Mobile Advertising Flashcards

What is location-based mobile advertising?

Answer: Targeting users with ads based on their current or past physical location using GPS or other signals

Location-based advertising uses geolocation data from mobile devices to serve contextually relevant ads based on a user's current location, recent visits, or proximity to a specific venue.

What is geofencing in mobile advertising?

Answer: Creating a virtual geographic boundary to trigger ads when users enter or exit a defined real-world location

Geofencing establishes a virtual perimeter around a real-world location, allowing advertisers to automatically serve ads to users when they enter, dwell in, or exit that defined area.

What is the Mobile Web vs. In-App distinction important for advertisers?

Answer: Mobile web and in-app environments have different technical standards, tracking methods, and user behaviors affecting campaign setup and measurement

Mobile web uses browser-based cookies while in-app uses device IDs (IDFA/GAID); they also differ in ad standards (MRAID vs. HTML5), user engagement patterns, and measurement approaches.

What is User Acquisition (UA) in the context of mobile app marketing?

Answer: The process of running advertising campaigns to attract new users to install and engage with a mobile app

User Acquisition encompasses all paid and organic strategies used to attract new users to a mobile app, with success measured by metrics like CPI, retention rate, and lifetime value (LTV).

What is ad mediation in mobile advertising?

Answer: Technology that manages multiple ad network SDKs to maximize fill rates and revenue for app publishers

Ad mediation platforms automatically select the highest-paying ad network to fill each impression, helping app publishers maximize revenue by creating competition between multiple demand sources.

What is the significance of Apple's App Tracking Transparency (ATT) framework?

Answer: It requires apps to ask users for explicit permission before tracking them across other apps and websites

ATT, introduced in iOS 14.5, requires apps to obtain explicit user consent via a system prompt before accessing the IDFA for cross-app tracking, dramatically reducing available targeting data.