In-app versus mobile web advertising
| In-app advertising | Mobile web advertising | |
|---|---|---|
| Audience | Very niche and captive audience depending on the app | Broad |
| Targeting and personalization | High Accurate ad placement based on location, demographics, app context | Low |
| Ad formats | Emerging forms using augmented reality, 360 degree/virtual reality ads, rewarded video ads, in addition to traditional formats of web | Formats such as banner ads, native ads, video ads |
| User engagement | High | Low |
| User experience | High User interface optimized for mobile | Low Content not usually optimized for small screens of the mobile |
| Device compatibility | Developed for a specific operating system | Developed for browser |
| Push notifications | Always | Only during the session |
| Ad blockers | Not deployed readily | Ad and popup blockers are readily available |
| Privacy issues | High Apps often require access to photos, contacts and location | Low |
| Security risks | High Sensitive data could be accessed by third parties | Low |
| In-app advertising | Mobile web advertising | |
|---|---|---|
| Audience | Very niche and captive audience depending on the app | Broad |
| Targeting and personalization | High | Low |
| Ad formats | Emerging forms using augmented reality, 360 degree/virtual reality ads, rewarded video ads, in addition to traditional formats of web | Formats such as banner ads, native ads, video ads |
| User engagement | High | Low |
| User experience | High | Low |
| Device compatibility | Developed for a specific operating system | Developed for browser |
| Push notifications | Always | Only during the session |
| Ad blockers | Not deployed readily | Ad and popup blockers are readily available |
| Privacy issues | High | Low |
| Security risks | High | Low |
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