The Adjust
Mobile Measurement Glossary

Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. New to Mobile Marketing, or trying to broaden your industry knowledge? We've defined everything from User Acquisition to Deep Linking to help you build your knowledge – get ready to learn and dive in!

Advertiser

Definition

What is an Advertiser?

An advertiser is the entity on the buying side of the mobile marketing ecosystem. When we’re talking about mobile advertising (rather than web advertising), the advertiser is often an app or a brand looking to spread a specific message about their product. Advertisers buy ad space from mobile publishers and ad networks, who help them communicate their message to users who would be interested in hearing that message.

On mobile, it’s typical to promote your message by advertising via ad campaigns within other apps (or even in your own app!) For most apps, this is typically the job of the marketing team. Advertisers crunch numbers to determine whether or not the money they spend on advertising campaigns provides a return on investment, in terms of users and/or revenue. The most successful advertisers are those who are able to accurately measure the value of their audience and can target their marketing spend based on ROI.


What is the Difference Between a Publisher and an Advertiser?

An advertiser could be a shopping app or a strategy game. It could also be a brand. What links them is that all advertisers have a message they want to deliver. A publisher owns the space to display an advertisers message. This means that an app, if it is running advertising campaigns and also hosting ads within their app, is both a publisher and an advertiser at the same time.


What is the Difference Between an Advertiser and an Advertising Agency?

Advertising agencies help companies create, plan, and distribute their advertising campaigns. An agency can offer specialist knowledge in the areas of creative design, user experience, and digital marketing, with further specializations in the type of media - such as mobile, TV, web or print - and help companies determine the voice, language, and style of their ads. The advertiser is the app or company that wants to communicate with their users.


Advertisers and Adjust

Adjust’s analytics displays the data from advertising campaigns in a single dashboard, helping to determine the effectiveness of mobile advertising campaigns. With Adjust, an advertiser can make smart, real-time decisions about highest-value users, most valuable advertising relationships, and the next steps of any marketing campaign. To read more about how Adjust helps advertisers, click here.

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