Here are some of the key terms associated with mobile advertising. All definitions from the Mobile Marketing Association (MMA) unless otherwise noted.

Term Definition
Advertiser Any person or company looking to promote his brand, service or product via banners and text links on publisher sites and apps
Ad slot An area within a mobile site or app that has been made available for display advertising. Different ad slots may represent different sections of a publisher's site or app, or different placements for ads within a single page
Ad A banner or text link displayed within a site or app for the purpose of promoting a commercial brand, product or service
Ad integration The technical process of defining and making available ad slots within a publisher's site or app
Application (App) A piece of software that is downloaded to run on a mobile phone, typically from an app store or mobile internet site
Audience A person or group of people that an advertiser wants to reach to promote his brand, service or product. Audiences are typically defined by attributes such as age, gender, profession and nationality
Banner A banner is a hypertext link with a graphic element. In accordance with the MMA, banners come in four sizes:

  • Extra Large: 300 x 50 pixels; 10KB file size (animated GIF 15KB); file formats supported GIF, JPG, PNG
  • Large: 216 x 36 pixels; 6KB file size (animated GIF 9KB); file formats supported GIF, JPG, PNG
  • Medium: 168 x 28 pixels; 4KB file size (animated GIF 6KB); file formats supported GIF, JPG, PNG
  • Small: 120 x 20 pixels;2KB file size (animated GIF 3KB); file formats supported GIF, JPG, PNG
Bid The price an advertiser selects for his ad campaign. Advertisers can bid on either a CPM or CPC basis
Click The act of clicking on an ad (banner or text link) that has been served to a mobile screen
Click-to-Call A service that enables the end user to initiate a voice call to a specified number by clicking on an ad banner or text link
Click-Through The act of clicking on a banner or text link ad, which takes the user through to the advertiser's site or other destination. Used as a counterpoint to impressions to judge the response-inducing power of the ad
Click-Through-Rate (CTR) The response rate of an online advertisement, typically expressed as a percentage and calculated by taking the number of click-throughs the ad received, dividing that number by the number of impressions and multiplying by 100 to obtain a percentage: Example: 20 clicks / 1,000 impressions = .02 x 100 = 2% CTR
CPM (Cost Per Mille, Cost Per Thousand) The price paid by an advertiser for a site displaying their ad 1,000 times
Cost per Click (CPC) The price paid by an advertiser for a single click on its ad that brings the end user to its intended destination
Creative The concept, design and artwork that go into a given ad
Daily budget The amount an advertiser is willing to spend on an ad campaign each day
Destination Type The type of action an advertiser can choose for his ad creative, for example a link to the advertiser's site, or a call to a defined number. Some devices support richer destination types, such as the ability to launch the iPhone App Store
Device A mobile handset that enables the end user to interact with sites and apps
eCPM A useful reporting metric for measuring revenue generated across various marketing channels, eCPM or effective cost per thousand impressions is calculated by dividing total earnings by the total number of impressions in thousands. For example, if a publisher earns $200 from 40,000 impressions, the eCPM calculation would be ($200/40,000) x 1000 giving an eCPM of $5.00
eCPC eCPC is the effective cost of each click, calculated by dividing total earnings by the total number of clicks
Fill Rate The percentage of ad requests that are filled with ads (that is, where an ad is displayed to the end user)
Impression An impression is generated every time an end user views an ad
Landing page The first page an end user sees when he clicks on an ad
MMA The Mobile Marketing Association (MMA) is the premier global association that strives to stimulate the growth of mobile marketing and its associated technology
Mobile website (Site) Any internet site tailored for mobile and accessed from a mobile device
Overall budget The total an advertiser is willing to spend on a campaign as a whole. The overall budget is defined during the campaign set-up process
Page view A page view is generated every time an end user views a page within a site
Publisher Any person or company that publishes content via a site, app or blog
Request An ad request occurs when a user's mobile phone browser or application requests an ad from the ad server, or a publisher system makes such a request on behalf of the user. There is one request per ad slot on a given user interface
ROI Return On Investment (ROI) is the ratio of money gained or lost on an investment relative to the amount of money invested. An advertiser may calculate ROI as the amount of revenue or value gained via a campaign versus the cost of running that campaign
Screen size Screen size, or resolution, defines the width and height of a mobile device's visible screen in units of pixels. Appropriately sized ad banners are selected for a given device based on its screen size
Site The abbreviated term for a mobile internet site
Tag Tags are user-generated keywords that provide a concise description of a campaign, site or app. Providing descriptive tags improves a campaign's performance by matching ads across the most relevant sites and apps
Targeting Various criteria used to define the intended audience for a campaign. Targeting criteria include location, device, mobile operator, time of day, and demographics
Text link A simple creative format for mobile advertisements represented by highlighted and clickable text. Text links are limited to 35 characters
Text Tagline A text tagline is an optional component of a banner ad that displays a clickable text link beneath the banner, enabling advertisers to extend their message
Tracking The ability to assess the performance of a site, app or ad campaign
Unique user A particular individual end user of a site or app