eCPM
eCPM is a way of measuring how much money an app makes for every 1000 times an ad shows up on the app. The higher the eCPM, the more money the app is making.
Device farm
Device farms are a form of mobile ad fraud in which scammers manually carry out actions (like clicks, installs, and other types of engagement) to give the appearance of legitimate activity while sapping advertising budgets.
Click Injection
Click injection refers to fraudulent ad techniques that insert fake clicks immediately before app installs, leading to incorrect attribution and financial losses.
Click Hijacking
When a fake click is delivered to an attribution after the installation has begun.
Postback
A postback is a way for servers to communicate when a specific event happens, like when someone installs an app or makes a purchase. Think of it as a digital receipt sent from one system to another, confirming that an action took place.
Blacklist
Blacklists, also called blocklist, is an added layer of protection that allow the recognition and prevention of frauds or other superficial activities from gaining access to systems, applications or ad networks. In mobile marketing and app development, blacklisting serves a major purpose of detecting ad frauds, quality of data and the overall success of the entire campaign.
SDK Spoofing
SDK spoofing (otherwise known as SDK hacking) is a type of bot-based fraud, often executed by malware hidden on an app.
Reattribution Window
A reattribution window refers to a set period of time set during which a user re-installs an app.
Privacy Preserving Technologies
Privacy-preserving technologies (PPTs) offer comprehensive data protection capabilities that minimize personal data use and maximize data security while enabling marketers to gain campaign insights, analyze audience data, and optimize their reach.
Privacy Cloud Application (PCA)
A Privacy Cloud Application (PCA) enables brands and their partners to share and analyze data using a secure platform. The purpose of a PCA is to support ecosystem collaboration despite limited access to user-level data, and enhance end-users experience while preserving their privacy in full.