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Why Do Apps Have Advertisements?

Learn why apps have ads and how to avoid advertising scams.

Have you ever wondered why so many apps contain advertisements? Though approximately 95% of the apps in the Google Play store are free to the user many developers make their money through revenue generated by in-app advertisements instead of charging a fee for the app itself.

This is how advertisements in applications work.

Read More: When Big Companies Get Hacked, Your Information is Compromised

First, advertisers pay to have their ads placed in apps. The costs of their ads are based on the number of clicks they receive from users. The app developers receive a portion of this money that pays for the development and generates revenue.

“An indie developer, when designing an application, believes it has a certain value and offers a benefit to the user,” said Jaison Erick, manager of dfndr security, makers of the dfndr security app. “Making it available for free, they are able to win more people than they would by charging for the app. The same holds true for companies that, with app ads, are able to raise revenue to invest in the product itself, hire more employees, expand budgets, etc. “

Second, ads in apps can be beneficial to you. Today’s ad platforms have elaborate methods that individualize content to the user and display products targeted to your interests. There are even ads that offer discounts, promotions or special offers available only by clicking on the advertisement. These are benefits that you could not obtain otherwise.

Not all advertising is positive, however. According to 2018’s Cybersecurity Report produced by dfndr lab, suspicious advertising was the second most frequently detected category in the third quarter of 2018 with nearly 13 million detections. These ads contain a sensationalistic tone intended to deceive the user into thinking their device is infected with malware, attempting to trick them into installing an application to fix the issue.

Emilio Simoni, Director of dfndr lab also warns about the existence of adware: “Advertising in mobile applications is normal, but if you notice that your cell phone is showing excessive advertisements, even ads appearing on the screen of the mobile phone without any application running, it is possible that it is infected with some adware. These are applications scheduled to run ads all the time.”

If you suspect your Android is infected with adware, it is recommended you install an antivirus to correct the problem such as dfndr security.

Many users find it more advantageous to pay for a subscription plan to turn off in-app advertising. Consider this option to keep enjoying the apps you use frequently.