Glossary
In-app advertising
Ads inside mobile apps: banners, interstitials, rewarded video, playables, sold through mobile ad networks and exchanges. A large source for app installs, games, utilities and iGaming apps.
Also called: in-app, in-app traffic.
App developers monetize with ad SDKs; buyers reach those users through networks that aggregate the inventory. Targeting is by app category, OS, device and GEO, and attribution runs through mobile measurement partners rather than cookies.
In-app traffic converts well for anything that is itself an app, and for pay-per-call and lead-gen on mobile. Ad fraud is a known problem, so trackers and MMPs are part of the setup.
Related terms: Install offers, CPI, iGaming app, Ad network.