An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising capacity, often through real-time auctions. They're most often used to sell display, video, and mobile ad inventory.

An ad exchange is a huge pot of ad impressions. Publishers put their Ad impressions into the collection striving for someone to buy them. Buyers then pick which impressions they want to purchase using technologies like demand-side platforms.

Mobile app marketing is interacting with users through their entire lifecycle, from when they first hear about an app, to when they become reliable and regular users.

To evaluate the budget a business should first ascertain how many users it should have or, how many can be afforded to acquire. Then they will need the cost per install to arrive at a total daily ad budget.

Publishers work with Ad Networks to discover opportunities to sell inventory that they are not to sell through direct sales. Unsold inventory results in a loss of revenue for the publisher, which is fulfilled with ad networks.

An ad network is an aggregator that assembles ad inventory from publishers and sells it to advertisers. It acts as an intermediary. Whereas, an ad exchange is a digital marketplace where advertisers and publishers purchase and sell ad inventory directly.

An SSP is the inverse of a DSP. Whereas a DSP lets advertisers buy across many different ad exchanges at a uniform time, an SSP lets publishers sell their ad inventory across several ad exchanges.

Performance marketing implies an aspect of digital marketing in which brands only pay marketing service providers after their business goals have been fulfilled or when particular actions have been carried out, such as a click, sale, or lead. In further words, it is performance-based marketing.

Performance creativity is like the crossroad between campaigns that are run by KPIs/ROI and campaigns that are run by innovation and creativity.

Performance marketing is a strategy for online marketing and is utilized especially in the expanse of customer acquisition and customer retention. Its objective is to trigger measurable user reactions and understandings.