What is In-App Traffic?

In-app traffic is ad impressions and clicks inside mobile apps: games, utilities, news aggregators. Delivered via SDK ad networks — Unity Ads, ironSource, AppLovin, Google AdMob, Mintegral, inMobi, Moloco — and in-app programmatic.

Primary channel for CPI and CPE campaigns, mobile gambling (where allowed), subscription apps. In-app context differs from mobile web: interstitial, rewarded video, banner.

Formats

• Rewarded video — view for in-game reward; high completion.
• Interstitial — fullscreen between levels.
• Banner / MREC — steady low CPM.

Attribution

On iOS, SKAdNetwork and ATT dominate; on Android, GAID and classic S2S to MMP. Arbitrage trackers often handle web offers; app offers flow through AppsFlyer/Adjust with delay.

Practice

Creatives must match target app store guidelines. Fraud (install farms, SDK spoofing) is filtered by MMP and network. GEO and device tier (flagship vs. budget Android) strongly affect LTV.

See also: in-app ads, CPI, mobile apps, OEM preload, AppLovin.