Sensor Tower utilizes Share of Voice (SOV) as our metric for measuring the percentage of impressions an advertiser has from the total number of impressions sent from an ad network and the number of impressions sent to a publisher from a selected ad network. Within Ad Intelligence, we define advertisers as apps that are running mobile ad campaigns and publishers as the apps that are monetizing their platform by displaying ads.
For instance, on the advertiser side, if an app has a SOV of 7% on the Facebook network, 7% of all ads seen on the Facebook network will be from that app. On the publisher side, if an app has a SOV of 11% on the Facebook network, 11% of all ads sent from Facebook are being sent to that app for display.
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