A/B test is a common user research methodology for developers. A/B test usually compares two versions (A&B) of one single variable to test which is more effective.

On an ad exchange (ADX) platform, advertisers from a demand-side platform (DSP) engage in real-time bidding (RTB) for the ad inventory made available by publishers on the supply-side platform (SSP).

Ad formats refer to the type of ads that are displayed in the apps. The common ad formats are banner ads, native ads, interstitial ads, and rewarded ads. Ad creatives are ads served on apps, which determines how ads look like. Ad creatives can be text, images, videos and other formats.

Ad placement is a location where ads can be shown. Publishers can set the entire screen as an ad placement, or set the ad placement only in a specific location of the screen.

The ad network connects app developers and advertisers, acting as an intermediary between publishers and advertisers. For advertisers, they can submit their ads here to promote products or services. For app developers, ad network helps them get revenue from displaying ads to their users.

Ad inventory is a term to measuring the number of ad space a publisher can offer to sell to advertisers.

Ad revenue is the money app developers can get from in-app advertising. The ad revenue formula is: Ad revenue equals ad impressions * eCPM/1000.

AEO refers to app event optimization. Unlike optimization of events such as installation and application activation, AEO enables ads to be delivered to users who are more likely to complete such in-app events that advertisers define valuable to their business. For example, if advertisers want to acquire users who may make purchase, ads will be delivered to users who are likely to complete purchase.

ARPU refers to average revenue per user, measuring the average revenue each user generates from in-app advertising and in-app purchases. It can also be calculated as the total revenue divided by the total users.

Attribution is an indispensable part of precise ad targeting. Advertisers use attribution to understand their successfully converted users, including their conversion journey, resulting behaviors, and implicit value.

ARPDAU (refers to average revenue per daily active user) is a key performance metric (KPI) for app monetization strategies. It tells how much daily revenue your active users generate from your app or game.

Banner ads are a popular form of online advertising. Banner ads are usually displayed on the top or the bottom of the user's screen. When you scroll through the content, banners ads can be viewed at the same place. Although it seems that banner ad is a traditional and relatively "old" ad form, banner ads are efficient to generate ad impressions and improve brand/product awareness.

The block list is a tool to protect brand image and promise brand safety. Advertisers can use a block list to prevent their ads from appearing on apps they do not want their ads to display. Developers can use block list to prevent displaying unwanted ads on their apps.

Different from core games, casual games have simpler game mechanics and rules and do not require players to invest a lot of time and energy to learn and improve their in-game skills.

Unlike hyper-casual and casual games, core games require players to engage for longer gaming sessions. The gaming experience is more complex and the game mechanics are more challenging.

CPA, or cost per action, is a kind of advertising pricing model. Advertisers are charged for ads based on the users' specific actions such as registrations or purchase. The formula of CPA equals advertising costs/specific actions.

Cost per click is a kind of pricing model for delivering ads that charges advertisers every time a user clicks on an ad.

CPI refers to cost per install, which is used to calculate the cost of each install. This metric is usually used to measure the actual effectiveness of an advertising campaign that is aiming to maximize install.

CPM, or cost per mile, is a pricing model that advertisers pay for ads based on every 1,000 impressions. The formula of CPM equals advertising cost/impresions*1000. eCPM, or effective cost per mille refers to the advertising revenue publishers can get from each 1000 impressions. eCPM is a parameter used to reflect the monetization capability of an app. The formula of eCPM equals total advertising revenue/impressions*1000.

CTR, or click through rate refers to the percentage of users' clicks on the link after they view an ad. The formula of CTR =total clicks/ad impressions*100.

DAU means daily active user, usually referring to the number of unique users (excluding users who log in repeatedly) who log in or use a certain product within a 24-hour period.

Demand-side platforms (DSP) consolidate information from a wide range of ad inventories. Advertisers can use DSPs to gain exposure to high-quality traffic and target audiences.

Engagement rate refers to the percentage of unique users who actively engage with the app. The formula of engagement rate equals engaged users/total active users.

The fill rate refers to the ratio between the actual ad inventory filled and the ad requests received.

In the mobile app industry, hybrid monetization usually refers to an approach that incorporates both advertising and non-advertising revenue streams to support an app's growth. In general, this approach involves implementing in-app ads in either a paid app or a free app that involves in-app purchases. Through this model, the app's revenue sources are diversified.

Hyper-casual games are casual games that are ready to play. With a minimal user interface and minimal interactivity, hyper-casual games can be played for shorter sessions, and have simpler game mechanics.

Impressions equate to the total number of times an ad is shown.

In-app advertising (IAA) is an important strategy for app monetization.

In-app bidding is the latest programmatic bidding technology in the ad industry.

In-app events refer to a user's behavior within the app after download, such as registering an account, purchasing a product, or sharing something.

In-app purchases (IAP) refers to when a user purchases goods or services within an app, such as in-game consumables or app subscriptions.

Interstitial ads are a common form of advertising. These types of ads usually pop up during natural pause points, such as when a user opens, pauses, or exits an app.

Interstitial video ads display across the entire user interface, providing an immersive viewing experience.

Lifetime value is the value generated during the entire life cycle of a user of an app, including all revenue generated through in-app purchases and in-app advertising.

MAU is short for monthly active users and usually refers to the number of unique users (excluding users who log in repeatedly within a month) who log in or use a certain product within a month.

Advertising mediation is an important tool for developers to monetize their apps.

App monetization refers to the process used by developers to generate revenue with their apps.

Native ads are ads that look and feel just like the content surrounding them.

Playable ads are highly interactive ad creatives that drive engagement. Users can interact with these ads to demo the core features or gameplay of the promoted apps or games before downloading.

Retention rate is the percentage of users who return to the app after downloading it. It is an important indicator for developers to evaluate the overall performance of apps.

Rewarded video ads are interactive full-screen video ads that users can choose to watch in exchange for in-app rewards.

ROAS is short for return on ad spend and is used by developers to measure the effectiveness of ads.

Real-time bidding (RTB) is a programmatic advertising model in which bidding for individual ad impressions takes place in real-time.

SDK is short for software development kit, which is a software toolkit provided by a third-party service provider that can be used for a specific function.

SLG is short for simulation game. Simulation games replicate certain situations in "real" life.

User acquisition refers to the process of acquiring new users through marketing campaigns.

User segmentation refers to the categorization of users into smaller user groups based on certain criteria.

Waterfall monetization is a model that prioritizes ad networks based on preset prices or historical price data.