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February

Tips & Tricks for In-App Traffic Arbitrage


Publishers work with various targeted traffic sources. Over the last few years, the focus is being shifted towards the mobile advertising market, which is on the steady rise and enables us to make money off of different verticals. 

What is in-app traffic?

In-app traffic is generated by in-app ads. You’ve probably seen nice-looking static banners or dynamic creatives with annoying calls to action. This format appeared back in 2013, but it was not until fairly recently that publishers shifted their focus towards it. 

Statista reports that there are about 4.66 billion active Internet users and 4.32 billion mobile users around the world. The numbers reveal that the mobile sector is growing dramatically and will soon outcompete the desktop. 

Mobile ads can be classified into two sectors: web advertising and in-app advertising. The first option involves ads promotion in browsers and the second – ads placement inside apps. The in-app format includes more options in terms of user involvement. 

Many publishers who make money in standard verticals like dating or gambling often ignore mobile ads because they don’t want to spend time studying a new niche. It’s easier for them to run multiple Facebook ad campaigns so that they don’t waste time on ad networks with their requirements for advertisers. 

In-app advertising is trending because smartphone users spend huge money on in-app purchases. Sensor Tower reports that users spent $52 billion in Google Play and the App Store in the first half of 2021, which is 24.8% higher than the same period in 2020. 

Today, large ad networks share the in-app market. And they are not particularly interested in a business relationship with publishers. It is easier for them to give traffic to verified advertisers, who have tens of thousands of dollars of turnover. 

The ad nets give the bulk of their traffic to trusted publishers who willingly buy it out by CPI, while solo publishers or even teams cannot allow participating in the budget race. Although many still manage to lay hands on the mobile market in an inequitable competition. 

Most in-app networks are non-CIS projects with their peculiarities.  For example, in some ad networks, you can only refill your balance via PayPal or a bank deposit slip. So. a publisher who is used to depositing via Qiwi or vcards must align with new realities. 

They work with several models:

  • Cost Per Install (priority).
  • Cost Per Lead.
  • Cost Per Action.

In most cases, mobile app promotion campaigns are geared towards installations. Advertisers spend three-zero amounts on ad impressions, and the system provides them with unlimited traffic flow in return. It is worth a separate article to talk about the quality of the traffic, so we won’t highlight it just now. 

How to work with in-app traffic?

The real situation shows that it takes money to enter the in-app market and it takes time to understand how it works. A ‘head-on’ approach with the traffic is unlikely to bring profit because you need a working scheme and a well-built model. 

You must consider that the threshold and the complexity of work have increased alongside the popularity of in-app traffic sources. Previously, many ad networks did not get what gambling or betting is. 

They were selling traffic to trusted publishers who redirected it to their white products. And over the past two years, crowds of publishers began forcing gambling with aggressive creos and just as aggressive app design into moderation. 

Although popular in-app nets are gradually tightening the screws, you can still make money from the mobile traffic market. This is confirmed by the solo affiliates who, in some cases, receive up to $500k of profit

Mobile users are tired of ‘strip-or-kill’ worn-out ads, but interactive banners or trial versions of apps still perform a lot better than online media. There are quite nice creos that even advanced users react to. 

Aggressive ad formats allow publishers to get good conversion of desired actions. If you’ll manage to launch cool creos for a relevant product, the only thing you need is to replenish the account balance so that the traffic generation machine keeps on running. 

What do I need to work with in-app traffic?

  1. Working schemes. You might want to enter the in-app market with a sound understanding of what to drive and how to organize the working process. 
  2. Several apps. You must first make sure they’re uploaded to the app store and ready to receive traffic.
  3. Mobile tracker. It allows to observe traffic flows and track its efficiency. AppsFlyer is the top tool on the market.
  4. A team to perform routine operations. You can generate creos, upload them to accounts, create new accounts in nets and work with moderation in stores all by yourself, but you might want to delegate tasks.
  5. $10,000 budget. Top webmasters who work closely with in-app traffic refer to this figure as the minimum threshold. In theory, you can enter the market with $2,000 – $3,000, but a three-zero amount will allow you to feel the power of mobile traffic.
  6. Accounts in foreign payment systems. Many nets allow you to replenish a deposit via bank card, but you can hardly do without PayPal. 

The threshold is high compared to other traffic sources, but the profit might be high as well. In test mode, you can enter the market with a minimum budget and rented apps

The standard in-app scheme is as follows: a pre-landing app with an integrated offer → ad campaign → desired action. Generally, moneymakers pay for installations, and the rest depends on the app quality. 

High-quality apps and creos in ad networks are 90% of success.  However, the in-app offer integrating approach wields major influence on the user interaction with the mobile product interface and the number of desired actions. 

You better not consider in-app ads a goldmine as is. There’s an array of problems that might lower your profit, like:

  1. Mobile ad platforms are infested with bots and non-targeted users. 
  2. Low CR. Bots are unlikely to perform desired actions. 
  3. This is not the case in trusted nets, but if there are only a couple of installations from 10k ad impressions and it’s not about the quality of campaign settings, you need to get out. There are also ‘in vain’ installations when there’s no post-install activity. 
  4. Competition with market sharks. Ad networks algorithms prioritize advertisers with more money per account. 
  5. High risk of ban. Some networks prohibit promoting betting, gambling, and other gray verticals. And after your account is blocked, your deposit is unlikely to be refunded. 

All in all, the situation of the in-app network is not that different from other traffic sources. A publisher must constantly keep track of the situation and adapt to changes. Speaking of Facebook, you have to be on the dodge even more there.  

Major ad formats

One of the mobile ad perks is a large selection of formats you can use in ads. With the right approach, you’ll have the dankest creos which will make a fine performance. 

Although you’ll have to spend much more time and money compared to standard Facebook banners. After all, it’s difficult to create dynamic ads from scratch without special skills and an advanced toolkit. 

In-app advertising varies depending on the format and type of user actions. Some formats are difficult to create because you need to design the logic so that the interface works and responds correctly to actions. 

Mobile banner ads are standard banner ads that are displayed on top of the content. The banner usually pops up at the bottom of the screen and can be closed by clicking or after purchasing a pro version of the app. 

Native Ads seamlessly fit into the app interface and look like its integral part. That way the likelihood of performing the desired user actions increases significantly. 

Outstream Video Ads are placed in the content and are muted by default. After you click on the ad, the sound is unmuted and you can go to the product promo page. 

Rewarded video is the most common format that involves watching video ads for a reward. It is used in games extensively and it performs well. In some cases, you can even interact with the interface of the advertised product. 

Playable Ads are interactive. Users are offered to play a trial version of the game. The format has performed well in the gaming niche and has gradually moved to other verticals. 

Offerwall is a mini-in-app store. The user completes several tasks and receives a reward. For example, you can watch a video and earn ten in-app diamonds or take a survey for the reward of 20 bonuses. 

An interstitial ad is a full-screen ad format that is usually shown with a certain delay. If the user closes the video before the timer stops, he won’t receive an in-game bonus. The longer a user watches an ad, the better the chance that he will perform a desired action outside the native app. 

Mobile Swipe Ads involve interacting with an ad with a swipe gesture. After the action is complete, a new ad may pop up. 

Scratch Banner Ad is based on the ‘lottery coin’ effect. The user needs to scratch the screen to see what is underneath. The format is perfect to introduce the audience to the product. 

Mobile Cube Ad is a newish format that displays up to six images or videos on each side of a cube. It can rotate automatically or with a swipe gesture. 

Each format allows to reach out to the audience and introduce the product so that users will want to take a closer look at the product. 

The main advantages of in-app ads:

  1. A wide range of ad formats and approaches. 
  2. A huge audience that grows by the day. 
  3. Built-in push notifications allow you not only to sell traffic to advertisers but to draw the audience to the push notifications list.
  4. App installations involve conversion at any time. Unlike web ads, when the user says goodbye to the web ad by closing the pop-up window. 
  5. Automation tools availability. You can upload creos automatically, monitor placements in ad networks, and ad campaigns performance in the tracker. 
  6. The in-app cloak allows for faster moderation in ad networks. But before that, you have to bypass the store algorithms. 
  7. There’s no need to pharm your accounts. But you still have to increase trust in ad networks. 

Weak points:

  1. The publishers’ rush forces the nets to tighten screws.
  2. High costs on top GEOs. Recently, bids have grown even in relatively low-budget CIS countries. 
  3. High threshold for beginners. Not every newcomer has a deposit of several thousand bucks. 
  4. Limited targeting options. You’ll have to limit targeting to GEO, OS version, and a few standard parameters. 
  5. Poor traffic quality in ad networks. It’s hard to get to the market top, no-name-nets drive trash. 

All in all, in-app is a promising traffic channel with its ground rules. If you spend some time on tests and approach it wisely, you can do well out of mobile ads and you won’t have to waste time conquering Facebook moderation. 

Top in-app traffic verticals

Mobile traffic is best monetized by installation or registration offers. A publisher borrows apps with built-in advertiser’s products, drives targeted traffic to it, and monitors the conversion depending on the GEO and other parameters. 

Webmasters mostly work with the CIS region because the costs there are much lower compared to the non-CIS market.  And it’s easier to find relevant offers in affiliate networks. Besides, there’s a wide selection of verticals, including mobile games or e-commerce.

The list of relevant niches for in-app traffic includes:

  1. Forcing casino ads through ad networks is tricky but doable. 
  2. Gambling approaches work well in this niche. 
  3. Binary options. These ads are not always approved, but high rates of the offer turn up the heat. 
  4. Microcredit offers. The product is targeted at a mass audience, but there are also a lot of issues during moderation. 
  5. Mobile apps. Mobile games, tools, and other mobile apps have high conversion rates.
  6. Hardcore adult is unlikely to be approved by moderators, but there shouldn’t be any problems with ‘light’ creos. 
  7. E-commerce. In theory, offers should convert as well as gambling or betting, but it depends. 

The key to success in in-app traffic is focusing on universal offers. Many people want to bet on their favorite football team or win money by spinning a virtual wheel of fortune. In dating, e-commerce, and other complex niches like nutra, it all depends on your approach. 

Experienced webmasters who have been working with gambling for a few years in a row advise beginners to look for other niches, but you can still get the best of gambling creatives. The fake social casino will take off moderators’ and algorithms’ guards.

Top networks for traffic arbitrage

The majority of publishers focus on a few top ad networks, which provide the required traffic volumes and monitor its quality. Many people opt for the Demand-Side Platform (DSP), but the threshold is higher and the traffic quality may be disastrous. 

The network of your choice and your methodology determines the efficiency of the in-app ad market studying process. For example, some platforms do not allow webmasters who have a deposit of less than $ 5,000. Few publishers have such a budget to test a new niche. 

AdMob

It’s a mobile ad network by Google with a user-friendly interface for app promotion. It’s a simple tool for publishers of any level of expertise. 

Features:

  • Targeting by GEO, device type, ISPs, gender, and age groups;
  • Goals setting for ad impressions and clicks;
  • Desired actions forecast.

The account is transferred from Google Ads, hence the troubles with VAT, payment block, and other stuff. 

Unity Ads

It’s the leader of the mobile ads market distinguished by high traffic quality and relatively light conditions for ad campaigns. 

Features:

  • In-house SDK;
  • Trackers integration;
  • Goals setting for installations, involvement, and cost-effectiveness;
  • Bidding templates by country;
  • Targeting by GEO, screen size, operating system, and connection type.

You can refill your balance via PayPal. If your account is blocked, you won’t be able to withdraw funds due to the rules and limitations. Due to the growing number of gambling creatives, there are delays in moderation and massive rejection of creos. 

AppLovin

It’s a popular network, that has been on the market since 2012. It includes the most detailed Help Section, which covers all the basic FAQs for beginners. Promotional campaigns are complicated, but you can figure it out by yourself.

Features:

  • Four ad formats: banner, interstitial, MREC, rewarded;
  • Targeting by countries, OS versions, custom devices;
  • Third-party ad networks integration;
  • Automatic creatives. 

Before you can replenish the balance, you’ll have to fill out a questionnaire, set up the limits, and choose the appropriate payment method depending on the country. 

Vungle

The service is geared towards audience analysis and fine-tuning of ad campaigns. Unlike competitors, it allows launching ads in a given app.

Features:

  • Four ad formats: banner, interstitial, MREC, rewarded;
  • Built-in in-app ad test tool;
  • App control before campaign launching.

There’s a high threshold to enter the platform – the minimum budget is $ 5,000. 

Chartboost 

This ad network is on the market since 2011, it cooperates with major mobile game developers in the non-CIS market. Includes advanced ad impressions settings. 

Features:

  • Three ad formats: video, GIF, static interstitial;
  • Targeting by app category, gender, and game engagement rate;
  • Targeting by country, device, OS version;
  • CPI and CPM;
  • The minimum daily budget is $100.

It’s perfect for beginners, especially for those who focus on the gaming vertical due to the precise settings of categories and game audience. 

AdColony

Top ad network in the mobile market. They assign an account manager for each client, which is good, but bad at the same time. 

Features:

  • In-house SDK;
  • Seven ad formats;
  • CPM, CPI, and CPCV;
  • Custom reports by creatives and ad campaigns;
  • Targeting by GEO, device, OS type, demographics, and preferences. 

The main AdColony feature is that ad campaigns are launched by a manager. And he is not interested in approving gambling or dating creatives. 

Overall rating

Ad network

Minimum deposit

Payment methods 

Traffic volumes

Difficulty level

AdMob

$2

Visa/Mastercard

 

*

Unity Ads

$1,000

PayPal

1 billion

***

AppLovin

$100

Visa/Mastercard, Wire, ACH

 

****

Vungle

$5,000

Visa/Mastercard

 

****

Chartboost 

$100

PayPal, Wire, ACH

900 million

***

AdColony

$100

PayPal, Wire, ACH

1.4 billion

*****

How to keep up with the in-app ad market?

To do well out of mobile ads, you must be around a niche long enough and you must be on top of the latest trends. SPY services help publishers to track the ads according to the preset parameters.

For example, if you are focused on gambling, you can check in-app networks within a specified GEO, or filter by language, or operating system. And then you can use a similar approach or a ‘by contradiction’ method.

There is a leader in the mobile analytics market – AdMobiSpy Service that offers a great product with a user-friendly interface. Monthly subscription plans: from $299 to $599.

Features:

  • Large in-app networks monitoring;
  • Filter by creative type;
  • Built-in content translation;
  • App performance statistics;
  • Top creatives in a given app.

The alternative to AdMobiSpy is AdPlexity, which provides data on mobile campaigns. The service collects data in 75 countries and 100+ affiliate networks. It includes convenient filters by various parameters and webpages source code unloading. You can gain access to an account after you’ll pay a monthly subscription of $199.

The in-app networks threshold is quite high if the publisher wants to drive large volumes of traffic. For beginners, the source looks ambiguous: on the one hand, there is a large selection of formats and limited options for targeting on the other hand. 

In-app traffic may become your main source of income, but before then you’ll have to come a long way: improve your skills in dynamic creatives, learn how to bypass moderation algorithms, how to choose optimal GEOs, and solve other basic tasks.

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