A/B test A/B test is a common user research methodology for developers. A/B test usually compares two version

On an ad exchange (ADX) platform, advertisers from a demand-side platform (DSP) engage in real-time bidding

Ad format & Ad creative Ad format refers to the type of ads that are displayed in the apps. Common ad formats

Ad placement Refers to the location where ads can appear. Publishers can create ad placements that cover the

Abbreviated as ADN, ad networks connect app developers (publishers) with advertisers. Advertisers submit the

Ad inventory Ad inventory is a term measuring the amount of ad space a publisher can offer to sell to adverti

Ad revenue Ad revenue is the money app developers generate from in-app advertising. The formula for calculati

AEO refers to app event optimization. Rather than optimizing for events such as installations or app activat

Refers to the average revenue generated per individual user. ARPU is calculated based on the revenued genera

Attribution is an indispensable part of precise ad targeting. Advertisers use attribution to understand thei

Banner ads are a popular form of online advertising. Banner ads are usually displayed on the top or the bott

The block list is a tool to protect brand image and ensure brand safety. Advertisers can use a block list to

Different from core games, casual games have simpler game mechanics and rules and do not require players to

Unlike hyper-casual and casual games, core games require players to engage for longer gaming sessions. The g

CPA, or cost per action, is a kind of pricing model for ad delivery. Advertisers are charged for ads based o

Cost per click is a kind of pricing model for delivering ads that charges advertisers every time a user clic

CPI refers to cost per install, which is used to calculate the cost of each install. This metric is usually

Short for cost per mile, CPM is a pricing model that allows advertisers to pay for ads per every 1,000 impre

Short for click-through rate, CTR refers to the percentage of users that click on the link after they view a

DAU usually refers to the number of unique users (excluding users who log in repeatedly) who log into or use

Demand-side platforms (DSP) consolidate information from a wide range of ad inventories. Advertisers can use

Engagement rate refers to the percentage of unique users who actively engage with an app. The formula for ca

The fill rate refers to the ratio between the actual ad inventory filled and the ad requests received. This

Hybrid monetization In the mobile app industry, hybrid monetization usually refers to an approach that incorp

Hyper-casual games are casual games that are ready to play. With a minimal user interface and minimal intera

Impressions equate to the total number of times an ad is shown. Each time an ad is displayed on the screen i

In-app advertising In-app advertising (IAA) is an important strategy for app monetization. Developers generat

In-app bidding is the latest programmatic bidding technology in the ad industry. Different from the traditio

In-app events refer to a user's behavior within the app after download, such as registering an account, purc

In-app purchases (IAP) refers to when a user purchases goods or services within an app, such as in-game cons

Interstitial ads are a common form of advertising. These types of ads usually pop up during natural pause po

Interstitial video ads display across the entire user interface, providing an immersive viewing experience.

Lifetime value is the value generated during the entire life cycle of a user of an app, including all revenu

MAU is short for monthly active users and usually refers to the number of unique users (excluding users who

Advertising mediation is an important tool for developers to monetize their apps. Ad mediation enables devel

App monetization refers to the process used by developers to generate revenue with their apps. Usually, deve

Native ads are ads that look and feel just like the content surrounding them. While traditional ads can be i

Playable ads are highly interactive ad creatives that drive engagement. Users can interact with these ads to

Retention rate is the percentage of users who return to the app after downloading it. It is an important ind

Rewarded video ads are interactive full-screen video ads that users can choose to watch in exchange for in-a

ROAS is short for return on ad spend and is used by developers to measure the effectiveness of ads. The for

Real-time bidding (RTB) is a programmatic advertising model in which bidding for individual ad impressions t

SDK is short for software development kit, which is a software toolkit provided by a third-party service pro

SLG is short for simulation game. Simulation games replicate certain situations in "real" life. Players use

User acquisition refers to the process of acquiring new users through marketing campaigns. For mobile apps,

User segmentation User segmentation refers to the categorization of users into smaller user groups based on c

Waterfall monetization is a model that prioritizes ad networks based on preset prices or historical price da