As mobile app developers seek to monetise their products, in-app advertising has become a popular revenue source. However, there is a risk that ads can hurt user experience and cannibalise in-app purchases, leading to a net loss in revenue.

In this talk, we present a novel approach to generating ad revenue without hurting user experience or in-app purchases. We discuss how we measure the net impact of ads, and how we leverage machine learning models to determine whether a user shall be eligible for ads or not. We also explore the challenges of measuring the cannibalisation rate and how we validate and refine our approach.

Technical level: Aimed at general DS Audience – Including technical material to some extent (e.g. A/B Testing, ML approach overview) but keeping it mostly industry-driven, not deep-dive technical as engineering material.

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