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Retargeting lexicon

We prefer to say things exactly as they are.

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Android Advertising identifier (AAID)

The AAID is a unique device identifier that Android generates and assigns to every device. Advertisers can use this to track user’s activities across apps, show them personalized ads and attribute ad interactions.

App Tracking Transparency (ATT)

ATT is a framework from Apple that manages the process of obtaining user consent before accessing their Identifier for Advertiser (IDFA).


Behavioral-based bidding

Behavioral bidding is a dubious practice that is based on identifying groups of users that are known to drive high revenues for a certain app, then bidding aggressively on them to gain new users for other apps.

Behavioral bidding is also one of the main reasons behind Apple's privacy policy reform.


Causal Impact

Causal Impact Analysis is a framework developed by Google that is routed in econometrics. It scientifically measures incremental uplift across various conversion events, separating organic conversions, as well as uplift from any other marketing initiatives. It is also able to observe the re-engagement impact of your UA campaigns. It does not need user IDs to work.

Similar to how TV ads are being measured, the principle is based on running campaigns on identifiable sub-markets (Treatment), while leaving other sub-markets unexposed (Control). It requires building multiple control groups that are statistically equivalent in time components, and forecasting the baseline values for the time period after the event. The difference between observation and prediction yields the incremental impact.

Contextual targeting

A type of targeting that works with interest and demographic-based, device-level contextual signals, such as location data (country, city, zip code), language setting, mobile operating system, device model, as well as publisher information.


Identifier for advertisers (IDFA)

Short for: Identifier for Advertisers. An IDFA is a unique random device identifier Apple generates and assigns to every device. Advertisers use IDFAs to track users' activities across apps, show them personalized ads and attribute ad interactions.

Intent to Treat



Open Exchange

An open exchange is a digital marketplace where ad inventory from multiple publishers are available for advertisers to bid on.


Programmatic advertising

Programmatic advertising is the automated process of buying and selling digital advertising space using real-time bidding auctions.



Publisher lookalikes

Apps that are similar to one another in that they operate in the same vertical (e.g. gaming) and serve similar interests (e.g. strategy games).



Reshuffle indicates the randomization and marking of users when they were once part of a test or control group.

In incrementality measurement, reshuffling the group assignment for a specific application fights aggregated bias over time where one group doesn't see any ads while the other group is constantly exposed to them.

Reshuffling is relevant in cases where a test has been running for a long time and/or in campaigns the experience more extensive changes to the campaign setups, segmentation, or creative strategy.


Retargeting is a powerful way for app marketers to reach out to their users when they are on other apps. The aim is to reactivate existing users and engage them at all stages of their mobile app experience. By analyzing an app’s audience behavior, demand-side platforms like Remerge can show individuals personalized ads, which encourage them to reinstall an app, re-engage with it or make a purchase.



SKAdNetwork stands for “Store Kit Ad Network” and is Apple’s measurement framework for tracking mobile attribution on iOS.


Test Group

In incrementality measurement, the test group is the group of users who has at least one impression of an ad. Their actions will be taken into account to calculate if the ads had any relevance in the total amount of conversions when compared to the conversions of a group (the control group) that was not exposed to the same ads.

See control group.