What is In-App Advertising?

In-app advertising shows ad creatives inside mobile apps via ad network SDKs. It is the primary channel for CPI (installs), rewarded video, mobile gambling, and subscription apps. Traffic is classified as mobile in-app, separate from mobile web.

Formats

• Interstitial — full-screen creative between app screens.
• Rewarded video — video with in-game reward; often high completion rates.
• Banner / MREC — banner inside the app UI.
• Native in-app — ad unit styled like app content.
• Playable — mini game demo inside the ad.

Buying and metrics

Models include CPI, CPA on in-app events (signup, deposit, subscription), and sometimes CPM/CPC in mediation. Platforms: Google UAC, Meta, TikTok, ironSource, Unity Ads, AppLovin, Mintegral, Moloco, and others. Key KPIs: CPI, install→event CR, LTV, ROAS. On iOS, SKAdNetwork and ATT affect measurement.

Tracking

Clicks or impressions pass through the tracker with sub_id; installs and events arrive via MMP or affiliate postbacks. S2S is more reliable than pixels on mobile. Deduplication between SDK and server events matters with hybrid attribution.

Buyer considerations

Incentivized and low-quality SDK inventory can produce fraudulent installs. Gambling and dating verticals are often restricted on mainstream networks. Creatives and store listings must meet platform and advertiser policy.