The Adjust Mobile Measurement Glossary

Mobile App Advertiser | Definition

What is an advertiser?

An advertiser is the entity on the buying side of the mobile marketing ecosystem. In the context of mobile advertising, the advertiser is often an app or brand looking to spread a specific message about their product (for example, new user acquisition and retargeting campaigns).

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. For example, a gaming app (the advertiser) will purchase space from an ad network, who then shares advertisements for a promotional offer for that game. The success of that campaign can then be measured by metrics such as Cost per Install (CPI) and Return on Advertising Spend (ROAS).

On mobile, it’s typical to promote your message by advertising within other apps. In most cases, this is typically the responsibility of that company’s marketing team. Advertisers crunch numbers to determine whether or not the money they spend on advertising campaigns provides a Return on Investment (ROI), 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 isn’t limited to any number of verticals. It could be a shopping app, a strategy game or any other brand. The common factor is that all advertisers have a message they want to deliver to users. Advertisers are not to be confused with publishers: a publisher owns the space to display an advertiser’s message. For example, let’s say you see an ad on Instagram (the publisher) for new sneakers (a product belonging to the advertiser).

It’s also possible to be a publisher and an advertiser because applications can sell ad space in-app.

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 different types of media. This can range from mobile and TV to web and print. When distinguishing the difference between an agency and an advertiser, remember that agencies are hired to help companies determine the voice, language, and style of their ads.

Advertisers and Adjust

Adjust’s analytics displays the data from advertising campaigns in a single dashboard, helping marketers determine the effectiveness of their 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.

Advertisers can also use callbacks to track in-app events, such as purchase events and when a user has added items to their cart. This allows advertisers to dive into campaign performance, connecting high ROI with specific campaigns and/or networks. To read more about how Adjust helps advertisers, click here.