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 […]

What is a Postback? In mobile app marketing, a postback contains data that is sent from attribution providers to media sources. There are two types of postbacks: Install postback: Informs the winning media source that it was attributed for an […]

What is a phone farm? Phone farms (also called device farms and click farms) are maintained for the purposes of mobile ad fraud and are illegal in much of the world. As mobile advertising budgets have grown, phone farms dedicated […]

Organic install The term “organic installs” refers to app downloads that take place without any direct marketing efforts to attract users through paid or owned media campaigns. Organic installs are downloads made by users who independently learn about apps through […]

Blacklist is a term that is used in paid advertising which refers to a specific filtering type that is meant to prevent certain websites from displaying your ads. This may be because the ROI from the website displaying your advertisements […]

Mobile ad networks connect app advertisers to publishers (aka websites or apps that host ads) aggregating ad space supply from them and matching it with advertiser demand.   How advertisers expand their reach and effectiveness Ad networks are critical players […]

What are Ad Units? Ad units are coded containers that developers use to display various types of ads within an app or website. There are multiple types of ad formats, placements, and types that can be utilized within each individual […]