Playable ads and UA glossary
Shared words for scoping, producing, packaging, and measuring playable creative.
- Ad network
- A platform or system that connects advertising demand with placements and defines products, technical requirements, and policies for submitted creative.
- CPI
- Cost per install: campaign spend divided by attributed installs under the reporting system in use.
- Creative fatigue
- A decline in response associated with repeated audience exposure to the same or similar creative, after competing explanations are investigated.
- Creative hypothesis
- A testable statement connecting a specific creative choice to an expected audience response and a decision.
- Creative testing
- The planned comparison of creative concepts or executions using defined assets, delivery context, observations, and decisions.
- Creative velocity
- The rate at which a team can produce, review, deliver, and learn from distinct useful creative tests.
- CTA
- Call to action: the named control or prompt that takes the viewer to the agreed destination.
- CTR
- Click-through rate: recorded clicks divided by impressions under the reporting system in use.
- CVR
- Conversion rate: the share of a defined starting population that completes the selected conversion event.
- Interactive end card
- A small interactive experience shown after another ad segment, usually before or around the final CTA.
- IPM
- Installs per mille: attributed installs per one thousand impressions under the reporting system in use.
- MRAID
- Mobile Rich Media Ad Interface Definitions: an IAB Tech Lab API for communication between mobile rich-media ads and their host apps.
- Network export
- An accepted master or variant packaged and checked for one named ad-network product or upload route.
- Playable ad
- An interactive advertising creative that lets a viewer try a short, bounded experience before choosing the CTA.
- Playable master
- One original playable concept with a new interaction flow or substantial implementation work.
- Playable variant
- A controlled change to an accepted playable master, such as art, hook, timing, difficulty, reward, copy, or CTA.
- QA receipt
- A delivery record naming the creative, export, environment, checks performed, results, evidence, and known limitations.
- Responsive playable
- A playable whose layout, controls, and critical content adapt to the viewport sizes and orientations named in scope.
- ROAS
- Return on ad spend: attributed revenue divided by advertising spend for a defined period and attribution model.
- User acquisition
- The work of reaching and converting new users through paid or organic channels and evaluating their downstream quality.