Mobile Advertising Flashcards

What is MRAID (Mobile Rich Media Ad Interface Definitions)?

Answer: An IAB standard API that enables rich media ads to communicate with mobile app environments

MRAID is the IAB standard API that allows rich media ad creatives to interact with mobile app containers, enabling features like expand, resize, and access to device capabilities.

What is IDFA (Identifier for Advertisers) used for?

Answer: A unique, resettable identifier assigned to Apple iOS devices for cross-app advertising and tracking

IDFA is Apple's device-level advertising identifier that allows advertisers to track users across apps for targeting and measurement purposes, though App Tracking Transparency now requires opt-in consent.

What is Google's equivalent of Apple's IDFA for Android devices?

Answer: GAID (Google Advertising ID) / AAID (Android Advertising ID)

Google's Android Advertising ID (AAID), also called GAID, is the resettable device identifier for Android used for ad targeting and measurement, analogous to Apple's IDFA.

What is in-app advertising?

Answer: Advertising that is displayed within mobile applications rather than in mobile web browsers

In-app advertising refers to ads served within mobile apps, including banner ads, interstitials, rewarded video, and native formats that appear during the user's app experience.

What is app install advertising?

Answer: Advertising campaigns specifically designed to drive users to download a mobile application

App install advertising is a mobile campaign type where the primary goal and call-to-action is to drive users to download and install a specific mobile application.

What does SKAdNetwork do in mobile advertising?

Answer: Apple's privacy-preserving framework for measuring app install campaign attribution without using IDFA

SKAdNetwork is Apple's privacy framework that enables ad networks to measure app install campaign performance without accessing device-level IDFA data, using aggregated, delayed reporting.