Optimizing mobile in-app advertising effectiveness using app publishers-controlled factors

Abstract Mobile in-app advertising has become one of the most popular business platforms in recent years. This relatively new strategy’s annual spending increased dramatically Despite its practical success, background theory for mobile is still infancy. type also sees emergence participants, such as ad networks and app publishers, which leads to development theoretical constructs more nuanced conceptual relationships on top popularly accepted frameworks, e.g. Advertising Effectiveness Framework. study especially looks at publishers’ roles, have received least attention literature are almost non-existent previous effectiveness frameworks. The empirical goal this was assess moderating effects space characteristics advertising. To test research’s model, a 2 4 -factorial online experiment set up. Accordingly, established common participants metric measure that goal. Ultimately, model successfully tested by both Moderated Regression Analysis Multigroup Moderation techniques with data from over 15,000 impressions 800 clicks thousands users 160 countries around world. theoretically found publishers can significantly moderate controlled advertisers, users, practically help increase revenue through designing delivering spaces their applications.