Mobile in-app advertising has become one of the most popular business advertising platforms in recent years. This relatively new advertising strategy’s annual spending has increased dramatically in recent years. Despite its practical success, the background theory for mobile in-app advertising is still in its infancy. This type of advertising also sees the emergence of new participants, such as ad networks and app publishers, which leads to the development of new theoretical constructs and more nuanced conceptual relationships on top of popularly accepted frameworks, e.g. Mobile Advertising Effectiveness Framework. This study especially looks at app publishers’ roles, which have received the least attention in the advertising literature and are almost non-existent in the previous effectiveness frameworks. The empirical goal of this study was to assess the moderating effects of ad space characteristics on the effectiveness of mobile in-app advertising. To test the research’s conceptual model, a 2⁴-factorial online experiment was set up. Accordingly, this study established a common goal for participants and a metric to measure that common effectiveness goal. Ultimately, the model was successfully tested by both Moderated Regression Analysis and Multigroup Moderation Analysis techniques with data from over 15,000 ad impressions and over 800 ad clicks from thousands of mobile users in over 160 countries around the world. The study theoretically found that publishers can significantly moderate the effects controlled by advertisers, and users, which can practically help increase the revenue of advertising through designing and delivering ad spaces on their applications.

近年来，移动应用内广告已成为最受欢迎的商业广告平台之一。这种相对较新的广告策略的年度支出近年来急剧增加。尽管取得了实际成功，但移动应用内广告的背景理论仍处于起步阶段。这种类型的广告也出现了新的参与者，例如广告网络和应用程序发布者，这导致了新的理论结构的发展以及在普遍接受的框架（例如移动广告效果框架）之上更微妙的概念关系的发展。本研究特别关注应用程序发布者的角色，这些角色在广告文献中受到的关注最少，并且在以前的有效性框架中几乎不存在。本研究的实证目标是评估广告空间特征对移动应用内广告效果的调节作用。为了检验该研究的概念模型，一个 2建立了^{4-因子在线实验。}因此，本研究为参与者建立了一个共同目标和衡量该共同有效性目标的指标。最终，该模型成功通过了适度回归分析和多组适度分析技术的测试，数据来自全球 160 多个国家/地区的数千名移动用户的 15,000 多次广告印象和 800 多次广告点击。该研究从理论上发现，发布商可以显着减轻广告商和用户控制的影响，这实际上可以通过在其应用程序上设计和投放广告空间来帮助增加广告收入。