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IAB Mobile Advertising Flashcards

6 cards from real IAB practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 6 IAB Mobile Advertising flashcards as text

  1. What is mobile app attribution?

    Answer: The process of assigning credit to the marketing touchpoints that drove a mobile app install or in-app action

    Mobile app attribution identifies which ad campaigns, channels, or touchpoints drove a user to install an app or complete an in-app action, enabling ROI measurement.

  2. What is SKAdNetwork (SKAN)?

    Answer: Apple's privacy-preserving mobile measurement framework that provides campaign attribution without user-level data

    SKAdNetwork is Apple's privacy-preserving attribution framework introduced to enable campaign measurement on iOS without relying on user-level identifiers like the IDFA.

  3. What is a 'rewarded video' ad in mobile advertising?

    Answer: An opt-in video ad where users watch a video in exchange for an in-app reward such as virtual currency or extra lives

    Rewarded video ads are opt-in ad formats, common in mobile games, where users choose to watch a video ad in exchange for an in-app reward like extra lives or virtual coins.

  4. What is 'deep linking' in mobile advertising?

    Answer: A link in a mobile ad that takes users directly to a specific page or section within an app, bypassing the home screen

    Deep linking routes users from an ad directly to a specific in-app destination—such as a product page or checkout flow—rather than just opening the app's home screen.

  5. What is 'playable ads' format in mobile advertising?

    Answer: Interactive ad units that let users try a mini-version of an app or game before downloading

    Playable ads are interactive ad formats—common in mobile game marketing—that allow users to experience a preview or mini-version of an app before deciding to install it.

  6. What is the role of a Mobile Measurement Partner (MMP)?

    Answer: An independent third-party platform that tracks and attributes mobile app installs and in-app events to marketing sources

    MMPs (such as AppsFlyer, Adjust, or Branch) provide independent, neutral attribution data that tracks which marketing channels drove installs and user actions across mobile campaigns.

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