Researchers have also found that in-app mobile ads have even higher costs. The press release (here
) and paper (here
) showed that apps with these ads consume an average of 16% more energy – but up to 33% more; 48% more CPU time, resulting in noticeable slowdowns in the app’s response time; and uses around 79% more network data, costing an estimated 1.7 cents every time they’re used. For app developers there was also a cost in terms of increased maintenance effort, increased complaints, and lower ratings.