GLOSSARY

Advertiser

An advertiser is a company or entity that purchases ad space from mobile publishers or ad networks to promote their products or services. These activities, known as campaigns, promote apps or features of apps to potential users who might be interested in taking an action. Advertisers employ metrics like Cost per Install (CPI) and Return on Advertising Spend (ROAS) to gauge campaign success and determine the return on investment (ROI) of their marketing expenditure.

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