Mobile marketing glossary

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data-aft="internal-link" data-aft-block="main-nav" target="_self" title="Protect your marketing budget from mobile ad fraud" id="" href="https://www.appsflyer.com/products/fraud-protection/"> <b class="d-block pb-2">Fraud protection</b> <span class="d-none d-md-block navbar-nav__item-text"> Protect your marketing budget from mobile ad fraud </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Collaborate </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-3"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="Collaborate with your partners in a privacy-centric way" id="" href="https://www.appsflyer.com/products/privacy-cloud/"> <b class="d-block pb-2">Privacy Cloud</b> <span class="d-none d-md-block navbar-nav__item-text"> Collaborate with your partners in a privacy-centric way </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-3"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="First-party data monetization that fuels retail media growth" id="" href="https://www.appsflyer.com/products/data-collaboration/"> <b class="d-block pb-2">AppsFlyer Data Collaboration Platform</b> <span class="d-none d-md-block navbar-nav__item-text"> First-party data monetization that fuels retail media growth </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-3"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="Connect to over 10,000 tech and media partners" id="" href="https://www.appsflyer.com/products/integrations/"> <b class="d-block pb-2">Partner marketplace</b> <span class="d-none d-md-block navbar-nav__item-text"> Connect to over 10,000 tech and media partners </span> </a> </li> </ul> </div> </div> </div> <div class="row mx-0 d-md-flex w-100 ml-md-0 theme-borders--sm theme-borders--top theme-borders--color-1"> <ul data-parent-id="products" class="mega-menu__col--main-links flex-column flex-md-row col align-items-md-center list-style-none d-flex order-1 order-sm-0 ml-md-0 px-0 pt-md-20 pb-25"> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/interactive-product-tours/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> Interactive product tours </a> </li> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/solutions/ios/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> iOS 14+ solutions </a> </li> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/products/apis/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> Data feeds & APIs </a> </li> </ul> </div> </div> </nav> </li> <li itemprop="name" role="menuitem" class="menu-item menu-item-type-custom menu-item-object-custom nav-item mega-parent"> <a itemprop="url" title="Solutions" class="nav-link" href="#">Solutions </a> <nav class="mega-menu flex-column fixed-top pb-20 pb-md-0 px-20" data-mega-nav-id="solutions"> <div class="container-fluid pl-40 pl-md-20 ml-md-auto pt-sm-20 pt-md-0 px-md-0 align-items-stretch d-md-block"> <div class="row mx-0"> <div class="mega-menu__cols mega-menu__cols--columns mega-menu__cols--layout-2 row w-100 flex-column flex-md-row justify-content-md-between pl-0 pt-30 pt-sm-0 "> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Team </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/marketing/"> <span class="d-block pb-2">Marketing</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/product/"> <span class="d-block pb-2">Product</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/data-analytics/"> <span class="d-block pb-2">Data & Analytics</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/research-and-development/"> <span class="d-block pb-2">R&D</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Goal </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/regain-ios-visibility/"> <span class="d-block pb-2">Regain iOS visibility</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/kickstart-app-growth/"> <span class="d-block pb-2">Kickstart app growth</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/scale-ua-campaigns/"> <span class="d-block pb-2">Scale user acquisition</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/maximize-user-ltv/"> <span class="d-block pb-2">Increase engagement & LTV </span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/maximize-roas/"> <span class="d-block pb-2">Maximize ROAS</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Industry </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/games/"> <span class="d-block pb-2">Gaming</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/shopping/"> <span class="d-block pb-2">Shopping</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/finance/"> <span class="d-block pb-2">Finance</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/food-drink/"> <span class="d-block pb-2">Food & drink</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/health-fitness/"> <span class="d-block pb-2">Health & fitness</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/travel/"> <span class="d-block pb-2">Travel</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Platform </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/ios/"> <span class="d-block pb-2">iOS</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/android/"> <span class="d-block pb-2">Android</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/pc-console-measurement/"> <span class="d-block pb-2">PC & console</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/ctv-ott/"> <span class="d-block pb-2">CTV & OTT</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/web-measurement/"> <span class="d-block pb-2">Web</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/mobile-measurement/"> <span class="d-block pb-2">Mobile</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/web3/"> <span class="d-block pb-2">Web3</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Partnerships </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/partners/"> <span class="d-block pb-2">Tech and media partners</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/agencies/"> <span class="d-block pb-2">Agency partners</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/partner-program/"> <span class="d-block pb-2">Partner Program</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> </div> </div> <div class="row mx-0 d-md-flex w-100 ml-md-0 theme-borders--sm theme-borders--top theme-borders--color-1"> <ul data-parent-id="solutions" class="mega-menu__col--main-links flex-column flex-md-row col align-items-md-center list-style-none d-flex order-1 order-sm-0 ml-md-0 px-0 pt-md-20 pb-25"> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/interactive-product-tours/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> Interactive product tours </a> </li> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/customers/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> Customer stories </a> </li> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/appsflyer-advantage/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> The AppsFlyer difference </a> </li> </ul> </div> </div> </nav> </li> <li itemprop="name" role="menuitem" class="menu-item menu-item-type-custom menu-item-object-custom nav-item mega-parent"> <a itemprop="url" title="Learn" class="nav-link" href="#">Learn </a> <nav class="mega-menu flex-column fixed-top pb-20 pb-md-0 px-20" data-mega-nav-id="resources"> <div class="container-fluid pl-40 pl-md-20 ml-md-auto pt-sm-20 pt-md-0 px-md-0 align-items-stretch d-md-block"> <div class="row mx-0"> <div class="mega-menu__col mega-menu__col--layout-1 mega-menu__col--main col-md-3 d-none d-md-flex flex-column px-0 pl-sm-0 pt-20 pt-sm-50 pb-0 pb-sm-40 pr-40"> <span class="h4 mb-3 d-none d-sm-block"> Resources </span> <p>Stay informed with industry insights, the latest trends, original content, and all things AppsFlyer</p> </div> <div class="mega-menu__cols mega-menu__cols--columns mega-menu__cols--layout-1 row w-100 flex-column flex-md-row justify-content-md-between pl-0 pt-30 pt-sm-0 col pl-md-70 pr-md-80"> <div class="mega-menu__col mega-menu__col--layout-1 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 pl-md-30"> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Ecosystem </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/blog/"> <span class="d-block pb-2">Blog</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/resources/"> <span class="d-block pb-2">Reports & guides</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/events/"> <span class="d-block pb-2">Events & webinars</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/resources/templates/"> <span class="d-block pb-2">Tools & templates</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/benchmarks/"> <span class="d-block pb-2">Industry benchmarks</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_blank" title="" id="" href="/blog/videos/"> <span class="d-block pb-2">Videos</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/blog/podcasts/"> <span class="d-block pb-2">Podcasts</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/glossary/"> <span class="d-block pb-2">Glossary</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/metrics-comparison/"> <span class="d-block pb-2">Metrics comparison</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-1 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 pl-md-30"> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Customers </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/customers/"> <span class="d-block pb-2">Customer stories</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/product-news/"> <span class="d-block pb-2">Product news</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/use-cases/"> <span class="d-block pb-2">Use cases</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_blank" title="" id="" href="https://support.appsflyer.com/hc/"> <span class="d-block pb-2">Help center</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_blank" title="" id="" href="https://dev.appsflyer.com/"> <span class="d-block pb-2">Developer Hub</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_blank" title="" id="" href="https://elevate.appsflyer.com/learn/signin"> <span class="d-block pb-2">Learning portal</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> </div> <div class="mega-menu__col mega-menu__col--featured theme-borders--md theme-borders--color-1 theme-borders--left col-md-3 d-md-flex flex-column pt-md-55 pl-0 pl-md-50 pr-0 pb-md-40 order-0 order-md-1 "> <div class="d-none d-sm-block"><a href="/resources/reports/creative-optimization"><img style="border-radius: 8px;" src="/wp-content/uploads/2024/05/image-1-1.png" /></a><div class="d-block"><a href="/resources/reports/creative-optimization" class="btn btn-arrow d-inline-block">New data on AI-driven creative</a></div></div> </div> </div> </div> </nav> </li> <li itemprop="name" role="menuitem" class="menu-item menu-item-type-custom menu-item-object-custom nav-item mega-parent"> <a itemprop="url" title="Company" class="nav-link" href="#">Company </a> <nav class="mega-menu flex-column fixed-top pb-20 pb-md-0 px-20" data-mega-nav-id="about-us"> <div class="container-fluid pl-40 pl-md-20 ml-md-auto pt-sm-20 pt-md-0 px-md-0 align-items-stretch d-md-block"> <div class="row mx-0"> <div class="mega-menu__col mega-menu__col--layout-1 mega-menu__col--main col-md-3 d-none d-md-flex flex-column px-0 pl-sm-0 pt-20 pt-sm-50 pb-0 pb-sm-40 pr-40"> <span class="h4 mb-3 d-none d-sm-block"> Who we are </span> <p>Find out more about our history, our team, what we stand for, and why we do what we do</p> </div> <div class="mega-menu__cols mega-menu__cols--columns mega-menu__cols--layout-1 row w-100 flex-column flex-md-row justify-content-md-between pl-0 pt-30 pt-sm-0 col pl-md-70 pr-md-80"> <div class="mega-menu__col mega-menu__col--layout-1 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 pl-md-30"> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> 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data-aft-block="main-nav" href="https://www.appsflyer.com/blog/ceo/unbiased-independent-ecosystem-future/" target="_self"> The future of our ecosystem and web </a> </li> <li class="py-4 py-md-2"> <a class="" data-aft="internal-link" data-aft-block="main-nav" href="https://www.appsflyer.com/blog/ceo/user-privacy-ios-14-idfa/" target="_self"> On privacy and user experience </a> </li> <li class="py-4 py-md-2"> <a class="" data-aft="internal-link" data-aft-block="main-nav" href="https://www.appsflyer.com/blog/ceo/aggregated-advanced-privacy/" target="_self"> Aggregated advanced privacy </a> </li> </div> </div> </div> </div> </nav> </li> <li itemprop="name" role="menuitem" class="menu-item menu-item-type-custom menu-item-object-custom nav-item single-link"> <a itemprop="url" title="Pricing" class="nav-link" href="/pricing/">Pricing </a> </li> </ul> <div class="secondary-nav mb-60 mb-md-0 my-md-0 d-flex flex-column flex-md-row align-items-md-center"> <ul class="navbar-nav lang-switcher 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mobile marketing glossary featuring must-know industry terms, topics, and concepts to help you keep up</p> </div> </div> </div> </section> <section class="glossary-archive pt-md-30"> <div class="container"> <div class="row d-flex pt-60"> <div class="glossary-archive__index sidebar-nav sidebar-nav--with-border sidebar-nav--sticky-on-mobile toc toc--glossary d-none d-sm-block offset-md-1 col-1 pb-90 pb-md-50"><ul id="toc-index" class="sidebar-nav__holder list-style-none d-inline-block flex-column py-2 border-radius my-0"><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#A"><span>A</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#B"><span>B</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#C"><span>C</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#D"><span>D</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#E"><span>E</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#F"><span>F</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#G"><span>G</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#H"><span>H</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#I"><span>I</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#K"><span>K</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#L"><span>L</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#M"><span>M</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#N"><span>N</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#O"><span>O</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#P"><span>P</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#R"><span>R</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#S"><span>S</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#T"><span>T</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#U"><span>U</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#V"><span>V</span></a></li><li class="sidebar-nav__item d-flex align-items-center justify-content-center mx-3 my-0 pl-0"><a class="text-secondary font-weight-bold px-20 px-sm-20" href="#W"><span>W</span></a></li></ul></div><div class="glossary-archive__groups toc__index col-12 col-sm-10 col-lg-9 pl-sm-70 pb-50 pb-md-35"><div id="A" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">A</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_8875" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/amp/">Accelerated Mobile Pages</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_32745" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/active-users/">Active user</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_449815" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-click/">Ad click</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8872" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-exchange/">Ad exchange</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_353190" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-impression/">Ad impression</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_263914" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-inventory/">Ad inventory</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_38934" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-mediation/">Ad mediation</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8873" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-network/">Ad network</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_256476" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-podding/">Ad podding</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_134589" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-publisher/">Ad publisher</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_425601" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-revenue/">Ad revenue </a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_36991" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-server/">Ad server</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_367108" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-spend/">Ad spend</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8911" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-stacking/">Ad stacking</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_149374" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-tag/">Ad tag</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_47825" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ad-unit/">Ad unit</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_428761" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/adattributionkit/">AdAttributionKit</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_274164" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ads-txt/">Ads.txt</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_372374" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/adtech/">AdTech</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_420936" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/android-privacy-sandbox/">Android Privacy Sandbox</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_417892" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/app-links/">App Links</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_44448" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/app-stickiness/">App Stickiness</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8876" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/app-store-analytics/">App store analytics</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8879" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/aso/">App Store Optimization (ASO)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_47519" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/app-tracking-transparency/">App Tracking Transparency (ATT)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_147500" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/app-ads-txt/">App-ads.txt</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_443131" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/apple-privacy-manifest/">Apple Privacy Manifest</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8880" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/assisted-installs/">Assisted installs</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8862" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/attribution-fraud/">Attribution fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_382952" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/attribution-modeling/">Attribution modeling</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8913" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/attribution-window/">Attribution window</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_389530" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/average-order-value/">Average order value (AOV) </a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_127653" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/arpdau/">ARPDAU</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8877" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/arppu/">ARPPU</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8878" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/arpu/">Average revenue per user (ARPU)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_250781" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/avod/">AVOD (Advertising-Based Video On Demand)</a></li></ul></div><div id="B" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">B</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_140056" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/bid-request/">Bid request</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8914" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/blacklist/">Blacklist</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8915" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/bots/">Bots</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8863" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/brand-safety/">Brand safety</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_152234" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/bvod/">BVOD (Broadcaster Video on Demand)</a></li></ul></div><div id="C" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">C</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_382880" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/churn-rate/">Churn rate </a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8917" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/click-farms/">Click farms</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8918" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/click-flooding/">Click flooding</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8919" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/click-fraud/">Click fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8920" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/click-hijacking/">Click hijacking</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8921" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/click-injection/">Click injection</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8922" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/click-redirection/">Click redirection</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8885" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ctr/">Click through rate (CTR)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8923" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ctit/">Click to install time (CTIT)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_435252" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/closed-loop-attribution/">Closed-loop attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_275918" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/conversion-rate/">Conversion rate</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8883" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cpa/">Cost per action (CPA)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_36931" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cpc/">Cost per click (CPC)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_47197" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cpcv/">Cost per completed view (CPCV)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_38190" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cost-per-engagement/">Cost per engagement (CPE) </a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_39042" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cost-per-install/">Cost per install (CPI)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_425388" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cost-per-lead/">Cost per lead (CPL)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_262204" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cpm/">Cost per mille (CPM)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_429165" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cost-per-order/">Cost per order (CPO)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_437106" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cost-per-sale/">Cost per sale (CPS)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_273840" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cost-per-view/">Cost per view (CPV)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8864" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cpa-fraud/">CPA fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8884" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/cross-device/">Cross-device</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_361936" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ctv/">CTV (Connected TV)</a></li></ul></div><div id="D" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">D</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_37634" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/daily-active-users/">Daily active users (DAU)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_364904" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/data-management-platform/">Data management platform (DMP)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_439063" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/data-driven-attribution/">Data-driven attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8886" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/deep-linking/">Deep linking</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8887" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/deferred-deep-linking/">Deferred deep linking</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_39581" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/demand-side-platform/">Demand-side platform (DSP)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8924" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/device-farm/">Device farm</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8888" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/device-id/">Device ID</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8925" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/deviceid-reset-fraud/">Device ID reset fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_124365" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/differential-privacy/">Differential privacy (DP)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8926" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/display-fraud/">Display fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_269712" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/dormant-users/">Dormant users</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8865" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/duplicate-ip/">Duplicate IP</a></li></ul></div><div id="E" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">E</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_373000" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/earned-media/">Earned media</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_31138" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ecpm/">eCPM</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8927" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/emulated-devices/">Emulated devices</a></li></ul></div><div id="F" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">F</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_8866" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/fake-users/">Fake users</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_257402" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/fast-tv/">FAST TV</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_434436" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/first-touch-attribution/">First-touch attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_450207" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/frequency-capping/">Frequency capping</a></li></ul></div><div id="G" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">G</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_134824" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/gaid/">GAID (Google advertising ID)</a></li></ul></div><div id="H" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">H</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_39621" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/header-bidding/">Header bidding</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_124369" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/homomorphic-encryption/">Homomorphic encryption (HE)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_390655" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/hvod/">HVOD (Hybrid video on demand)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_273493" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/hybrid-app/">Hybrid app</a></li></ul></div><div id="I" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">I</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_8890" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/idfa/">Identifier for Advertisers (IDFA)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_48271" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/idfv/">Identifier for vendors (IDFV)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8928" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/impression-fraud/">Impression fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_418773" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/in-app/">In-app</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_35463" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/in-app-bidding/">In-app bidding</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8891" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/in-app-events/">In-app events</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_140059" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/in-app-notifications/">In-app notifications</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_37667" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/in-app-purchase/">In-app purchase (IAP)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_139466" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/in-game-purchase/">In-game purchase</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_392244" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/in-stream-ads/">In-stream ads</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8929" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/install-fraud/">Install fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8930" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/install-hijacking/">Install hijacking</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8892" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/install-referrer/">Install referrer</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8931" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/install-validation/">Install validation</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_134665" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/instant-apps/">Instant apps</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_45151" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/interstitials/">Interstitial ads (Interstitials)</a></li></ul></div><div id="K" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">K</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_31178" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/k-factor/">K-factor</a></li></ul></div><div id="L" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">L</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_113858" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/last-click-attribution/">Last click attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_425821" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/last-touch-attribution/">Last-touch attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8893" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ltv/">Lifetime value (LTV)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8932" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/limit-ad-tracking/">Limit Ad Tracking (LAT)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_435842" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/linear-attribution/">Linear attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8894" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/lookback-window/">Lookback window</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8868" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/loyal-user/">Loyal user</a></li></ul></div><div id="M" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">M</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_276603" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/media-mix-modeling/">Media mix modeling (MMM)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_423793" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/microtransactions/">Microtransactions</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8933" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/mobile-ad-fraud/">Mobile ad fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8896" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/mobile-attribution/">Mobile attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8934" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/mobile-fraud-detection/">Mobile fraud detection</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8935" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/mobile-malware/">Mobile malware</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8895" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/mmp/">Mobile measurement partner (MMP)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_38777" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/monthly-active-users/">Monthly Active Users (MAU)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8897" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/multi-touch-attribution/">Multi-touch attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_151336" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/mvpd/">Multichannel Video Programming Distributor (MVPD)</a></li></ul></div><div id="N" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">N</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_8898" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/non-organic-install/">Non-organic install (NOI)</a></li></ul></div><div id="O" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">O</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_53081" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/offerwall/">Offerwall</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_268937" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/openrtb/">OpenRTB</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8899" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/organic-install/">Organic install</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_33327" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/ott-over-the-top/">OTT</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_33707" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/owned-media/">Owned media</a></li></ul></div><div id="P" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">P</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_8936" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/phone-farms/">Phone farms</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8900" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/postback/">Postback</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_54688" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/pltv/">Predicted lifetime value (pLTV)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_148131" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/preferred-deals/">Preferred Deals</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_124359" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/privacy-cloud-application/">Privacy Cloud Application (PCA)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_124368" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/privacy-preserving-technologies/">Privacy preserving technologies (PPTs)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_140052" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/private-marketplace/">Private marketplace (PMP)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_124367" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/private-set-intersection/">Private Set Intersection (PSI)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8901" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/probabilistic-modeling/">Probabilistic modeling</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_148630" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/programmatic-guaranteed/">Programmatic guaranteed</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_274693" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/programmatic-tv/">Programmatic TV</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8938" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/purchase-fraud/">Purchase fraud</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_389682" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/purchase-frequency/">Purchase frequency</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_258433" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/push-notifications/">Push notifications</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_259802" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/pvod/">Premium video on demand (PVOD)</a></li></ul></div><div id="R" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">R</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_31255" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/re-engagement/">Re-engagement</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_56635" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/real-time-bidding/">Real-time bidding (RTB)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8903" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/reattribution-window/">Reattribution window</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8939" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/receipt-validation/">Receipt validation</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_424030" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/retail-media-networks/">Retail Media Networks </a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_262794" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/retention-rate/">Retention rate</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_417852" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/roas/">Return on ad spend (ROAS)</a></li></ul></div><div id="S" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">S</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_265219" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/safeframe/">Safeframe</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8870" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/sdk-spoofing/">SDK spoofing</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_401263" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/second-price-auction/">Second price auction</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_134871" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/self-serve-dsp/">Self-serve DSP</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8907" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/app-session/">Session</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_28111" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/skadnetwork/">SKAdNetwork</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_40298" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/supply-side-platform/">Supply-side platform (SSP)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_252003" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/svod/">SVOD (Subscription Video on Demand)</a></li></ul></div><div id="T" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">T</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_438815" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/time-decay-attribution/">Time decay attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_259765" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/tvod/">TVOD (Transactional video on demand)</a></li></ul></div><div id="U" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">U</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_425014" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/universal-links/">Universal Links</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8909" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/user-acquisition/">User acquisition (UA)</a></li></ul></div><div id="V" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">V</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_438399" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/vcpm/">vCPM (Viewable cost per mille) </a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_438600" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/video-completion-rate/">Video completion rate (VCR)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_260216" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/view-through-rate/">View through rate (VTR)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_140054" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/view-through-attribution/">View-through attribution (VTA)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_427926" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/viewability/">Viewability</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_257305" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/vmvpd/">Virtual Multichannel Video Programming Distributor (vMVPD)</a></li></ul></div><div id="W" class="glossary-archive__group toc__group pb-20 mb-25"><h2 class="w-100 mb-0 pb-sm-20 text-uppercase">W</h2><ul class="list-style-none text-left my-0"><li class="my-1 my-sm-3 pl-0"><a id="btn_145108" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/walled-garden/">Walled garden</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_8871" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/web-attribution/">Web attribution</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_152492" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/weekly-active-users/">Weekly active users (WAU)</a></li><li class="my-1 my-sm-3 pl-0"><a id="btn_54841" data-aft="internal-link" data-aft-block="glossary-item" class="py-2" href="https://www.appsflyer.com/glossary/white-label-dsp/">White-label DSP</a></li></ul></div></div> </div> </div> </section> <section class="buttons-items-grid pt-30 pb-60 pb-md-80 "> <div class="container "> </div> </section> <section class="cta-banner cta-banner--type-1 text-light pt-70 pt-sm-0 d-flex"> <div 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id="menu-item-18575" class="menu-item menu-item-type-post_type menu-item-object-solutions menu-item-18575 nav-item"><a itemprop="url" title="Zero budget marketing" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/solutions/zero-budget-marketing/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Zero budget marketing</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-28625" class="menu-item menu-item-type-post_type menu-item-object-solutions menu-item-28625 nav-item"><a itemprop="url" title="AWS" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/solutions/aws/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>AWS</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-3793" class="menu-item menu-item-type-post_type menu-item-object-solutions menu-item-3793 nav-item"><a itemprop="url" title="Integrated partners" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/solutions/partners/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Integrated partners</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-418303" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-418303 nav-item"><a itemprop="url" title="Tech and media partners" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/solutions/partners/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Tech and media partners</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-3792" class="menu-item menu-item-type-post_type menu-item-object-solutions menu-item-3792 nav-item"><a itemprop="url" title="Agency partners" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/solutions/agencies/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Agency partners</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-362861" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-362861 nav-item"><a itemprop="url" title="Partner Program" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/solutions/partner-program/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Partner Program</span></a></li> </ul> </div> <div class="footer__col col-12 col-md"> <h3 class="mb-0 pb-20 pb-md-3 pt-20 pt-md-0 d-flex justify-content-between">Why AppsFlyer</h3> <ul id="footer" class="pb-3 pb-sm-30 list-style-none d-none d-md-block"><li itemprop="name" role="menuitem" id="menu-item-381996" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-381996 nav-item"><a itemprop="url" title="Customers success stories" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/customers/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Customers success stories</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-29680" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-29680 nav-item"><a itemprop="url" title="The AppsFlyer difference" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/appsflyer-advantage/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>The AppsFlyer difference</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20286" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-20286 nav-item"><a itemprop="url" title="Trust hub" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/trust/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Trust hub</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20287" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-20287 nav-item"><a itemprop="url" title="Security" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/trust/security/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Security</span></a></li> </ul> </div> <div class="footer__col col-12 col-md"> <h3 class="mb-0 pb-20 pb-md-3 pt-20 pt-md-0 d-flex justify-content-between">Learn</h3> <ul id="footer" class="pb-3 pb-sm-30 list-style-none d-none d-md-block"><li itemprop="name" role="menuitem" id="menu-item-716" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-716 nav-item"><a itemprop="url" title="Blog" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/blog/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Blog</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20291" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-20291 nav-item"><a itemprop="url" title="Videos" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/blog/videos/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Videos</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20292" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-20292 nav-item"><a itemprop="url" title="Podcast" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/blog/podcasts/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Podcast</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20293" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-20293 nav-item"><a itemprop="url" title="Reports & guides" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/resources/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Reports & guides</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-278735" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-278735 nav-item"><a itemprop="url" title="Webinars on-demand" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/resources/webinars/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Webinars on-demand</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-721" class="menu-item menu-item-type-custom menu-item-object-custom current-menu-item active menu-item-721 nav-item"><a itemprop="url" title="Glossary" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/glossary/" itemprop="url" class="nav-link" itemprop="url" aria-current="page" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Glossary</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20294" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-20294 nav-item"><a itemprop="url" title="Product news" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/product-news/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Product news</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20295" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-20295 nav-item"><a itemprop="url" title="Use cases" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/use-cases/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Use cases</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-412869" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-412869 nav-item"><a itemprop="url" title="Metrics comparison" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/metrics-comparison/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Metrics comparison</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-418035" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-418035 nav-item"><a itemprop="url" title="Industry benchmarks" itemprop="url" target="_blank" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/benchmarks/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Industry benchmarks</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20297" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-20297 nav-item"><a itemprop="url" title="Help center" itemprop="url" target="_blank" itemprop="url" id="1" itemprop="url" href="https://support.appsflyer.com/hc/en-us" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Help center</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-362032" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-362032 nav-item"><a itemprop="url" title="Sitemap" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/sitemap/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Sitemap</span></a></li> </ul> </div> <div class="footer__col col-12 col-md"> <h3 class="mb-0 pb-20 pb-md-3 pt-20 pt-md-0 d-flex justify-content-between">Company</h3> <ul id="footer" class="pb-3 pb-sm-30 list-style-none d-none d-md-block"><li itemprop="name" role="menuitem" id="menu-item-29683" class="menu-item menu-item-type-post_type menu-item-object-company menu-item-29683 nav-item"><a itemprop="url" title="About" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/company/about/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>About</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-737" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-737 nav-item"><a itemprop="url" title="Newsroom" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/company/newsroom/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Newsroom</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-30093" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-30093 nav-item"><a itemprop="url" title="Press releases" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/company/newsroom/pr/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Press releases</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-30094" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-30094 nav-item"><a itemprop="url" title="Media coverage" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/company/newsroom/coverage/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Media coverage</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-20298" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-20298 nav-item"><a itemprop="url" title="CEO blog spot" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/blog/ceo/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>CEO blog spot</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-738" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-738 nav-item"><a itemprop="url" title="Careers" itemprop="url" target="_blank" itemprop="url" id="1" itemprop="url" href="https://careers.appsflyer.com/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Careers</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-736" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-736 nav-item"><a itemprop="url" title="Social impact" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/company/social-impact/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Social impact</span></a></li> <li itemprop="name" role="menuitem" id="menu-item-12250" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-12250 nav-item"><a itemprop="url" title="Contact" itemprop="url" id="1" itemprop="url" href="https://www.appsflyer.com/company/contact/" itemprop="url" class="nav-link" itemprop="url" data-aft="internal-link" itemprop="url" data-aft-block="main-footer"><span>Contact</span></a></li> </ul> </div> </div> <div class="footer__middle row"> <div class="col mx-20 py-20 d-flex align-items-md-center justify-content-md-center justify-content-md-between px-0"> <nav class="footer__social social-sharing social-sharing--footer"> <ul class="d-flex flex-row flex-wrap list-style-none align-items-center justify-content-start justify-content-md-start"> <li class="pl-0 pr-md-10 pb-4 pb-sm-0"> <a href="https://www.facebook.com/AppsFlyer" target="_blank" data-aft="social-link" data-aft-block="main-footer"> <i class="icon-facebook"></i> </a> </li> <li class="pl-0 pr-md-10 pb-4 pb-sm-0"> <a href="https://www.linkedin.com/company/appsflyer/" target="_blank" data-aft="social-link" data-aft-block="main-footer"> <i class="icon-linkedin"></i> </a> </li> <li class="pl-0 pr-md-10 pb-4 pb-sm-0"> <a href="https://twitter.com/AppsFlyer" target="_blank" data-aft="social-link" data-aft-block="main-footer"> <i class="icon-twitter"></i> </a> </li> <li class="pl-0 pr-md-10 pb-4 pb-sm-0"> <a href="https://www.instagram.com/appsflyer_hq/" target="_blank" data-aft="social-link" data-aft-block="main-footer"> <i class="icon-instagram"></i> </a> </li> <li class="pl-0 pr-md-10 pb-4 pb-sm-0"> <a href="https://www.youtube.com/c/Appsflyer" target="_blank" data-aft="social-link" data-aft-block="main-footer"> <i class="icon-youtube"></i> </a> </li> <li class="pl-0 pr-md-10 pb-4 pb-sm-0"> <a href="https://medium.com/appsflyer" target="_blank" data-aft="social-link" data-aft-block="main-footer"> <i class="icon-medium"></i> </a> </li> </ul> </nav> <figure class="footer__logo d-none d-md-block"> <a href="https://www.appsflyer.com" data-aft="internal-link" data-aft-block="main-footer"> <img width="116" height="33" src="https://www.appsflyer.com/wp-content/uploads/2020/07/img-appsflyer-logo-dark.svg" alt="" title="img-appsflyer-logo-dark" loading="lazy" /> </a> </figure> </div> </div> <div class="row footer__bottom"> <div class="col py-30 px-0 px-sm-20 d-flex flex-wrap flex-column flex-sm-row justify-content-sm-between"> <nav class="footer__links"> <ul class="d-flex list-style-none"> <li class="px-20 px-sm-0 pr-sm-40"> <a href="https://www.appsflyer.com/legal/site-terms/" target="_self" data-aft="internal-link" data-aft-block="main-footer"> Terms </a> </li> <li class="px-20 px-sm-0 pr-sm-40"> <a href="https://www.appsflyer.com/legal/privacy-policy/" 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