How AI makes in-app ad creatives better

Why do some mobile in-app ad campaigns succeed, while others fall flat? In part, it's because the creatives used are just ineffective. Too often, ads go unseen -- and unclicked. In the second quarter of 2018, Moat's average valid and viewable rate was around 60 percent, while the average viewable rate noted by IAS in the same time frame was less than 50 percent. That means two of every five ads will never be seen in full by a real person. The average click-through rate of an in-app ad is just over 1.5 percent.