"In the fintech vertical, where growth depends on trust, the decision to monetise through in-app advertising is a bold bet, one that could backfire if a bad ad experience undermines user confidence. But Toss, South Korea's leading fintech super app with over 25 million users, turned that risk into a major revenue win by implementing filters based on user-level relevance and using behavioural signals and first-party data to block disruptive or inappropriate ad categories."
"Ad revenue surged 831%, retention climbed 30%, and user satisfaction stayed high, maintaining a 4.9 app store rating even as monetisation scaled. "We saw ads as part of the overall product experience, not a separate layer," said Sejin Park, who led Toss's monetisation efforts as product manager until late 2025 before joining an ad tech company. "Once we treated them with the same level of care and control, we could grow without breaking trust.""
Ad quality issues are larger than expected and create a major revenue opportunity for publishers that prioritise the ad experience. Users do not separate ads from the app experience, so disruptive, harmful, or misleading ads can break trust, trigger churn, and reduce revenue. Publishers that treat ad quality as a growth lever see higher retention and more sustainable monetisation. Toss implemented filters using user-level relevance, behavioural signals, and first-party data to block disruptive or inappropriate ad categories. The results included an 831% increase in ad revenue, a 30% rise in retention, and sustained high user satisfaction with a 4.9 rating.
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