2016 Mobile App Marketing Glossary

Mobile app marketing has been growing at a tremendous speed, especially as the time spent by consumers within apps now dominates overall digital time spent*. Core areas of app marketing include app downloads, user retention and monetization. A key challenge facing the fast-developing app marketing industry has been the lack of agreement on definitions for commonly used business terms. For example, are app installs and downloads two different concepts? Or can they be used interchangeably? The IAB App Marketing Glossary sets out to address these and other areas of confusion by creating a common lexicon for the industry.

About 100 terms were initially identified as needing definition and/or clarification by the IAB App Marketing Working Group. Throughout the document development process, working group . . .