In-App Ads: Tips, Tricks, and Trends For 2024

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In today’s digital landscape, mobile apps have become a dominant force, capturing the attention of users and offering unique opportunities for businesses to engage with their audience. As app developers seek to monetize their creations, in-app advertising has emerged as a powerful revenue generation strategy. In this comprehensive guide, we will explore the intricacies of in-app advertising, from its definition and working principles to its importance for app publishers. We will delve into the benefits, drawbacks, and best practices associated with in-app advertising, equipping you with the knowledge to unlock the full potential of this monetization strategy.

Understanding In-App Advertising

What is In-App Advertising?

In-app advertising, also known as IAA, refers to the practice of displaying paid ads within a mobile application. App publishers leverage their app’s real estate to sell advertising space to businesses, while advertisers benefit from reaching a relevant and engaged audience. In-app ads come in various formats, including banner ads, video ads, native ads, and more, offering flexibility for publishers to choose the most suitable format for their app and advertising goals.

How Does In-App Advertising Work?

The mobile app advertising ecosystem comprises buyers (advertisers) and sellers (app developers and publishers). Ad networks act as intermediaries, facilitating transactions between these parties. When an app sends a request for an ad, the ad network uses algorithms to identify the most appropriate and highest-paying ad from multiple advertisers. The ad is then served to the app in real-time, and user actions are reported back to the advertiser for optimization and payment purposes.

Why Is In-App Advertising Important?

In-app advertising plays a crucial role for app publishers, businesses, and users alike. For publishers, in-app ads provide a significant revenue stream, enabling them to continue developing and improving their apps without charging users directly. Businesses benefit from in-app advertising by reaching a targeted and highly engaged audience, increasing brand awareness, and driving sales. Users benefit from relevant ads that offer information, discounts, and promotions tailored to their interests, enhancing their overall app experience.

Benefits of In-App Advertising

somone on a laptop and holding their phone

Monetization Opportunities

In-app advertising opens up new avenues for app publishers to monetize their apps beyond traditional methods. By integrating ads into their apps, publishers can generate revenue from ad clicks or impressions, ensuring the sustainability and growth of their app. In-app ads offer a viable alternative for free apps that rely on advertising as their primary source of income, allowing publishers to provide valuable content to users without charging upfront fees.

Increased User Engagement

Compared to other marketing channels, the audience within mobile apps is highly captive and engaged. Users spend a significant amount of time on apps, making it an ideal platform for display advertising. In-app ads can be strategically placed to capture users’ attention at the right moments, such as between levels in a game or during transitions. Precise targeting and personalized ad content further enhance user engagement, leading to higher click-through rates (CTRs) and conversions.

Targeted and Personalized Ads

In-app advertising leverages the power of user data to deliver targeted and personalized ads. App publishers can collect valuable data through device IDs, including demographics, behaviors, and interests. This data enables businesses to show ads that are highly relevant to users, increasing the chances of engagement and conversion. By tailoring ad content to individual users, advertisers can create a more personalized experience, fostering a stronger connection between the user and the advertised brand.

Accurate Tracking and Analytics

In-app advertising provides publishers with robust tracking and analytics capabilities. Unlike mobile websites, where tracking is primarily based on cookies, apps track user behavior through device IDs. This allows publishers to gather more accurate and detailed information, such as geographic location, device type, operating system, and more. The availability of precise data empowers publishers to optimize their ad campaigns, make data-driven decisions, and maximize their ad revenue potential.

Mobile Websites vs. Mobile Apps

phone with apps

The Rise of Mobile Apps

In recent years, mobile apps have revolutionized the way users engage with digital content, surpassing mobile websites in terms of user attention and usage. Users spend a significant portion of their mobile device time within apps, whether playing games, accessing social media, or using productivity tools. This shift in user behavior has made mobile apps a prime platform for businesses to connect with their target audience.

Advantages of In-App Advertising

Compared to mobile websites, in-app advertising offers several distinct advantages for publishers and advertisers. In-app ads benefit from higher user engagement, as users are more focused and immersed within the app environment. Furthermore, in-app ads leverage device IDs to gather more comprehensive user data, enabling precise targeting and personalized ad experiences. The captive and engaged nature of the app audience, coupled with the ability to provide tailored ads, makes in-app advertising a highly effective strategy for businesses.

Possible Drawbacks of In-App Advertising

While in-app advertising presents numerous benefits, it is essential to be aware of potential drawbacks and challenges that publishers and advertisers may encounter. Understanding these limitations can help in developing effective strategies to mitigate their impact.

Highly Competitive Channel

As the popularity of in-app advertising grows, the channel becomes increasingly competitive. More advertisers are vying for limited ad space within popular apps, which can drive up ad prices and make it harder for smaller publishers to compete. Advertisers need to carefully plan and optimize their campaigns to stand out in a crowded market. Publishers, on the other hand, should consider partnering with reputable ad networks or leveraging programmatic deals to maximize their revenue potential.

Niche Audience Limitations

In-app advertising may not be suitable for all types of businesses or target audiences. If your target customers are not active app users or do not engage with app content frequently, the effectiveness of in-app ads may be limited. It is crucial to evaluate whether your target audience aligns with the app’s user demographics and behavior before investing in in-app advertising.

Privacy Concerns

In today’s privacy-conscious world, app publishers and advertisers must navigate privacy regulations and address user concerns. Collecting and utilizing user data for personalized ads must be done in compliance with privacy laws and regulations. Advertisers should prioritize transparency and user consent, while publishers should ensure their apps adhere to privacy guidelines to maintain user trust and avoid potential legal consequences.

Choosing the Right In-App Advertising Network

someone touching their phone

Selecting the right in-app advertising network is crucial to the success of your ad campaigns and revenue generation efforts. Different networks offer unique features, ad formats, and targeting capabilities. Here are some of the top in-app advertising networks you should consider:


Publift is a renowned programmatic ad platform that helps publishers maximize their ad revenue through innovative in-app advertisement solutions. By providing access to a wide range of app advertising demand partners, Publift ensures publishers can monetize their app inventory effectively. With a deep understanding of the app advertising landscape and the ability to drive traffic and provide detailed analytics, Publift empowers publishers to achieve their revenue goals.

Instagram / Facebook

Instagram and Facebook, two social media giants, offer robust in-app advertising platforms that allow businesses to reach their target audience effectively. With a vast user base and advanced targeting options, these platforms enable advertisers to run programmatic ad campaigns with various ad formats. Advertisers can leverage demographic, behavioral, and interest-based targeting to ensure their ads reach the right users at the right time.


AdMob, owned by Google, is a popular mobile ad network that offers a user-friendly interface and a wide range of ad formats. AdMob allows marketers to serve video, image, text, or interactive media ads in their programmatic campaigns. With support for various ad formats, including interstitial, video, banner, native, and reward ads, AdMob provides flexibility and customization options for advertisers.


Smaato is a leading mobile ad network with a vast advertiser base, offering publishers a higher probability of selling their ad inventory. With over 90,000 advertisers, Smaato provides access to real-time bidding and advanced programmatic features through its Smaato Publisher Platform (SPX). Publishers can maximize their ad revenue by partnering with advertisers on a demand-side platform and offering high-quality inventory across all app categories.


Unity is an excellent choice for advertisers targeting gamers. This ad network specializes in displaying video ad content within mobile gaming apps, allowing advertisers to monetize their apps effectively. Unity supports both iOS and Android platforms and integrates seamlessly with popular game engines. Advertisers can also incorporate in-app shopping features, enabling users to make purchases without leaving the game environment.


InMobi is one of the leading independent mobile ad networks, offering comprehensive solutions for both mobile web and apps. With support for both iOS and Android platforms, InMobi enables ad publishers to run advertising campaigns using various ad formats, including rich media, interstitial, video, banner, and native ads. Marketers can choose from cost per install (CPI) and cost per click (CPC) pricing models to optimize their campaigns.

Choosing the right in-app advertising network requires careful consideration of your target audience, campaign objectives, and budget. Evaluating the features, capabilities, and performance of each network will help you make an informed decision that aligns with your specific advertising goals.

Best In-App Pricing Models

In-app advertising offers several pricing models, each with its own advantages and considerations. Choosing the right pricing model depends on your specific campaign goals and budget. Here are some of the best in-app pricing models commonly used by advertisers:

Cost Per Mille (CPM)

Cost Per Mille, or CPM, is a pricing model where advertisers pay publishers for every 1,000 impressions of their ad. CPM is a popular model for increasing brand visibility, as it allows advertisers to reach a large audience at a relatively low cost. Advertisers benefit from a wider reach and brand exposure, while publishers earn revenue based on the number of ad impressions served.


  • Cost-effective model for advertisers.
  • Publishers earn revenue based on impressions.


  • No guarantee of clicks or conversions.
  • Lower payout compared to other pricing models.

Cost Per Click (CPC)

Cost Per Click, or CPC, is a model where advertisers pay publishers for every click on their ad. CPC is suitable for advertisers looking to drive traffic to their app or website within a specific budget. Advertisers only pay when users show genuine interest by clicking on the ad, making it a performance-based pricing model. Publishers can demand higher prices per click based on the advertiser and campaign objectives.


  • Advertisers only pay for clicks, indicating user interest.
  • Publishers can potentially earn higher revenue per click.


  • Paying for accidental or unintentional clicks.
  • Requires more impressions to achieve desired targets.

Cost Per Action (CPA)

Cost Per Action, or CPA, is a model where advertisers pay publishers when a click leads to a specific predefined action within the app, such as a registration or purchase. CPA offers a low-risk, performance-based option for advertisers who have specific actions in mind. Publishers benefit from a scalable pricing model, but it’s important to consider additional factors such as brand awareness alongside performance.


  • Low-risk model with a specific action in mind.
  • Performance-driven pricing with potential for higher revenue.


  • Difficulty in scaling campaigns.
  • Should not overlook brand awareness.

Cost Per Install (CPI)

Cost Per Install, or CPI, is a model where advertisers only pay publishers when the action of clicking on an ad results in an app installation. CPI is suitable for advertisers looking to increase app installs or distribute apps to a broad audience. Advertisers benefit from paying only for users who are genuinely interested in their app, while publishers can monetize their app inventory based on the number of installations.


  • Paying for users who genuinely want the app.
  • Potential for higher revenue with niche audience targeting.


  • No information on user engagement or retention.
  • Possibility of lower-value users or fraudulent installs.

Cost Per View (CPV)

Cost Per View, or CPV, is a model primarily used for video ads, where advertisers pay publishers when a user watches their video for a set length of time. CPV offers cost-effective pricing, as advertisers only pay when users show genuine interest in their video content. However, costs may vary across platforms, and uninterested users could let ads play without engaging, leading to wasted ad spend.


  • Cost-effective model based on user interest in video content.
  • Paying for engaged users rather than accidental views.


  • Costs may vary across platforms.
  • Potential for uninterested users letting ads play without engagement.

Choosing the right pricing model depends on your campaign objectives, budget, and desired outcomes. Evaluating the strengths and weaknesses of each model will help you make an informed decision and optimize your ad campaigns accordingly.

In-App Advertising Formats and Examples

In-app advertising offers a wide range of formats to suit different app contexts and user experiences. Choosing the right ad format depends on your campaign goals and target audience. Here are some popular in-app advertising formats along with examples:

Banner Ads

Banner ads are one of the most common and familiar ad formats in the app advertising landscape. These ads appear at the top or bottom of the screen, alongside app content, and typically include visuals, text, and a call-to-action button. Banner ads are effective for raising brand awareness and testing creatives for user acquisition campaigns.

Video Ads

Video ads are short video clips that play before, during, or after other video content within an app. These ads are highly engaging and have been proven to drive user engagement and conversions. Video ads are ideal for storytelling and building emotional connections with the audience.

Rewarded Video Ads

Rewarded video ads are commonly used in gaming apps and offer a clear value exchange for users. Users can choose to watch a video ad in exchange for in-app rewards, such as extra lives or in-game currency. Rewarded videos drive user engagement, especially when rewards increase for consecutive video views.

Interstitial Ads

Interstitial ads, also known as full-screen ads, appear during transition points within an app, such as between levels in a game or during app launches. These ads can be static images or videos and provide ample space for creative and immersive content. Interstitial ads capture users’ attention effectively due to their full-screen nature.

Native Ads

Native ads blend seamlessly with the app’s content, matching its look and feel. These ads appear in the regular flow of content, such as in a social media news feed or as sponsored content within a content recommendation engine. Native ads offer a non-disruptive user experience and are perceived as more trustworthy.

Playable Ads

Playable ads give users the opportunity to “try before you buy” by offering a mini version of a game for users to play before deciding to install it. Playable ads are interactive and engaging, allowing users to experience the gameplay firsthand. These ads are particularly effective for gaming apps and often demand higher CPM rates.

Offerwall Ads

Offerwall ads present users with a list of incentives or offers within an app. Users can select an offer, such as extra lives or in-app coins, in exchange for engaging with an ad. Offerwall ads enjoy high engagement rates, as they are user-initiated and provide an opportunity to extend session time within an app.

In-App Advertising Strategies

To make the most of in-app advertising, it’s essential to employ effective strategies that optimize user engagement and revenue generation. Here are some key strategies to consider:

Targeting the Right Users

Effective targeting is crucial for in-app advertising success. By understanding your target audience’s demographics, behaviors, and interests, you can deliver ads that resonate with them. Utilize the user data available through device IDs to improve ad relevance and increase the chances of engagement and conversion.

Investing in Compelling Creatives

Creatives play a significant role in capturing users’ attention and driving engagement. Invest in high-quality visuals, compelling copy, and captivating storytelling to make your ads stand out. A/B testing can help you fine-tune your creatives and optimize their performance.

Optimizing Ad Viewability

Ad viewability is essential to ensure that your ads are seen by users. Follow industry guidelines and best practices to ensure that your ads are fully viewable and meet the necessary requirements. Monitor and optimize ad placement, sizes, and loading times to maximize viewability and user experience.

Balancing Ad Frequency

Finding the right balance in ad frequency is crucial to avoid overwhelming users with excessive ads, which can lead to ad fatigue and user churn. Segment your audience to differentiate between users who have already converted or made a purchase and non-paying users. Show ads primarily to non-paying users and adjust messaging to focus on re-engagement for converted users.

Enhancing User Experience

User experience should be at the forefront of your in-app advertising strategy. Ensure that ads do not disrupt or detract from the overall app experience. Consider the timing and placement of ads to minimize user frustration and maximize engagement. Ads should provide value to users, whether through relevant content, discounts, or incentives.

By implementing these strategies, you can optimize your in-app advertising campaigns for better user engagement, higher conversions, and increased revenue generation.

Final Thoughts

In-app advertising presents an incredible opportunity for app publishers to monetize their apps effectively while delivering value to users. With the right strategies, ad formats, and pricing models, publishers can strike a balance between revenue generation and user experience. Advertisers can leverage in-app advertising to reach a highly engaged audience and drive brand awareness and conversions. As the mobile app ecosystem continues to evolve, staying informed about the latest trends and best practices in in-app advertising is essential. By harnessing the power of in-app ads, you can unlock the full potential of your app and create a win-win situation for both publishers and advertisers.

Remember, successful in-app advertising requires continuous optimization, testing, and adaptation. Stay vigilant, embrace innovation, and always prioritize the user experience to ensure long-term success in the dynamic world of in-app advertising.

Now that you’re equipped with the knowledge and strategies to maximize the potential of in-app advertising, it’s time to take action and unlock new revenue streams for your app. Get started today and explore the vast opportunities that in-app advertising offers.

Frequently Asked Questions

What is in-app advertising?

In-app advertising refers to ads displayed within a mobile app. Advertisers pay to show their ads, aiming to reach app users with tailored messages.

How effective are in-app ads?

In-app ads are highly effective when done right. They can target users based on their app behavior, leading to higher engagement rates compared to traditional ads.

How much can I make from in-app ads?

Earnings from in-app ads vary widely. Factors like your app’s user base, engagement level, and the type of ads affect revenue. Some apps make a few dollars a day, while others earn thousands.

What is the meaning of “ad in-app”?

“Ad in-app” refers to any advertisement that is displayed within a mobile application. These ads can range from banners to full-screen pop-ups or videos.

What are the cons of app ads?

Cons include potential disruption of user experience, privacy concerns, and the possibility of lower app engagement if ads are intrusive.

What are the best practices for in-app advertising?

Best practices include understanding your audience, choosing the right ad formats, optimizing ad placement, and continuously testing and refining your strategy.

Can free apps make money without ads?

Yes, free apps can earn money through in-app purchases, subscriptions, affiliate marketing, and sponsored content, among other strategies.

Why are apps false advertising?

Some apps use misleading ads to boost downloads or engagement. This can include promising features that don’t exist or exaggerating capabilities.

Are ads really worth it?

Yes, when executed well, ads can be worth it. They provide a significant revenue stream and can enhance user experience by offering valuable information or deals. However, balancing monetization with user satisfaction is key.

Featured Image Credit: Photo by Luis Villasmil; Unsplash – Thank you!

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