Creative win rate is the share of ad variants that become genuine scale performers, the ones a platform algorithm trusts

Creative fatigue is the predictable decline in advertising performance that happens when a target audience has seen the same ad

Retention-first user acquisition is a paid media strategy that judges every campaign, channel, audience, and creative by the share of

Agentic AI marketing is the use of autonomous AI agents that can plan, decide, and execute campaign actions across the

CTV advertising for apps is the practice of running video ads inside streaming TV apps (Roku, Fire TV, Apple TV,

Incrementality testing is a measurement method that isolates the installs, registrations, or purchases that paid advertising actually caused, by comparing

Predictive LTV bidding is a user acquisition method that feeds ad platforms a predicted lifetime value for each prospective user,

A web to app funnel is a user acquisition flow that sends paid traffic to a mobile web landing page

AI app discovery is the process by which users find and choose mobile apps through generative search surfaces, including Google

AdAttributionKit (AAK) is Apple’s privacy-preserving ad attribution framework for iOS, introduced to extend and eventually succeed SKAdNetwork as the primary