobile application.
V
Viewability
Reveals the visibility that advertisements have on the Internet. The mere fact that an ad appears to a user is already taken as an opportunity for visibility, even if the user has not seen it.
A
Ad Fraud
Fraudulent activities to artificially manipulate the performance metrics of advertising campaigns. These practices frequently involve bots that imitate human behavior to obtain income illegally.
U
User Segmentation
Process or tactic of dividing users into different groups based on predetermined interests.
G
Geotargeting
Technique that allows specific advertising to be targeted to users according to the geographical area in which they live.
C
Conversion Rate
Metric that shows the percentage of actions taken by users after clicking on an ad. The actions can be a purchase, app installation, reservation, etc.
U
User Acquisition (UA)
Process to attract new users to applications using marketing tactics.
A
Audience Targeting
Common practice for classifying users based on their behavior, geographic area, and other interests.
P
Programmatic Advertising
Buying and selling ads in an automated way with the use of algorithms and data, which allows us to know user history, online behavior, location and other data to be more effective.
A
Attribution
Action of identifying which tactics or digital media are most efficient to drive conversions.
F
Frequency Capping
Maximum quota of times or time that an advertisement is shown to a user.
I
Impression
Metric that measures the number of times an ad is shown to users without requiring direct interaction
A
Ad Inventory
Amount of advertising space or ads that a publisher has available for sale in its app or website.
B
Banner Ads
Advertising format that integrates interactive elements such as images, texts and even sound. It has specific measurements and there are three types: fixed, expandable and floating.
R
Rewarded Video
Type of rewarded ad that motivates the user to view the entire advertisement in exchange for a reward.
I
Interstitial Ads
Ad format that is characterized by occupying the entire page. They usually appear in natural pauses or transition spaces in the app or website.
I
In-App Advertising
Technique or strategy used to display advertisements within a mobile application while it is used by a user.
E
eCPM (Effective Cost Per Mille)
Performance metric to know the estimated income a publisher receives for every thousand impressions of an ad.
R
RTB (Real-Time Bidding)
Automated auction process in real time that allows the purchase and sale of advertising space.
M
MAU (Monthly Active Users)
Metric used to measure, over a period of 30 days, the total number of unique users who interacted with an app.
F
Fill Rate
Indicator used in the logistics sector to know which orders are delivered on time. In digital advertising it is used to measure the percentages of ad impressions that were successful.
D
DSP (Demand-Side Platform)
Demand-side platform used by advertisers and agencies to purchase advertising inventory.
S
SSP (Supply-Side Platform)
Offering platform used by publishers to facilitate the sale of advertising space on websites and apps.
D
DAU (Daily Active Users)
Indicator that shows the number of users who interact with a mobile application in a 24-hour period.
A
ARPDAU (Average Revenue Per Daily Active User)
Average Revenue per Daily Active User is a metric for analyzing apps and a key performance indicator (KPI) that reflects how changes to the app are affecting app monetization.
C
CTR (Click-Through Rate)
Metric that allows you to know the number of clicks that a link has in relation to impressions. At the mobile level, CTR is the number of clicks on an ad compared to the total visits.
C
CPC (Cost Per Click)
Metric used to estimate the collection and performance of paid ads on websites, social platforms or mobile applications.
A
ARPU (Average Revenue Per User)
Average Revenue per User or Unit is a key indicator that shows the estimated amount of revenue generated by each user. It is usually calculated on a monthly and annual basis.
C
CPA (Cost Per Action)
Cost that an advertiser pays each time a specific action is taken in their digital space, such as a sale, a user registration or a usage rating.
C
CPM (Cost Per Mille)
Indicator that shows the cost that an advertiser pays per thousand views or impressions that an advertisement receives.
C
CPI (Cost Per Install)
Amount that an advertiser or company pays a publisher each time a user installs a mobile application following an advertisement. It is used as an important metric to know how effective a campaign is in downloads and installations.
A
Ad Mediation
Using a technology platform to manage multiple ad networks and optimize ad delivery, helping publishers maximize their revenue.
A
Ad Exchange
Technological platform that promotes the purchase and sale of advertising inventories in an automated manner. It is known as a marketplace and works through real-time auctions.
A
Ad Network
Platform or company that connects advertisers with apps or websites that want to display ads. An advertising network is characterized by adding the advertising offer of the publishers and matching it with that of the advertisers.