Definition
What it means.
IAA (in-app advertising) and IAP (in-app purchases) are the two core app revenue models: monetizing attention with ads versus monetizing users with purchases and subscriptions. The mix dictates UA strategy, because ad-monetized apps optimize toward engagement value while purchase apps optimize toward payer value, and the events worth bidding
Worked example
In practice.
A hybrid game earns from both rewarded video and a battle pass. Its UA team tests ad-value events for IAA-heavy geos and purchase events where payers concentrate. It also checks combined revenue where the bidding setup supports it. The useful signal depends on what the campaign is optimizing and which value data
Where this work happens: Mobile
Put it in context.
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