Glossary

Acronym/Term Description
AAID Android Advertiser ID. As of August 2014, the only identifier available for attribution purposes in Android devices. This is similar to the IDFA for Apple devices. For more on the Android ID, see Android Required Fields.
Advertiser The entity that would like to advertise on Millennial Media’s network. Millennial Media takes these ads and then hosts them on games, apps, or sites.
APID Ad Placement ID. This value is a unique identifier provided by Millennial Media and needs to be provided in every request in order to provide site metrics back to the Publisher. Without the Placement ID, you will not receive any ad units.
AUID Ad Unit ID. A persistent, unique ID that identifies the device.
Android ID A 64-bit value generated when the device first boots, and can be changed by the user. For more on the Android ID, see Android Required Fields.
App Tracking ID A unique ID parameter assigned to Millennial Media advertisers for identification purposes for in-app integration and conversion tracking. The App Tracking ID appears in the Goal ID parameter.
Banner Ad Banner Ads are the most common ad format in mobile advertising. You often see Banner Ads at the top or bottom of your screen while reading articles and searching through content. Banners ads can be: 300x250, 728x90, 480x60, 320x50, 300x50, 216x36, 168x28 and 120x20. For more on available ad dimensions, see Millennial Media Ad Specifications.
Click When a user actively clicks on an ad. This is a required step in any CPC and conversion tracking campaigns.
CDMA Code Division Multiple Access. If the carrier is CDMA, then the Device ID will be the MEID (or the ESN).
Conversion A completed action or goal as defined by the user. Examples include app download and submission of web forms.
Conversion Tracking The act of tracking conversions from click to completion. Conversion tracking campaigns may be set up in mMedia or through an Account Manager. See this blog entry for more details.
CPC Cost Per Click. The advertiser is only charged when someone clicks on the advertisement.
Device ID The Device ID for Android will return an ID that is dependent on that device’s carrier. This should always be the default ID that is provided for any conversion that takes place on an Android device. If the device is not tied to a carrier and does not return a Device ID because it is a table or some other non-telephony device, then you should move on to the Android ID.
Demand-side Partner (DSP) AKA Demand Partner, Advertiser. Bids on impressions submitted by Supply-side Partners (SSPs). A DSP may submit bids on behalf of multiple publishers.
eCPM Effective Cost per Thousand Impressions. This is a simple value calculate by dividing Total Earnings by the number of Impressions, and then multiplying that number by 1,000. We stress that eCPM, fill rate and impression quality are all important factors to deliver the best overall yield.
ESN Electronic Serial Number.
Extension In RTB, an extension is a parameter specific to Millennial Media. These extensions are included in addition to the parameters specified by the specifications dictated by OpenRTB, considered the industry standard for RTB.
Fill Rate The percentage of ad requests to our network that get “filled” with an ad from one of our advertisers.
Goal ID A unique ID parameter assigned to Millennial Media advertisers for identification purposes. This value is now called the App Tracking ID (for in-app) and Tracking ID (for mobile web). The parameter is assigned uniquely to a conversion tracking campaign and is required for Millennial to match up your campaign activity with conversion activity.
GSM Global Systems for Mobile value. For GSM networks, the Device ID returned is the IMEI.
HAID Hashed Advertising Identifier. The hashed version of the IDFA. For more on the HAID, see iOS Required Fields.
HDID Hashed Device ID. A hashed persistent, unique ID that identifies the device. This is different for each operating system, and should be passed to us during Server-to-Server integration.
IDFA The iOS Identifier for Advertisers. IDFA replaces the UDID starting with iOS version 6, and may be reset by the user. For more on the IDFA, see iOS Required Fields.
Impression Any time an ad is put on a user’s mobile device screen (e.g., banner ad, rich media, etc.)
IMEI International Mobile Station Equipment Identity. Usually found printed inside the battery compartment of the phone.
Interstitial Ad Interstitial Ads are full-page ads that display before or after the expected content. The best time to use Interstitial Ads are either at application launch or during a natural break in the application’s content, such as after completion of a level in a game. For more on available ad dimensions, see Millennial Media Ad Specifications.
Launch Interstitial Ad A launch interstitial is loaded upon entering an app or site. For more on available ad dimensions, see Millennial Media Ad Specifications.
MD5 Message Digest Algorithm. A 128-bit hash value, and one format that Millennial Media accepts for hashed IDs.
MEID Mobile Equipment ID.
MMDID For Android, this is the hashed version of the Android ID used for conversion tracking. For more on the MMDID, see Android Required Fields. For iOS, this is the hashed version of the WiFI MAC Address used for conversion tracking. For more on the MAC Address, see iOS Required Fields.
OpenRTB The OpenRTB Specifications are industry standards for how to implement Real-time Bidding (RTB) established by the Interactive Advertising Bureau (IAB). The IAB is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. Millennial Media has set up its RTB exchange to adhere to the standards set forth in the OpenRTB API Specification version 2.1.
Prestitial Full-page ads that appear when a host site is opened. Think of it like a splash page or introduction page for before the app or game loads.
Programmatic Buying aka Real-time Bidding (RTB). The ability for demand partners to bid on online auctions for impressions from supply partners in real time. Millennial Media’s platform will manage the bids, determine winners, and deliver notifications to both Demand and Supply Partners.
Publisher The entity that will host (i.e., publish) an advertisement sent from Millennial Media. Publishers collect revenue for hosting ads from Millennial Media’s network.
Rectangle Ad Rectangle Ads are 300x250-sized banners. We recommend using Rectangle Ads inline with content on smartphones, and in the corners of tablet applications.For more on available ad dimensions, see Millennial Media Ad Specifications.
Second-price Auction Rules The RTB follows second-price auction rules, which means that the winning bid will pay the second-highest bid plus one cent ($.01). If bidder 1 bids $1 and bidder 2 bids $2, bidder 2 will win and pay $1.01 based on second-price auction rules. Note that the top 2 bids may both come from the same DSP.
Server-to-Server Mobile Web Integration A form of integration that allows developers, publishers and networks to utilize a standard GET request to incorporate advertisements into their applications, sites, or networks.
SDK Software Development Kit. A collection of libraries and frameworks provided by Millennial Media to developers that enable them to integrate three different kinds of ads: interactive video ads, rich media ads and banner ads.
SHA-1 Secure Hash Algorithm. A U.S. Federal Information Processing Standard, SHA-1 produces a 160-bit message digest. This is one format that Millennial Media accepts for hashed IDs.
Supply-side Partner (SSP) AKA Service Partner, Publisher. Submits an impression for auction that are bid on by Demand-side Partners (DSPs). An SSP may submit impressions on behalf of multiple publishers.
Supported Third Party A third party company that has fully integrated with Millennial Media and may be used to help implement and manage conversion tracking.
Tracking ID A unique ID parameter assigned to Millennial Media advertisers for identification purposes for mobile web conversion tracking. The Tracking ID is used in the Goal ID parameter.
UA User Agent. This value is the UA string of the device browser. This value is used to determine the handset that is making the request and allows Millennial Media to determine certain device characteristics in order to provide the correct ad unit for the request.
UDID Unique Device ID for iOS Devices (e.g. iPhone, iPad).
UIP User IP Address. This value is the Public IP address of the device that is requesting the ad unit. This allows Millennial Media to identify the country and carrier of the device.
URID Unique Request Identifier. A unique ID that is generated on every request to the Ad Server. We use the URID variable to track a conversion through to completion, and will append a URID variable to the end of your destination URL upon a successful click.
WiFi MAC Address The WiFi MAC Address is 12 alphanumeric characters that are specific to that device and cannot be changed. This is the preferred version for hashing iOS IDs for any devices that do not have iOS version 6 and up. For more on the MAC Address, see iOS Required Fields.