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Any person or company looking to promote his brand, service or product via banners and text links on publisher sites and apps.

Sometimes called a view or an Impression, the point in which an ad is viewed once by a visitor to a network or website.

The way for an application to interact with certain system/application/library/etc. For example, there are API’s for OS (WinAPI), API’s for other applications (like databases) and for specific libraries (for example, image processing), etc.

Android application package file is the file format used to distribute and install application software and middleware onto Google’s Android operating system; very similar to MSI package in Windows or Deb package in Ubuntu.

A piece of software that is downloaded to run on a mobile phone, typically from an app store or mobile internet site.

Application Global Unique Identifier

The average revenue per user.

A person or group of people that an advertiser wants to reach to promote his brand, service or product.

A banner is a hypertext link with a graphic element.

The price an advertiser selects for his ad campaign. Advertisers can bid on either a CPM or CPC basis.