Telegram advertising glossary

Short, plain definitions of the terms used in Telegram Mini App monetization and Telegram advertising.

Terms A to Z

Telegram Mini App: A web app that opens inside Telegram, launched from a bot, link or menu button.
Ad network: A service that connects advertisers who buy ad space with publishers who sell it.
Rewarded ad: An opt-in ad the user watches in exchange for an in-app benefit.
Interstitial ad: A full-screen ad shown at a natural break in an app.
Task ad: A sponsored action, such as opening a destination, completed for an in-app reward.
Bot ad: Sponsored content delivered through a Telegram bot's messages.
Impression: One recorded display of an ad.
CPM: Cost per mille: advertiser cost per 1,000 impressions.
CPC: Cost per click: advertiser cost for each click.
CTR: Click-through rate: clicks divided by impressions, times 100.
eCPM: Effective CPM: publisher earnings divided by impressions, times 1,000.
Fill rate: Share of ad requests that returned an ad: impressions divided by requests.
S2S postback (Reward URL): A server-to-server call that tells the publisher's server a reward was earned.
Frequency cap: A limit on how often one user sees ads, such as time between ads or a daily limit.
Debug mode: A test mode that shows test ads without billing.