An ad exchange is a digital marketplace where advertisers and publishers automatically buy and sell ad inventory. It uses real-time data and automated auctions to match supply and demand, enabling transparent, efficient transactions across the programmatic advertising ecosystem.
An Active User is someone who engages with an app or platform within a defined period—daily, weekly, or monthly. This metric (DAU, WAU, or MAU) helps measure user retention, engagement, and overall app health. Tracking active users allows marketers and developers to understand audience behavior and optimize monetization strategies.
Ad Monetization is the process of generating revenue from users by displaying ads within an app or platform. It enables developers to offer free experiences while earning income through ad placements such as banners, videos, and rewarded offers. Effective ad monetization balances revenue growth with user experience and engagement.
Affiliate marketing is a performance-based marketing model where businesses reward partners (known as affiliates or publishers) for driving traffic, leads, or sales through their promotional efforts. Affiliates earn commissions by promoting products or services to their audience—through websites, apps, email, or social media—using unique tracking links. It’s a win-win model that helps advertisers expand reach and acquire new customers while allowing affiliates to monetize their traffic effectively.
Ad Mediation allows publishers to connect to multiple ad networks with a single SDK integration. Instead of relying on one source, the mediation platform creates an auction-like environment where networks compete for each ad request. This process maximizes revenue by serving the highest-paying ad and dramatically increases the overall fill rate.
An Ad Publisher is an platform like a website or app who monetizes their audience by selling ad space. Their core asset is their engaged user base, and they generate revenue by connecting advertisers with this audience. Publishers are the foundation of the digital advertising economy, providing the platforms for ads.
An Advertiser is the demand side of advertising, paying to drive user actions like installs or sales. They produce the individual campaigns or “offers” that publishers can select from. Their goal is to get their offers featured in a publisher’s Offer Program to reach a valuable and targeted audience.
