The deprecation of incentivized download offers in Offer Wall Edge for iOS, explained

Apple recently rejected several apps from the App Store for guideline violations regarding the use of incentivized download offers in an offer wall.


To bring Fyber in line with Apple’s App Store policies, we’ve deprecated CPI (cost per install) and CPE (cost per engagement) offers from Offer Wall Edge for iOS.


We recently spoke with Apple about the company’s position on apps using incentivized download offers in an offer wall. Read on to understand why Apple finds incentivized download offers unacceptable, why the offer wall is still an acceptable business model in the App Store, and why the offer wall is still a high-earning ad unit without incentivized download offers.


Why does Apple find incentivized download offers in an offer wall unacceptable?


Under section 3 of its App Store Review Guidelines, Apple says: If we find that you have attempted to manipulate reviews, inflate your chart rankings with paid, incentivized, filtered, or fake feedback, or engage with third party services to do so on your behalf, we will take steps to preserve the integrity of the App Store, which may include expelling you from the Developer Program.


The Apple spokesperson told Fyber that apps incentivizing users through an offer wall to download other apps in order to receive points or currency is considered a manipulative practice and therefore unacceptable. In particular, Apple said that this type of offer can manipulate App Store user reviews and chart rankings. The spokesperson from Apple also said that the company finds retargeting users for the purpose of reengaging existing users or churned users as a form of incentivized download.


Is the offer wall still an acceptable business model in the App Store?


Yes. Fyber’s offer wall product—Offer Wall Edge—complies with Apple’s App Store Review Guidelines, a company spokesperson told Fyber. Direct response and cost per action (CPA) offers in an offer wall, such as information request offers, survey offers, trial subscriptions offers, and more, are acceptable and in line with Apple’s policies.


Is the offer wall a viable business model without incentivized download offers?


Yes. Developers can still generate significant revenue and strong ARPDAU through an offer wall with direct response and CPA offers.


What about monetizing an app on the App Store with rewarded video?


The Apple spokesperson confirmed with Fyber that rewarded video advertising is acceptable, because it doesn’t incentivize a download itself.


What about the offer wall in Google Play?


Google doesn’t have an explicit policy prohibiting incentivized download offers in an offer wall.


In its Google Play Developer Policy Center, Google says this about incentivized installs: Developers must not attempt to manipulate the placement of any apps in Google Play. This includes, but is not limited to, inflating product ratings, reviews, or install counts by illegitimate means, such as fraudulent or incentivized installs, reviews and ratings.


Fyber 2019 State of In-App Advertising and Monetization promo blog post v4

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