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A

B

C

D

E

F

G

H

I

K

L

M

N

O

P

R

S

T

U

V

W

A

Accelerated Mobile Pages (AMP)

AdAttributionKit

Android Privacy Sandbox

App store analytics

App store optimization (ASO)

App Tracking Transparency (ATT)

Apple Privacy Manifest

Assisted installs

Attribution fraud

Attribution modeling

Attribution window

Average order value (AOV)

Average revenue per daily active user (ARPDAU)

Average revenue per paying user (ARPPU)

Average revenue per user (ARPU)

AVOD (Advertising-Based Video On Demand)

B

BVOD (Broadcaster Video on Demand)

C

Click hijacking

Click injection

Click redirection

Click through rate (CTR)

Click to install time (CTIT)

Closed-loop attribution

Conversion rate (CVR)

Cost per action (CPA)

Cost per click (CPC)

Cost per completed view (CPCV)

Cost per engagement (CPE)

Cost per install (CPI)

Cost per lead (CPL)

Cost per mille (CPM)

Cost per order (CPO)

Cost per sale (CPS)

Cost per view (CPV)

CTV (Connected TV)

D

Daily active users (DAU)

Data management platform (DMP)

Data-driven attribution

Deferred deep linking

Demand-side platform (DSP)

Device ID reset fraud

Differential privacy (DP)

E

eCPM (Effective cost per mille)

Emulated devices

F

FAST Channel (Free Ad-Supported Streaming TV)

First-touch attribution

Fractional attribution

Frequency capping

G

GAID (Google Advertising ID)

H

Homomorphic encryption (HE)

HVOD (Hybrid video on demand)

I

Identifier for advertisers (IDFA)

Identifier for vendors (IDFV)

Impression fraud

In-app notifications

In-app purchase (IAP)

In-game purchase

Install hijacking

Install referrer

Install validation

Interstitial ads (Interstitials)

K

L

Last-click attribution

Last-touch attribution

Lifetime value (LTV)

Limit ad tracking (LAT)

Linear attribution

Lookback window

M

Media mix modeling (MMM)

Microtransactions

Mobile ad fraud

Mobile attribution

Mobile fraud detection

Mobile measurement partner (MMP)

Monthly Active Users (MAU)

Multi-touch attribution

MVPD (Multichannel Video Programming Distributor)

N

Non-organic install (NOI)

O

Organic install

OTT (Over-the-top)

P

Predicted lifetime value (pLTV)

Preferred Deals

Privacy Cloud Application (PCA)

Privacy preserving technologies (PPTs)

Private marketplace (PMP)

Private Set Intersection (PSI)

Probabilistic modeling

Programmatic guaranteed

Programmatic TV

Purchase frequency

Push notifications

PVOD (Premium video on demand)

R

Real-time bidding (RTB)

Reattribution window

Receipt validation

Retail media networks

Return on ad spend (ROAS)

S

Second price auction

SKAdNetwork (SKAN)

Supply-side platform (SSP)

SVOD (Subscription Video on Demand)

T

Time decay attribution

TVOD (Transactional video on demand)

U

Universal Links

User acquisition (UA)

V

vCPM (Viewable cost per mille)

Video completion rate (VCR)

View through rate (VTR)

View-through attribution (VTA)

vMVPD (Virtual Multichannel Video Programming Distributor)

W

Web attribution

Weekly active users (WAU)

White-label DSP

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