Enhancing the effectiveness of mobile in-app programmatic advertising using publishers-controlled factors

In recent years, advertising in mobile apps has become one of the most popular advertising channels for businesses. The annual spending for this emerging type of advertising keeps increasing year after year. Despite its popularity in practice, background theory of mobile in-app advertising is, however, still in its infancy. Educational materials related to mobile in-app advertising are scarce. More research on this new topic is therefore needed, both from conceptual and empirical perspectives. The question that how to further enhance the effectiveness of advertising on mobile apps still persists and is more urgent than ever before. This type of advertising also witnesses the rise of new participants, noticeably the app publisher. In this paper, we presented our results of evaluating the interactive effects of publishers-controlled factors on the effectiveness of mobile in-app programmatic advertising. By doing so, this research helps us to understand more about the role of app publishers and the interactive effects of their factors. Practically, this research could help to increase global revenue even higher by selecting the optimal combination of relevant factors. The research, therefore, could bring benefits to not only the publishers but also for all other participants involved.