In-App Advertising
What is In-App Advertising? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
What is In-App Advertising?
In-app advertising is a popular marketing channel, in which marketers pay publishers (i.e. app developers) to advertise their company’s products and/or services inside said publisher’s app.
To participate in in-app advertising, publishers must integrate an SDK. This will allow them to connect to various ad networks. Marketers then buy ad space from said ad networks and their ads are displayed inside the publishers’ apps who’ve partnered with the same ad network.
Types of In-App Ads
There are many different ad types associated with in-app advertising. A few of the more popular ones include banner ads, video ads, interstitial ads, and native ads.
Importance of In-App Advertising
In-app advertising is important to marketers because it allows them to reach their target audiences in an effective—and oftentimes, affordable—way. In-app advertising is important to publishers, too, because it can help them become more profitable. In fact, studies show that in-app advertising makes up the lionshare of mobile app revenue in 2022.
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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
- Decisive Users
- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
- Soft Launch
- SKAdNetwork
- Sessions Per Active Device
- Sales Per Paying User
- Google Play Search
- Apple Search Ads
- App Store Subtitle
- App Store Seasonality
- App Store Search
- App Store Screenshots
- App Store Screenshot View Rate
- App Store Sales
- App Store Analytics: Standard Downloads
- App Store Analytics: Source Type
- App Store Analytics: App Store Sessions
- App Size
- Rewarded Video Ads
- Return on Ad spend (ROAS)
- Replicated App Store Page
- Real-Time Bidding (RTB)
- Re-engagement
- Google Play Third-party Referral
- Google Play Ranking
- App Store Web Referral
- App Store Reviews
- App Store Review Engagement Rate
- App Store Redownloads
- App Store Ratings
- App Store Ranking
- App Store App Referral
- App Store Analytics: Region
- App Retention Rate
- Product Page Conversion Rate
- Proceeds Per Paying Users
- Preloaded Apps
- Pre/Post App Store Tests
- Post-Install Event
- Playable Mobile Ads
- Performance Marketing
- Pay Per Install
- Google Play Product Page
- Google Play Personalization
- Apple’s Product Page Optimization (PPO)
- App Store Product Page Views (Unique Devices)
- App Store Product Page Views
- App Store Product Page
- App Store Proceeds
- App Store Preview Videos
- App Store Pre-Orders
- App Store Pre-Launch
- App Store Personalization
- App Store Paying Users
- App Store Page Scroll Rate
- App Store Analytics: Purchasable Item
- App Store Analytics: Product Page
- App Store Analytics: Pre Orders
- App Store Analytics: Platform Version
- App Store Analytics: Page Type
- Monthly Active Users (MAU)
- Mobile Growth
- Mobile Game Monetization
- Mobile Game Marketing
- Mobile Game Business Model
- Mobile Delivery Platform
- Mobile Bid Adjustment
- Mobile Attribution Window
- Mobile Attribution Manipulation
- Mobile App Retention
- Mobile App Onboarding
- Mobile App Monetization
- Mobile App Advertising
- Mobile Ad Viewability
- Mobile Ad Fraud
- Mobile App Growth
- Average Revenue Per Paying User (ARPPU)
- Average Revenue Per Daily Engaged User (ARPDEU)
- Average Revenue Per Daily Active User (ARPDAU)
- Attribution
- ARPU – Average Revenue Per User
- Apple Arcade
- Apple App Store Connect
- App Store Optimization (ASO)
- App Store Audience Testing
- App Store Analytics: App Version
- App Store Analytics: App Store Active Devices
- App Store Analytics: App Referrer
- App Store Analytics: Active In Last 30 Days
- App Store Acquisition Channels
- App Store A/B testing
- Ad Unit
- Ad Server
- Ad Revenue
- Ad Network
- Ad Mediation
- Ad Impression
- Ad Exchange
- A/B Testing Statistics
- Keyword Localization
- K-Factor
- Google Play Keywords
- App Store Keywords Research
- App Store Keywords
- App Store and Google Play Keywords Optimization
- Interstitial Ads
- Interactive Ads
- Installs Per Mille (IPM)
- In-App Events
- In-App Bidding
- Identifier for Advertisers (IDFA)
- App Store In-App Purchases
- App Store Impressions (Unique Devices)
- App Store Impressions
- App Store Icon
- App Store Analytics: Installations
- App Install Rates
- App Influencer Marketing
- Growth Loop
- Google Play Points
- Google Play Pass
- Google Play Experiments
- Google Play Developer Console
- Google Advertising ID (GAID)
- Gametech (Game Technology)
- Game Bundles
- Google Play Short Description
- Google Play Long Description
- Deep Linking
- Daily Active Users (DAU)
- App Store Description Read Rate
- App Store App Description
- App Store Analytics: Device
- App Store Analytics: App Store Deletions
- App Store Analytics: App Download Date
- Google Play Creatives
- CTR (Click Through Rate)
- Cross Promotion
- Cost Per View (CPV)
- Cost Per Mille (CPM)
- Cost per Install
- Cost Per Engagement (CPE)
- Cost Per Completed View (CPCV)
- Cost Per Click (CPC)
- Cost Per Action (CPA)
- Churn Rate
- Casual Games
- Apple’s Custom Product Pages
- App Store Culturalization
- App Store Creatives
- App Store Conversion Rate
- App Store Categories
- App Store Analytics: Campaign
- App Store Analytics: App Store Crashes
- App Conversion Rate
- App Clip Sessions
- App Clip Installations
- App Clip Crashes
- App Clip Card Views (Unique)
- App Clip Card Views
- App Clip Active Devices
Related Terms
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In-App Events
In-app events (IAE) are live events that happen inside iOS apps. There are plenty of options available to you: game competitions, movie premiers, livestream experiences and more.
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App Store In-App Purchases
What are App Store In-App Purchases? Get the full definition and learn more about new iOS 15 features and capabilities.
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eCPM (Effective Cost Per Mille)
What is eCPM (Effective Cost Per Mille)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
Related Resources
Episode #40: How Do In-App Events Influence ASO with Jevgen Tarasenko
In the 40th episode of our podcast, we talked with Tilting Point's Head of ASO about the new iOS 15 features, such as In-App Events, and how they can improve your growth metrics.
Ron Gordon
02/21/2022
Game Developers – When (and Why) You Should Switch App Store Categories to Maximize Growth?
Choosing the right category for your mobile game has a ton of impact. But you might get more downloads from being ranked #8 in Casual, than being ranked #3 on RPG. This piece will help you pave the way for your desired audience.
Jonathan Fishman
04/28/2022
ASO App Store Category Spotlight: Role-Playing Games (RPG)
Get into character - today we’re attacking the Role-playing games category. See what the top-grossing games are doing right, and the black holes they’re avoiding.
Ron Gordon
04/28/2021