IAB Mobile Advertising Flashcards

What does 'responsive mobile design' mean for ad creatives?

Answer: Ad formats that automatically adjust their layout and size to fit different screen sizes and device types

Responsive ad design means creatives automatically resize, reformat, or reflow to display properly across the wide variety of mobile screen sizes and orientations.

What is a 'click-through rate' (CTR) in mobile advertising?

Answer: The percentage of ad impressions that result in a user tapping on the ad

CTR in mobile advertising is calculated as the number of ad clicks divided by the total number of ad impressions, expressed as a percentage.

What is 'location-based advertising' (LBA)?

Answer: Mobile advertising that uses the user's real-time or historical location data to serve relevant ads

LBA leverages GPS, beacons, Wi-Fi, or cellular data to deliver ads to mobile users based on where they are or where they've been, enabling highly relevant local messaging.

What is 'cost per install' (CPI) in mobile advertising?

Answer: The average cost an advertiser pays each time a user installs their mobile app as a result of an ad

CPI is a mobile advertising pricing model where advertisers pay a fixed or variable amount for each user who installs their app after clicking on an ad.

What are 'banner ads' in mobile advertising according to IAB standards?

Answer: Fixed-size display ad units placed at the top or bottom of a mobile screen

Mobile banner ads are rectangular display units (such as the 320x50 mobile leaderboard) placed at the top or bottom of a mobile app or webpage.

What does 'lifetime value' (LTV) mean in the context of mobile advertising?

Answer: The total revenue or value a user is predicted to generate for an app over their entire relationship with it

LTV (Lifetime Value) is the predicted total revenue or value a user will generate for an app from installation through their entire engagement lifecycle, used to inform CPI bid decisions.