From AAK to VTA: The Ultimate Glossary for Programmatic Advertising

Let’s face it: mobile programmatic advertising comes with a steep learning curve, especially when every conversation is packed with acronyms and technical jargon. Whether you’re just stepping into the space or want a quick refresher, we’ve compiled a go-to glossary to help you speak the language of programmatic with confidence. From campaign basics to bidding mechanics, these are the terms every mobile marketer should know.

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Glossary of Terms

AAK (AdAttributionKit): Apple’s privacy-centric attribution framework designed to replace SKAdNetwork, offering improved privacy controls while still allowing performance measurement.

Ad Exchange: A digital marketplace that connects DSPs and SSPs, enabling real-time auctions where ad impressions are bought and sold programmatically.

Attribution: The process of determining which marketing effort should get credit for a specific user action, like an install or purchase.

Behavioral Targeting: A method of targeting users based on in-app behaviors, browsing history, or engagement patterns.

Bid Request: A signal sent from the publisher (via SSP) to DSPs with information about a potential impression, user, and context.

Conversion: A user action that marketers define as valuable, such as installing an app, signing up, or completing a purchase.

CPI (Cost Per Install): A pricing model where advertisers pay only when a user installs the app.

CPA (Cost Per Action): A pricing model where advertisers pay only when a user completes a predefined action, such as a purchase or sign-up.

CPM (Cost Per Mille): The cost per 1,000 impressions. A common pricing model in programmatic advertising.

CTR (Click-Through Rate): The percentage of impressions that result in a click. Calculated as (Clicks ÷ Impressions) × 100.

Deep Learning: A subset of machine learning that uses layered neural networks to process large volumes of data and uncover complex patterns. In mobile advertising, deep learning powers advanced targeting and real-time optimization by analyzing user behavior across multiple dimensions.

Deep Linking: A method of directing users to a specific page or section within a mobile app, rather than just opening the app’s homepage. 

DMP (Data Management Platform): A platform that collects, organizes, and activates audience data for more effective targeting.

DSP (Demand-Side Platform): Technology used by advertisers to purchase mobile ad inventory programmatically, often in real time.

Event-Based Optimization: The practice of optimizing campaigns toward specific in-app actions, such as purchases, sign-ups, or reaching level 5 in a game.

Fingerprinting: A probabilistic method of identifying devices based on IP address, user agent, and other non-IDFA attributes. 

First-Price Auction: An auction model where the highest bidder wins and pays exactly what they bid (rather than just above the second-highest bid).

Fraud: Any deceptive practice that prevents ads from being served to real users or tracked accurately. Examples include:

• Click Injection: Fraudulent clicks inserted during the app install process to steal attribution credit.
  
• Click Spamming: Flooding attribution systems with fake clicks hoping to claim credit for organic installs.
  
• SDK Spoofing: Mimicking legitimate app traffic to trick systems into recording fake installs or events.
  
• Install Farms: Real users paid to install and engage with apps to appear as legitimate users.
  
  Learn how Bidease protects your campaigns from these and other forms of fraud.
  

Incrementality Testing: A method for determining whether conversions would have happened without ad exposure. Helps marketers understand true lift driven by advertising.

Install-to-Action (ITA): A metric showing the rate at which users complete a desired action (like sign-up or purchase) after installing an app.

Impression-to-Install (ITI): A key performance metric that measures how many ad impressions it takes to generate a single app install. It helps evaluate the efficiency of creatives, placements, and targeting across channels.

Lookalike Modeling: A technique where machine learning finds users similar to your best customers and targets them for acquisition.

Machine Learning (ML): A form of AI that uses algorithms to learn from data and make predictions or decisions, like adjusting bids or refining targeting in real time. See how Bideases uses machine learning and AI to power our campaigns.

MMM (Marketing Mix Modeling): An analysis method that quantifies the impact of various marketing channels on sales or KPIs, often using aggregated historical data.

MMP (Mobile Measurement Partner): A third-party tool used to track installs, attribute performance, and detect fraud across mobile campaigns. Examples: AppsFlyer, Adjust, Kochava.

Neural Network: A type of machine learning model inspired by the human brain, capable of identifying complex patterns across massive datasets. In mobile advertising, neural networks use deep learning to help DSPs like Bidease make smarter predictions about user behavior, optimize bidding strategies, and improve performance faster than traditional models.

Probabilistic Attribution: A method of attributing conversions based on non-deterministic data (like fingerprinting) when user-level identifiers aren’t available.

Real-Time Bidding (RTB): An auction-based process where ad impressions are bought and sold in milliseconds as users load mobile apps or web pages.

Re-engagement Campaigns: Campaigns designed to bring lapsed users back to an app, often by targeting users who haven’t engaged recently. See how Bidease re-engages users with smart, event-based campaigns.

Retention Rate: The percentage of users who continue using an app over time (e.g., day 1, day 7, or day 30 retention).

SDK (Software Development Kit): A set of tools and code libraries integrated into apps to enable tracking, ad delivery, and performance measurement.

SKAN (SKAdNetwork): Apple’s privacy framework for mobile attribution that allows ad networks to track installs and post-install events without exposing user-level data.

SPO (Supply Path Optimization): A strategy used to streamline and improve how buyers access inventory by choosing the most direct and efficient paths to supply.

SSP (Supply-Side Platform): Technology used by publishers to manage, sell, and optimize their available ad inventory.

User Acquisition (UA): The process of gaining new users for an app through paid and organic marketing strategies. Explore how Bidease drives high-value user acquisition.

View-Through Attribution (VTA): A type of attribution where a user sees—but doesn’t click—an ad and still installs or converts within a set attribution window.

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Want to learn more?

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