{"id":10373,"date":"2025-08-21T11:02:52","date_gmt":"2025-08-21T11:02:52","guid":{"rendered":"https:\/\/www.appverticals.com\/blog\/?p=10373"},"modified":"2025-12-16T12:02:40","modified_gmt":"2025-12-16T12:02:40","slug":"mobile-app-ad-revenue-strategies","status":"publish","type":"post","link":"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/","title":{"rendered":"Winning Mobile App Ad Revenue Strategies for Marketers"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">In This Article<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#What_Is_Ad_Revenue\" >What Is Ad Revenue?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#What_Is_App_Advertising_Revenue\" >What Is App Advertising Revenue?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#Mobile_App_Advertising_Revenue_Models\" >Mobile App Advertising Revenue Models<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#Comparing_Mobile_App_Monetization_Models\" >Comparing Mobile App Monetization Models<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#How_Much_Do_Ads_Pay_on_Apps\" >How Much Do Ads Pay on Apps?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#How_to_Increase_Mobile_App_Ad_Revenue_Without_Losing_Users\" >How to Increase Mobile App Ad Revenue Without Losing Users<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#Challenges_in_Mobile_App_Advertising_Revenue\" >Challenges in Mobile App Advertising Revenue<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#Case_Study_Headways_40_Growth_in_Mobile_App_Ad_Revenue\" >Case Study: Headway\u2019s 40% Growth in Mobile App Ad Revenue<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#The_Future_of_Mobile_App_Advertising_Revenue\" >The Future of Mobile App Advertising Revenue<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.appverticals.com\/blog\/mobile-app-ad-revenue-strategies\/#Key_Takeaways\" >Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<p>In-app advertising is projected to capture <a href=\"https:\/\/www.publift.com\/blog\/in-app-advertising-statistics\" target=\"_blank\" rel=\"noopener\">82% of all mobile ad spend in 2025<\/a>, making it the top revenue source for free-to-use apps.<\/p>\n<p>For marketers, understanding mobile app ad revenue strategies is key to turning impressions into sustainable profit.<\/p>\n<p>This guide explains how ads generate income for apps, what drives a successful ad revenue model, and how to increase earnings while keeping users engaged.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Ad_Revenue\"><\/span><strong>What Is Ad Revenue?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">The term<\/span> <strong><span data-preserver-spaces=\"true\">\u201c<\/span><span data-preserver-spaces=\"true\">ad revenue<\/span><span data-preserver-spaces=\"true\">\u201d<\/span><\/strong> <span data-preserver-spaces=\"true\">is often used interchangeably with<\/span> <strong><span data-preserver-spaces=\"true\">\u201c<\/span><span data-preserver-spaces=\"true\">advertising revenu<\/span><span data-preserver-spaces=\"true\">e\u201d<\/span><\/strong><span data-preserver-spaces=\"true\">,<\/span><span data-preserver-spaces=\"true\"> and in practice, they represent the same concept. Both describe the financial returns an app receives by serving ads within its platform.<\/span><\/p>\n<p><em><span data-preserver-spaces=\"true\">To ground this in a simple example: if an app delivers a rewarded video ad that pays $0.02 per completed view, and the app receives 100,000 completed views in a month, the ad revenue for that period would be $2,000.<\/span><\/em><\/p>\n<p><span data-preserver-spaces=\"true\">This model is more than theory. Global mobile advertising spending is expected to reach <\/span><strong><a class=\"editor-rtfLink\" href=\"https:\/\/www.singular.net\/blog\/mobile-ad-spend-projections\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">$447.3 billion<\/span><\/a><span data-preserver-spaces=\"true\"> in 2025<\/span><\/strong><span data-preserver-spaces=\"true\">, underscoring the significant role ad revenue plays for app developers across various industries.<\/span><\/p>\n<section>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_App_Advertising_Revenue\"><\/span><strong>What Is App Advertising Revenue?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong><span data-preserver-spaces=\"true\">App advertising revenue<\/span><\/strong><span data-preserver-spaces=\"true\"> is the income mobile applications generate by displaying paid content within their interfaces. Instead of relying solely on downloads or subscription fees, app publishers monetize through formats such as banner ads, interstitials, or video promotions. Advertisers pay based on specific interactions, be that views, clicks, installs, or deeper engagement.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This model is particularly <\/span><span data-preserver-spaces=\"true\">potent<\/span><span data-preserver-spaces=\"true\"> in <\/span><strong><span data-preserver-spaces=\"true\">freemium apps<\/span><\/strong><span data-preserver-spaces=\"true\">, where core usage is free but users can upgrade or purchase <\/span><span data-preserver-spaces=\"true\">extras<\/span><span data-preserver-spaces=\"true\">.<\/span><span data-preserver-spaces=\"true\"> Ad revenue supplements that model by monetizing users who choose not to spend but still engage frequently. <\/span><\/p>\n<div style=\"border-left: 4px solid #e63946; background-color: #fff5f5; padding: 16px 20px; font-family: sans-serif; margin: 20px 0;\">\n<p style=\"text-align: left;\"><strong><span data-preserver-spaces=\"true\">The result:<\/span><\/strong><span data-preserver-spaces=\"true\"> revenue flows from both users who pay and those who <\/span><span data-preserver-spaces=\"true\">don\u2019t<\/span><span data-preserver-spaces=\"true\">, turning impressive usage into predictable income.<\/span><\/p>\n<\/div>\n<\/section>\n<section>\n<h2><span class=\"ez-toc-section\" id=\"Mobile_App_Advertising_Revenue_Models\"><\/span>Mobile App Advertising Revenue Models<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">When evaluating an <\/span><strong><span data-preserver-spaces=\"true\">app advertising revenue model<\/span><\/strong><span data-preserver-spaces=\"true\">, clarity <\/span><span data-preserver-spaces=\"true\">matters<\/span><span data-preserver-spaces=\"true\">.<\/span><span data-preserver-spaces=\"true\"> Here are the primary models and how they align with different strategic goals:<\/span><\/p>\n<h3><strong><span data-preserver-spaces=\"true\">1. CPM (Cost Per Mille)<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Advertisers pay for every 1,000 impressions. <\/span><span data-preserver-spaces=\"true\">It\u2019s<\/span><span data-preserver-spaces=\"true\"> the most common format for brand awareness campaigns. Average CPM sits between <\/span><strong><span data-preserver-spaces=\"true\">$2 on Android<\/span><\/strong><span data-preserver-spaces=\"true\"> and <\/span><strong><span data-preserver-spaces=\"true\">$5 on iOS<\/span><\/strong><span data-preserver-spaces=\"true\">, reflecting device-level value differences. <\/span><\/p>\n<h3><strong><span data-preserver-spaces=\"true\">2. CPC (Cost Per Click)<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">You earn only when users click an ad. This model drives engagement, steering away from passive views and toward action-driven value.<\/span><\/p>\n<h3><strong><span data-preserver-spaces=\"true\">3. CPI (Cost Per Install)<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Payment occurs when a user installs the advertised app. <\/span><span data-preserver-spaces=\"true\">Global<\/span><span data-preserver-spaces=\"true\"> average CPI ranges from <\/span><strong><span data-preserver-spaces=\"true\">$1.50 to $4<\/span><\/strong><span data-preserver-spaces=\"true\">, depending on platform and region.<\/span><\/p>\n<h3><strong><span data-preserver-spaces=\"true\">4. Hybrid Models<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">These mix formats. For example, an app may use CPM for display ads, CPI for install offers, and integrate CPC campaigns selectively. <\/span><span data-preserver-spaces=\"true\">Combining models <\/span><span data-preserver-spaces=\"true\">allows<\/span><span data-preserver-spaces=\"true\"> app owners to balance predictable exposure <\/span><span data-preserver-spaces=\"true\">with<\/span><span data-preserver-spaces=\"true\"> performance-based payouts.<\/span><\/p>\n<div style=\"border-left: 4px solid #e63946; background-color: #fff5f5; padding: 16px 20px; font-family: sans-serif; margin: 20px 0;\">\n<p style=\"text-align: left;\"><strong><span style=\"color: #333333; font-size: 15px;\">Choosing the Right Model<\/span><\/strong><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #333333; font-size: 15px;\">Casual apps (like productivity or utilities) often perform best with hybrid models, CPM banners paired with occasional CPI offers, to keep app advertising revenue steady. Niche apps, or those driving specific actions, may see stronger results with CPC or CPI models for performance-linked ad revenue.<\/span><\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Comparing_Mobile_App_Monetization_Models\"><\/span>Comparing Mobile App Monetization Models<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/section>\n<table style=\"width: 100%; border-collapse: collapse; font-family: times-new-roman;\">\n<thead>\n<tr style=\"background-color: #f8f8f8;\">\n<th style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>Model<\/strong><\/th>\n<th style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>How It Works<\/strong><\/th>\n<th style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>Best For<\/strong><\/th>\n<th style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>Strengths<\/strong><\/th>\n<th style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>Limitations<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>CPM (Cost per Mille)<\/strong><\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Earn revenue for every 1,000 ad impressions.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">News, media, or utility apps with high traffic.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Predictable revenue stream; easy to implement.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Low revenue per user; relies heavily on scale.<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>CPC (Cost per Click)<\/strong><\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Paid when users click on ads.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Lifestyle or shopping apps where clicks drive conversions.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Higher revenue than impressions; measurable intent.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Can feel intrusive; success depends on ad relevance.<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>CPI (Cost per Install)<\/strong><\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Earn revenue when a user installs another app via your ad.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Gaming and entertainment apps.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">High payouts per action; strong advertiser demand.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Can disrupt user experience; volume may be limited.<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\"><strong>Hybrid Model<\/strong><\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Mix of CPM, CPC, and CPI.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Apps with diverse audiences and monetization opportunities.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">Balances stability with growth potential.<\/td>\n<td style=\"border: 1px solid #ddd; padding: 10px; text-align: center;\">More complex to manage; needs careful optimization.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<section>\n<h2><span class=\"ez-toc-section\" id=\"How_Much_Do_Ads_Pay_on_Apps\"><\/span><strong>How Much Do Ads Pay on Apps?\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>App ad revenue depends on three main models: <strong>CPM (Cost per Mille \/ 1,000 impressions)<\/strong>, <strong>CPC (Cost per Click)<\/strong>, and <strong>CPI (Cost per Install)<\/strong>. Below are formulas with examples and 2025 industry averages across regions.<\/p>\n<h3>1. Banner Ads<\/h3>\n<p>These are low-impact and low-paying, with CPMs typically in the sub-dollar range, ideal only as supplementary income.<\/p>\n<p style=\"text-align: center;\"><strong>Formula<\/strong><br \/>\nEarnings = (<sup>Impressions<\/sup>\u2044<sub>1,000<\/sub>) \u00d7 CPM<\/p>\n<p><strong>Example:<\/strong><br \/>\nTake banner ads in Asia as a case in point. With a CPM of $2 and 500,000 impressions, the revenue equation is simple: divide impressions by 1,000 and multiply by the CPM. The outcome here is $1,000 in earnings.<\/p>\n<p><strong>2025 CPM averages<\/strong><\/p>\n<ul>\n<li>Asia: $1\u2013$3<\/li>\n<li>Europe: $2\u2013$5<\/li>\n<li>US: $3\u2013$6<\/li>\n<\/ul>\n<h3>2. Interstitial Ads<\/h3>\n<p>Full-screen ads produce stronger eCPMs, often outpacing banners significantly when placed at natural breaks.<\/p>\n<p style=\"text-align: center;\"><strong>Formula (CPM model)<\/strong><br \/>\nEarnings = (<sup>Impressions<\/sup>\u2044<sub>1,000<\/sub>) \u00d7 CPM<\/p>\n<p><strong>Example:<\/strong><br \/>\nConsider the U.S. market, where interstitial ads often perform well. If the average CPM is $7 and you generate 200,000 impressions, the math is straightforward: divide impressions by 1,000 and multiply by the CPM. That yields $1,400 in earnings.<\/p>\n<p><strong>2025 CPM averages:<\/strong><\/p>\n<ul>\n<li>Asia: $2\u2013$5<\/li>\n<li>Europe: $3\u2013$7<\/li>\n<li>US: $5\u2013$10<\/li>\n<\/ul>\n<h3>3. Rewarded Video Ads<\/h3>\n<p><span data-preserver-spaces=\"true\">With users opting in for value exchange, these can fetch <\/span><strong><span data-preserver-spaces=\"true\">$10 eCPM or more<\/span><\/strong><span data-preserver-spaces=\"true\">, delivering notably higher engagement. <\/span><\/p>\n<p style=\"text-align: center;\"><strong>Formula (CPI model)<\/strong><br \/>\nEarnings = Installs \u00d7 CPI<\/p>\n<p><strong>Example:<\/strong><br \/>\nTake Europe, for instance. If the average cost-per-install (CPI) is $2.50 and your rewarded video campaign drives 3,000 installs, that equates to $7,500 in earnings.<\/p>\n<p><strong>2025 CPI averages<\/strong><\/p>\n<ul>\n<li>Asia: $0.8\u2013$1.5<\/li>\n<li>Europe: $1.5\u2013$2.5<\/li>\n<li>US: $2\u2013$4<\/li>\n<\/ul>\n<h3>4. Playable Ads<\/h3>\n<p>Interactive previews encourage deeper user engagement and tend to yield better returns per impression than static formats.<\/p>\n<p style=\"text-align: center;\"><strong>Formula (CPC model)<\/strong><br \/>\nEarnings = Clicks \u00d7 CPC<\/p>\n<p><strong>Example<\/strong><br \/>\nConsider a region like Asia, where the average cost-per-click might be closer to $0.50. If your playable ad generates 10,000 clicks, that translates into $5,000 in earnings.<\/p>\n<p><strong>2025 CPC averages<\/strong><\/p>\n<ul>\n<li>Asia: $0.30\u2013$0.70<\/li>\n<li>Europe: $0.40\u2013$1.0<\/li>\n<li>US: $0.80\u2013$1.5<\/li>\n<\/ul>\n<h3>5. Native Ads<\/h3>\n<p>Seamlessly integrated ads often earn higher CPC returns due to better click-through performance, but rates vary by design and placement.<\/p>\n<p style=\"text-align: center;\"><strong>Formula (CPC model)<\/strong><br \/>\nEarnings = Clicks \u00d7 CPC<\/p>\n<p><strong>Example<\/strong><br \/>\nIf the average cost-per-click in the U.S. is $1.20 and your app generates 8,000 clicks, the math works out to $9,600 in revenue.<\/p>\n<p><strong>2025 CPC averages<\/strong><\/p>\n<ul>\n<li>Asia: $0.20\u2013$0.50<\/li>\n<li>Europe: $0.50\u2013$1.0<\/li>\n<li>US: $1.0\u2013$2.0<\/li>\n<\/ul>\n<h3><span data-preserver-spaces=\"true\">What Factors Affect Payouts?<\/span><\/h3>\n<ul>\n<li><strong><span data-preserver-spaces=\"true\">Audience Location<\/span><\/strong><span data-preserver-spaces=\"true\"> \u2013 <\/span><span data-preserver-spaces=\"true\">US<\/span><span data-preserver-spaces=\"true\"> and <\/span><span data-preserver-spaces=\"true\">Europe generally<\/span><span data-preserver-spaces=\"true\"> pay more than Asia.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">App Genre<\/span><\/strong><span data-preserver-spaces=\"true\"> \u2013 finance, business, and education apps attract higher ad rates than casual apps.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Daily Active Users (DAU)<\/span><\/strong><span data-preserver-spaces=\"true\"> \u2013 more engaged users mean more impressions, clicks, or installs.<\/span><\/li>\n<\/ul>\n<\/section>\n<p data-start=\"2516\" data-end=\"2790\">Instead of chasing random CPM or CPC numbers, calculate potential ad revenue using the formulas above. For example, if you run a productivity app with 100,000 DAU, showing 2 ads per user daily at an average CPM of $5, your monthly ad revenue could be:<\/p>\n<div>\n<p style=\"text-align: center;\"><strong>Earnings = (<sup>100,000 \u00d7 2 \u00d7 30<\/sup>\u2044<sub>1,000<\/sub>) \u00d7 $5 = $30,000<\/strong><\/p>\n<\/div>\n<div class=\"cta-section red\">\r\n  <h4>Turn ad clicks into consistent revenue.<\/h4>\r\n  <p>We build mobile apps designed to maximize engagement and profits.<\/p>\n    <button class=\"btn-red\" data-toggle=\"modal\" data-target=\"#customPopup\">\r\n    Get a Free Strategy Call  <\/button>\r\n<\/div>\r\n\n<h2><span class=\"ez-toc-section\" id=\"How_to_Increase_Mobile_App_Ad_Revenue_Without_Losing_Users\"><\/span>How to Increase Mobile App Ad Revenue Without Losing Users<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">When people <\/span><span data-preserver-spaces=\"true\">talk about<\/span><span data-preserver-spaces=\"true\"> ad revenue, they often <\/span><span data-preserver-spaces=\"true\">think about squeezing in more<\/span><span data-preserver-spaces=\"true\"> impressions.<\/span><span data-preserver-spaces=\"true\"> But the marketers who consistently win take a very different approach: they design the ad experience to create value for both the user and the brand. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">In other words, the best strategies <\/span><span data-preserver-spaces=\"true\">aren\u2019t<\/span><span data-preserver-spaces=\"true\"> about<\/span><span data-preserver-spaces=\"true\"> \u201c<\/span><span data-preserver-spaces=\"true\">more ad<\/span><span data-preserver-spaces=\"true\">s\u201d.<\/span> <span data-preserver-spaces=\"true\">They\u2019re<\/span><span data-preserver-spaces=\"true\"> about <\/span><strong><span data-preserver-spaces=\"true\">smarter ads<\/span><\/strong><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">1. Rethink Placement as Experience, Not Disruption<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">In education apps, for example, users <\/span><span data-preserver-spaces=\"true\">abandon quickly<\/span><span data-preserver-spaces=\"true\"> when ads interrupt<\/span><span data-preserver-spaces=\"true\"> a <\/span><span data-preserver-spaces=\"true\">learning flow.<\/span><span data-preserver-spaces=\"true\"> Duolingo found success by placing rewarded ads at natural breaks, letting learners earn extra practice or remove mistakes in exchange for watching a video. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For marketers, the lesson is clear: <\/span><strong><span data-preserver-spaces=\"true\">align ad placement with moments of pause, not moments of focus.<\/span><\/strong><span data-preserver-spaces=\"true\"> Ads then feel like an extension of the experience, not a tax on it.<\/span><\/p>\n<p><strong>Read also: How to build a <a href=\"https:\/\/www.appverticals.com\/blog\/best-duolingo-alternatives\/\">Duolingo alternative<\/a>\u00a0<\/strong><\/p>\n<h3><span data-preserver-spaces=\"true\">2. Diversify Beyond One Format<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Relying solely on interstitials or banners caps revenue potential. Marketers who perform best blend <\/span><strong><span data-preserver-spaces=\"true\">rewarded video, native ads, playable ads, and sponsorships<\/span><\/strong><span data-preserver-spaces=\"true\"> to create multiple revenue streams. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Spotify, for instance, <\/span><span data-preserver-spaces=\"true\">doesn\u2019t<\/span><span data-preserver-spaces=\"true\"> just run audio ads. <\/span><span data-preserver-spaces=\"true\">It <\/span><span data-preserver-spaces=\"true\">mixes in<\/span><span data-preserver-spaces=\"true\"> sponsored playlists, branded content, and native promotions that <\/span><span data-preserver-spaces=\"true\">fit<\/span><span data-preserver-spaces=\"true\"> its listening experience.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The broader the mix, the more stable the revenue, even when CPMs in one channel fluctuate.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">3. Leverage Data Without Overstepping Trust<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Data-driven targeting is now table stakes. <\/span><span data-preserver-spaces=\"true\">But<\/span><span data-preserver-spaces=\"true\"> the winners <\/span><span data-preserver-spaces=\"true\">go<\/span><span data-preserver-spaces=\"true\"> a step further: they <\/span><strong><span data-preserver-spaces=\"true\">use insights to personalize ad experiences without crossing into<\/span><span data-preserver-spaces=\"true\"> \u201c<\/span><span data-preserver-spaces=\"true\">creepy.<\/span><span data-preserver-spaces=\"true\">\u201d<\/span><\/strong><\/p>\n<p><span data-preserver-spaces=\"true\">Think of<\/span><span data-preserver-spaces=\"true\"> Calm, the meditation app: advertisers targeting wellness enthusiasts can reach an engaged audience without <\/span><span data-preserver-spaces=\"true\">breaking<\/span><span data-preserver-spaces=\"true\"> user trust, <\/span><span data-preserver-spaces=\"true\">because<\/span> <span data-preserver-spaces=\"true\">Calm\u2019s<\/span><span data-preserver-spaces=\"true\"> brand promise <\/span><span data-preserver-spaces=\"true\">is preserved<\/span><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Use<\/span> <strong><span data-preserver-spaces=\"true\">first-party data to <\/span><span data-preserver-spaces=\"true\">enrich<\/span><span data-preserver-spaces=\"true\"> relevance<\/span><\/strong><span data-preserver-spaces=\"true\"> while <\/span><span data-preserver-spaces=\"true\">still respecting<\/span><span data-preserver-spaces=\"true\"> privacy <\/span><span data-preserver-spaces=\"true\">and regulation<\/span><span data-preserver-spaces=\"true\"> (GDPR, CCPA).<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">4. Mediation as the New Default<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Ad mediation platforms <\/span><span data-preserver-spaces=\"true\">like<\/span> <span data-preserver-spaces=\"true\">AppLovin\u2019s<\/span><span data-preserver-spaces=\"true\"> MAX or <\/span><span data-preserver-spaces=\"true\">Google\u2019s<\/span><span data-preserver-spaces=\"true\"> AdMob <\/span><span data-preserver-spaces=\"true\">give<\/span><span data-preserver-spaces=\"true\"> marketers real-time bidding across networks, ensuring the highest-paying ad <\/span><span data-preserver-spaces=\"true\">gets shown<\/span><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Some mid-sized <\/span><span data-preserver-spaces=\"true\">eCommerce<\/span><span data-preserver-spaces=\"true\"> apps <\/span><span data-preserver-spaces=\"true\">seem<\/span><span data-preserver-spaces=\"true\"> to<\/span> <span data-preserver-spaces=\"true\">have<\/span><span data-preserver-spaces=\"true\"> an increase in eCPM after adopting mediation, <\/span><span data-preserver-spaces=\"true\">simply<\/span><span data-preserver-spaces=\"true\"> because demand sources were optimized.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The principle is: <\/span><strong><span data-preserver-spaces=\"true\">never rely on a single ad network when auction-driven mediation can multiply revenue.<\/span><\/strong><\/p>\n<h3><span data-preserver-spaces=\"true\">5. Balance Monetization with Retention<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">High churn is the silent killer of ad-driven revenue models. The best marketers treat retention as the real currency. Look at LinkedIn: ads are frequent, but the network keeps professionals returning daily by tying ads to relevant career-building content. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The strategy here is <\/span><span data-preserver-spaces=\"true\">simple<\/span><span data-preserver-spaces=\"true\">: <\/span><strong><span data-preserver-spaces=\"true\">if your ads degrade retention, your lifetime value <\/span><span data-preserver-spaces=\"true\">plummets<\/span><span data-preserver-spaces=\"true\">.<\/span><\/strong><span data-preserver-spaces=\"true\"> Winning strategies prioritize long-term engagement over short-term gains.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">6. Experiment Relentlessly<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Marketers who treat ad monetization as a static choice fall behind. The winning playbook involves <\/span><strong><span data-preserver-spaces=\"true\">constant A\/B testing<\/span><\/strong><span data-preserver-spaces=\"true\">: which formats yield the best click-through without hurting retention, what timing maximizes fill rates, and<\/span> <span data-preserver-spaces=\"true\">which partners pay most reliably. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">A mobile learning app recently tested replacing static banners with interactive quizzes sponsored by partners<\/span><span data-preserver-spaces=\"true\">, <\/span><span data-preserver-spaces=\"true\">click-through doubled while user satisfaction scores <\/span><span data-preserver-spaces=\"true\">held<\/span><span data-preserver-spaces=\"true\"> steady.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">7. Tie Ads to User Value, Not Just Revenue<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Finally, the ultimate winning strategy is to <\/span><strong><span data-preserver-spaces=\"true\">make ads feel like benefits.<\/span><\/strong> <span data-preserver-spaces=\"true\">Nike\u2019s<\/span><span data-preserver-spaces=\"true\"> in-app running challenges include sponsored milestones that give users discounts on gear. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Instead of pushing ads, Nike made them part of the experience, so users felt rewarded, not interrupted. <\/span><span data-preserver-spaces=\"true\">For marketers, the lesson is to frame ads as a <\/span><strong><span data-preserver-spaces=\"true\">value-add<\/span><span data-preserver-spaces=\"true\"> to the user journey.<\/span><\/strong><\/p>\n<div style=\"border-left: 4px solid #e63946; background-color: #fff5f5; padding: 16px 20px; font-family: sans-serif; margin: 20px 0;\">\n<p><strong><span data-preserver-spaces=\"true\">Practical Tip: <\/span><\/strong><\/p>\n<p><span data-preserver-spaces=\"true\">Combine these strategies rather than relying on a single method.\u00a0Some teams handle experimentation in-house, while others collaborate with a <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.appverticals.com\/mobile-app-development-company\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">mobile app development company<\/span><\/a><span data-preserver-spaces=\"true\"> to refine ad placements, improve user flow, and test different monetization models.<\/span><\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Challenges_in_Mobile_App_Advertising_Revenue\"><\/span>Challenges in Mobile App Advertising Revenue<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Even the most successful apps face hurdles when monetizing through ads. Understanding these challenges is critical for maximizing <\/span><strong><span data-preserver-spaces=\"true\">app advertising revenue<\/span><\/strong><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">1. Ad Fatigue and User Churn<\/span><\/strong><\/p>\n<p><span data-preserver-spaces=\"true\"> Repeated exposure to the same ads can frustrate users and lead to higher churn rates. A study found that individuals who viewed an advertisement 6 to 10 times were 4.1% less likely to make a purchase compared to those who saw the ad 2 to 5 times. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Balancing ad volume with user experience is <\/span><span data-preserver-spaces=\"true\">essential to sustain<\/span><span data-preserver-spaces=\"true\"> long-term earnings.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">2. Privacy Updates and Targeting Restrictions<\/span><\/strong><\/p>\n<p><span data-preserver-spaces=\"true\">Apple\u2019s<\/span><span data-preserver-spaces=\"true\"> App Tracking Transparency (ATT) and <\/span><span data-preserver-spaces=\"true\">GDPR regulations<\/span><span data-preserver-spaces=\"true\"> limit how apps track user behavior, <\/span><span data-preserver-spaces=\"true\">affecting<\/span><span data-preserver-spaces=\"true\"> personalized ad delivery. Similarly, <\/span><span data-preserver-spaces=\"true\">Google&#8217;s<\/span><span data-preserver-spaces=\"true\"> decision to allow users to opt in or out of tracking cookies in its Chrome browser has raised concerns about potential revenue losses, as opt-out rates can be high<\/span><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Apps need to adopt privacy-compliant strategies, like contextual targeting, to maintain revenue without alienating users.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">3. Platform Policy Changes<\/span><\/strong><\/p>\n<p><span data-preserver-spaces=\"true\">Google and Apple frequently update policies around ad formats, placement, and data usage. Non-compliance can lead to app suspension or revenue penalties. Staying current with these rules protects both <\/span><strong><span data-preserver-spaces=\"true\">ad revenue<\/span><\/strong><span data-preserver-spaces=\"true\"> and user trust.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Strategic Insight:<\/span><\/strong><\/p>\n<p><span data-preserver-spaces=\"true\">Challenges in app advertising revenue are unavoidable, but measurable adjustments <\/span><span data-preserver-spaces=\"true\">like<\/span><span data-preserver-spaces=\"true\"> refreshing creatives, testing new formats, or revising targeting <\/span><span data-preserver-spaces=\"true\">methods,<\/span><span data-preserver-spaces=\"true\"> can mitigate losses and maintain consistent earnings.<\/span><\/p>\n<h2 data-start=\"99\" data-end=\"160\"><span class=\"ez-toc-section\" id=\"Case_Study_Headways_40_Growth_in_Mobile_App_Ad_Revenue\"><\/span>Case Study: Headway\u2019s 40% Growth in Mobile App Ad Revenue<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"162\" data-end=\"317\">Headway, an educational app delivering book summaries, aimed to boost its in-app advertising revenue while maintaining user engagement.<\/p>\n<p data-start=\"319\" data-end=\"334\"><strong data-start=\"319\" data-end=\"332\">Strategy:<\/strong><\/p>\n<ul data-start=\"335\" data-end=\"581\">\n<li data-start=\"335\" data-end=\"460\">\n<p data-start=\"337\" data-end=\"460\">They created dynamic, personalized video ads, increasing user engagement.<\/p>\n<\/li>\n<li data-start=\"335\" data-end=\"460\">\n<p data-start=\"337\" data-end=\"460\">Ads were strategically placed to maximize impressions without disrupting app experience.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"583\" data-end=\"811\"><strong data-start=\"583\" data-end=\"595\">Results:<\/strong><br data-start=\"595\" data-end=\"598\" \/>Within six months, Headway\u2019s video ad ROI grew by 40%, driven by higher engagement and better-targeted ads. AI-powered campaigns contributed to millions of additional impressions, directly increasing ad revenue.<\/p>\n<div>\n<div style=\"border-left: 4px solid #e63946; background-color: #fff5f5; padding: 16px 20px; font-family: sans-serif; margin: 20px 0;\">\n<p style=\"text-align: left;\"><strong><span data-preserver-spaces=\"true\">Key Takeaway: <\/span><\/strong><\/p>\n<p style=\"text-align: left;\">Smart ad creative, personalization, and placement can significantly increase app advertising revenue without harming retention.<\/p>\n<\/div>\n<\/div>\n<div class=\"cta-section red\">\r\n  <h4>Your app\u2019s growth shouldn\u2019t depend on guesswork.<\/h4>\r\n<p>Work with experts who know how to scale ad revenue the right way.<\/p>\n    <button class=\"btn-red\" data-toggle=\"modal\" data-target=\"#customPopup\">\r\n    Let\u2019s Build Smarter Together  <\/button>\r\n<\/div>\r\n\n<h2><span class=\"ez-toc-section\" id=\"The_Future_of_Mobile_App_Advertising_Revenue\"><\/span><strong>The Future of Mobile App Advertising Revenue <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">App advertising revenue is entering a phase where strategy and technology intersect. By 2025, app advertising revenue is expected to become an increasingly critical income stream for businesses. This growth is fueled by AI-powered targeting, immersive ad formats, and user-centric design.<\/span><\/p>\n<h3><strong><span data-preserver-spaces=\"true\">AI-Driven Ad Optimization<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\"> Artificial intelligence is now central to maximizing ad revenue. AI tools analyze user behavior, predict engagement patterns, and dynamically place ads in ways that increase CPM, CPC, and CPI rates. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For example, early adopters of AI ad placement report up to a 20\u201325% increase in eCPM across productivity and lifestyle apps. By leveraging these systems, apps can deliver relevant ads without disrupting the user experience.<\/span><\/p>\n<h3><strong><span data-preserver-spaces=\"true\">Immersive and Interactive Formats<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Interactive ad formats, such as playable ads and in-app experiences, are showing measurable gains in engagement and revenue. Unlike static banners, these formats command higher CPM and CTR while keeping users engaged. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Apps that integrate immersive formats alongside traditional placements often see a 15\u201330% lift in monthly ad earnings.<\/span><\/p>\n<h3><strong><span data-preserver-spaces=\"true\">Opportunities for Indie Developers and Studios<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Smaller studios can compete with major publishers by adopting AI-driven ad placement and experimenting with immersive formats. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">By focusing on user segmentation and behavioral analytics, indie developers can optimize ad frequency, reduce churn, and increase ARPDAU, turning smaller audiences into substantial revenue streams.<\/span><\/p>\n<div>\n<div style=\"border-left: 4px solid #e63946; background-color: #fff5f5; padding: 16px 20px; font-family: sans-serif; margin: 20px 0;\">\n<p><strong><span data-preserver-spaces=\"true\">Important Note:<\/span><\/strong><\/p>\n<p style=\"text-align: left;\"><span data-preserver-spaces=\"true\">The next two years will reward developers who treat app advertising revenue as an operational priority rather than an afterthought. <\/span><span data-preserver-spaces=\"true\">Smart use of AI, careful format selection, and attention to user experience can <\/span><span data-preserver-spaces=\"true\">produce<\/span><span data-preserver-spaces=\"true\"> measurable <\/span><span data-preserver-spaces=\"true\">lifts<\/span><span data-preserver-spaces=\"true\"> in ad <\/span><span data-preserver-spaces=\"true\">income<\/span><span data-preserver-spaces=\"true\"> while maintaining retention and engagement.<\/span><\/p>\n<\/div>\n<div>\n<h2><span class=\"ez-toc-section\" id=\"Key_Takeaways\"><\/span><strong>Key Takeaways<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong><span data-preserver-spaces=\"true\">Ad revenue drives app sustainability.<\/span><\/strong><span data-preserver-spaces=\"true\"> In 2025, global mobile ad spend is projected to surpass $447 billion, showing the scale of opportunity for developers.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Understand your metrics.<\/span><\/strong><span data-preserver-spaces=\"true\"> ARPDAU, CPM, CPC, and CPI are key indicators for measuring app advertising revenue and evaluating performance.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Optimize without sacrificing experience.<\/span><\/strong><span data-preserver-spaces=\"true\"> Strategic ad placement, frequency capping, and A\/B testing increase earnings while keeping users engaged.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Leverage technology.<\/span><\/strong><span data-preserver-spaces=\"true\"> AI-driven ad targeting and interactive formats can boost revenue.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Small improvements scale.<\/span><\/strong><span data-preserver-spaces=\"true\"> Even modest increases in ARPDAU or engagement can translate into tens of thousands in monthly app advertising revenue.<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Ad revenue is a continuous, data-driven process. Developers who track metrics, test formats, and adopt smarter ad strategies will turn app engagement into predictable, scalable income.<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"cta-section red\" >\r\n  <h4>Monetization done right, without losing users.<\/h4>\r\n  <p>Partner with a mobile app development company that delivers results.<\/p>\n    <button class=\"btn-red\" data-toggle=\"modal\" data-target=\"#customPopup\">\r\n    Talk to Our Team Today  <\/button>\r\n<\/div>\r\n\n","protected":false},"excerpt":{"rendered":"<p>In-app advertising is projected to capture 82% of all mobile ad spend in 2025, making it the top revenue source for free-to-use apps. For marketers, understanding mobile app ad revenue strategies is key to turning impressions into sustainable profit. This guide explains how ads generate income for apps, what drives a successful ad revenue model, [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":10698,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[],"class_list":["post-10373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-app"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/posts\/10373","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/comments?post=10373"}],"version-history":[{"count":52,"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/posts\/10373\/revisions"}],"predecessor-version":[{"id":10699,"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/posts\/10373\/revisions\/10699"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/media\/10698"}],"wp:attachment":[{"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/media?parent=10373"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/categories?post=10373"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.appverticals.com\/blog\/wp-json\/wp\/v2\/tags?post=10373"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}