{"id":288,"date":"2026-10-12T09:57:40","date_gmt":"2026-10-12T09:57:40","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=288"},"modified":"2026-10-12T10:06:25","modified_gmt":"2026-10-12T10:06:25","slug":"mobile-retargeting-terms-27-key-definitions","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/mobile-retargeting-terms-27-key-definitions\/","title":{"rendered":"Mobile Retargeting Terms: 27 Key Definitions"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Short definitions of the key terms in this category. Each term links to the entry that explains it in full.<\/p>\n\n\n\n<ul class=\"wp-block-list glossary-terms\">\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/what-is-mobile-retargeting\/\">Mobile retargeting<\/a><\/strong> \u2013 Paid advertising that re-engages users who already installed an app but became inactive or stopped short of a valuable action.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/what-is-mobile-retargeting\/\">Re-engagement<\/a><\/strong> \u2013 The broader practice of bringing inactive users back through owned (push, email, SMS, in-app) and paid channels. All retargeting is re-engagement; not vice versa.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/measurement\/\">Re-attribution<\/a><\/strong> \u2013 The MMP process of crediting a dormant user\u2019s return to a retargeting campaign \u2013 the retargeting equivalent of install attribution.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/measurement\/\">Inactivity window<\/a><\/strong> \u2013 The minimum period a user must be inactive before becoming eligible for retargeting attribution (MMP default: 7 days).<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/measurement\/\">Re-engagement window<\/a><\/strong> \u2013 The period after re-attribution during which in-app events remain credited to the retargeting campaign (default: 30 days).<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/measurement\/\">Dual attribution<\/a><\/strong> \u2013 Standard MMP behavior crediting post-re-attribution events to both the original UA source and the retargeting campaign.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/measurement\/\">is_primary_attribution<\/a><\/strong> \u2013 An AppsFlyer reporting flag distinguishing the UA view from the retargeting view under dual attribution.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/measurement\/\">Organic cannibalization<\/a><\/strong> \u2013 Paying to \u201cre-engage\u201d users who would have returned anyway; the result of a too-short inactivity window.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/dsp-mechanics-in-mobile-retargeting\/\">DSP (Demand-Side Platform)<\/a><\/strong> \u2013 The technology that evaluates and buys individual ad impressions in real time on behalf of advertisers.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/dsp-mechanics-in-mobile-retargeting\/\">Internal auction<\/a><\/strong> \u2013 The competition inside a DSP that decides which advertiser\u2019s campaign represents the platform in the external auction.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/dsp-mechanics-in-mobile-retargeting\/\">Whale<\/a><\/strong> \u2013 A high-value paying user; a priority retargeting segment with dedicated bidding and creative.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/programmatic-ios-retargeting-a-guide-to-att-idfa-probabilistic-matching\/\">ATT (App Tracking Transparency)<\/a><\/strong> \u2013 Apple\u2019s consent framework (iOS 14.5+) requiring opt-in for cross-app tracking; industry opt-in averages ~35% (2025).<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/programmatic-ios-retargeting-a-guide-to-att-idfa-probabilistic-matching\/\">IDFA<\/a><\/strong> \u2013 Apple\u2019s Identifier for Advertisers, available only for ATT-consented users; the basis of deterministic iOS retargeting.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/programmatic-ios-retargeting-a-guide-to-att-idfa-probabilistic-matching\/\">Deterministic matching<\/a><\/strong> \u2013 Recognizing a specific device via a persistent identifier (IDFA\/GAID).<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/programmatic-ios-retargeting-a-guide-to-att-idfa-probabilistic-matching\/\">Probabilistic matching<\/a><\/strong> \u2013 Estimating audience membership from contextual and behavioral signals with a confidence score, without individual identifiers.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/programmatic-ios-retargeting-a-guide-to-att-idfa-probabilistic-matching\/\">AdAttributionKit (AAK)<\/a><\/strong> \u2013 Apple\u2019s successor to SKAdNetwork (iOS 17.4+); the first Apple framework supporting re-engagement attribution via signed postbacks.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/incrementality-in-mobile-retargeting-how-to-measure-campaign-lift\/\">Incrementality<\/a><\/strong> \u2013 The additional conversions\/revenue a campaign causes beyond the organic baseline, measured via controlled experiments.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/incrementality-in-mobile-retargeting-how-to-measure-campaign-lift\/\">Holdout (control) group<\/a><\/strong> \u2013 Users deliberately excluded from a campaign to establish the organic baseline.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/incrementality-in-mobile-retargeting-how-to-measure-campaign-lift\/\">Ghost bidding<\/a><\/strong> \u2013 An incrementality method where the DSP wins auctions for control users but suppresses ad serving, creating an unbiased baseline.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/incrementality-in-mobile-retargeting-how-to-measure-campaign-lift\/\">iROAS (incremental ROAS)<\/a><\/strong> \u2013 Incremental revenue divided by spend; the retargeting KPI that ignores claimed-but-organic conversions.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/deep-linking-for-mobile-retargeting-how-it-works-best-practices\/\">Deep link<\/a><\/strong> \u2013 A link routing an ad click to a specific in-app destination rather than the home screen.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/deep-linking-for-mobile-retargeting-how-it-works-best-practices\/\">Deferred deep linking<\/a><\/strong> \u2013 Routing a user to the intended in-app destination after a required (re)install via the app store.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/mobile-retargeting-fraud-common-types-how-to-detect-them\/\">VT\/CT ratio<\/a><\/strong> \u2013 View-through to click-through conversion ratio; a persistent imbalance toward VT is a retargeting fraud red flag.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/mobile-retargeting-fraud-common-types-how-to-detect-them\/\">Attribution theft<\/a><\/strong> \u2013 Fraud in which campaigns claim credit for organic returns \u2013 strong reported ROAS, zero incremental lift.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/ctv-retargeting-how-connected-tv-supports-mobile-re-engagement\/\">CTV (Connected TV)<\/a><\/strong> \u2013 Internet-connected televisions and streaming devices; a household-level, view-through re-engagement surface.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/ctv-retargeting-how-connected-tv-supports-mobile-re-engagement\/\">Household graph<\/a><\/strong> \u2013 An identity graph linking devices within a home (IP, geo, logins) enabling CTV-to-mobile matching.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/ctv-retargeting-how-connected-tv-supports-mobile-re-engagement\/\">VTA (View-Through Attribution)<\/a><\/strong> \u2013 Crediting a conversion to a viewed (unclicked) impression; the primary CTV measurement model.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Short definitions of the key terms in this category. Each term links to the entry that explains it in full.<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":15,"menu_order":10,"comment_status":"closed","ping_status":"closed","template":"","meta":{"gl_intro":"","gl_hero_image":0,"gl_subtitle":"","gl_icon":0,"gl_bullet":0,"gl_terms":"","gl_related":[],"gl_sidebar_items":"[]","gl_autolink_off":false,"gl_hidden":false,"footnotes":""},"class_list":["post-288","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mobile Retargeting Terms: 27 Key Definitions - The UA Glossary - Persona.ly<\/title>\n<meta name=\"description\" content=\"27 mobile retargeting terms defined in one place: re-attribution, inactivity windows, iROAS, ghost bidding, ATT and more, each linked to a full guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/glossary\/programmatic-mobile-retargeting\/mobile-retargeting-terms-27-key-definitions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobile Retargeting Terms: 27 Key Definitions - 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