Maximize your digital reach, boost brand awareness via advanced innovative technology.
Expand your business with precision targeting through our programmatic video marketplace.
Discover the power of Audio Ads: Non-invasive ad placements to reach targeted core audiences.
Boost installs, engagement & revenue with our advanced user acquisition strategies & technology.
Maximize your reach with CTV advertising - Reach your target audience on the big Screen.
Our Solutions
Our Group
Comparing two versions of an ad or app to see which performs better.
A signal sent by an app or browser to request an ad.
A digital marketplace that connects publishers and advertisers in programmatic auctions.
Any activity intended to trick systems into counting invalid impressions, clicks, or installs.
The total amount of space available for ads on a publisher’s platform.
A technique that manages multiple ad networks to increase fill rate and revenue.
Technology that stores and delivers digital ads to websites or apps.
A specific location on a page or app where an ad can appear.
A public file used by publishers to declare authorized digital ad sellers.
The brand or company paying to run ads.
An ad format that plays in audio environments like podcasts or streaming apps.
A graphical ad unit typically placed at the top, bottom, or sides of a web or app page.
An offer made by a buyer to place an ad for a certain price in an auction.
A strategy to reduce bid prices in first-price auctions while maintaining win rates.
Making sure ads don’t appear near inappropriate or harmful content.
A unique identifier assigned to a buyer in programmatic bidding systems.
California Consumer Privacy Act
California Consumer Privacy Act, a California law that protects the personal data of California residents. Applies to businesses worldwide if they handle data from California users.
Click-through rate
The percentage of users who clicked an ad after seeing it.
Fake or automated clicks intended to deplete advertiser budgets.
Targeting groups of users with shared behaviors or characteristics.
Ad strategies that don’t rely on browser cookies, often for privacy compliance.
Percentage of users who clicked an ad after seeing it.
A desired user action, like signing up or making a purchase.
Customer profile data
Customer profile data used to define and segment target audiences.
Cost per click
Cost per click, you pay only when someone clicks your ad.
Cost per install
Cost per install, you pay only when someone installs your app.
Cost per mille
Cost per mille, the cost of 1,000 ad impressions.
The actual content of an ad, image, video, or audio that users see or hear.
Customer relationship management
A system that helps manage and improve interactions with customers and their companies, including customer information.
Linking a user's behavior across multiple devices.
Connected TV
Connected TV, any internet-enabled TV like Roku, Fire TV, or smart TVs.
Customer Data platform
Organizes first-party data for targeting and personalization.
Adding more data points to existing user profiles to improve targeting.
Data management platform
Technology that collects and segments user data for targeting and analysis.
URLs that lead users to specific content within an app.
Demand-side platform
A tool for advertisers to buy media across multiple exchanges in real time.
A unique identifier tied to a user's smartphone or tablet.
Static or animated banner shown on websites or apps.
A fraud technique where fake sites pretend to be premium publishers.
Optimizing for users likely to take valuable actions, like purchases.
Effective cost per mille
Effective cost per mille, the estimated earnings per 1,000 impressions.
Monitoring user actions such as clicks, views, or purchases within an app or site.
The percentage of users who interact with an ad or app compared to those who view it.
Percentage of ad requests filled with actual ads.
Data collected directly by the app or website owner.
The average number of times an ad is shown to the same user.
A setting that limits how often a specific user sees the same ad.
Methods used to identify and block invalid traffic, bots, or fake installs.
General Data Protection Regulation
The GDPR is an EU law that protects user privacy and data rights.
Delivering ads to users based on their geographic location.
A data-driven approach focused on user acquisition, activation, and retention.
An auction where multiple buyers bid for an ad impression before the ad server is called.
A JavaScript library used to manage and optimize header bidding partners.
An advertisement promoting the publisher's own products or services.
Combining multiple revenue strategies like ads and in-app purchases.
Interactive Advertising Bureau
Interactive Advertising Bureau – an industry organization that develops standards and conducts research.
A single instance of an ad being displayed to a user.
An advertisement shown within a mobile app environment.
Insertion order
A formal agreement that outlines the details of an ad campaign between a buyer and seller.
Data that identifies which source led a user to install an app.
A full-screen ad that appears during natural breaks in app usage.
Invalid traffic
Traffic from bots, fraud, or non-human sources that should not count toward campaign performance.
A snippet of code placed on a webpage to trigger tracking or ad serving.
Key performance indicator
Key performance indicator, a measurable value used to evaluate campaign success.
The delay between when an ad is requested and when it appears to the user.
Lifetime value
A prediction of how much revenue a user will generate over their time with an app or service.
Information about a user’s geographic position used for targeting.
A group of users who share traits with an existing audience segment.
Mobile measurement partner
Mobile measurement partner, a platform that attributes, measures, and tracks installs and user behavior.
The process of earning revenue from apps or digital content.
Tracking where users came from before installing an app.
Attribution model that credits multiple user touchpoints leading to a conversion.
An ad designed to match the look and feel of the surrounding content.
Impressions or clicks generated by bots or automated systems.
An open protocol that enables real-time bidding between ad exchanges and demand sources.
A user’s explicit consent to receive marketing or data tracking.
Over-the-top media
Over-the-top media services streamed directly to users via the internet without cable.
Each time a user loads a web page.
Marketing strategies focused on measurable results like clicks, installs, or conversions.
Ads tailored based on user behavior or preferences.
An interactive ad format allowing users to try a mini experience before installing.
A server-to-server signal confirming a user action like an install or purchase.
An open-source header bidding solution for publishers.
Google's initiative to replace third-party cookies with privacy-respecting solutions.
Automated ad buying and selling using software and data-driven algorithms.
The app, website, or platform that hosts and displays ads.
Queries per second
Queries per second – a metric showing how many requests an ad server handles in real time.
Real-time bidding
An auction process that takes place in milliseconds to serve the most relevant ad.
The total number of unique users who saw an ad.
Re-engaging users with ads after they've interacted with your brand.
A video or playable ad users opt in to watch in exchange for an in-app reward.
Software development kit
Software development kit, a bundle of tools used to integrate functionality like ads into an app.
An auction model where the highest bidder wins but pays the second-highest price.
A period of user activity within an app or site before becoming inactive.
Skadnetwork
Apple's privacy-centric attribution system for iOS apps.
Supply path optimization
Supply path optimization, reducing intermediaries in programmatic to increase efficiency.
Server-side ad insertion
Server-side ad insertion, injecting ads into video streams on the server level.
Supply-side platform
Supply-side platform, a tool that helps publishers sell their ad inventory programmatically.
Using data to decide which users should see specific ads.
User information collected by entities other than the direct app or site owner.
A URL embedded with parameters to monitor user interactions and conversions.
User acquisition
Marketing activities focused on attracting new users or installs for an app or service.
Measuring when and why users delete an app.
Granular data tied to a specific user ID or device.
Tags added to URLs to track campaign performance in analytics tools.
A metric that shows whether an ad had the chance to be seen by a user.
Giving credit for a conversion to an ad that was viewed but not clicked.
View-through rate
The percentage of users who saw an ad and later completed a desired action, such as making a purchase or signing up.
Any ad served before, during, or after streaming video content.
An ad mediation method that prioritizes networks based on historical performance.
The ratio of impressions won vs. total bids submitted in an auction.
A list of approved domains, apps, or partners allowed to serve ads.
A data format often used to pass structured content, such as ad listings or video metadata.
The total revenue generated from ad inventory.
A skippable or non-skippable video ad served within YouTube content.
Data that a user intentionally and proactively shares with a brand.
Learn how Mars Media Group helps partners deliver first-class results across mobile, CTV, and programmatic. Our team at Mars Media Group is here to help.
