Explanatory Terms

Redirectvia is an independent web design studio with a rich history. Founded in 1999, it gathered the best web designers & developers.



AMP is an open-source framework developed by Google that allows publishers to create mobile-optimized web pages that load quickly. It aims to improve the performance of web content on mobile devices. 

An active user typically refers to a user who engages with a product or service within a specific time frame, such as a day, week, or month. 

An ad exchange is a digital marketplace where advertisers and publishers come together to buy and sell advertising space in real-time through automated auctions. 

Ad inventory refers to the amount of advertising space available for sale on a website, app, or other digital platform. 

Ad mediation is a process used by publishers to manage and optimize ad inventory from multiple ad networks and demand sources to maximize revenue. 

Ad podding is a practice where multiple ads are played in sequence within a single advertising break, often in online video or audio content. 

An ad publisher is a website, app, or other digital platform that displays advertisements to its users. 

An ad server is a technology platform that stores, manages, and delivers digital advertisements to users' devices in response to ad requests from publishers. 

Ad stacking refers to the practice of placing multiple ads on top of each other within the same ad placement, often to increase ad impressions artificially. 

An ad tag is a piece of code provided by an ad network or ad server that publishers integrate into their web pages or apps to request and display advertisements. 

Ad units are specific formats and sizes of advertising placements offered by publishers for advertisers to display their ads. 

An advertising network is a company that connects advertisers with publishers, facilitating the buying and selling of advertising space across multiple websites and platforms. 

App stickiness refers to the ability of a mobile application to retain users and keep them engaged over time. 

An API is a set of rules and protocols that allows different software applications to communicate and interact with each other. 

Attribution is the process of determining which marketing channels or touchpoints contributed to a desired outcome, such as a sale or conversion. 

A/B testing is a method used to compare two versions of a web page, app, or advertisement to determine which one performs better based on predefined metrics. 

Ads commission refers to the fee charged by advertising networks or agencies for facilitating the buying and selling of ad inventory. 

Advertisers are individuals or companies that pay to display their advertisements on publishers' websites, apps, or other digital platforms. 

An affiliate manager is a person responsible for managing relationships with affiliates and overseeing an affiliate marketing program. 

Affiliates are individuals or companies that promote products or services on behalf of advertisers in exchange for a commission on sales or leads generated. 

An affiliate program interface is a software tool or platform that allows affiliates to access promotional materials, track performance, and manage their affiliate accounts. 


These are lists containing entities such as IP addresses, email addresses, or domains that are deemed suspicious, harmful, or unwanted. They are commonly used by email servers, spam filters, and security software to block or filter out potentially malicious content or activity. 

Bots, short for robots, are automated software programs that perform tasks on the internet. They can be programmed for various purposes, including web indexing, data scraping, social media interactions, and even malicious activities like DDoS attacks. 

Brand safety refers to the measures taken by advertisers and marketers to ensure that their ads and brand messaging appear in appropriate and non-controversial environments. It involves avoiding association with inappropriate or offensive content and ensuring transparency and integrity in ad placements. 

Backlinks, also known as inbound links, are hyperlinks from one webpage to another. They are crucial for search engine optimization (SEO) as search engines like Google consider backlinks as indicators of a website's authority and relevance. Websites with high-quality backlinks tend to rank higher in search engine results. 

A banner is a graphical advertisement typically displayed on a webpage. It can be in the form of an image or animation and usually includes a clickable link that directs users to the advertiser's website or landing page when clicked. 

Bum marketing is a term used in internet marketing to describe a low-cost, grassroots approach to promoting products or services online. It involves leveraging free platforms such as article directories, forums, and social media to attract traffic and generate sales or leads without significant financial investment. 

Bookmarking refers to the practice of saving web pages or URLs for easy access later. It allows users to organize and store links to their favorite websites or pages, making it convenient to revisit them without having to remember or type the full URL each time. 


CTR is a metric used to measure the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to evaluate the effectiveness of online advertising campaigns. 

Conversion rate is the percentage of users who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a form, out of the total number of users who visit a website or interact with an advertisement. 

CRO is the process of improving a website or landing page to increase the percentage of visitors who convert into customers or take a desired action. 

Conversions refer to the desired actions that users take on a website or in response to an advertisement, such as making a purchase, signing up for a service, or downloading an app. 

Cookies are small pieces of data stored on users' devices by websites to track user behavior, preferences, and session information. They are commonly used for purposes such as personalization, analytics, and advertising targeting. 

CPA is a pricing model used in online advertising where advertisers pay a fee for each specified action or acquisition, such as a sale, lead, or form submission, resulting from their advertisements. 

CPC is a pricing model used in online advertising where advertisers pay a fee for each click on their advertisements. 

CPL is a pricing model used in online advertising where advertisers pay a fee for each qualified lead generated from their advertisements. 

CPM is a pricing model used in online advertising where advertisers pay a fee for every 1,000 impressions of their advertisements, regardless of whether users click on them. 

CPS is a pricing model used in online advertising where advertisers pay a fee for each sale generated from their advertisements. 

Creatives refer to the visual and textual elements of an advertisement, including images, videos, headlines, and copy, designed to attract and engage users. 

Click farms are operations that use a large number of individuals or automated bots to generate fake clicks on advertisements or social media posts to artificially inflate engagement metrics. 

Click flooding is a fraudulent practice where attackers flood an ad network with a large volume of invalid clicks to drain advertisers' budgets or manipulate performance metrics. 

Click hijacking is a form of online fraud where attackers intercept legitimate clicks on advertisements and redirect them to unintended destinations, often to generate revenue or steal traffic. 

Click injection is a mobile advertising fraud technique where malicious apps generate fake clicks on advertisements installed on users' devices just before an app is installed or opened, in order to claim credit for the installation. 

Click redirection is a technique used in online advertising fraud where users are redirected through multiple websites or landing pages before reaching the intended destination, often to mask the true source of traffic or manipulate performance metrics. 

Cohort analysis is a method used to analyze the behavior and performance of groups of users who share common characteristics or experiences over time, such as customers who signed up during the same period or users from specific geographic regions. 

CPA fraud refers to fraudulent activities aimed at manipulating cost-per-action advertising campaigns to generate illegitimate conversions or leads, resulting in financial losses for advertisers. 

CTIT is a metric used in mobile advertising to measure the time interval between a user clicking on an advertisement and installing the advertised app. It helps advertisers assess the quality and legitimacy of app installations. 


Daily Active Users refers to the number of unique users who engage with a particular application, website, or service within a single day. It is a common metric used to measure the daily usage and engagement of a digital product. 

Deep linking is a technology that allows linking directly to specific pages or content within a mobile application, bypassing the app's home screen. It enables users to access relevant content or features within an app from external sources such as websites, emails, or other apps. 

Deferred deep linking is an advanced form of deep linking that allows linking to specific content or features within an app even if the app is not installed on the user's device at the time of the click. When the user installs the app later, they are directed to the intended content or feature. 

A demand-side platform is a technology platform used by advertisers and agencies to buy digital advertising inventory across multiple ad exchanges and publishers in real-time through automated bidding and optimization algorithms. 

A device farm is a cloud-based platform or service that provides access to a large number of real mobile devices for testing and debugging mobile applications. Developers and QA engineers use device farms to ensure their apps work properly across various devices, operating systems, and screen sizes. 

Dynamic tracking refers to the process of monitoring and analyzing user interactions, conversions, and other key metrics in real-time across multiple marketing channels and campaigns. It allows marketers to optimize their campaigns and allocate resources based on up-to-date performance data. 

Daily budget refers to the maximum amount of money an advertiser is willing to spend on advertising within a single day. Advertisers can set daily budgets to control their advertising expenses and ensure they do not exceed their overall budget limits. 

Direct buy refers to the purchase of advertising inventory directly from publishers without the involvement of intermediaries such as ad networks or exchanges. It allows advertisers to negotiate terms, placements, and pricing directly with publishers to reach their target audience. 

A domain name is a unique alphanumeric address used to identify a specific website on the internet. It typically consists of a memorable name followed by a top-level domain (TLD), such as .com, .org, .net, etc. Domain names are used to access websites through web browsers and serve as the foundation of online identities. 


eCPM is a metric used in digital advertising to measure the estimated earnings per thousand impressions. It helps advertisers and publishers understand the revenue generated from ad placements regardless of the pricing model used. 

An emulated device is a virtual representation of a physical device (such as a smartphone or tablet) created for software development and testing purposes. It allows developers to simulate various device configurations, operating systems, and environments without the need for physical hardware. 


Footer refers to the bottom section of a webpage, usually containing information such as copyright notices, links to privacy policies, terms of service, contact details, and sitemap links. 

Feeder sides are websites, platforms, or channels that drive traffic to a primary website or landing page. They play a significant role in directing visitors to the main website and can contribute to lead generation and user engagement. 

A fired pixel, also known as a tracking pixel or web beacon, is a small, transparent image or piece of code embedded in a web page or email. It is used to track user interactions, monitor website activity, and collect data for analytics and marketing purposes. 

Frequency capping is a feature in online advertising that limits the number of times a specific ad is shown to the same user within a defined time period. It helps prevent ad fatigue, improves user experience, and optimizes ad performance by controlling the frequency of ad impressions. 

First click refers to the initial interaction or touchpoint that leads a user to take a specific action, such as clicking on an advertisement, visiting a website, or making a purchase. It is often used in marketing attribution models to credit the first marketing channel that introduced the user to a product or service. 




In-app bidding is a technology that enables multiple ad networks and demand sources to compete in real-time for ad placements within mobile apps. It helps publishers maximize their ad revenue by allowing advertisers to bid for impressions simultaneously. 

In-app events are specific actions or interactions performed by users within a mobile application, such as completing a level, making a purchase, or sharing content. They are tracked and analyzed to understand user behavior, optimize app performance, and drive user engagement. 

An impression is a metric used in online advertising to measure the number of times an ad is displayed or viewed by users. It represents each instance that an ad is served to a user's device, regardless of whether the user interacts with it. 

In-house refers to activities, operations, or resources that are managed, owned, and controlled internally within an organization, rather than outsourced to external parties or agencies. 

Inbound linking, also known as inbound links or backlinks, refers to hyperlinks on external websites that direct traffic to a specific webpage or website. Inbound links are important for search engine optimization (SEO) as they signal to search engines the popularity, relevance, and authority of the linked content. 

An indie program is a program or initiative designed to support independent developers, creators, or entrepreneurs in building and launching digital products or services. It often provides resources, tools, mentorship, and community support to help indie developers succeed in competitive markets. 

Internal linking is the practice of creating hyperlinks within a website that connect one page to another within the same website. Internal links help users navigate between different sections of a website, establish site hierarchy, and distribute link equity for SEO purposes. 

An incentivized affiliate is an affiliate marketer who promotes products or services in exchange for financial incentives, rewards, or commissions. Incentivized affiliates often offer special deals, discounts, or bonuses to encourage users to take specific actions, such as making a purchase or signing up, through their affiliate links. 



K-factor, also known as viral coefficient, is a metric used to measure the virality or growth rate of a product, service, or idea. It represents the average number of new users or customers acquired through word-of-mouth referrals or viral channels for each existing user or customer. A K-factor greater than 1 indicates exponential growth. 


A landing page in a performance marketing campaign is a web page specifically designed to drive visitors to take a specific action, such as making a purchase, signing up for a newsletter, or downloading an app. It is optimized to convert visitors into leads or customers and is often used to track the effectiveness of marketing efforts. 

Last click attribution is a marketing attribution model that gives full credit for a conversion or sale to the last marketing touchpoint that a user interacted with before taking the desired action. It is a simple and commonly used model, especially in performance marketing campaigns, but it may not accurately reflect the entire customer journey. 

Lifetime value is a metric that represents the total revenue generated by a customer over the entire duration of their relationship with a business. It helps companies understand the long-term profitability of acquiring and retaining customers and informs strategic decision-making related to marketing, sales, and customer service. 

Limit Ad Tracking is a privacy feature available on mobile devices that allows users to opt out of targeted advertising based on their behavior, interests, and demographics. When enabled, LAT prevents advertisers from using the device's unique advertising identifier (IDFA on iOS, GAID on Android) to track and target personalized ads to the user. 

Link building is the process of acquiring inbound links from other websites to improve the search engine ranking and visibility of a specific webpage or website. It involves various strategies such as guest blogging, content outreach, directory submissions, and social media engagement aimed at increasing the quantity and quality of inbound links. 

Last click refers to the final interaction or touchpoint that a user engages with before taking a desired action, such as making a purchase, signing up for a service, or downloading an app. In last-click attribution models, full credit for the conversion is assigned to the last marketing channel or campaign that the user interacted with before converting. 

A lead is a potential customer or prospect who has expressed interest in a product, service, or offer by providing contact information or engaging with marketing materials. Leads are typically generated through various channels such as website forms, landing pages, email campaigns, social media, and events, and are often pursued by sales and marketing teams to convert them into customers. 

Link farms are networks of websites or webpages created solely for the purpose of artificially inflating the number of inbound links to a target website or webpage in order to manipulate its search engine ranking. Link farms are considered a black hat SEO tactic and are actively penalized by search engines for violating their quality guidelines. 


Mobile ad fraud refers to fraudulent activities aimed at manipulating mobile advertising campaigns to generate illegitimate impressions, clicks, installs, or conversions, resulting in financial losses for advertisers and publishers. 

Mobile attribution is the process of attributing app installs, in-app events, and conversions to specific marketing campaigns, channels, or sources. It helps advertisers and app developers understand the effectiveness of their mobile advertising efforts and optimize their marketing strategies accordingly. 

Mobile fraud detection refers to the use of technology, algorithms, and analytics to detect and prevent fraudulent activities in mobile advertising, such as click fraud, install fraud, attribution fraud, and in-app fraud. 

Mobile geofencing is a location-based marketing technique that uses GPS, Wi-Fi, or cellular data to create virtual boundaries around physical locations, such as stores, events, or landmarks. Marketers use geofencing to target mobile users with personalized ads, promotions, and notifications based on their proximity to specific locations. 

Mobile malware is malicious software designed to infiltrate and damage mobile devices, steal personal information, and perform unauthorized actions without the user's consent. Mobile malware includes viruses, trojans, ransomware, spyware, and other types of malicious code targeting mobile operating systems such as iOS and Android. 

Manual approval is the process of reviewing and approving advertising campaigns, creatives, or content manually by human reviewers, typically to ensure compliance with advertising policies, guidelines, and quality standards. 

Maximum budget refers to the highest amount of money that an advertiser is willing to spend on a specific advertising campaign or initiative within a given timeframe. It helps advertisers control their advertising expenses and prevent overspending. 

A meta description is a brief summary or snippet of text that describes the content of a webpage. It appears in search engine results pages (SERPs) below the title tag and URL and provides users with information about the page's content. 

Meta tags are HTML elements that provide metadata about a webpage, such as its title, description, keywords, author, and character set. Meta tags help search engines understand the content and context of a webpage and influence its appearance in search results. 

Micro conversions refer to smaller, intermediate actions or milestones that users take on a website or app before completing a primary conversion goal, such as signing up for a newsletter, adding items to a shopping cart, or watching a product demo. Micro conversions are valuable indicators of user engagement and progression through the conversion funnel. 

Mobile billing, also known as carrier billing or direct carrier billing, is a payment method that allows users to make purchases and transactions using their mobile phone bill or prepaid balance. It is commonly used for purchasing digital content, mobile apps, in-app purchases, and subscription services. 

Monetize refers to the process of generating revenue or profit from a website, app, content, audience, or other digital assets through various monetization strategies such as advertising, subscriptions, affiliate marketing, sponsored content, and e-commerce. 

Mobile affiliate marketing is a performance-based marketing strategy where advertisers pay affiliates a commission for driving mobile app installs, in-app purchases, or other desired actions through their affiliate links and promotional efforts. 


Non-Organic Install refers to app installs that are acquired through paid advertising campaigns, promotions, or incentivized methods, rather than through organic means such as word-of-mouth referrals, organic search, or viral sharing. NOI is often used as a key performance indicator (KPI) in mobile app marketing and user acquisition campaigns. 


An offerwall is a monetization method used in mobile apps and websites where users can access a list of offers, surveys, tasks, or advertisements in exchange for virtual currency, rewards, or incentives within the app or website. 

An organic install refers to the installation of a mobile application that occurs naturally, without the use of paid advertising or promotional efforts. Organic installs typically result from user-initiated searches, recommendations, or word-of-mouth referrals. 

OTT refers to the delivery of video, audio, and other media content over the internet, bypassing traditional cable or satellite television distribution methods. Examples of OTT services include Netflix, Hulu, and Disney+. 

OTT advertising refers to the delivery of targeted advertisements to viewers of OTT content through streaming platforms, connected TVs, and other digital devices. OTT advertising offers advertisers opportunities to reach highly engaged audiences with personalized and interactive ads. 


A phone farm is a collection of mobile devices, often low-cost smartphones, tablets, or emulated devices, used to generate ad impressions, clicks, or app installs artificially. Phone farms are sometimes used for fraudulent activities such as ad fraud and app install fraud. 

A postback is a server-to-server communication method used in affiliate marketing and advertising networks to notify advertisers or publishers about specific events or actions, such as clicks, conversions, or installs, that occur as a result of a user interaction. 

Predicted lifetime value is an estimate of the total revenue or value that a customer is expected to generate over their entire relationship with a business or product. pLTV models use predictive analytics and customer data to forecast future purchasing behavior and lifetime value. 

A Privacy Cloud Application is a software application or service that provides secure storage, management, and processing of sensitive or personal data in a cloud environment while ensuring compliance with privacy regulations and standards. 

Privacy preserving technologies are tools, techniques, and protocols designed to protect and safeguard the privacy of user data while still allowing for meaningful data analysis, sharing, and processing. Examples include differential privacy, homomorphic encryption, and secure multi-party computation. 

Programmatic media buying is the automated process of buying and selling digital advertising inventory in real-time through ad exchanges, demand-side platforms (DSPs), and supply-side platforms (SSPs). Programmatic media buying uses algorithms and data-driven insights to optimize ad targeting, placement, and performance. 

Page Authority is a metric developed by Moz that predicts the likelihood of a specific webpage ranking highly in search engine results pages (SERPs). It is based on factors such as link equity, domain authority, and content relevance. 

PageRank is an algorithm developed by Google founders Larry Page and Sergey Brin that measures the importance and relevance of web pages based on the number and quality of inbound links. PageRank was one of the key factors used by Google to rank search results in its early search engine algorithms. 

Paid search, also known as search engine marketing (SEM) or pay-per-click (PPC) advertising, is a digital advertising model where advertisers bid on keywords or phrases relevant to their products or services to display ads prominently in search engine results pages (SERPs). 

Payout refers to the amount of money or compensation that an advertiser, affiliate, or publisher receives for achieving specific performance-based goals, such as generating leads, conversions, or sales through advertising or affiliate marketing campaigns. 

Pay Bunk is not a standard term in digital marketing or advertising. It seems to be a typo or a misnomer. It may refer to a bunk or discrepancy in payment processing or financial transactions. 

Podcasting is the creation, production, and distribution of audio content in episodic series that users can subscribe to and download for listening on-demand. Podcasts cover a wide range of topics and genres and are often used for entertainment, education, news, and storytelling. 



Reattribution window refers to the period during which a user who has already engaged with an advertisement or marketing campaign can be attributed again to a subsequent engagement or action. It allows marketers to track and attribute multiple interactions with users over time. 

Raw clicks refer to the total number of clicks generated by an advertisement or link without filtering or excluding any clicks. It represents the complete set of user interactions with the ad or link. 

Reciprocal links are mutual links exchanged between two websites or webpages for the purpose of improving search engine rankings and increasing website traffic. Each website links to the other, creating a reciprocal linking arrangement. 

Redirect links are URLs that automatically direct users from one web address to another. They are commonly used in online advertising, affiliate marketing, and tracking purposes to redirect users to specific landing pages or destinations. 

Residual earnings refer to the recurring income generated from past efforts, investments, or activities, such as royalties, dividends, rental income, or affiliate commissions. Residual earnings continue to be earned over time without requiring additional work or investment. 

Root domain is the main domain name of a website, excluding any subdomains or specific page URLs. It represents the highest level of the website's hierarchical structure and is often used for branding and navigation purposes. 


A search term, also known as a keyword or query, is a word or phrase entered by users into a search engine to find information, products, services, or websites relevant to their interests or needs. 

SDK spoofing is a form of mobile ad fraud where malicious actors manipulate software development kits (SDKs) within mobile apps to generate fake ad impressions, clicks, or installs. SDK spoofing can deceive ad networks and attribution platforms into falsely attributing ad interactions to legitimate users. 

A session is a period of user activity or engagement on a website, app, or online platform within a continuous timeframe. Sessions begin when a user initiates activity, such as visiting a website or launching an app, and end after a period of inactivity or when the user exits the site or app. 

SKAdNetwork is an attribution framework developed by Apple for measuring the effectiveness of advertising campaigns on iOS devices while preserving user privacy. SKAdNetwork provides limited attribution data to advertisers and app developers without exposing individual user-level information. 

A supply-side platform is a technology platform used by publishers and app developers to manage and monetize their digital advertising inventory. SSPs connect publishers with ad networks, demand-side platforms (DSPs), and advertisers to optimize ad revenue through real-time bidding and programmatic advertising. 

A search engine is a software system or online service that allows users to search and retrieve information from the World Wide Web. Popular search engines include Google, Bing, Yahoo, and Baidu. 

Search engine optimization is the process of optimizing a website or online content to improve its visibility, relevance, and ranking in search engine results pages (SERPs). SEO techniques aim to increase organic traffic, enhance user experience, and comply with search engine guidelines. 

A smartlink is a dynamic URL or hyperlink that automatically redirects users to the most relevant landing page or destination based on their location, device, language, or other parameters. Smartlinks are commonly used in affiliate marketing and mobile advertising campaigns. 

Social marketers are professionals or agencies specializing in social media marketing strategies and campaigns. They leverage social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok to promote brands, engage audiences, and drive conversions. 

Spiders, also known as web crawlers or web robots, are automated programs or scripts used by search engines to systematically browse and index web pages across the internet. Spiders analyze web content, follow hyperlinks, and collect data to build searchable indexes for search engine results. 


Targeted marketing, also known as precision marketing or personalized marketing, is a marketing strategy that involves delivering customized messages, offers, and advertisements to specific segments of the audience based on their demographics, interests, behavior, or preferences. 

A title tag is an HTML element that specifies the title or headline of a webpage. It appears as the clickable link in search engine results pages (SERPs) and browser tabs and helps users and search engines understand the content and context of the page. 

Targeted traffic refers to website visitors or users who are specifically interested in the content, products, or services offered by a website or online platform. Targeted traffic is often achieved through targeted marketing campaigns, search engine optimization (SEO), and content relevance. 

A token is a unique identifier or authentication credential used to access and authorize users, devices, or applications to interact with secure systems, networks, or services. Tokens are commonly used for user authentication, authorization, and session management in digital security and identity management. 

Tracking refers to the process of monitoring and recording user interactions, behaviors, and activities across websites, apps, and digital platforms. Tracking technologies include cookies, pixels, tags, and scripts used for analytics, advertising, and user experience optimization. 


User acquisition is the process of acquiring new users or customers for a product, service, or platform through various marketing channels, campaigns, and strategies. UA efforts aim to increase user adoption, engagement, and retention over time. 



Web attribution is the process of attributing website traffic, conversions, and other user actions to specific marketing channels, campaigns, or touchpoints. Web attribution models help marketers understand the effectiveness of their digital marketing efforts and allocate resources accordingly. 

A white-label DSP (Demand-Side Platform) is a customizable advertising technology platform used by advertisers, agencies, or publishers to manage and optimize their digital advertising campaigns. White-label DSPs can be branded and customized to meet the specific needs and requirements of clients.