Defining a Dormant User A dormant user, in the context of apps, refers to someone who has previously engaged with an app but hasn't used or accessed it for a defined period. While they might have been active and frequent users at one point, various reasons might have led them to reduce or stop … [Read more...]

Definition of Media Mix Modeling (MMM) Media Mix Modeling (MMM) is a statistical analysis technique used by marketers to measure the impact of various marketing channels on sales or other key performance indicators (KPIs). By leveraging aggregated data from different marketing channels, MMM … [Read more...]

Definition of Mobile Measurement Partner (MMP) A Mobile Measurement Partner (MMP) is a trusted platform that provides mobile marketers with crucial insights into the performance of their mobile campaigns. Through a specialized software development kit (SDK), MMPs collect and visualize mobile app … [Read more...]

Definition of ARPPU ARPPU, or Average Revenue Per Paying User, refers to the amount of revenue a single paying user brings to a business or platform over a specific period. This metric specifically zeroes in on the financial contribution of active paying customers, distinguishing them from the … [Read more...]

Definition of GAID The GAID is a distinctive string ID provided by Google to Android devices, which aids in tracking user interactions with advertisements. A part of the Google Play Services, this identifier is designed specifically for advertising purposes on Android platforms. Unlike the … [Read more...]

Introduction to MVPD MVPD stands for multichannel video programming distributor (MVPD) is a service or entity that provides multiple television channels to subscribers, predominantly through cable, satellite tv, or broadband connections. These distributors, integral to the television and … [Read more...]

Definition of SVOD Subscription Video On Demand (SVOD) represents a digital streaming service where audiences can access a vast library of content by paying a recurring fee, either monthly or yearly. Unlike traditional TV where viewers are scheduled to watch programs, SVOD offers the flexibility to … [Read more...]

Introduction to Cost Per Thousand Impressions (CPM) Cost Per Thousand Impressions, abbreviated as CPM, is a foundational digital marketing metric. Essentially, CPM quantifies the amount an advertiser is charged for a thousand views or impressions of their advertisement on a web page or digital … [Read more...]

Definition of Device ID A device ID is a unique identifier, typically a string of numbers and letters, that distinctly recognizes a mobile device such as a smartphone or tablet. In Android and iOS, device IDs have evolved as crucial tools for marketers, app owners, and developers alike. The … [Read more...]

Definition of Mobile Advertiser  An advertiser is an entity, whether an individual, company, or organization, that promotes a product, service, idea, or brand. In the rapidly advancing digital age, a subset of advertisers has emerged: the mobile app advertiser. Mobile app advertisers specialize … [Read more...]