Letter D

DAU and MAU - the number of unique users who opened the product per day and per month. The DAU/MAU ratio indicates the “stickiness” of the product.

Day-parting - managing impressions and advertising rates by hour of day and day of week to increase budget efficiency.

Drip Campaign is an automatic series of messages (email/SMS/push) that is sent based on triggers - actions or timers - without manual launch.

RRR (share of advertising expenses) - advertising budget ÷ advertising revenue × 100%. Russian analogue of ACoS, the inverse of ROAS.

DSP (Demand-Side Platform) is a platform for automatically purchasing advertising impressions through RTB auctions from a variety of publishers.