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In-app advertising, in the realm of mobile advertising, refers to promotional ads displayed directly within applications. These ads represent a significant portion of mobile advertising budgets, as app usage accounts for over 75% of smartphone usage time. In general, in-app ads are most commonly found within social media apps and free-to-play mobile games. According to a 2018 survey by AppsFlyer, the in-app advertising sector could generate up to $64 billion in revenue by 2020.

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