"In-app is far from a lawless, unpopulated no man's land of advertising. In fact, the latest stats show it's actually where audiences are spending most of their time. In the UK for example, just over two and a half hours a day are spent in the in-app environment, compared with only 20 minutes on the mobile web. That's a staggering 90% of the time on mobile spent in apps - whether messaging, social media, music, or gaming. It's a huge opportunity."
"Myth one: In-app is a 'wild west' inventory source Our first myth, and it's an outdated perception, especially since the launch of App-ads.txt. This initiative, launched by the IAB Tech Lab, enables publishers and apps to list authorised digital sellers, boosting transparency by means of a public record, and preventing bad actors from selling counterfeit inventory. It's something we've fully taken advantage of at The Trade Desk, where we block all open-market in-app inventory not authorised by app-ads.txt and have also introduced adopting the tech as a partner requirement for anyone we work with."
Advertisers are significantly underallocating media spend to in-app environments despite consumers spending more time on mobile than watching TV, and 90% of mobile time occurring in apps. Only about a quarter of media budgets go to in-app, and much of that concentrates on apps controlled by major platform owners, which account for roughly 35% of customer time. This imbalance reflects mistrust or misunderstanding of in-app opportunities and causes brands to miss premium audience engagement across news, games, weather, and other apps. App-ads.txt and publisher authorization improve transparency, and selective blocking of unauthorized inventory can secure higher-quality in-app placements.
Read at The Drum
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