Developer Glossary

We've put together this glossary of mobile advertising terms to help you navigate the mobile ads business.

Ad Placement

Where you place an ad within your application's content. Effective ad placement ensures that the ads in your inventory are visible, but not intrusive to your users. The ideal placement incorporates advertising before your content loads, alongside but not covering content, or during natural transitions in your content.

Ad Formats

The types of ads that can be displayed in your application. One by AOL: Mobile offers the following ad formats: Interstitial, Display Banners (Top of Page and Below the Fold) and Rectangle.


An acronym for Application Identifier. This is the number used to identify your application on our advertising platform.

Click-through Rate (CTR)

A metric expressed as a percent that is used to measure the effectiveness of a mobile advertising campaign. CTR is calculated by dividing the number of users who clicked on an ad by the number of impressions. Example: 5 clicks / 500 impressions = .01 x 100 = 1% CTR This is an important performance metric and your goal should be to have a legitimate CTR of more than 1%.

Cost per Action (CPA)

A type of campaign where the advertiser only pays if a user takes an action that results in a conversion.

Cost per Click (CPC)

The amount an advertiser pays each time a user clicks on an ad. CPC campaigns are generally utilized by premium performance advertisers.

Cost per Thousand Impressions (CPM)

Short for Cost per Mille, this is the price advertisers pay for 1,000 views on our network. CPM campaigns are typically utilized by premium brand advertisers.

Display Banners

A type of ad format that appears at the top of the page or below the fold in your application. Display banners can be static, animated or expandable.

Effective Cost per Thousand (eCPM)

This a metric used to reflect your earnings, regardless of the campaign type mix (CPM, CPC, CPA, etc.). eCPM is calculated by dividing the total amount you earned by the total number of impressions you received. Example: You earned $500 from 50,000 impressions. That would be ($500/50,000) = .01 x 1000 = $10 eCPM

Expandable Ads

A display banner ad that expands to a full page ad when a user clicks it.

Fill Rate

A metric used to represent the total percent of ad requests you make to our ad platform that result in an ad being displayed to your users.


An impression occurs each time an ad is displayed to a user on your application.

Interactive Video

One by AOL: Mobile's video ad unit. Interactive video ads include buttons within the ad unit that allow a consumer to take an action and engage with the brand (i.e., visit website, make a purchase, "like' on Facebook, etc.).


A full screen ad (either static image or video) that appears to users either before the launch of your application or at natural transition points, such as between game levels or between the homepage and a unique content page.


The space allocated alongside or between an application's content that can be used for display advertising.


Data that your users have agreed to share with your application, and given you permission to share with us. This can include, but is not limited to gender, age, zip code, latitude/longitude, and income bracket. This data helps our premium brand advertisers target their desired audience.


Actions you can take to make more money from in-app advertising. Refer to our Best Practices for tips you can use to optimize your inventory.

Rectangle Banner

A rectangle banner is a full screen, 300x250 pixel ad that overlays your application's content. Available as static, animated or expandable (on iPad only).


The number of times you make a call to our ad platform to display an ad in your app.

Software Development Kit (SDK)

SDKs allow you to easily integrate ads into your applications and deliver the rich and engaging mobile experiences requested by our top brand advertisers. One by AOL: Mobile offers an SDK for Android, iPhone, iPad and Windows Phone 7.


The ability for an advertiser to reach a specific audience of mobile consumers across operating systems, content channels, demographic segments, countries, etc.


The number of times we fill a request you send to our advertising platform with an ad.

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