---
title: "What Is In-App Advertising: Definition, Examples & Campaign Uses"
canonical: "https://froggyads.com/what-is-in-app-advertising/"
markdown_url: "https://froggyads.com/what-is-in-app-advertising.md"
description: "Learn what in-app advertising means, how delivery works, which identifiers matter, and how to track, test and optimize campaigns responsibly."
language: "en"
---

In-app traffic evaluation

# What Is In-App Advertising

Learn what in-app advertising means, how delivery works, which identifiers matter, and how to track, test and optimize campaigns responsibly.

[Create My Free Account](https://premium.froggyads.com/#/signup)[Explore In-App Advertising](https://froggyads.com/in-app-ads-guide/)Self-serve control ·750+ SSP integrations ·20B+ daily impressions

![what is in-app advertising planning visual](https://froggyads.com/assets-redesign-2026/images/v87-in-app-usa-traffic-evaluation/what-is-in-app-advertising-hero.svg)

Direct answer

## What In-App Advertising means

For teams comparing options around "What is in app advertising", a useful evaluation covers targeting flexibility, traffic quality, cost controls, measurement and downstream acceptance. FroggyAds gives advertisers a self-serve environment where those factors can be tested against campaign-specific goals. What Is In-App Advertising describes inventory delivered inside mobile applications through approved native, display, video or interstitial placements and other supported app environments. A useful definition includes the placement, user interaction, destination experience, tracking chain and accepted outcome. In-app describes the placement environment inside an application. It is not a separate seventh FroggyAds ad format.

01 • Delivery mechanics

## Understand How In-App Traffic Creates the Opportunity to Engage

What Is In-App Advertising begins with the real delivery path: inventory delivered inside mobile applications through approved native, display, video or interstitial placements and other supported app environments. Document when delivery is counted, how the user reaches the destination, which identifiers survive the path and how the accepted outcome returns to reporting. Separate placement, creative, redirect, destination and attribution problems because each requires a different correction. In-app describes the placement environment inside an application.

It is not a separate seventh FroggyAds ad format. For what is in-app advertising, a large reach total has little decision value when spend cannot be connected to a source and a validated business event. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence.

This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

02 • Buyer requirement

## Turn the Phrase “What Is In-App Advertising” Into a Measurable Campaign Brief

The wording what is in-app advertising should become a specific operating requirement rather than a promise. Write the supported GEOs, devices, languages, placement types, buying model, daily loss limit, conversion window and accepted backend event before comparing supply. Define which conditions disqualify a source even when early click metrics appear attractive. The useful lens is a measurable campaign requirement supported by verified tracking and source-level evidence. This prevents broad words such as best, top, cheap, trusted, global or fast from replacing evidence. The conclusion may change with the offer, destination, compliance needs, creative capacity and value of an accepted result. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

03 • Inventory context

## Evaluate Supply Beyond a Reach Claim

Inventory quality for what is in-app advertising depends on where, when and how delivery occurs. Ask which app, placement, operating system, device, app category, GEO, time period and source identifiers are available and which fields can be preserved in reports or tracking parameters. Confirm whether frequency limits, whitelists, blacklists, bid adjustments and placement exclusions can be applied without rebuilding the campaign. Review the likely mix by GEO, device, operating system, browser, connection type and time of day.

A broad supply claim matters only when the buyer can isolate segments, control exposure and compare accepted outcomes under a consistent attribution model. Record missing fields as known limitations before launch. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

04 • Audience fit

## Define Eligibility Before Buying Reach

List who may use the offer, where the campaign may run, which devices and languages are supported, and what action the visitor should complete. What Is In-App Advertising can support direct response, content, app, lead-generation or awareness goals when the message and destination fit the audience context. Exclude unsupported markets before launch, and keep material conditions, age restrictions, subscription terms and regulated claims visible where required. Match targeting breadth to the amount of reliable conversion data available. Precise eligibility protects the budget and prevents an audience mistake from being misdiagnosed as weak traffic or poor platform quality. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

**Connect the guide to live testing**

## Connect What Is In-App Advertising to a controlled audience test

Use the choices established in “Define Eligibility Before Buying Reach” to define one audience, budget and source set in FroggyAds. Keep the surrounding offer and measurement rule stable so the test adds evidence to what is in-app advertising instead of mixing several changes at once.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration of audience targeting controls for a what is in-app advertising test](https://froggyads.com/assets-redesign-2026/images/showcase-audience-targeting.svg)

05 • Creative system

## Build Creative for the Real Placement

For what is in-app advertising, prepare the in-app asset, message, interaction pattern, landing page or app-store destination around one primary message, readable brand identity and an accurate call to action. Build several genuinely different concepts rather than minor color changes. Each concept should express one benefit, problem, proof point or use case and should have a unique creative identifier. Record the source file, launch date, message angle, placement compatibility and destination version.

When using What Is In-App Advertising, apply this rule only to the conditions and decision described on this page. This makes fatigue, placement mismatch and source quality easier to distinguish. Never use fabricated ratings, false urgency, fake interface elements or unsupported performance statements. Preview every asset on representative mobile and desktop devices before launch. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence.

This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

06 • Destination continuity

## Make the Destination Continue the Promise

The destination for what is in-app advertising should confirm the campaign message immediately. Use a fast, responsive page that identifies the advertiser, explains the real benefit, presents important conditions and offers one clear next step. If an educational article or prelander is used, it should add truthful context rather than hide the final offer. Measure response time, engaged sessions, form starts, accepted outcomes and rejection reasons by creative and source. Strong media can appear weak when message continuity or mobile usability breaks after the interaction. Audit the destination after every major creative or targeting change. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

07 • Attribution

## Create a Reliable Delivery-to-Outcome Chain

Pass unique campaign, creative, click, source and placement identifiers wherever the selected system supports them. Return validated outcomes through a server-to-server postback or another reliable integration, and align time zones, attribution windows and duplicate rules across the ad platform, tracker, analytics and backend. Before meaningful spend begins, complete a live test that proves the full impression, click, engaged session, install, in-app event or accepted backend outcome chain. Reconcile counts and investigate gaps instead of assuming one system is correct. For what is in-app advertising, source-level optimization is only credible when accepted outcomes can be connected to the delivery record. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

![what is in-app advertising controlled workflow visual](https://froggyads.com/assets-redesign-2026/images/v87-in-app-usa-traffic-evaluation/what-is-in-app-advertising-workflow.svg)

08 • Test budget

## Protect Learning With a Staged Budget

A what is in-app advertising test should use staged budget releases. Reserve an initial amount for tracking proof and placement validation, a second amount for creative and source comparison, and a final amount only for segments that meet maturity and economic rules. Set a daily loss limit, a total test limit and a maximum spend multiple per source before launch.

In What Is In-App Advertising, keep the evidence, owner, and next action attached to this control. Avoid using a budget so small that no source can mature, but do not fund a large test before attribution is verified. Hold back capital for retests after corrections. A staged plan protects learning and makes it easier to distinguish a weak hypothesis from an implementation error. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence.

This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

**Choose the execution format**

## Choose a paid-media format that supports What Is In-App Advertising

Use the criteria around “Protect Learning With a Staged Budget” to decide whether push, native, display or pop fits the message and destination. Set format, targeting and spend as campaign controls in FroggyAds while the what is in-app advertising decision remains the standard for judging the result.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration comparing advertising formats for what is in-app advertising execution](https://froggyads.com/assets-redesign-2026/images/showcase-ad-formats.svg)

09 • Buying model

## Bid, rate and effective-cost comparisons for What Is In-App Advertising

What Is In-App Advertising may be bought through CPC, CPM, SmartCPC or another supported model depending on the selected placement and campaign setup. Convert the quoted bid or rate into effective click cost, accepted acquisition cost and contribution after refunds, rejections or delayed value. Compare segments only after using the same attribution window and maturity rule.

A lower rate can become expensive when source quality, landing-page fit or backend acceptance is weak, while a higher rate can be viable when it produces stronger accepted value. Document the maximum accepted acquisition cost and the assumptions behind it before bidding. For what is in-app advertising, the useful economic question is not only what delivery costs, but what an accepted result contributes.

A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

10 • Quality controls

## Use multiple quality and outcome signals for What Is In-App Advertising

Quality review for what is in-app advertising should combine source behavior, duplicate patterns, device consistency, click timing, destination engagement, conversion delay, acceptance rate, rejection reasons and downstream value. No single fraud score or quality label can prove every event is valid. Use traffic-quality controls to reduce risk, then verify the campaign with independent tracking and backend outcomes. Compare sources over multiple time periods so a short burst is not mistaken for stable quality. Escalate unexplained anomalies and preserve the evidence used for exclusions. The strongest quality process connects technical signals to business acceptance and allows a source decision to be reproduced later. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

11 • Decision states

## Create keep, watch, reduce, pause and retest states for What Is In-App Advertising

Assign every material what is in-app advertising segment to a documented state: keep, observe, reduce, pause or retest. Keep requires mature accepted value inside the planned range. Observe is for incomplete data with no loss-limit breach. Reduce lowers exposure when cost or quality is moving in the wrong direction but evidence is not final. Pause protects the budget after a predefined stop condition. Retest is reserved for a specific corrected hypothesis, such as a new destination, creative or attribution fix. Record the date, evidence and next review threshold for each state. This prevents emotional changes and preserves learning across shifts or team handoffs. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

12 • Experiment design

## Change One Major Variable at a Time

Change one major variable at a time when testing what is in-app advertising. A meaningful experiment might compare two message angles, two destination structures, two source groups, one targeting rule or one bid strategy. Keep the offer, tracking, attribution window and accepted outcome stable wherever possible. Predeclare the primary metric, guardrail metrics, minimum maturity and action rule. Do not declare a winner from a few clicks or one early conversion.

On What Is In-App Advertising, use this control to keep the page's evidence and action traceable. When several changes are unavoidable, mark the result as exploratory and avoid using it as proof of causation. Controlled experiments make the next decision faster because the team knows which change produced the observed movement. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence.

This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

**Put the guide into practice**

## Turn What Is In-App Advertising into a bounded campaign test

With “Change One Major Variable at a Time” documented, launch only the next reversible test. Set a spending limit, preserve the baseline and use source-level and audience controls so the next step depends on qualified outcomes for what is in-app advertising, not activity volume.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration of a campaign launch checklist for what is in-app advertising](https://froggyads.com/assets-redesign-2026/images/showcase-campaign-launch-checklist.svg)

13 • Funnel measurement

## Measure What Is In-App Advertising from delivery to accepted conversions

Measure what is in-app advertising from delivery through accepted business value. Review delivery, interaction, engaged session, form or install start, submitted outcome, accepted outcome, rejection, refund and downstream value where available. Calculate rates between each stage and segment them by source, creative, device, GEO and time period. A campaign can have a strong click rate and still fail at destination continuity or backend acceptance. Use the narrowest reliable denominator and state when data is incomplete. The objective is to find the stage where value is lost, not to celebrate the easiest metric. Connect every optimization action to a measurable funnel constraint. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

![what is in-app advertising evaluation scorecard visual](https://froggyads.com/assets-redesign-2026/images/v87-in-app-usa-traffic-evaluation/what-is-in-app-advertising-scorecard.svg)

14 • Stop rules

## Set loss, quality and compliance stops for What Is In-App Advertising

Define stop rules for what is in-app advertising before launch. Include a maximum spend without an accepted outcome, a source-level loss multiple, abnormal click or device behavior, destination failure, tracking mismatch, policy concern and brand-safety breach. State who can pause the campaign and what evidence is required before restarting. A stop is not a permanent judgment when the cause is understood and a corrected retest is justified. It is a budget and risk control. Review stop rules after major offer, tracking or destination changes because the original threshold may no longer fit the economics. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

15 • Scaling

## Scale only the What Is In-App Advertising dimension that earns more exposure

Scale what is in-app advertising only after attribution is stable, accepted acquisition cost is inside the planned range and performance survives a measured increase. Expand one dimension at a time, such as budget, source set, bid, GEO or creative volume. Preserve a control cohort and a rollback point. Watch whether the source mix, device mix, conversion delay or rejection rate changes as volume increases. The average result can hide a weakening marginal segment, so compare the newest spend separately. Stop scaling when the next unit of exposure no longer produces acceptable value. A controlled increase should generate new evidence, not merely larger totals. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

16 • Policy and brand safety

## Keep Policy, Brand Safety and Ownership Visible

Keep policy, brand safety and ownership visible throughout the what is in-app advertising workflow. Confirm that the offer, claims, creative, destination, data collection and targeting comply with platform rules and applicable law. Maintain accurate advertiser identity and material terms. Review publisher or placement context when brand adjacency matters, and exclude unsuitable sources when controls are available. Do not use deceptive interfaces, copied creatives, hidden subscriptions or unsupported claims. Record who approved the campaign and which version was reviewed. Compliance is part of performance because a campaign that cannot remain active or produce accepted outcomes is not economically successful. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

17 • Scenario planning

## Model Conservative, Expected and Stress Cases

Create conservative, expected and stress cases for what is in-app advertising. The conservative case should use weaker interaction, lower backend acceptance and the upper end of expected media cost. The expected case should use evidence from the first controlled cohort, not a sales estimate. The stress case should model a sudden source-mix change, creative fatigue, destination slowdown, longer conversion delay or higher rejection. Calculate spend, accepted outcomes and contribution for each case. Scenario planning does not predict the future, but it shows how much performance can deteriorate before the campaign crosses its loss limit and which signal should trigger rollback. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

18 • Operator checklist

## Close Every Review With a Dated Action

At the end of each what is in-app advertising review, record the active creative set, sources, bids, caps, destination version, attribution window and sample maturity. Assign one action to every material segment and state the evidence required before the next action, such as an accepted-outcome threshold, a minimum spend multiple or a second stable time period. Include unresolved questions and the owner responsible for answering them. This keeps teams from changing campaigns because of pressure or recent noise. A concise operating log makes handoffs clearer, preserves previous learning and protects the logic behind every source, creative and budget decision. A good definition connects the advertising term to real delivery, measurement and operational decisions rather than stopping at a dictionary sentence. This What Is In-App Advertising review should preserve the keyword-specific requirement in the campaign log so the next operator can see why each control exists.

Decision controls

## Practical Review Table for What Is In-App Advertising

| Area | Evidence required | Action |
|---|---|---|
| Inventory | App, placement, operating system, device, app category, geo, time period and source identifiers remain visible | Keep only segments that can be controlled and reviewed |
| Creative | The message is legible, original and truthful in the real placement | Retain distinct concepts with stable delivery |
| Attribution | Creative, click, source and placement IDs reach the backend | Complete a live accepted-outcome test |
| Quality | Engagement, acceptance and rejection reasons are visible | Pause abnormal or low-value sources |
| Economics | Effective media cost and accepted acquisition cost are calculated | Compare marginal value with the planned limit |
| Scaling | Performance remains stable after a measured increase | Increase one dimension and preserve rollback control |

Questions media buyers ask

## What Is In-App Advertising FAQ

### What is in-app advertising and where does it appear?

In-app advertising places paid messages inside software applications on phones, tablets, computers, or connected devices. The unit appears within the application's interface or activity flow instead of an ordinary standalone webpage.

### Who participates in the delivery of an in-app advertisement?

An advertiser funds the campaign, a publisher supplies application inventory, and a platform or network may match demand with placements. Measurement, consent, creative delivery, and billing responsibilities depend on the commercial arrangement.

### How do native, interstitial, banner, and rewarded app ads differ?

Native units follow a content layout, interstitials occupy a transition, banners use a fixed area, and rewarded ads exchange optional viewing for an in-app benefit. Each creates a different context and response expectation.

### How is an in-app advertising impression selected and priced?

Eligible campaigns can compete through an auction using bid, audience, creative, policy, and placement rules. Some inventory also uses agreed pricing. The invoice depends on the documented billing model and event definition.

### Which audience controls can be used for advertising inside apps?

Available controls may include country, region, language, device, operating system, application category, placement, time, and contextual signals. Precision varies by supplier, and sensitive targeting may carry additional privacy obligations.

### How does user consent relate to an in-app ad campaign?

The application and advertising partners must address applicable notice, permission, identifier, and data-use requirements. Responsibilities differ by audience location, technology, purpose, and legal role, so campaign setup needs documented treatment.

### Where can someone go after interacting with an in-app ad?

The response may open a website, app-store listing, deep link, lead form, product page, or another eligible destination. The next screen should load reliably and continue the offer shown in the original unit.

### How is the effectiveness of in-app advertising evaluated responsibly?

Useful evaluation combines verified exposure, qualified response, accepted conversions, acquisition expense, incremental impact where measurable, and downstream customer value. No single click, view, or install metric proves profitability.

### What risks deserve attention before buying in-app advertising inventory?

Poor placement fit, disruptive frequency, unclear consent, invalid activity, weak source reporting, technical handoff problems, and misleading creative can damage results. A bounded pilot and source-level evidence reduce uncertainty.

### When is in-app advertising preferable to a web-only campaign?

It may fit when relevant application audiences, suitable formats, dependable measurement, and a mobile-ready response path support the objective. The choice should follow expected economics and test evidence rather than channel novelty.

Related campaign resources

## Continue the In-App Traffic Workflow

[**Buy In-App Ads**Continue with a related evaluation, measurement and campaign-control guide.](https://froggyads.com/buy-in-app-ads/)[**In-App Traffic For Sale**Continue with a related evaluation, measurement and campaign-control guide.](https://froggyads.com/in-app-traffic-for-sale/)[**What Are In-App Ads**Continue with a related evaluation, measurement and campaign-control guide.](https://froggyads.com/what-are-in-app-ads/)[**Is In-App Traffic Profitable**Continue with a related evaluation, measurement and campaign-control guide.](https://froggyads.com/is-in-app-traffic-profitable/)Measure accepted campaign value

## Build a Controlled What Is In-App Advertising Test

For What Is In-App Advertising, define one accepted outcome, verify tracking, protect the test budget and make source-level decisions from mature data. Results vary by offer, GEO, creative, destination, competition and optimization.

[Create My Free Account](https://premium.froggyads.com/#/signup)[Visit Learning Center](https://froggyads.com/learning-center/)

Search intent and buyer decision

## How to use this What Is In-App Advertising page

This URL has one primary job for **app growth teams**: **understand the concept and apply it to a concrete campaign decision**. Keep this page focused on that buying decision instead of turning it into a generic advertising article. The nearest related FroggyAds page is [In App Traffic](https://froggyads.com/in-app-traffic/); use that URL when its narrower task is the one you actually need.

For What Is In-App Advertising, use these remaining decision checks: review interstitial timing against natural app or mobile-flow transitions; and include retention when post-install or repeat behavior materially changes acquisition value. They support the page's job to understand the concept and apply it to a concrete campaign decision; none of them is a FroggyAds performance guarantee. Additional page-specific entity checks: use app install as an explicit operating check tied to the page's accepted outcome; use post-install event as an explicit operating check tied to the page's accepted outcome; use OS targeting as an explicit operating check tied to the page's accepted outcome.

| Step | Guide Info workflow | Evidence to retain |
|---|---|---|
| 1 | Answer the core question in operational terms | Keep the evidence tied to What Is In-App Advertising and the accepted outcome defined for this URL. |
| 2 | Turn the explanation into one controllable campaign variable | Keep the evidence tied to What Is In-App Advertising and the accepted outcome defined for this URL. |
| 3 | Use measured evidence to choose the next action | Keep the evidence tied to What Is In-App Advertising and the accepted outcome defined for this URL. |

### Transparent What Is In-App Advertising decision example

**Hypothetical example:** if a controlled What Is In-App Advertising test spends USD 125 and records 6 accepted outcomes after the same review window, accepted CPA is USD 125 divided by 6 = **USD 20.83**. Replace the example inputs with your own economics; this is not a FroggyAds performance claim.

Use FroggyAds as the execution layer only when the page's decision calls for paid traffic. Set the relevant budget, targeting and format controls, verify conversion tracking, keep source-level evidence, and increase spend only when the accepted outcome supports the next step. [Create your free FroggyAds account](https://premium.froggyads.com/#/signup). In the What Is In App Advertising workflow, treat this as evidence for the page-specific task to understand the concept and apply it to a concrete campaign decision, not as a reusable conclusion for another URL.

**Research basis for What Is In-App Advertising:** This URL helps app growth teams understand the concept and apply it to a concrete campaign decision. It is mapped to the mobile app research cluster. Our current review used [support.google.com](https://support.google.com/google-ads/answer/6357635?hl=en) and [developers.google.com](https://developers.google.com/admob/android/interstitial) to check terminology, buyer questions and decision coverage relevant to What Is In-App Advertising. These external sources are research inputs, not evidence of FroggyAds campaign performance.

### What Is In App Advertising worked application example

**Hypothetical example:** a buyer using this What Is In App Advertising guide can turn one recommendation into a test by naming the accepted event, fixing the review window and changing one campaign variable. If USD 175 produces 7 accepted outcomes, the resulting accepted CPA is **USD 25.00**; use your own numbers and economics before deciding what to change next.

Direct answer

## What Is In-App Advertising — what matters first

What Is In-App Advertising is most useful when it helps a buyer understand the concept and apply it to a concrete campaign decision. Define the accepted outcome first, then use targeting, budget and source-level evidence to decide what deserves more spend.