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Definitions & Abbreviations – Glossary of terms


Ad Exchange An ad exchange is a sales channel between publishers and ad networks that can also provide aggregated inventory to advertisers. They provide a technology platform that facilitates automated auction based pricing and buying in real-time.

Alpha –

Android  – is an open source mobile operating system developed by

App Search: Is a search engine that helps users find mobile apps. also see discovery apps.

ARPAU – Average Revenue Per Active User.

ARPPU – Average Revenue Per Paying User. Also see RPU





Brawler –  Another term for the MOBA genre. See MOBA



CCG – Collectible card game

Closed Beta-

CPA – CPA (Cost Per Action or Cost Per Acquisition)

CPC – Cost per Click – …………… (also see PPC)

CPI – Cost per Install ( Click per Install ) – is a dynamic monetization model used in advertising.

CPI – (Cost-per-Impression) refers to the cost of Internet marketing or
email advertising campaigns where advertisers pay for every time an
ad is displayed.

CPM – Cost per mille  (also see eCPM) Cost per mille, often abbreviated to CPM, means that advertisers pay for every thousand displays of their message to potential customers (mille is the Latin word for thousand). In the online context, ad displays are usually called “impressions.” Definitions of an “impression” vary among publishers.

CPM – (Push Marketing) – This is Cost per Message

CRM Customer Relationships – Customer relationships services help apps manage relationships with their customers. Providing them with behavioral insights &  tools to respond and interact.

CTR  – Click Through Rate is the response rate of an online or mobile advertisement, or weblink.



DAU – Daily Active Users.

Discovery Apps-

DMP –  Display or advertising –  Data Management Platform. The platforms are dedicated to manage data associated with ad impressions and used by ad networks, ad exchanges and publishers. A DMP is a great resource for retargeting and behavioral targeting as part of a digital advertising eco-system, display data management platforms are linked to demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks and exchanges and trading desks.

DSP – Demand Side platform.




eCPM –  Effective cost per thousand impressions (Cost per Mille) – eCPM is calculated by dividing total earnings by total number of impressions in thousands.

  • Example:  Let’s imagine we have two custom channels named ‘Blue Skyscrapers’ and ‘Red Rectangles’, respectively, which reflect the types of ad formats we’re testing on our site. During our test, the ‘Blue Skyscrapers’ channel receives 370 page impressions and $1.48 in total earnings. The ‘Red Rectangles’ channel receives 187 page impressions and $0.97 in earnings over the same period. To make these figures more comparable we calculate eCPM — i.e., the estimated earnings for every 1,000 impressions received. We find that eCPM for blue skyscrapers is $4.00 while the eCPM for red rectangles is $5.18. This means if we received 1,000 impressions of blue skyscrapers, we would earn roughly $4.00. But for 1,000 impressions of red rectangles, we would earn about $5.18. Therefore, assuming that our sample size is large enough, it is to our advantage to switch to red rectangles throughout our site because they generate more revenue per impression.


Free to play or F2P – Free apps supported by in-app purchases.

Freemium – Free apps supported by in-app purchases.





HTML5 – HTML5 is the latest version of HTML and XHTML. The HTML Standard defines a single language that can be written in HTML and XML. It attempts to solve issues found in previous iterations of HTML and addresses the needs of Web Applications, an area previously not adequately covered by HTML.


IAP – in app purchase.

IPhone – Apples Flagship Smartphone

IPad – Apples Flagship Tablet

IOS – The operating system  that runs on Apples IPhones and IPads






LTV – Life time value


Mac – Macintosh Desktop computers Made by Apple

MAC – Media Access Control.

Market Place – The former name for Google’s Android appstore – now called Google Play.

MAU – (Monthly Active User)

Merchant of Record –

Merchant of Sale –

MMO – Massively Multiplayer Online. Refers to large online games with lots of players. Genres are also added to the MMO to create new descriptions such as MMORPG (Massively Multiplayer Online Role Player Game).

MMORPG – Massively Multiplayer On-line Role Playing Game.

MOBA –  (Massive Online Battle Arena) sometimes referred to as Brawler


Native Adverts –


OFT – UK organisation Office of Fair Trading

Open Beta –

Open Source –  Open Source refers to a program in which the source code is available to the general public for use and/or modification from its original design free of charge, i.e., open.


PPC – Pay Per Click

P2P – Pay to Play – Subscription or Purchasable games

PPP (Pay Per Performance)  advertising means the advertiser pays for the number of users who perform a desired activity, such as completing a purchase or filling out a registration form




Realtime – happening now, Live, no delay in results

ROI – Return on Investment.

RPU – Revenue Per User.

RTB – Real Time bidding network Real Time Bidding (RTB) indicates a real-time system for either bidding on or buying advertising  inventory. Most Ad networks and exchanges now have there own.



Sell of Record –

SSP – Supply Side platform

Source code –

Social Advert –


Tizen – Tizen is an open source, standards-based software platform supported by leading mobile operators, device manufacturers, and silicon suppliers for multiple device categories such as smartphones, tablets, netbooks, in-vehicle infotainment devices, and smart TVs. Tizen offers an innovative operating system, applications, and a user experience that consumers can take from device to device. (Used by Samsung)


UI – User interface

Unverified Apps stores –  The App Store doesn’t check the validity of the apps hosted on the platform. This means that some software can be incomplete. Also there is a higher chance of malicious software being posted to these platforms.   (also see verified)

UX – User experience


Verified Apps stores –  The App Store checks the validity of the apps hosted on the platform. This can vary from full approved checks, to scanning for virus and malware, to super strong approval processes.  (also see Unverified)



Windows – Operation System(s) developed by Microsoft

Windows Phone – Windows Phone is a series of  mobile operating systems developed by Microsoft.









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