Ad Publisher

An ad publisher is an entity, along with a website or app, that displays a single or multiple ads to its audience. In the mobile marketing industry, ad publishers talk over with folks that show advertisements inside mobile apps or on digital websites.

Ad Exchange

An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions. They’re most often used to sell display, video, and mobile ad inventory.

Active User

Active users refer to the number of unique users who engage with an app or a website during a predefined period of time and is a metric designed to measure growth, churn, and product stickiness.