ad network [ad net•wurk]
(n.) a system that aggregates ad inventory from publishers and operators to efficiently match the inventory with advertiser demand.

advertiser [ad•ver•tahyz•er]
(n.) an organization that wants to get its message to the right audience, efficiently and effectively. View [a•mo•bee] solutions for advertisers

analytics [an•l•it•iks]
(n.) technology used to understand what is working within a mobile marketing campaign and what’s not, based on data collected during the campaign.

app [app]
(n.) a mobile application.

app monetization [app mahn•it•iz•a•shun]
(n.) making money from a mobile app through advertising, app downoad promotion, or other methods.

augmented reality [awg•ment•ed ree-al-i-tee]
(n.) a virtual experience created through the combination of computer-generated images, video, sound, or other information and the physical world. For example, a user might point their smartphone's camera at a logo on a poster, and then see the entire poster image begin to animate. A common use is during televised sporting events where the playing field can be enhanced with highlighted lines, markers, or even advertising, none of which are visible to people in the stadium.

AWS [ay dub•ul•you es]
(n.) Advanced Wireless Services. US radio frequencies used for next-generation wireless broadband services. AWS uses one band to transmit to mobile phones and another for to transmit to cellular towers. The two AWS bands are 1710-1755 MHz and 2110-2155 MHz. These were auctioned off by the FCC in 2006, and are limited to a geographic area.

campaign [kam•peyn]
(n.) a series of advertising messages that promote a single theme or message. Campaigns can be composed of multiple flights.

commerce advertising [kom•ers ad•ver•tahy•zing]
(n.) advertisement displayed on mobile devices are acting catalysts in the evolution of consumer buying behavior.

conversion tracking [kom•ers ad•ver•tahy•zing]
(n.) conversion tracking gives advertisers visibility into how consumers are interacting with their brand throughout the marketing funnel. Advertisers can define traceable events on mobile websites or within apps to assess consumer engagement or the impact of direct response campaigns.

CPA mobile campaign [see•pee•ay kam•peyn]
(n.) "cost per acquisition" campaign; an advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application.

CPD mobile campaign [see•pee•dee kam•peyn]
(n.) "cost per download" campaign; an advertising model where the advertiser pays for each specified action linked to the advertisement, typically the downloading of an application or other file.

CPI mobile campaign [see•pee•i kam•peyn]
(n.) "cost per install" campaign; an advertising model where the advertiser pays for each installation linked to the advertisement, typically of a mobile app.

CPC mobile campaign [see•pee•see kam•peyn]
(n.) "cost per click" campaign, which is an advertising model that charges advertisers every time their ad is clicked.

CPM campaign [see•pee•em kam•peyn]
(n.) "cost per thousand impressions" campaign, which is an advertising model based on the number of appearances the advertisement is rendered on mobile inventory (see impression).

demand side platform (DSP) [dih•mand sahyd plat•fawrm]
(n.) a platform that enables mobile advertisers to manage all ad exchange and data exchange through a single interface.

Designated Market Area (DMA)[dee•em•ay]
(n.) a term used to describe a unique geographic region in the United States. DMA regions do not overlap, so every US county belongs to only one DMA. There are 210 DMAs in the US.

eCPM [ee•see•pee•em]
(n.) effective cost per mille ("mille" = thousand). "RPM" (revenue per mille) refers to the same formula. This is a revenue model to determine the effective cost per thousand impressions, and is often used to determine publisher revenue opportunities.

The eCPM formula is (monthly revenue / monthly impressions) * 1000 = eCPM
Example: ($35,000 in revenue / 10,000,000 impressions ) * 1000 = $3.50 eCPM

flight [flahyt]
(n.) subset of a campaign. Each flight can have unique characteristics, such as budget, pricing, targeting and scheduling. A single campaign can contain several flights.

frequency capping [free•kwuhn•see]
(v.) to limit the number of times an advertisement is shown.

(n.) a technology that allows an advertiser to select a geographic point using latitude and longitude information and then to create a virtual "fence" around that point of a given radius (e.g., an advertiser can pinpoint a bank branch, then deliver a specific ad to anyone who comes within a 200 meter radius). Ads delivered through geo-fencing typically yield higher conversions and better ROI for advertisers.

handset [hand•set]
(n.) a mobile device. Typically used by mobile operators.

HSPA [aych•es•pee•ay]
(n.) High Speed Packet Access. a mobile telephony protocol that supports peak data download rates up to 14 Mbit/s and 5.76 Mbit/s upload rates.

HTML 5 [aych•tee•em•el five]
(n.) an emerging standard markup language for presenting and structuring information on the web, including the mobile web. Most modern mobile and desktop browsers support HTML 5.

landing page [land•een payj]
(n.) a web page specifically designed for people visiting via a pre-determined path. For example, if a person clicks on a mobile ad, they can be taken to a landing page that cannot be accessed by any other means.

mediation [mee•dee•ey•shuhn]
(n.) a platform that allows publishers to strategically sell remnant and unsold inventory by using multiple ad networks.

MMS [em•em•ess]
(n.) stands for "Multimedia Messaging Service". A text message with multimedia content, which can include videos, pictures, text pages, and ringtones.

mobile ad server [moh•buhl ad ser•ver]
(n.) a scalable, high-performance system made up of hardware and software that reliably delivers mobile ad units across all mobile channels.

mobile advertising [moh•buhl ad•ver•tahy•zing]
(n.) advertising oriented towards mobile devices, spanning all mobile formats, such as feature phones, smart phones and tablets.

mobile advertising DSP [moh•buhl ad•ver•tahy•zing dee•es•pee]
(n.) a platform that enables mobile advertisers to manage media buying, booking, trafficking and reporting through a single interface; includes conversion tracking and auto-optimization using algorithms determine the optimal price points and budget allocation across all targeting tactics; supports all ad formats, including augmented reality, 3D and video.

mobile channels [moh•buhl chah•nells]
(n.) mobile advertisement modes, including audio, video, SMS, MMS, mobile web and in-application.

mobile ecosystem [moh•buhl ek•oh•sis•tuhm]
(n.) the all-encompassing, growing mobile environment.

mobile marketing [moh•buhl mahr•ki•ting]
(n.) interactive wireless media that provides customers with time and location-sensitive, personalized information that promotes goods, services and ideas.

mobile network [moh•buhl net•wurk]
(n.) the basic infrastructure of mobile operators which allows for voice and data transfers. 

MRAID ad [em•rayd ad]
(n.) an acronym for "Mobile Rich Media Ad Interface Definitions," a specification written by the Interactive Advertising Bureau (IAB).

Near Field Communication (NFC) [neer feeld kuh-myoo-ni-kay-shun]
(n.) a set of standards for smartphones and other mobile devices that allows them to communicate over short distances (typically less than 4cm or 1-3/4") with powered/unpowered RFID tags or other systems. Uses for NFC include contract-free transactions (a "virtual wallet"), simplified app installation, etc.

NFC always uses an initiator (e.g., a NFC-capable smartphone) and a target (e.g., a postcard with an embedded RFID tag). For unpowered targets, the initiator generates a radio frequency (RF) field that powers the tag.

You may ask "why use NFC instead of Bluetooth?". NFC doesn't require pairing and can establish a connection in less than 0.1 secs., and, since the target tag can be unpowered, tags can be embedded in almost anything.The connection distances is also shorter, which reduces the chance of someone intercepting the signal.

operators [op•uh•rey•ters]
(n.) an organization in need of a world-class mobile ad solution to monetize content across its entire ecosystem. Operators provide the supply inventory that agencies purchase to advertise. Well-known operators include Vodafone, AT&T, Telefónica, Sprint, SingTel, and China Mobile.
View [a•mo•bee] solutions for Operators

platform [plat•fawrm]
(n.) an application suite that manages mobile advertising.

premium inventory [pree•mee•uhm in•vuhn•tawr•ee]
(n.) advertising space made available by publishers and operators, which directly and accurately targets a desired audience. Premium inventory is often sold as a CPM campaign as opposed to a CPC campaign.

private ad exchange [pri•vate ad ex•change]
(n.) a technology platform that allows publishers to ensure that top brand advertisers are filling publishers' premium inventory, creating an efficient and controllable arena for both advertisers and publishers to do mobile advertising.

proximity marketing [prok•sim•i•tee mahr•ki•ting]
(n.) localized, wireless distribution of advertising content.

publishers [puhb•li•shers]
(n.) an organization looking to maximize the monetization of their mobile content. Publishers use a mobile advertising platform to manage and fill their available ad space or "inventory."
View [a•mo•bee] solutions for Publishers

reach [reech]
(n.) the number of unique users exposed to a specific campaign.

remarketing [ree•mahr•ket•een]
(n.) a system that allows you to continue to show ads to people who have visited your mobile website.

remnant inventory [rem•nuhnt in•vuhn•tawr•ee]
(n.) advertising space that a publisher or operator is unable to sell directly through its sales force. It is typically sold at a discounted price through mediation.

rich media [rich mee•dee•uh]
(n.) a broad range of interactive and engaging ad formats, including expandable banners, embedded audio and video.

SMS [es•em•es]
(n.) stands for "short mobile service". Generally used to describe text messages sent to a mobile device. The original SMS specification limited messages to 160 characters in length. If multimedia elements are associated with a message, it's referred to as an MMS.

supply side platform (SSP)
[suh•plahy sahyd plat•fawrm]
(n.) a platform that enables mobile publishers and operators to manage and sell their advertising inventory through one single interface.

targeting [tahr•git•ing]
(n.) the ability to aggregate inventory by demographic, contextual and behavioral traits in order to reach a particular group of prospects.

target segment [tahr•git seg•ment]
(n.) the specific parameter used to define the group of people an advertiser wants to reach.

third-party ad serving [thurd pahr•tee ad ser•ving]
(n.) non-biased ad servers that provide advertisements for mobile display advertising campaigns.