Deferred deep links are mobile hosted links that are able to take the user to the intended content through the install process, basically matching the user who clicked a link in a paid or organic channel to the user who […]

A software platform that allows advertisers to manage data exchange accounts and multiple ad exchange accounts through one interface. DSPs are an effective marketing automation tool because they enable advertisers to buy high-quality impressions at scale with minimal friction.   […]

Effective cost per thousand impressions (technically, “effective cost per mille”). Definition eCPM helps compare media with different pricing methods by converting everything to a common metric. This can be helpful when you have a mix of ad buys denominated in […]

Emulated devices, often known as device emulators, are non-mobile devices that run mobile operating systems. Most developers use device emulators on their laptops to test their products on various devices or operating systems without having to buy and set up […]

What is Mobile Ad fraud? Mobile ad fraud is a representation of various methods used by fraudsters to exploit attribution systems used to measure ROI on advertisements. Ad fraud is most often perpetrated by publishers as well as individuals/groups (aka […]

A reattribution window refers to a set period of time set during which a user re-installs an app. How do reattribution windows work? Reattribution happens when an install is generated by a user who had previously uninstalled a given app, […]

What is web attribution? Web attribution is the process, and supporting technology, of understanding and attributing the touchpoints of a consumer journey across the web, whether it’s on a desktop or mobile web browser. In the past, web attribution was […]

What is user acquisition? User acquisition is the method of driving new users or customers to be acquired for a mobile app business through marketing activity. There are many types of UA activities, but they are mostly broken down in […]

What is SDK spoofing? SDK spoofing (otherwise known as SDK hacking) is a type of bot-based fraud, often executed by malware hidden on an app.  How does SDK spoofing work? With this technique, fraudsters add code to an app that […]