Glossary of iGaming & Performance Marketing Terms

A

Ad Exchange

AML (Anti-Money Laundering)

Attribution

B

Bonus Abuse

C

CPA (Cost Per Acquisition)

CPM (Cost Per Mille)

Churn Rate

Conversion Rate

Creative Fatigue

CTR (Click-Through Rate)

Creative Policies

D

DMP (Data Management Platform)

(Demand-Side Platform)

F

FTD (First Time Depositor)

Frequency Capping

G

GEO-Targeting

GDPR (General Data Protection Regulation)

GGR (Gross Gaming Revenue)

K

KYC (Know Your Customer)

L

Lifetime Value (LTV)

Lookalike Audience

M

Multi-Touch Attribution

N

NGR (Net Gaming Revenue)

R

Responsible Gaming

Retargeting

Retention Rate

RNG (Random Number Generator)

ROAS (Return on Ad Spend)

RTB (Real-Time Bidding)

S

SSP (Supply-Side Platform)

V

Viewability

W

Whitelisting / Blacklisting

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